Ella Hedley

Maddy Oliver, a lead researcher on circular business models at the Ellen MacArthur Foundation, is joined by Ella Hedley, a researcher who co-authored a report on scaling challenges in this area. They discuss how circular business models often fail to scale due to a narrow focus on sustainability. Maddy emphasizes the importance of a strong financial narrative for success, while Ella shares examples of projects that lost funding when not framed commercially. They argue for broader metrics and long-term mindsets to cultivate customer loyalty and operational change.

Maddy Oliver, a researcher at the Ellen MacArthur Foundation, and Ella Hedley, a circular business models expert, delve into the pitfalls that cause circular initiatives to stumble. They discuss the importance of having a scaling plan from the start and the impact of misalignment with existing business strategies. Maddy highlights the need for roadmaps that prioritize scalability while Ella illustrates how mindset and early design choices can hinder growth. Their insights reveal how aligning circularity with core objectives can unleash its full potential.

Maddy Oliver and Ella Hedley are the lead researchers behind the Ellen MacArthur Foundation's groundbreaking report on circular business models. They dive into the crucial role collaboration plays in scaling these models, emphasizing that success depends on strong internal and external alignment. Maddy shares a cautionary tale of a profitable rental pilot that failed due to lack of early buy-in. They also discuss the importance of shared KPIs and the need for adaptive partnerships to generate long-term value. Both stress that failures can provide valuable lessons for future endeavors.