The Soul in Circular Economy

The Soul of Circular

EconomyProposal for the operational development of intangible

elements in the task of implementing Circular Economy.

Marià Moreno Joaquim BraulioSenior Consultant Senior Consultant

[email protected] [email protected]

March - 2016

Group 381– The Soul of Circular Economy

Proposal for the operational development of intangible elements.

Index

1. The Soul of Circular Economy. 1

2. Operational Structure of Group381’s proposal . 1

2.1. Slogan - Guide. 2

SER. 2

Reason. 2

Emotion. 3

Sense. 3

Performance of the Slogan – Guide. 4

2.2. 7 Essential Elements. 5

Definition. 5

Description. 6

Performance of the 7 Essential Elements. 7

2.3. 12 Booster Axes. 9

Definition. 9

Description. 9

Performance of the 12 Booster Axes. 12

2.4. Comprehensive Vision of the Proposal. 13



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1. The Soul in Circular Economy

Observing the Circular Economy (CE from now on) can produce a first impression of being

faced with a highly technical issue. However, the EC, like all human affairs, is not exempt from

a general principle which is defined by “the intangible precedes the tangible", which is the

same as saying that "action follows thought" or that "aptitude is energized with attitude". All

this is just to say that technology and projects will be little more than inanimate dolls, and with

little chances of success, if they are not endowed with a soul to guide them and give them

sense, to invite again and again to overcome the spectacular challenges that EC arises.

The Soul in CE has all what is necessary for the will, the attitude and the sense in order to be

brought together with technical and scientific knowledge to ensure that each implementation

project becomes a success. The EC requires a huge contribution of empirical knowledge and

also an impeccable determination. Our proposal describes what should be made available to

that determination, which can support and be key in obtaining the good resultsthat are

needed.

2. Operational structure of Group381’s proposal

Group381 has significant experience in building business communities and specifically working

on the key intangible elements that are crucial to the task of this construction. This experience

allows us to formulate this proposal, which structures their operational deployment from the

joint action of three elements that faithfully fulfill essential issues in the EC: Operate in

Cascade, think in systems circularly and, in short, permanently maintain a holistic view of the

project implementation of the EC.

The structure for the operational deployment of our basic bid for businesses, organizations

and territories called to develop and implement the EC is the following:

Slogan - Guide.

7 Essential elements.

12 Boosting Axes.



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2.1. Slogan - Guide

SER (“TO BE” in spanish)

SER (“TO BE”) stands for “Sense. Emotion. Reason” and is also the central synthesis of our

proposal: "Being with Soul." The CE is plural and rejects any linearity; "TO BE" unfolds in a

multi sense, as will always do our work, then “To be" is defined in various ways fully consistent

with our purpose.

a) Exist, be alive.

The CE is a firm commitment with existence.

b) Basic Unit of Creation.

Each project to implement the CE is the same elementary unit.

c) Longing for a way to be and do.

The CE is an aspiration, a goal to reach.

Sense. Emotion. Reason.

Reason

Equipped from the beginning with ideas and thoughts that could be described as visionary, we

can also agree that the CE has come into being from the reason, on the evidence or

anticipation of the depletion of the planet's capacity, and its deployment needs a deep

technical development, in this sense it seems obvious that:

a) There are very good reasons to act.

b) It is reasonable to stop something that is clearly not leading to anywhere.

c) It poses a reasonable overall economic development.

Circular Economy is a Reason,

charged with Emotions that makes Sense.

Sense. Emotion. Reason.

SER



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d) Generates efficiency and savings providing specific economic reasonsto each organization.

e) The CE exists because there is areason; there are objective reasons for its existence.

Emotion

The modern development of neurosciences made it clear that human beings can think and

argue with a high level of depth, but its action is generated in their emotions. Deprived of it,

his doing becomes little more than a mechanical drive of multiple devices (senses and physical

apparatus in general) at its disposal. Everything can be done without emotion, there is nothing

to prevent it, however, it is a fact that everything that lacks of emotion doesn’t last, does not

stand up simply because the reason, seemingly equipped to guide behavior, often fails because

it is not able to provide continuity to the actions.

The excitement is anchored to our proposal, providing different perspectives fully consistent

with our goal:

a) Vibrate, feeling like you are contributing to something great and beautiful.

b) Excitation at the prospect of real, personal, organizational and collective progress.

c) Challenge, will to win, to achieve.

d) Jubilee because of what has been reached.

e) Personal satisfaction of doing well, in the right way.

