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Francesca Toolkit
Circular Vision Canvas
The Circular Vision Canvas helps organisations define the strategic intent of their circular economy transition. The tool supports companies in clarifying their level of ambition, identifying strategic opportunities, and positioning circularity within their broader business strategy. It enables organisations to develop a shared vision internally of how circularity contributes to long-term competitiveness, sustainability performance, and ecosystem collaboration.
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Format
Expertise
Objective
The Circular Vision Canvas helps organisations define the strategic intent of their circular economy transition. The tool supports companies in clarifying their level of ambition, identifying strategic opportunities, and positioning circularity within their broader business strategy. It enables organisations to develop a shared vision internally of how circularity contributes to long-term competitiveness, sustainability performance, and ecosystem collaboration.
What the Tool Is
The Circular Vision Canvas is a strategic reflection tool used to frame the direction and ambition of circular transformation. It helps organisations articulate what circularity means for them, identify where opportunities lie across the product lifecycle, and define how circular strategies fit with their market positioning and organisational capabilities. The canvas structures strategic discussions around ambition, value creation, ecosystem implications, risks, and capabilities required for implementation.
When to Use the Tool
The Circular Vision Canvas is particularly useful in the early stages of a circular transformation journey when organisations need to define their strategic direction. It can be used when companies are:
- Exploring the strategic relevance of circular economy principles
- Defining longterm circular ambitions
- Aligning internal stakeholders around a shared circular vision
- Identifying strategic opportunities for circular innovation
- Preparing circular business model development initiatives
- Connecting sustainability strategy with market positioning
Expected Output
The exercise produces a Circular Vision Map describing:
• The organisation’s level of circular ambition
• Strategic value creation objectives
• Market positioning of circular initiatives
• Key circular innovation opportunities across the lifecycle
• The organisational scope of transformation
• Ecosystem actors involved in circular implementation
• Key risks and tensions shaping the transition
• Required capabilities and enabling technologies
• Strategic success indicators and long‑term targets
This shared vision provides a strategic foundation for developing circular business models and ecosystem collaborations.
Define Circular Ambition
Clarify what circularity means for the organisation and the depth of transformation pursued.
Define the Value Creation Logic
Describe how the circular offer creates value for customers, the business and the environment.
Define Strategic Positioning
Decide where the organisation wants to compete and how circularity differentiates it.
Identify Circular Opportunities
List the reuse, repair, take-back or service opportunities to explore first.
Define Transformation Scope
Identify the organisational scale of change required.
Analyse Ecosystem Implications
Identify external actors and partnerships required for circular transformation.
Identify Risks and Tensions
Surface internal and external constraints that may challenge the circular transition.
Identify Capabilities and Enablers
Assess which organisational capabilities and technological enablers are required.
Define Success Criteria
Establish how progress and impact will be measured over time.
Furniture brand: A furniture brand uses the Circular Vision Canvas to clarify its ambition to shift from product sales toward service-based models, prioritising durability and refurbishment within its product portfolio.
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