The circular pathway, also called the “cradle-to-cradle” model, is more than just recycling and environmental concerns. It is about a new way of thinking how we could grow without resorting to just expending resources. Its rapid expansion, as a new norm for companies, has characteristics of a Fast Expanding Market, given its exponential growth. In this article, we examine how the circular model is pushing companies and entities to come up with disruptive technology and business models that are based on longevity, renewability, reuse, repair, upgrade, refurbishment, servitization, capacity sharing and dematerialization. © 2015 Wiley Periodicals, Inc.