The document provides an agenda for the CIRCO conference on designing value through circular design. The introduction discusses how design can create value by being explorative, positive, inclusive, adaptive, and generative. The next section summarizes Nina Boorsma's research assessing the value created through CIRCO workshops, including takeaways for companies, challenges in implementing circular business models, and current impacts. The final section discusses Landal GreenParks' approach to sustainability across three themes and examples of circular initiatives.

3. CIRCO: DESIGNING VALUE
Moderator: Erik Roscam Abbing | Livework

4. 10:00 – 11:00 CIRCO: Designing Value
11:00 – 11:30 Break
11:30 – 12:30 Circular Buiding - Starting at the Façade
12:30 – 13.30 Lunch
13:30 – 14:30 Products that Flow

5. INTRODUCTION
Erik Roscam Abbing | Livework, CLICKNL

6. Creating
value

7. Businesses People
Creating
value

8. Businesses People
Retaining
value

9. Design
=
Value
Creation

10. Design
Explorative
Positive
Inclusive
Adaptive
Generative

11. Explorative
The ability to explore alternative futures, and envision different opportunities
and different ways of collaborating.

12. Positive
The ability to think in desired end states in stead of existing problems. Thinking
outside of constraints and using paradoxes as jumpingboard for opportunity
creation.

13. Inclusive
The ability to include others in change and transitions. Using co-creation,
storytelling and imagination to give people a role and empower them.

14. Adaptive
The ability and mental agility to adapt thinking modes to the context. Switch
between convergent and divergent thinking, analysis and synthesis, intuition
and ratio, inside out and outside in, human centric and business centric.

15. Generative
The ability to create and build.
Decreasing the time to market for broadly supported solutions, through
collaboration, pragmatism, prototyping and can-do mentality.

17. CIRCO CREATING BUSINESS
THROUGH CIRUCLAR DESIGN
Nina Boorsma | Delft University of Technology

18. Research project:
Assessing the value created
through CIRCO workshops
Nina Boorsma
25 October 2018
n.e.boorsma@tudelft.nl
Conny Bakker
Professor
Phil Brown
PhD Researcher
Nina Boorsma
PhD Researcher
DRIVE
Festival
2018

19. After initial selection from
a list of 300+ companies
Traveling
crossing the country
to visit companies
Interviews
Contacting
companies
Data collection trough
interviews and observations
Transcribing
Converting audio
files intro text
Coding
Analysing the interview texts
through pattern finding
Interpretation
Converting codes into
presentable results
Reporting
Compiling the results
into a presentable form
1
2
3
4
5
6
7

20. After initial selection from
a list of 300+ companies
Traveling
crossing the country
to visit companies
Interviews
Contacting
companies
Data collection trough
interviews and observations
Transcribing
Converting audio
files intro text
Coding
Analysing the interview texts
through pattern finding
Interpretation
Converting codes into
presentable results
Reporting
Compiling the results
into a presentable form
1
2
3
4
5
6
7
TAKE-AWAYS
CHALLENGES
IMPACT

21. Created value
includes…
..fun way of
conveying
complex
content
..initiation
collaboration
business and
design
..inspiring
materials
..developing
the right
mind-set
..constructing
a horizon
..future
scanning
TAKE-AWAYS
What value did companies take away
from the CIRCO workshop?
• TAKE-AWAYS
CHALLENGES
IMPACT

22. How to…
CHALLENGES
What are the biggest hurdles for
implementing value propositions?
TAKE-AWAYS
• CHALLENGES
IMPACT
..operationalise
circularity
..prepare the
customers and
markets
..integrate
business and
product
development
..identify the
right business
model for the
value network
..get internal
buy-in
..handle the
complexity of
knowledge

23. How to…
CHALLENGES
What are the biggest hurdles for
implementing value propositions?
TAKE-AWAYS
• CHALLENGES
IMPACT
break down into
incremental steps
..operationalise
circularity
..prepare the
customers and
markets
..integrate
business and
product
development
..identify the
right business
model for the
value network
..get internal
buy-in
..handle the
complexity of
knowledge

24. How to…
CHALLENGES
What are the biggest hurdles for
implementing value propositions?
TAKE-AWAYS
• CHALLENGES
IMPACT
break down into
incremental steps
finding the right
combination
..operationalise
circularity
..prepare the
customers and
markets
..integrate
business and
product
development
..identify the
right business
model for the
value network
..get internal
buy-in
..handle the
complexity of
knowledge

25. How to…
CHALLENGES
What are the biggest hurdles for
implementing value propositions?
TAKE-AWAYS
• CHALLENGES
IMPACT
break down into
incremental steps
consumer
acceptance
finding the right
combination
..operationalise
circularity
..prepare the
customers and
markets
..integrate
business and
product
development
..identify the
right business
model for the
value network
..get internal
buy-in
..handle the
complexity of
knowledge

26. How to…
CHALLENGES
What are the biggest hurdles for
implementing value propositions?
TAKE-AWAYS
• CHALLENGES
IMPACT
break down into
incremental steps
break down
silos
consumer
acceptance
finding the right
combination
..operationalise
circularity
..prepare the
customers and
markets
..integrate
business and
product
development
..identify the
right business
model for the
value network
..get internal
buy-in
..handle the
complexity of
knowledge

