‘The circular industrial economy is a conscious choice. By contrast, Nature’s circularity progresses by evolution and the linear industrial economy by competition between producers. The French pilot-poet Antoine de Saint-Exupéry’s advice on this conscious choice in his book The Little Prince was, when you want to build a ship, don’t start by gathering wood, cutting boards and organising work gangs, instead create the longing for the sea, awaken within men the desire for the vast and endless sea. In this book, Jasper shows how he has motivated economic actors to make this conscious choice and succeed in the transition. It should interest anybody who wants to shift activities to the circular industrial economy.’

Walter R Stahl, Founder-Director at The Product-Life Institute Geneva and full member of The Club of Rome