Circudyne
Circudyne
The art and science of circular transformation
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Circudyne

Roger Martin

Vincent van Gogh’s The Good Samaritan (after Delacroix), showing a compassionate figure helping a wounded man onto a horse, rendered in expressive brushwork.
On the Bubble

Empathy Is a Strategic Capacity

It enables worldbuilding where time and value are not yet fixed, providing a path to product–market fit before markets, metrics, or demand signals exist.
Painterly night scene of an ancient Greek sailing vessel beneath a circular constellation of luminous stars, symbolizing a constellation of ideas guiding the close of A Circudyne Odyssey.
Circudyne Odyssey

A Circudyne Odyssey

Closing out a season tracing a constellation of thinkers and ideas behind circular transformation — sharpening how we see perception, storytelling, and imagination, and preparing the ground for a harder question: what circularity must now deliver.
Painterly image of Earth aligned beneath a black monolith, with the Moon and Sun above, rendered in a mythic, cosmic style inspired by 2001: A Space Odyssey.
Circudyne Odyssey

McLuhan, Perception, and the Role of Brands Today

Marshall McLuhan argued that experience shapes behavior before understanding. In a moment defined by overload and institutional fatigue, this letter explores what that insight means for brands, and why helping people see has become their responsibility.
Digital illustration of Homer, the ancient Greek poet, gazing toward a radiant circular future city, linking timeless storytelling traditions with a coherent vision of the Circular Century.
Connection

You Don't Need Better Storytellers

Stories begin with choices. Without internal coherence, even the best storytelling can’t help us imagine, or choose, the future we need.
Woodblock-style illustration of the Perfect Days coffee vending machine in a quiet Tokyo parking lot at sunrise, rendered with Hokusai-inspired lines and bright citrine light.
Perfect Days

"Something Goes Wrong!"

We’ve absorbed decades of stories that teach us to wait for the break: build a world, then watch it fall, because “something goes wrong!” is where the meaning begins. Tales of the Circular Century require a different rhythm. “Perfect Days” reveals the quiet power of a world that holds.
Impressionist maritime painting: elderly civilian mariner in work clothes steering wooden pleasure craft across dawn-lit Channel waters during Dunkirk evacuation
Dunkirk

Dunkirk Spirit and Circular Transformation

Like the Royal Navy at Dunkirk, today's corporations are unfit for the task. Circular transformation needs 1,000 small boats, not one big ship. What's yours?
Comic book illustration: pilot in yellow rocket labeled WWHTBT crossing desert chasm with trailing scarf, while pole vaulter in HMW jersey watches from rim
WWHTBT

"What Would Have To Be True?"

You cannot A|B test your way to system change. Why circular transformation requires asking 'What Would Have to Be True?' instead of 'How Might We?'