Last Moment of Truth (LMOT)

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Nature of Change

The Why and How of Change

Stuffed channels, diluted brands, enshittified platforms: each traces back to wasteful production. The result is a culture-wide malaise. Circularity cuts the knot.

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Nature of Change

Moment of Change

End-of-life is product strategy’s final frontier. The Last Moment of Truth is where transformation is won or lost, and where producers have the most to gain.

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Nature of Change

Possibility of Change

Most leaders know their company must change. But there is not a lot of change happening. Before asking how circularity transformation works, we ask whether it can happen at all.

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Summer Reading 2026

Made to Stick

Circularity is a complicated idea that needs to be simplified to be remembered. The Heath brothers wrote the book on that, and it points to a story we should have been telling all along.

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Summer Reading 2026

Build

Circularity transformation needs a cornucopia of new-to-world products, made quickly and well. Tony Fadell's method for making them is repeatable.

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Summer Reading 2026

Toyota Production System

Lean's founding text by Taiichi Ohno shows that the most celebrated efficiency revolution in business history was circular from the start — and hands circularity transformation its strongest precedent.

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Summer Reading 2026

The Innovator's Dilemma

Clayton Christensen’s iconic analysis reveals why well-run companies at the peak of their powers are routinely vulnerable to disruption. We examine his thesis through the lens of circularity disruption.

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Summer Reading 2026

Playing to Win

Strategy is a choice, so you might as well choose to win. For circularity leaders, the framework offers an opportunity and a moment of truth.