27. How to…
CHALLENGES
What are the biggest hurdles for
implementing value propositions?
TAKE-AWAYS
• CHALLENGES
IMPACT
break down into
incremental steps
break down
silos
finance circularbusiness models
consumer
acceptance
finding the right
combination
..operationalise
circularity
..prepare the
customers and
markets
..integrate
business and
product
development
..identify the
right business
model for the
value network
..get internal
buy-in
..handle the
complexity of
knowledge

28. IMPACT
What value created during the workshops
is currently being implemented?
TAKE-AWAYS
CHALLENGES
• IMPACT

29. IMPACT
What value created during the workshops
is currently being implemented?
TAKE-AWAYS
CHALLENGES
• IMPACT
PILOT set-ups
to TEST circular
business models

30. IMPACT
What value created during the workshops
is currently being implemented?
TAKE-AWAYS
CHALLENGES
• IMPACT
development of
circular economy
COMMUNITY
PILOT set-ups
to TEST circular
business models

31. IMPACT
What value created during the workshops
is currently being implemented?
TAKE-AWAYS
CHALLENGES
• IMPACT
ACTIVATION
of circular mind-set
and thinking
development of
circular economy
COMMUNITY
PILOT set-ups
to TEST circular
business models

32. IMPACT
What value created during the workshops
is currently being implemented?
TAKE-AWAYS
CHALLENGES
• IMPACT
the workshop set-up
INSPIRED
participants to
explore circular
opportunities
ACTIVATION
of circular mind-set
and thinking
development of
circular economy
COMMUNITY
PILOT set-ups
to TEST circular
business models

33. IMPACT
What value created during the workshops
is currently being implemented?
TAKE-AWAYS
CHALLENGES
• IMPACT
the workshop set-up
INSPIRED
participants to
explore circular
opportunities
ACTIVATION
of circular mind-set
and thinking
development of
circular economy
COMMUNITY
PILOT set-ups
to TEST circular
business models
designers’ impact
develop an understanding of
circular value propositions to be
able to provide arguments which are
meaningful to your customers
allow iterations in business
model development

34. Nina Boorsma
n.e.boorsma@tudelft.nl

35. SUSTAINABILITY AT LANDAL
GREENPARKS
Tanja Roeleveld | Landal GreenParks

36. Sustainability @ Landal GreenParks
DRIVE festival| Dutch Design Week | Eindhoven
@tanjaroeleveld
tanja-roeleveld-920a74/

37. The scope of Landal

39. WITH GREEN WE OFFER
UNFORGETTABLE HOLIDAYS

40. NOW AND IN THE
FUTURE

41. TOGETHER WITH
SUPPLIERS, GUESTS
AND THE REGION

42. UNFORGETTABLE
HOLIDAYS WITH A
POSITIVE IMPACT

43. PROMISE TO
OUR GUESTS

44. One mission – three theme’s
Unforgettable holidays with a positive impact
We invest in a healthy
nature and strengthen
the region.
We add to the
happiness of all people
in and around our
company.
We go for climate
neutral. In 2030 we will
be ready.
ExpeditieZERO

45. Landal
Circulair

46. REDUCE, RE-USE,
RECYCLE

47. AUPING CIRCULAIR
BOXSPRING
DELTEX – BLANKET OF PET
BOTTLES

48. TABLES AND CUPBOARD
MADE OF FSC-WOOD + STEEL
KITCHENCABINETS OF
CORNBLADES

49. OT-DESIGN
MODULAIR BANK
PFC FLOORS MADE OF
RECYCLED MATERIAL

50. Guest drinks
coffee
Employees
collects
coffee
grounds
Bidfood
transport
Gro grows
oyster
mushrooms
Production
in to kroket
or bitterbal
Pruchase via
Bidfood
Serving the
guests
Guest works
with Gro kit
@home
DOEL:
Al het recyclebaar
afval hergebruiken als
grondstof

51. GREEN MAKE-OVER

54. www.landal.nl
@tanjaroeleveld
tanja-roeleveld-920a74/

55. DIALOGUE
Erik Roscam Abbing | Livework

56. ECODESIGN PAST & FUTURE
Ed van Hinte

57. 1863

58. 1798

59. 1968

60. 1993

61. Eelco Rietveld
Mark Goedkoop
Marcel Schreuder
Ed van Hinte
Diana de Graaf
Liesbeth Bonekamp
Conny Bakker2018

62. PRODUCTS THAT FLOW
Siem Haffmans | Partners for Innovation

63. PRODUCTS THAT FLOW is an unusual book
about common things that surround us every
day. Fast-moving consumer goods, such as
food, packaging, disposables, fashion, cheap
gifts and gadgets.
How can we deal with this huge amount of products
in a more sustainable way?
This book offers a wide range of practical examples
and points different ways to managing the flows
that currently often are out of control.
‘Products that Flow’ is a source of inspiration for
designers, business developers, marketeers and
policy makers.

66. WRAP UP
Erik Roscam Abbing | Livework