imagine you are a West Coast entrepreneur you have built a number of
entrepreneur you have built a number of
entrepreneur you have built a number of successful internet companies in
successful internet companies in
successful internet companies in California after 10 years you return
California after 10 years you return
California after 10 years you return back home that was me
back home that was me
back home that was me a couple of years ago it felt like
a couple of years ago it felt like
a couple of years ago it felt like victory it felt like coming home with
victory it felt like coming home with
victory it felt like coming home with this big bag of gold from the Gold Rush
this big bag of gold from the Gold Rush
this big bag of gold from the Gold Rush West Coast entrepreneur here I come back
West Coast entrepreneur here I come back
West Coast entrepreneur here I come back in the Netherlands I tried to set up a
in the Netherlands I tried to set up a
in the Netherlands I tried to set up a new business and failed miserably
desperately I tried to look for a new
desperately I tried to look for a new job and when I finally found one working
job and when I finally found one working
job and when I finally found one working for a normal boss which I hadn’t done
for a normal boss which I hadn’t done
for a normal boss which I hadn’t done for a long time it didn’t take long
for a long time it didn’t take long
for a long time it didn’t take long before I was fired to make things even
before I was fired to make things even
before I was fired to make things even worse I turned 40
at that point in time I had to ask
at that point in time I had to ask myself some fundamental questions is
myself some fundamental questions is
myself some fundamental questions is there more in life than making money
there more in life than making money
there more in life than making money what could I contribute to society and
what could I contribute to society and
what could I contribute to society and also on a more personal level what are
also on a more personal level what are
also on a more personal level what are my most happy moments and I realized my
my most happy moments and I realized my
my most happy moments and I realized my most happy moments were when I was a
most happy moments were when I was a
most happy moments were when I was a little boy and I biked from home to
little boy and I biked from home to
little boy and I biked from home to school for the woods and I can still
school for the woods and I can still
school for the woods and I can still vividly remember the smell of the fresh
vividly remember the smell of the fresh
vividly remember the smell of the fresh needle pines in the morning
needle pines in the morning
needle pines in the morning the squirrels running over the bike path
the squirrels running over the bike path
the squirrels running over the bike path taking in the fresh cold air and now
taking in the fresh cold air and now
taking in the fresh cold air and now reliving his experience with my old kids
reliving his experience with my old kids
reliving his experience with my old kids when I spend time in nature and I have a
when I spend time in nature and I have a
when I spend time in nature and I have a confession to make I fallen in love with
confession to make I fallen in love with
confession to make I fallen in love with nature I feel part of it I want to
nature I feel part of it I want to
nature I feel part of it I want to protect it and I want to preserve it for
protect it and I want to preserve it for
protect it and I want to preserve it for the next generations well but I’m an
the next generations well but I’m an
the next generations well but I’m an entrepreneur so what do I do I’m not a
entrepreneur so what do I do I’m not a
entrepreneur so what do I do I’m not a politician I’m not an activist I only
politician I’m not an activist I only
politician I’m not an activist I only know about building companies mostly
know about building companies mostly
know about building companies mostly internet companies on the west coast I
internet companies on the west coast I
internet companies on the west coast I know how to reach impact with limited
know how to reach impact with limited
know how to reach impact with limited resources but how could I get this
resources but how could I get this
resources but how could I get this abstract vision this dream turn into
abstract vision this dream turn into
abstract vision this dream turn into reality so I embarked on a journey I
reality so I embarked on a journey I
reality so I embarked on a journey I started to give free advice to young
started to give free advice to young
started to give free advice to young entrepreneurs at the University I
entrepreneurs at the University I
entrepreneurs at the University I reconnected with my alma mater in Delft
reconnected with my alma mater in Delft
reconnected with my alma mater in Delft and became one of their entrepreneurs
and became one of their entrepreneurs
and became one of their entrepreneurs and residents I learned about new
and residents I learned about new
and residents I learned about new concepts movements and I was inspired by
concepts movements and I was inspired by
concepts movements and I was inspired by the passion but also
the passion but also
the passion but also a sense of purpose of the next
a sense of purpose of the next
a sense of purpose of the next generation one of the people I met those
generation one of the people I met those
generation one of the people I met those vilem so vilem had just graduated with a
vilem so vilem had just graduated with a
vilem so vilem had just graduated with a physics degree and showed me this tiny
physics degree and showed me this tiny
physics degree and showed me this tiny sized lego sized window
sized lego sized window
sized lego sized window it was completely transparent yet it
it was completely transparent yet it
it was completely transparent yet it produced electricity he called it the
produced electricity he called it the
produced electricity he called it the power window and as opposed to taking a
power window and as opposed to taking a
power window and as opposed to taking a normal job he wanted to take this
