In a world of looming resource scarcity and rapid change in consumer behavior there is a strong need for existing business to transform, from linear to circular. At IKEA we are in a continuous dialogue with the many people in order to understand how we can stay relevant with our offers and how we best can be a partner in solving the challenges of the everyday life at home. We have learnt that people are increasingly interested in usership rather than ownership. They see value in things, and they don’t like being wasteful. They also feel overwhelmed by clutter. For us, these insights become the starting points for explorations and for the innovation process that will eventually lead to an understanding of what capabilities that are needed in a circular business transformation.