Circudyne
Circudyne
The art and science of circular transformation
⌘K
Subscribe Sign in
Circudyne

WWHTBT

Pop art milkshake with striped straw on yellow table. Window shows sunlit meadow with dome structure and rolling green hills—a circular economy future in yellows, teals, greens.
JTBD

From Milkshakes To Meaning

Clay Christensen showed us how to understand consumer preference beyond the A|B test. That key unlocks product-market fit for the Circular Century.
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?'