normal job he wanted to take this
normal job he wanted to take this innovation what he called innovation
innovation what he called innovation
innovation what he called innovation without compromise to market I was
without compromise to market I was
without compromise to market I was deeply impressed if Willam could I
deeply impressed if Willam could I
deeply impressed if Willam could I should at least try one of the big
should at least try one of the big
should at least try one of the big themes that really resonated with me was
themes that really resonated with me was
themes that really resonated with me was the concept of the circular economy I
the concept of the circular economy I
the concept of the circular economy I got hooked and started to ask myself how
got hooked and started to ask myself how
got hooked and started to ask myself how can I breathe life it is too abstract
can I breathe life it is too abstract
can I breathe life it is too abstract concept how can I
concept how can I
concept how can I I get the circular economy turning first
I get the circular economy turning first
I get the circular economy turning first for myself then for my company and
for myself then for my company and
for myself then for my company and finally for society circular economy
finally for society circular economy
finally for society circular economy sounds very complicated and frankly I
sounds very complicated and frankly I
sounds very complicated and frankly I didn’t know what it means so let me try
didn’t know what it means so let me try
didn’t know what it means so let me try to explain circular economy is based on
to explain circular economy is based on
to explain circular economy is based on the principles that Mother Nature has
the principles that Mother Nature has
the principles that Mother Nature has used for millions and millions of years
used for millions and millions of years
used for millions and millions of years it’s very new but at the same time for
it’s very new but at the same time for
it’s very new but at the same time for your old way of looking at the world
however many of us seem to have
however many of us seem to have forgotten about it because we’re living
forgotten about it because we’re living
forgotten about it because we’re living in an age that’s driven by power profit
in an age that’s driven by power profit
in an age that’s driven by power profit and consumption circular economy is not
and consumption circular economy is not
and consumption circular economy is not only based on nature it also makes
only based on nature it also makes
only based on nature it also makes economic sense there is no waste
economic sense there is no waste
economic sense there is no waste everything is used it’s like a tree a
everything is used it’s like a tree a
everything is used it’s like a tree a tree grows branches leaves the leaves
tree grows branches leaves the leaves
tree grows branches leaves the leaves fall down to fall on the ground the
fall down to fall on the ground the
fall down to fall on the ground the ground becomes sorrow and the soul gives
ground becomes sorrow and the soul gives
ground becomes sorrow and the soul gives life to new trees now believe me I’m not
life to new trees now believe me I’m not
life to new trees now believe me I’m not a tree hugger or I believe in realistic
a tree hugger or I believe in realistic
a tree hugger or I believe in realistic activists I’m an entrepreneur and I I I
activists I’m an entrepreneur and I I I
activists I’m an entrepreneur and I I I want to make money so what do I do and I
want to make money so what do I do and I
want to make money so what do I do and I started to ask myself can we apply these
started to ask myself can we apply these
started to ask myself can we apply these same principles to economy what if we
same principles to economy what if we
same principles to economy what if we could move or current leave your economy
could move or current leave your economy
could move or current leave your economy a model where we make we take we throw
a model where we make we take we throw
a model where we make we take we throw away all the precious resources and at
away all the precious resources and at
away all the precious resources and at the same time we heat up or precious
the same time we heat up or precious
the same time we heat up or precious earth what if we could find a way to
earth what if we could find a way to
earth what if we could find a way to live in harmony again so you human
live in harmony again so you human
live in harmony again so you human beings and the planet can live together
beings and the planet can live together
beings and the planet can live together without destroying it
that’s why I decided to join a company
that’s why I decided to join a company the company recycles tires passenger car
the company recycles tires passenger car
the company recycles tires passenger car tires truck tires
tires truck tires
tires truck tires waste tires it’s located 220 miles from
waste tires it’s located 220 miles from
waste tires it’s located 220 miles from here in the beautiful place of native
here in the beautiful place of native
here in the beautiful place of native art and we don’t see waste we see
art and we don’t see waste we see
art and we don’t see waste we see resources and believe me for me there
resources and believe me for me there
resources and believe me for me there was quite a stretch I recall seeing the
was quite a stretch I recall seeing the
was quite a stretch I recall seeing the waving palm trees for my California
waving palm trees for my California
waving palm trees for my California office now I see big piles of tires and
office now I see big piles of tires and
office now I see big piles of tires and they’re very black with our technology
they’re very black with our technology
they’re very black with our technology and approach we save two big problems at
and approach we save two big problems at
and approach we save two big problems at the same time the first problem is that
the same time the first problem is that
the same time the first problem is that each year more than 1 billion tires
each year more than 1 billion tires
