1.
www.circulab.com
How your company’s "raison d'être"
can lead you to the circular economy?

2.
1
What are the positive effects
of defining a "raison d'être"?

3.
Let's analyze the case of
Patagonia

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Patagonia is an eco-designed
technical mountain sports and surf
clothing company, using only organic
cotton, and recycled materials.

5.
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Patagonia is driven by its
"raison d'être" (purpose):
"Make the best products with the
least environmental impact, use the
business world to inspire and
i m p l e m e n t s o l u t i o n s t o t h e
environmental crisis."

6.
This "raison d'être" led Patagonia to define
the principles of their company.

7.
The "raison d'être" gives them an authentic image.
Patagonia accepts its environmental impact openly and invites users to work on it.
The company is committed to aligning consumer interests with those of the
planet: making products that are useful and long-lasting.

8.
The "raison d'être" involves:
The employees
Motivated by the links of
Patagonia with some
environmental associations,
the employees are committed
to it personally.
Since 1993, the company has
been offering internal
environmental internships.
The suppliers
They continue the brand's
commitment through
associations and adoption
of labels.
The customers
A true community
has been created around the
brand, sharing its
experiences and supporting
the "raison d'être" with
esteem.
Example of the Fundación Cordillera
Tropical in Ecuador boosting wildlife
conservation.

9.
The vision multiplies the opportunities to achieve it.
Partnership with
Ebay for the
recirculation of
products.
Creation of a new one
national park in Chile.
Publication of a book,
and many essays.
Product repair
guide.

10.
The rewards of this commitment:
Patagonia is renowned as
a good place to work.
2011 turnover reaches a record,
in parallel with the "Don't buy
this jacket" campaign
In 2013, Patagonia becomes
a B corporation (Benefit
corporation, "entreprise
of societal interest")
Average turnover of:
25%
over the last 12 years
compared to more than
100% among the brand's
competitors.
*James key lim : « Patagonia CEO: Create a Healthy, Respectful Company Culture », URL : http://jameskeylim.com/

11.
What makes this brand
so bold?
so energetic?
so innovative?
so distinct?

12.
*The golden circle de Simon Sinek, «Start with the why, How great leaders inspire everyone to take action» Éd. Reprint, 2009
Production processes, distribution,
supply chain,…
1.What?
2. How?
What products or services?
Single-product, single-market focused
Today, most companies focus only on 2 things :

13.
Their speeches are not very inspiring.
When only talking to
the rational part of
the brain: listing
characteristics,
facts…
Something is missing.

14.
?
It’s difficult to earn real points,
when you’re missing a broader goal.
Most companies
aren’t aware of their
purpose, the why…
That’s why most of
them hardly gain
support.

15.
2
Why should your
company exist?

16.
What exactly are you undertaking?
It is about defining
your "raison d'être",
your purpose.
!What is
your vision,
your inspiration,
your initial motivation?
What is your
ultimate goal?

17.
A "raison d'être" is a dream.
[...] I have a dream that one
day, down in Alabama, with its
vicious racists, with its governor
having his lips dripping with
the words of "interposition" and
"nullification" – one day right
there in Alabama little black
boys and black girls will be able
to join hands with little white
boys and white girls
as sisters and brothers.
[...] With this faith, we will be
able to hew out of the
mountain of despair a stone of
hope. »
I have a dream
≠
I have a plan*
*Simon Sinek, «How great leaders inspire action» Ted Talk, 2009

18.
Interface is the world’s largest
manufacturer of modular carpet tiles aiming
for sustainable development since 20 years.
Their purpose is to show that
« sustainability is profitable ».
On that account, the company devotes
itself to the slogan
« Doing well by doing good ».
A "raison d'être" is a vision.

