This chapter explores the idea that the circular economy is not enough on its own to truly achieve sustainability. In this chapter, we introduce the just circularity model (JCM), which goes beyond merely focusing on being environmentally friendly. The model also emphasizes fairness, economic inclusivity, and building strong, resilient communities. This chapter argues for a balance where people consume less yet live better, focusing on local economies and ensuring that everyone has what they need without overusing the planets resources. In the chapter, we discuss how current practices like servitization (offering services instead of products) and the sharing economy (such as Airbnb) sometimes fall short because they can still lead to overconsumption. The chapter encourages entrepreneurs to create business models that are not merely about making money but also about doing good for people and the planet. By adopting the principles of JCM, businesses can play a key role in driving real, sustainable change.