If I Only Had a Story | Andy Ruben & Joe Macleod | Circularity 2025

Video
Written By Joe Macleod

Physical supply chains and digital platforms are deeply broken because they fail to tell the true human story of a product's conclusion. This collaborative keynote maps out how creating transparent end-of-life narratives protects brand equity while actively tackling the growth of data and physical waste.

• Moving beyond manufacturing efficiencies to tell the true human story is essential for complete product design systems.

• Seamless onboarding loops encourage endless purchasing patterns without offering an equal blueprint for exit.

• Tackling data and digital waste is just as vital for modern sustainability goals as managing physical supply chains.

• Proactively planning the product conclusion secures brand equity and builds resilience against future market shifts.

Joe Macleod

Joe Macleod is founder of the worlds first customer ending business. A veteran of product development industry with decades of experience across service, digital and product sectors.

Head of Endineering at AndEnd. TEDx Speaker. Wired says “An energetic Englishman, Macleod advises companies on how to game out their endgames. Every product faces a cycle of endings. It's important to plan for each of them. Not all companies do." Fast Company says “Joe Macleod wants brands to focus on what happens to products at the end of their life cycle—not just for the environment but for the entire consumer experience.”

He is author of the Ends book, that iFixIt called “the best book about consumer e-waste”. And the new book –Endineering, that people are saying “defines and maps out a whole new sub-discipline of study”. The DoLectures consider the Endineering book one of the best business books of 2022.

https://www.andend.co
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