This chapter delves into the critical role of customer insights in transitioning to a circular business model. Many new products fail due to a lack of desirability, and simply being sustainable is not enough to stand out in the market. The key is understanding customer needs deeply through the “Jobs to Be Done” (JTBD) framework. This framework helps create value propositions that genuinely resonate with customers’ desires and behaviors, ensuring both sustainability and profitability. This approach ensures that the transition to a circular economy is not just technically sound but also market-relevant, reducing the risk of failure and increasing the chances of long-term success.