SlideShare a Scribd company logo
Disruptive Innovation Festival webinar 
by Guido Braam
Circle Economy 
“A 
non-­‐profit 
ac-on 
driven 
coopera-ve 
with 
a 
mission 
to 
speed 
up 
the 
transi-on 
towards 
the 
inevitable 
circular 
economy.”
Introduction: Circle Economy
Circular economy reveals 
innovative potential 
“Entrepreneurs 
are 
the 
ones 
filling 
the 
gaps 
and 
failures 
in 
society” 
Michael 
Porter
Shifting from compliance, via efficiency to 
opportunities for value creation 
5 
Risk 
Compliance 
Cost 
reduc=on 
Eco-­‐ 
Efficiency 
Systems 
level 
Innova.on 
Value 
crea.on 
Sustainability 
focus 
Environmental 
focus 
Circular 
focus 
Company 
maturity
Visioning the circular economy 
1. All 
materials 
are 
cycled 
infinitely 
(at 
least 
theore=cally) 
2. All 
energy 
is 
derived 
from 
renewable 
or 
otherwise 
sustainable 
sources 
3. Human 
ac=vi=es 
support/strengthen 
ecosystems 
and 
the 
rebuilding 
of 
natural 
capital 
4. Human 
ac=vi=es 
support/ 
strengthen 
a 
cohesive 
society 
and 
culture 
5. Human 
ac=vi=es 
support/ 
strengthen 
human 
health 
and 
happiness 
6. Resources 
are 
used 
to 
generate 
value 
(financial 
and 
other 
forms)
Origin of the idea 
Mariana 
Mazzucato: 
The 
Lynda 
GraTon: 
Hotspots 
entrepreneurial 
state 
Sources of inspiration
Why do we want this? 
Why do we want this? 
For 
the 
Netherlands 
• Make 
our 
economy 
flourish 
and 
create 
jobs 
• Have 
a 
na.onally 
shared 
dream 
For 
the 
world 
• Commit 
ourselves 
to 
do 
our 
utmost 
best 
to 
live 
within 
the 
planetary 
boundaries 
• Challenge 
the 
rest 
of 
the 
world 
to 
do 
the 
same
Why the 
Netherlands?
Why the Netherlands 
Source: 
PBL
According to MarketingTribune 2008: 
• High adaptation of innovative products 
• Solid knowledge- and infrastructure for supporting 
R&D 
• High level design and product development agencies
Why the Netherlands?
How are we making this happen? 
Star.ng 
a 
na.onal 
program 
Together 
with 
a 
broad 
coali=on 
(RACE) 
we 
are 
looking 
for 
leverage 
points 
– 
places 
where 
we 
can 
create 
big 
impact 
with 
a 
small 
ac=on 
Ministery 
of 
enviroment 
and 
infrastructure, 
Economic 
affairs, 
INSID, 
MVO 
Nederland, 
Het 
Groene 
Brein, 
IMSA, 
De 
Groene 
Zaak, 
Accelera=o, 
Circle 
Economy.
Iconic circular examples showing mainstream 
the Nevertheless, promise of the dream circular big! 
economy
A Circular Investment Strategy
Challenges 
• Logical, 
but 
complex 
mul=stakeholder 
process 
• Vested 
interest 
• Poli=cal 
leadership 
• Compliance 
to 
EU 
policy 
• Cynicism
Finally become world champion 
We want to be the world champion…. 
for once
Thank you! 
Questions? 
guido@circle-economy.com

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Netherlands as a circular hotspot webinar (@ Disruptive Innovation Festival, hosted by the Ellen MacArthur Foundation)

  • 1. Disruptive Innovation Festival webinar by Guido Braam
  • 2. Circle Economy “A non-­‐profit ac-on driven coopera-ve with a mission to speed up the transi-on towards the inevitable circular economy.”
  • 4. Circular economy reveals innovative potential “Entrepreneurs are the ones filling the gaps and failures in society” Michael Porter
  • 5. Shifting from compliance, via efficiency to opportunities for value creation 5 Risk Compliance Cost reduc=on Eco-­‐ Efficiency Systems level Innova.on Value crea.on Sustainability focus Environmental focus Circular focus Company maturity
  • 6. Visioning the circular economy 1. All materials are cycled infinitely (at least theore=cally) 2. All energy is derived from renewable or otherwise sustainable sources 3. Human ac=vi=es support/strengthen ecosystems and the rebuilding of natural capital 4. Human ac=vi=es support/ strengthen a cohesive society and culture 5. Human ac=vi=es support/ strengthen human health and happiness 6. Resources are used to generate value (financial and other forms)
  • 7.
  • 8. Origin of the idea Mariana Mazzucato: The Lynda GraTon: Hotspots entrepreneurial state Sources of inspiration
  • 9. Why do we want this? Why do we want this? For the Netherlands • Make our economy flourish and create jobs • Have a na.onally shared dream For the world • Commit ourselves to do our utmost best to live within the planetary boundaries • Challenge the rest of the world to do the same
  • 11. Why the Netherlands Source: PBL
  • 12. According to MarketingTribune 2008: • High adaptation of innovative products • Solid knowledge- and infrastructure for supporting R&D • High level design and product development agencies
  • 14. How are we making this happen? Star.ng a na.onal program Together with a broad coali=on (RACE) we are looking for leverage points – places where we can create big impact with a small ac=on Ministery of enviroment and infrastructure, Economic affairs, INSID, MVO Nederland, Het Groene Brein, IMSA, De Groene Zaak, Accelera=o, Circle Economy.
  • 15. Iconic circular examples showing mainstream the Nevertheless, promise of the dream circular big! economy
  • 17. Challenges • Logical, but complex mul=stakeholder process • Vested interest • Poli=cal leadership • Compliance to EU policy • Cynicism
  • 18. Finally become world champion We want to be the world champion…. for once
  • 19. Thank you! Questions? guido@circle-economy.com