¿Cómo crear valor?

How can companies create value?

Value creation is a crucial concept in any business. According to Alexander Osterwalder, a company must be customer-centric. This means that, in order to sell, the company must satisfy the customer's needs. This promotes not only the sale, but also a sustainable and beneficial relationship. To delve deeper into this process, it is essential to understand how to apply the circular economy, a model that stands out for being both environmentally friendly and profitable.

What is the circular economy?

The circular economy is a system that seeks to minimize waste and make the most efficient use of resources. This is achieved through four sources of value creation:

1. The power of the inner circle: involving the collection and reuse of products by the same user or others, thus closing the cycle of use.
2. Extended circulation of materials and products: Extending the product life cycle through maintenance and repair processes.
3. Cascading use: A classic example is a T-shirt that, after use, could be passed on to another market and then recycled into furniture materials, thus achieving multiple useful lives.
4. The power of pure inputs: Products designed with a single material to facilitate recycling, contributing to a more sustainable economy.

How is it applied in the technology industry?

To illustrate how this system is implemented, consider the life cycle of a computer:

• The manufacturer produces the parts and subsequently assembles them.
• The product reaches the user through retail.
• At the end of its life cycle, it is collected and reused.
• If the computer requires repair, its useful life is extended and it is sold again.
• Other components can be remanufactured or reconditioned to create new products or be recycled.

This approach not only reduces costs, but also promotes sustainability and resource savings.

What are the business models in the circular economy?

The business models proposed by Connie Baker incorporate varied tactics to generate revenue:

1. Classic long-life model: focused on selling products with high durability at high prices.
2. Hybrid model: Generates revenue from recurring sales of consumables (e.g., changing casings).
3. Gap exploiter model: Revenue from the sale and repair of parts.
4. Access model: Offers temporary access to the product, favoring shared use.
5. Performance model: Provides services instead of selling products, with constant revenue without the need for ownership.

How do design strategies influence the circular economy?

Design strategies are fundamental pillars for value creation in the circular economy. These address everything from product durability to ease of maintenance:

• Design for attachment and trust: An example would be a Rolex, meant to last for generations.
• Design for durability: Such as airplanes, designed to withstand long-term use.
• Design for standardization and compatibility: For example, batteries that are used by different devices, regardless of brand.
• Design for maintenance and repair: A reference can be the Mini Cooper, which includes manuals that make it easy to repair.
• Design for adaptability and upgradeability: mobiles where the camera can be upgraded without replacing the entire device.
• Assemblies that are easy to assemble and disassemble: Chairs with easily replaceable components would improve the lifespan of the furniture.

These strategies not only promote sustainability, but also offer companies a significant competitive advantage.

Circular economy and design strategies are not just trends; they are essential approaches for any company looking to secure its economic future and environmental responsibility. Start discovering how you can incorporate these principles into your own project!