Circudyne
Circudyne
The art and science of circular transformation
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Circudyne

WWHTBT

A Van Gogh–style portrait of Joseph Campbell set against swirling cosmic colors in blues, greens, magentas, teals, and citrine yellow, suggesting shifting cosmology and mythic meaning.
Cultural Mythology

Closing the Mythology Gap

When the world changes faster than our stories, organizations lose coherence and momentum. This Letter shows how Joseph Campbell, George Lucas, and Coca-Cola demonstrated the deeper work of cultural renewal — and what it means to become fit for purpose in the Circular Century.
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?
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?'