Many ideas for the design of business models for the circular economy have been put forward. Some are based on case studies, others derived from theory. But why is it so difficult to provide a comprehensive overview of circular economy business models? The answer is simple: because there are so many of them.

An article published in the UK edition of ‘The Conversation’ summarizes the results of our review of circular economy business model patterns, which has originally been published in the Journal of Industrial Ecology. It explains how to turn the ‘morphological box’ developed in our paper into a ‘magical design box’ for circular economy business models.