Sense

The CE provides Sense in its most genuine consideration of transcendence. Everything is

transcendent in the CE. Any act is acting where it is produced and at the same time turns out

to be very important for that place and absolutely relevant for the entire planet:

a) Everything is "more than it is." Each action is bigger than its own size.

b) "You'll Never Walk Alone". It's a race that is run individually, and at the same time, with

many others.

c) There is no small project; every improvement is a big step forward.

d) The improvement is only "with everyone."

e) Do "more with less" and make“with others" represents the essence of real human progress.



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Performance of the Slogan - Guide

Circular Economy is a Reason, charged with Emotion that makes Sense

Operating with a clear systemic vision, the first questions that should be addressed in an

implementation project go through having the right answer to basic and critical questions.

1. What reasons do we have? Do we have enough reasons? Should we deepen in the

generation of our reasons to act?.

2. What we propose: Will thrill our people?Can we help to awaken and develop that emotion?

Without emotion: Will they actually do something?

3. What is the point of what we propose, how we transcend? How do you connect with

something else that is good and desirable for all? How can we help, all the people and

organizations involved, feel that the project makes sense?

The slogan - guide is because it determines what it must always be present in a project to

implement the CE, decisively increasing its chances of success. Observe, test and help to

generate Reason, Emotion and Meaning is key in the first phase of the project, but not only in

this stage. Our proposal is developed in cascade and therefore the influence of the work with

the slogan - guide and its conclusions will operateactively throughout the lifetime of the

project.



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2.2. 7 Essential Elements

Definition

Our dedication to building Enterprise Communities has allowed us to develop the concept of

"essential elements" receiving such condition because its partial presence, or worse, its

absence, are an evident handicap for the success of the project, we can see that after these

issues:

If people do not understandwhat they are doing...

If they do not act as a Community operating from the principle of mutuality...

If there is no Hope, if there is no believe in what it is been done...

If the Brand will not get tangible benefits...

If Nature is not the permanent reference...

d) If People are not attended...

If there is no genuine and radical Truth on what is done...

It is easy to predict that the project will not come to fruition, it will not achieve everything that

had been proposed.

In accordance with this:

a) The essential elements are a direct and specific reference to help to develop the project and

put into operation the slogan - Guide.

b) The existence of the essential elements harmonizes the task.

c) They act as boundaries that should not be transferred, that is, everyone should eviteforcing

any essential element. Otherwisethe result coultd be put at risk and compromise the success

of the project.

Comprehend Community Hope

Brand Nature People Truth



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d) They do not act all at once and over each question, even though; at least one of them will

be present in any of the questions.

e) They are also a reminder, if a group of people does not act in the expected way perhaps

some"Understanding" is missing, or if something is done "to get by", then they may have to

insist on "Truth" or never forget that everything is done by "People" and it is need to imitate as

much as possible what the "Nature" does, and furthermore, that the interests of the "brand"

can not be ignored, quite the reverse. Also emphasize that doing with another is always do in

"Community" and the construction standards of that relationship must be observed and try to

always see "Hope" in the minds of the project team.

f) The Essentials are the "permanent residents" in the project and act as the basis, in

everything we do.

Description

EE1 - Comprehend

In the CE Comprehend is the essential step to make. Comprehend means to realize/understand

and internalize why actlocal always considering the global. Without comprehension, just with

mere executive order, the CE is not possible. The logic imposed by the model developed so far,

makes some issues raised by the CE can appear literally contrary to what it is being done,

almost an "unnatural" way, but it is the CE that will lead processes, operations and results in a

natural way in the most genuine and sustainable way. We must insist again and again on

"Comprehending" until the internalization, understanding is not enough, nor know, you have

to comprehend.

EE2 - Community

The CE (think in cascade, think in system, boost the territory) has in its DNA the "think and do

with the other," and that means community. Therefore the general rules of community

building must be observed. The active subject of the CE is a human community and we have

learned what are the rules that have developed successful communities. We must bring this

knowledge to the CE.

EE3 – Hope

The CE, despite its technified development, it is no more than the expression of the hope that

is possible to reconcile progress, welfare and economic development. It is just a hypothesis

that might not have prospered, turned into another new proposal, if it did not involve an

exceptional charge;it is also the hope to save the planet, to have a decisive tool in the fight

against climate change, to preserve the current form of manifestation of human life

developed. It should be noticed, hope must always be present in the project.



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EE4 - Brand

The CE does not operate in a vacuum, on the contrary, it is in a very specific context, in an

organization, in an enterprise and in no case this can be forgotten. Profits need to be

generated, we must contribute to the overall objectives of that brand, and we must ensure

that they are tangible from the intangible. Reconcile is a permanent path to make that nothing

appears as opposite but as complementary. In any case the Brand must win.

