When they created the Product Life Institute in Geneva in 1982, Orio Giarini and Walter Stahel stood as lonesome cowboys exploring the newfound land of the circular economy. Indeed, during the 60’s and the 70’s, affluent Western economies had swept pre-industrial product reuse and material recycling practice into oblivion. Ever since, business models, product innovation, private consumption and the economy at large aimed for infinite growth and universal wealth.  Giant caterpillar excavators stand as the symbol of ever-moving boundaries of the linear economy incessantly claiming: new land for agriculture, more mineral resources for industries, additional roads to accelerate growth, extra landfills to host ever-increasing wastes... No need to be an expert to figure out ...