Even though companies and public administrations are starting working on new ways of production, consumption and management for a better future, they still face a lot of obstacles and create strategies that are not diversified. Several organizations speak about eco-conception or recycling efforts, to ensure an upcycling of the matter or of the components at the end of life. Nevertheless at Circulab we think that circular economy is beyond those solutions that point out only the result and finally neither take the problem from the origin nor comprehend the complexity of systems. An efficient and virtuous transition is not - only - in these actions. At Circulab we aim to eco-design not only products but also business models.