EE5- Nature

Biomimicry is an inspiring source of the CE. In synthesis CE tells us that Nature is a model, is a

measure and a mentor. The CE relies on biogeochemical cycles. It appears clear cristal the

need to always keep in mind at all times that the nature is exerting that triple role.

EE6 –People

The obvious is simply a truism. Everything is done by people, nothing more. Not attending to

them in what they need in relation to the task is simply to disregard the project, that simple.

But also in this essential element all the people are included, the ones who are inside and

those who are outside, that is, customers.

EE7 - Truth

A permanent need in the CE, if there is no truth simply "it is not", the challenge is not and can

not be simply to reach any kind of certification, even though some can develop. If ideas,

processes and actions are not real, from minute one and with the involvement of top

management, there is no case,there will not beCE, at the most a proposal of ideas for

improvement, and with difficulties.

Performance of the 7 Essentials Elements

There is no linearity in the CE, we repeat again and again, nor can be in our proposal, although,

from conception "cascade" is possible to draw a closer relationship between the parts of the

slogan and the essentials. The result that is displayed is something like a primary and a

secondary connection, which operates as "wing". It is not decisive but it helps to visualize how

the slogan will operate from the elements and from them then travels to the drive shafts.

Group 381


The Essential Elements display the

navigation of the person / group leading the projec

on the present time, the time of project development:

a) Do people understand what they

b) The relationships between people and organizations involved are appropriate?

c) Do we believe in what we are doing,

project?

d) Is the Brand getting its goals?

e) Nature is still our direct and

f) People, from within and without, are being addressed?

g) Is it all true? We act without cheating, without

We formulate now a grouped observation of what can be considered the "Control

intangible elements in a project to implement the



The Essential Elements display the Slogan - Guide and provide a Scorecard

person / group leading the project, the initial questions become

on the present time, the time of project development:

what they do and why they do it?


Do we believe in what we are doing, are we happy, are we motivated by the success of the

goals?

e) Nature is still our direct and clear reference?

from within and without, are being addressed?

g) Is it all true? We act without cheating, without concession, from the Truth.

grouped observation of what can be considered the "Control

e elements in a project to implement the CE.


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Scorecard that guides the

t, the initial questions become active, acting


the success of the

grouped observation of what can be considered the "Control Bridge" of

Group 381


2.3. 12 BoosterAxes

Definition

Booster Axes determine the path of action related to

CE, inspiring actions, suggest

the Essential Elements are being satisfied.

Description

After the description of each

preferably associated with an axis, however,

each project to implement the

1J - Cascade

Cascade Thinking is a central requirement of the

arborescent way, as each element helps others to

Cascade Thinking may be related to EE1

2J - Comunication

The CE provides a new way to understand

must be able to communicate

that everything is well understood and

CE.

Communication can be related to EE1

EE7 - Truth.



determine the path of action related to intangibles on a project to implement the

suggesting routes, tasks to develop in order that the Slogan

are being satisfied.

After the description of each Booster Axe, we indicate what essential element can be

preferably associated with an axis, however, we reiterate the question of the

each project to implement the CE, undoubtedly, and other relationships may

is a central requirement of the CE. Cascade Thinking is also thinking

arborescent way, as each element helps others to saw life.

ade Thinking may be related to EE1 - Understand and EE5 - Nature.

ovides a new way to understand tasks in the organizations, inside and outside. We

must be able to communicate in to boost action and at the same time communicat

everything is well understood and drives positively who is leading projects related to the

Communication can be related to EE1 - Understanding; EE2 - Community; EE4 Brand; EE6


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intangibles on a project to implement the

Slogan - Guide and

essential element can be

reiterate the question of the singularity of

relationships may appear.

is also thinking in an

organizations, inside and outside. We

and at the same time communicate outside so

positively who is leading projects related to the

Community; EE4 Brand; EE6 - People and



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3J - Cooperation

Cooperation is an essential requirement of the CE to achieve its goals and is closely linked to

the Community through the "work with the other." Progress in the CE is, without a doubt,

progress in the ability to cooperate.

Cooperation may be related to EE2 - Community; EE4 Brand; EE6 - People and EE7 - Truth.

4J - More / Less

More/Less is a genuine requirement of the CE. The purpose is to achieve "more and better"

through dematerialization (less) of what is done. Doing less is literally doing more in the CE.

More / Less can be related to EE1 - Understand and EE3 - Hope.

