The concept of circularity is an exceptionally challenging topic for many businesses.  Today, most companies push out products, and then it's up to the consumer to figure out what happens to them at the end of their useful lives. Circularity closes the loop, to look at how waste products can become feedstocks for other processes that continue to generate value.  It has the potential to completely change the role that a company plays in delivering customer value, the business model, and the product itself.  How do you introduce such a difficult topic, and how do you even begin to generate the ideas you need to develop innovative products and services with circularity at their core?