One of recurring themes in the new edition of A Circular Economy Handbook (to be published in November 2025) is the importance of systems thinking and systems design. I’ve been reading Seth Godin’s book, This is Strategy, and he says successful strategies depend on two things: being conscious of the change we seek to make and the systems that can amplify or impede our progress.

In other words, we must make sure we understand the different systems affecting the things we want to change. There can be multiple systems, many of which we have little control over.

It’s also important to find the ‘leverage points’ – those places in complex systems where, as Donella Meadows said, ‘a small shift in one thing can produce big changes in everything.’

Pretty much every conversation in the last series gave me food for thought and insights for the book, and in this episode, I’d like to pick up on some of those.

First, we’ll recap on the systems thinking tools and approaches in Martin Tomitsch and Steve Baty’s new book, Designing Tomorrow, and think about the impact of strategies and systems – who we affect, and what kind of impacts we’re responsible for.

Then we’ll look more closely at one of the key differences between conventional and circular business models – the role of the customer, and the need for them to be active, rather than passive participants.

Finally, we’ll unpick another recurring theme from the book – system value – a term used by the Future Fit Foundation for solutions where businesses address societal needs in a holistic way, while not hindering progress towards a flourishing future.

The last series covers episodes 151 to 159:

151 Clarissa Morawski of Reloop Platform: practical policies for circular packaging

152 Markus Terho: The Lifestyle Test

153 Anette Timmer of DESSO: the beauty of circularity

154 Loic Le Fouest of Clarasys: creating circular customer experiences

155 Martin Tomitsch and Steve Baty: Life-centred design

156 Marcus Feldthus: the Post-Growth Guide for businesses

157 Liz Bui of Yulex: safer, sustainable materials

158 Steve Wilson of Compostify: bioplastics that enrich the planet

159 Kyle Wiens of iFixit: the rewards of repairability

International speaker, author and strategic advisor, Catherine Weetman helps people discover why circular, regenerative and fair solutions are better for people, planet – and prosperity.

Catherine’s award-winning book: A Circular Economy Handbook: How to Build a More Resilient, Competitive and Sustainable Business includes lots of practical examples and tips on getting started.

Stay in touch for free insights and updates…

Read on for more on our guest and links to the people, organisations and other resources we mention.

Don’t forget, you can subscribe to the podcast series on iTunes, Google Podcasts, PlayerFM, Spotify, TuneIn, or search for “circular economy” in your favourite podcast app. Stay in touch to get free insights and updates, direct to your inbox…

You can also use our interactive, searchable podcast index to find episodes by sector, by region or by circular strategy. Plus, there is now a regular Circular Economy Podcast newsletter, so you get the latest episode show notes and links delivered to your inbox on Sunday morning, each fortnight. The newsletter includes a link to the episode page on our website, with an audio player. You can subscribe by clicking this link to update your preferences.

Links we mention in the episode:Books, people and organisations we mentioned* Seth Godin, This is Strategy: Make Better Plans (2024) Authors Equity, USA https://www.sethgodin.com/ * The Donella Meadows Project, a project of the Academy for Systems Change, Leverage points: the places to intervene in a system. Available from: donellameadows.org/archives/leverage-points-places-to-intervene-in-a-system/ * The Future-Fit Foundation – the Benchmark https://benchmark.futurefitbusiness.org/index.html * Impact Ripple Canvas from Designing Tomorrow by Martin Tomitsch and Steve Baty https://www.designingtomorrowbook.com/ * Clarasys and University of Exeter’s Centre for the Circular Economy – report and toolkit on Creating Customer Experiences in the Circular Economy (2023) ce-hub.org/knowledge-hub/creating-customer-experiences-in-a-circular-economy-toolkit/

Catherine’s work:* Circular Economy Podcast on LinkedIn: linkedin.com/showcase/circular-economy-podcast/ * Circular Economy Podcast website: circulareconomypodcast.com * Catherine Weetman on LinkedIn: https://www.linkedin.com/in/catherine-weetman-9419107/ * A Circular Economy Handbook: How to Build a More Resilient, Competitive and Sustainable Business – buy from any good bookseller, or direct from the publisher Kogan Page, which ships worldwide (free shipping to UK and US) https://www.koganpage.com/CircEcon2 * Interactive podcast index https://www.rethinkglobal.info/circular-economy-podcast-index/ * Rethink Global www.rethinkglobal.info * Sign up to get the podcast player and shownotes for each new episode emailed to your inbox

Playlist: getting started with the circular economy…Want to know more about the what the circular economy really is, and how it can help your business? Here’s a playlist to help you get to grips with the concept, how it creates value, and the common myths (spoiler alert – it’s much more than recycling!)

• #1 What is the circular economy: A quick intro to explain what the circular economy is and why it’s important. We explore how it helps create better products and services, and at the same time helps to make a better world. I break it down into my 5 circular economy components, helping you think about each part of your business.
• #2 The linear economy and your risk checklist: We dig a bit deeper into the way we do business now, the linear economy, and why that’s creating problems for business, society and our living planet. Also, we’ll look at the risks that emerge from those big-picture issues, and how they might affect your organisation.
• #90 Does circular mean it’s sustainable? Catherine Weetman is worried that companies are using circular economy solutions to grow their business (and their footprints).
• #101 Circular is better for people, planet and profit! How three simple strategies can help you get started with circular and regenerative solutions that are better for people, planet and profit.
• #120 Priorities are changing: people find life is better when we care for and share things – circular economy strategies make that better for business, too.

And here’s Catherine’s guide: What is the circular economy?

Want to dig deeper?

Why not buy Catherine’s award-winning book, A Circular Economy Handbook: How to Build a More Resilient, Competitive and Sustainable Business. This comprehensive guide uses a bottom-up, practical approach, and includes hundreds of real examples from around the world, to help you really ‘get’ the circular economy. Even better, you’ll be inspired with ideas to make your own business more competitive, resilient and sustainable.

Please let us know what you think of the podcast – and we’d love it if you could leave us a review on iTunes, or wherever you find your podcasts. Or send us an email…

Please let us know what you think of the podcast – and we’d love it if you could leave us a review on iTunes, or wherever you find your podcasts. Or send us an email…

Podcast musicThanks to Belinda O’Hooley and Heidi Tidow, otherwise known as the brilliant, inventive and generous folk duo, O’Hooley & Tidow for allowing me to use the instrumentals from the live version of Summat’s Brewin’ as music for the podcast. You can find the whole track (inspired by the Copper Family song “Oh Good Ale”) on their album, also called Summat’s Brewin’. Or, follow them on Twitter.

Search for previous episodes….