How to build a business in the circular economy

What is required to get a sustainable business model in the circular economy started? While there is now widespread support for ideas related to the circular economy, business experience in the trenches quickly makes clear how difficult it is to kick-start the much vaunted potential multi-trillion-dollar industry. More often than not, entrepreneurs learn the hard way that stakeholders - especially consumers - are just paying lip-service to the narrative of the circular economy.