Umit Bititci is a Professor of Business Performance and the Executive Dean of Edinburgh Business School at Heriot Watt University, Edinburgh, UK. He has a background that blends engineering, management consulting and academic research. He has authored several papers and books some of which have been widely cited. He has also led several large research and development projects at the UK and European scale in collaboration with industry partners across Europe. His research is underpinned with a whole systems approach to understanding how organisations measure and manage performance where he uses industry as his research laboratory through collaborative consultancy, KE and action research projects. Throughout his career he has been a prolific user of the Knowledge Exchange Partnership (KTP) programme and in 2009 his contribution to knowledge change was recognised when he was awarded the UK‘s first academic excellence award by the UK‘s Technology Strategy Board. More recently he has been using his expertise in whole systems approach to modelling understanding and improving circularity, sustainability and carbon performance. His recent projects in this context include projects such as: electronics waste logistics demonstrator run in the west of Scotland; Maximising circularity in the North Sea Decommissioning; Value through circularity, all funded through the Scottish Government and the Scottish Institute for Remanufacturing.