each year more than 1 billion tires reached the end of their life think
reached the end of their life think
reached the end of their life think about that 1 billion tires all of these
about that 1 billion tires all of these
about that 1 billion tires all of these tires are land filled or even worse
tires are land filled or even worse
tires are land filled or even worse burned creating massive amounts of co2
burned creating massive amounts of co2
burned creating massive amounts of co2 emissions and pollution the second
emissions and pollution the second
emissions and pollution the second problem is in the consumption because
problem is in the consumption because
problem is in the consumption because what happens is especially in Africa a
what happens is especially in Africa a
what happens is especially in Africa a lot of malaria mosquitoes breed in the
lot of malaria mosquitoes breed in the
lot of malaria mosquitoes breed in the tires creating all kinds of horrible
tires creating all kinds of horrible
tires creating all kinds of horrible diseases another problem is in the
diseases another problem is in the
diseases another problem is in the production of the tires a big component
production of the tires a big component
production of the tires a big component of a tire is a black powder called
of a tire is a black powder called
of a tire is a black powder called carbon black I’ve never heard about it
carbon black I’ve never heard about it
carbon black I’ve never heard about it it’s everywhere it’s in this screen it’s
it’s everywhere it’s in this screen it’s
it’s everywhere it’s in this screen it’s in this pen it’s in a lot of black
in this pen it’s in a lot of black
in this pen it’s in a lot of black clothes it’s in this ink over there and
clothes it’s in this ink over there and
clothes it’s in this ink over there and in the rubber but 70 percent goes into
in the rubber but 70 percent goes into
in the rubber but 70 percent goes into tires and then what happens they get
tires and then what happens they get
tires and then what happens they get burned or throwing away wallet with
burned or throwing away wallet with
burned or throwing away wallet with money still in it it’s crazy so our
money still in it it’s crazy so our
money still in it it’s crazy so our company found a circular solution to
company found a circular solution to
company found a circular solution to this problem so we started with the
this problem so we started with the
this problem so we started with the tires we take the steel out we harvest
tires we take the steel out we harvest
tires we take the steel out we harvest the carbon black
the carbon black
the carbon black which can be reused for new tires paint
which can be reused for new tires paint
which can be reused for new tires paint or ink and for each installation we
or ink and for each installation we
or ink and for each installation we build we save more co2 than 1 million
build we save more co2 than 1 million
build we save more co2 than 1 million trees can consume and we won’t stop with
trees can consume and we won’t stop with
trees can consume and we won’t stop with one installation there’s enough tires in
one installation there’s enough tires in
one installation there’s enough tires in the world to build more than a thousand
the world to build more than a thousand
the world to build more than a thousand of them saving almost 1 billion trees so
of them saving almost 1 billion trees so
of them saving almost 1 billion trees so one of the things I realized in this
one of the things I realized in this
one of the things I realized in this journey that if you work on something
journey that if you work on something
journey that if you work on something you really care about you don’t have to
you really care about you don’t have to
you really care about you don’t have to push yourself the vision pulls you the
push yourself the vision pulls you the
push yourself the vision pulls you the company I’m leading is a classic example
company I’m leading is a classic example
company I’m leading is a classic example of the circular economy there are many
of the circular economy there are many
of the circular economy there are many different flavors or company basically
different flavors or company basically
different flavors or company basically does recycling reuse materials and
does recycling reuse materials and
does recycling reuse materials and create value frankly I like the word
create value frankly I like the word
create value frankly I like the word upcycling better because what we do is
upcycling better because what we do is
upcycling better because what we do is we take the materials and we bring it at
we take the materials and we bring it at
we take the materials and we bring it at a higher quality level so we can recycle
a higher quality level so we can recycle
a higher quality level so we can recycle them over and over or upcycle them but
them over and over or upcycle them but
them over and over or upcycle them but there are many other flavors of the of
there are many other flavors of the of
there are many other flavors of the of the there are many many other flavors of
the there are many many other flavors of
the there are many many other flavors of the circular economy so let me go
the circular economy so let me go
the circular economy so let me go through a couple of them
a good way to think about different
a good way to think about different types of circular economy is to think
types of circular economy is to think
types of circular economy is to think about all the stuff in our lives the
about all the stuff in our lives the
about all the stuff in our lives the food we eat the cars we drive the homes
food we eat the cars we drive the homes
food we eat the cars we drive the homes we live in and there are several
we live in and there are several
we live in and there are several strategies to deal with this stuff
but let’s make it a little practical
but let’s make it a little practical what can you do how can you get your own
what can you do how can you get your own
what can you do how can you get your own circular economy turning and let’s make
circular economy turning and let’s make
circular economy turning and let’s make it very very practical the first is just