19.
A "raison d'être" is a mission.

20.
Awareness
of actual and future
issues
Desire to
share your
vision
Defining
an idéal
A "raison d'être" often includes 3 aspects

21.
Awareness
of actual and future
issues
Desire to
share your
vision
Defining
an idéal
A "raison d'être" often includes 3 aspects
setting
a challenge
authenticity,
sincerity,
personal,
different,
genuine
challenge the status quo

22.
Know why you exist and what you serve.
What’s your working method?
3. What ?
2. How?
Product(s) or service(s) deriving
from your "raison d'être".
1. Why? Your "raison d'être"
What you do is now
part of your strategy,
to make your vision
become real.

23.
And your venture will shine
will speak to the
emotional part
of the brain,
generating
trust and
loyalty.

24.
Carlsberg, a danish brewing company,
has established its own circular economy
community : the company has managed
suppliers to adopt cradle to cradle®*
standards.
For its growth, they produce environmentally
friendly and healthy packaging while serving
their purpose:
« Great people.
Great brands. Great moments. »
A "raison d'être" makes you persuasive,
and changes your relationship with suppliers
* Cradle to cradle® is a matrix of considerations revisiting
production means and design of products for preserving
humans as well as the environment.

25.
The "raison d'être" allows the company to count on a
loyal and participative community.
This commercial company develops
and makes available to farmer-
producers an internet platform for the
direct short selling of their agricultural
food and agri-food products.
It permits to offer quality products by
guaranteeing traceability and paying
producers fairly.
Each « beehive » (distribution center)
is a small business.
5-10 people / day
want to open their own « beehive »
A French company called « The beehive that says yes! »

26.
The "raison d'être" enables you to project you
into the future.
Honda works towards
the mobility of people.
Auxiliary device for mobility
for a growing aging
population

27.
Identifying your "raison d'être" allows you to get a
more global point of view
aesthetic
efficiency
usability
grow to become
holistic quality
beauty of intentions
relationship with the future

28.
This point of view is vital when setting
a virtuous circular economy.

29.
Circular economy cultivates a certain sensitivity
for your natural, as well as your social ecosystem
It provides thoughts, considerations and methods
enabling you to enrich your purpose every day.

30.
Raison
d'être
It requires you to inventory all the interactions
between your company and your surroundings,

31.
to create potential synergies,
clients suppliers
citizens
Collaboration

32.
Longevity of energy
flow and materials
to better master your ressources in coherence with
your purpose

33.
« Systems make it possible,
People make it happen. »
From now on, it is possible to think in a systemic way
and develop your potential.
Kalundborg Symbiosis is an industrial
ecosystem started in Denmark in the
60s.
In a closed cycle, the residual
products of some become resources
for others.
There is collaboration between public
and private companies leading to
economic and environmental profit.
This projects foundations are
communication, cooperation, human
relations and gainful collaboration
between all players.

34.
Society
Shared
value
Your company
« Businesses must reconnect company success with social progress. »
* Michael Porter, How to reinvent capitalism, Havard Business Review, 2011.
Those collaborations lead naturally to shared value
Shared value*: business approach improving simultaneously competitiveness and enhancing
economic and social conditions of communities in which the company operates.

35.
Paper selection
is then done by social
businesses where employees
obtain personalized
assistance while coming
back into employment.
From now on, it is possible to think in a systemic way
and develop your potential.
La Poste (French post office) provides companies with containers for
waste separation allowing mailmen to collect regularly recyclable paper.

36.
Without "raison d'être" With "raison d'être"
"raison
d'être" (purpos
e)
*William Mc Donough, Michael Braungart : The upcycle,
Beyond sustainabiliy – Designing for abundance, p.68
Strategies
Tactics
Measuring efficiency
Values
Principles
Goals
Strategies (products, services)
Tactics for conducting the strategies
Own measuring methods of efficiency*
Goals
(products, services)

37.
Less bad « More good »
Sourcedel’image:www.smarthome.com
Purpose makes you ambitious
Energy-efficient lamp :
- consumes less energy
- contain high toxic materials for health
and environment.
- need proper recycling sector
Steelcase office chair, Cradle to Cradle® certified :
- completely demountable in 5 minutes
- entirely recyclable
- positive social and environmental impacts
- no toxic material

38.
Matching "raison d'être" and circular economy
creates synergies and opportunities.

39.
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