5J –Little/Big

In the CE nothing is too small, every step is a big step, nor is it big enough to achieve the

ultimate goal in the fight against Climate Change and Resource Scaricity. Understand that little

makes sense because its addition forms what is big, and big can only be achieved from the

small, it is a dynamic that has much to do with intangibles, and to understand it enough,

should definitely help overcome resistance.

Small / Large can be related to EE1 - Understanding; EE3 - Hope and EE6 - People.

6J - Progress

The CE does not renounce to progress, in its most elementary notion: "Be better after than

before". A permanent question is: Actually, how the project is progressing? How do we know

we are better?

Progress can be related to EE3 - Hope; EE4 - Brand and EE7 - Truth.

7J - Radical

The CE is radical because it is necessary to go to the root to determine how to extend a

biological cycle. The radical of a CE project is, therefore, clear and decisive and has everything

to do with a construction guided by Truth. Radical does not mean "having a radical behavior,"

but it does mean not to stay on the outside of the case, resolutely go toward its core, its origin.

Radical can be related to EE1 - Understanding; EE4 - Brand; EE5 - Nature and EE7-Truth.



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8J - Recreate

"Recreate the order" is perhaps the most beautiful of the CE mandate. Once the life cycle

seems exhausted, the technical cycle intervenes to "re-order", that is, restore, and return to a

new cycle of life of matter. Recreate is also a challenge from the intangibles. Recreate is to

com back to create, really beautiful.

Recreate may be related to EE1 - Understand and EE5 - Nature.

9J - System

Systemic thinking is one of the mandates of the EC. Cascade Thinking, recreate, system, are

issues that are permanently inviting to the holistic vision, to always consider that each part is

just that, part of a whole. We should consider complete scenarios and draw the appropriate

horizons.

System may be related to EE1 - Understand and EE5 - Nature.

10J - Territory

CE strongly adds to the concept of territorial development, near and far, capable of generating

so undeniable and decisive savings if you have the ability to solve what should be resolved. The

territory is the specific framework for the life of a community and is therefore a specific place

for developing cooperation.

Territory may be related to EE2 - Community; EE4 - Brand and EE6 - People.

11J - Use

In the context of the EC, the pre-eminence of use is called "functional economy" what makes a

formal declaration in favor of the use instead of the property, which joins the need for the

dematerialization of products, synthesis is converted into products and services to operate on

assignment in use rather than sale.

Use may be related to EE1 - Understand and EE6 - People.

12J - Value

Perhaps "value" is the expression with more constant presence in the CE. Value becomes a

multiple perspective when discussing the value of materials and its maintenance, to restore its

value, to combine its value, but also the generated value for the company, or the perceived

value by those customers regarding services and CE-inspired products. Likewise, an essential

definition of the EC referres to it as a "model of value creation."

Value can be related to EE2 - Community; EE3 - Hope; EE4 - Brand; EE6 - People and EE7-Truth.

Group 381


Performance of the 12 Booster

The observation of the state of the essentials in relation to the

generation of actions and tasks

the project. It is not only a preventive work but also active, because the objective is also

on the generation of the necessary conditions

or set of tasks is the booster axe

relative to the Reason, the E

Brand, Nature, People and Truth.

In short our proposal is designed in full connection with the

systemsand recreating at all times what is necessary to ensure

project counts, and develop

depends both on intangible and tangible elements, there is no hierarchy, not

they are both at the same time.



Performance of the 12 Booster Axes.

The observation of the state of the essentials in relation to the Slogan -

actions and tasks aimed to predispose / improve situations that may question

is not only a preventive work but also active, because the objective is also

on the generation of the necessary conditions for the project. The natural grouping of the task

booster axe as the work with itwill result in obtaining the desired position

the Emotion or the Sense through Understanding, Community

Brand, Nature, People and Truth.

In short our proposal is designed in full connection with the CE, cascading, thinking

and recreating at all times what is necessary to ensure that the implementation

, and develops, with the best conditions, a matter which,

intangible and tangible elements, there is no hierarchy, not

time.


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Guide shows the

to predispose / improve situations that may question

is not only a preventive work but also active, because the objective is also to rely

t. The natural grouping of the task

the desired position

ense through Understanding, Community, Hope

, cascading, thinking in

the implementation of the

, with the best conditions, a matter which, aswe reiterate,

intangible and tangible elements, there is no hierarchy, not one or the other,


2.4. Proposal full vision

We formulate the final

drawing of the proposed

methodology; it has not only

an informative objective but

also the intention to show a

comprehensive vision.



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