Pick the circular business model before the pilot

Loops need economics. A circular activity that depends only on good intentions usually remains small. Why pilots fail Many pilots focus on collection, recycling, or storytelling while the commercial engine stays linear. Sales wins on unit volume. Procurement wins on lowest upfront cost. Service teams are measured on speed, not component recovery. The circular loop then survives only as an exception. What the business-model lens adds A circular business model asks how value is created and captured when products stay in use longer, return, get repaired, or re-enter the market. Refill, subscription, service, resale, and buy-back models each create different…

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