Circular business models rely on coordination across teams, functions, and partners both internal and external. Without shared goals, incentives, and ownership, even strong business models run aground at scale. This is the fourth and final part of our mini series on the Ellen MacArthur Foundation’s new report: How not to fail: Avoiding 10 common pitfalls when scaling circular business models. In this episode, the report’s lead researchers, Maddy Oliver and Ella Hedley, explain how success at scale demands more than a strong model – what really matters is who is empowered to deliver it and how well are they aligned. If you enjoyed this series, then please share with your colleagues, or leave us a review or comment on Apple Podcasts, Spotify or YouTube.