“Rethink Business” is a regional initiative working with circular business develop-ment. The aim is to encourage companies to investigate how their resources are being used and to see the potential in a circular economy design. The project involves 30 small and medium-sized enterprises in the Midtjylland Region. A circular business model/plan is developed together with a consultant. The project runs until 2021 in collaboration with the Danish Business Authority. The Government has also developed a strategy for the circular economy in order to hasten and support the transition to a more sustainable society.