it very very practical the first is just
it very very practical the first is just to avoid stuff do we need the latest toy
do we have to make the trip to the US or
do we have to make the trip to the US or even better is there a digital
even better is there a digital
even better is there a digital alternative actually a great example is
alternative actually a great example is
alternative actually a great example is this TED talk first of all thanks all of
this TED talk first of all thanks all of
this TED talk first of all thanks all of you for being here and at the same time
you for being here and at the same time
you for being here and at the same time this is state so millions and millions
this is state so millions and millions
this is state so millions and millions and people can watch it well at least I
and people can watch it well at least I
and people can watch it well at least I hope so let me ask you guys a question
hope so let me ask you guys a question
hope so let me ask you guys a question who has used Spotify or Airbnb in this
who has used Spotify or Airbnb in this
who has used Spotify or Airbnb in this room please raise your hands
room please raise your hands
room please raise your hands well congratulations you are already
well congratulations you are already
well congratulations you are already part of the circular economy and the
part of the circular economy and the
part of the circular economy and the reason for that is that you’ve used a
reason for that is that you’ve used a
reason for that is that you’ve used a service that promotes the more effective
service that promotes the more effective
service that promotes the more effective use of resources sharing by sharing a
use of resources sharing by sharing a
use of resources sharing by sharing a car music a home you use it much more
car music a home you use it much more
car music a home you use it much more effectively and what’s actually really
effectively and what’s actually really
effectively and what’s actually really interesting about this as we move from
interesting about this as we move from
interesting about this as we move from owning physical products to using the
owning physical products to using the
owning physical products to using the service is it completely turns the
service is it completely turns the
service is it completely turns the business model say I’m a seller now I
business model say I’m a seller now I
business model say I’m a seller now I want the product to last as opposed to
want the product to last as opposed to
want the product to last as opposed to shipping and replacing as many units as
shipping and replacing as many units as
shipping and replacing as many units as possible
possible
possible so let me give a really practical
so let me give a really practical
so let me give a really practical example that’s actually not that not
example that’s actually not that not
example that’s actually not that not that far away cars cars are used between
that far away cars cars are used between
that far away cars cars are used between five and ten percent of their time the
five and ten percent of their time the
five and ten percent of their time the rest of the time you sit idle does that
rest of the time you sit idle does that
rest of the time you sit idle does that make sense so Elon Musk of Tesla
make sense so Elon Musk of Tesla
make sense so Elon Musk of Tesla recently predicted that once the Tesla’s
recently predicted that once the Tesla’s
recently predicted that once the Tesla’s become fully self-driving they will make
become fully self-driving they will make
become fully self-driving they will make money for their owners whether asleep
money for their owners whether asleep
money for their owners whether asleep again that makes complete economic sense
again that makes complete economic sense
again that makes complete economic sense so how do we take it from here well
so how do we take it from here well
so how do we take it from here well they’re no one-size-fits-all solutions
they’re no one-size-fits-all solutions
they’re no one-size-fits-all solutions there’s no quick fixes but I believe in
there’s no quick fixes but I believe in
there’s no quick fixes but I believe in doing and I believe in learning to do
doing and I believe in learning to do
doing and I believe in learning to do things together business can be an
things together business can be an
things together business can be an important driver for good capitalism is
important driver for good capitalism is
important driver for good capitalism is a mighty force that’s used the right way
a mighty force that’s used the right way
a mighty force that’s used the right way let’s make the circular economy happen
let’s make the circular economy happen
let’s make the circular economy happen and for this we all need to work
and for this we all need to work
and for this we all need to work together businesses governments
together businesses governments
together businesses governments universities NGOs but maybe most
universities NGOs but maybe most
universities NGOs but maybe most importantly you all the consumers so I
importantly you all the consumers so I
importantly you all the consumers so I invite you to experiment to fail and try
invite you to experiment to fail and try
invite you to experiment to fail and try again
again
again experiment fail and try again and those
experiment fail and try again and those
experiment fail and try again and those that feel the most have tried the most
that feel the most have tried the most
that feel the most have tried the most and after four biggest regrets are in
and after four biggest regrets are in
and after four biggest regrets are in other actions
but there are the things we did not do
but there are the things we did not do or inactions and getting ahead secret to
or inactions and getting ahead secret to
or inactions and getting ahead secret to that is often how to get started and
that is often how to get started and
that is often how to get started and saving her planet is way too important
saving her planet is way too important
saving her planet is way too important not to try thank you
”
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