Abstract Over the last years, it has become clear that societies need to increase the adoption rate of circular economy principles. Even though the number of circular products, services and building projects is increasing, innovators obviously experience obstacles in their quest towards a more circular economy. Moreover, relatively many governmental organisations still seem to struggle how to effectively stimulate a circular economy. Governments face the challenge to develop a playground in which a linear economy gradually is replaced by circular practices. This paper presents the case of the Dutch province of Overijssel. The key question Overijssel put forward is what the province can do to stimulate innovative practices specifically in the building sector. After a literature study, a research collective brought together highly successful and less successful local and regional examples of circularity. Document study, website analyses and interviews, provided insights on the drivers and barriers. Our analysis shows what actions the province needs to take to further stimulate or at least to maintain the drivers and what to do about the barriers. Our findings are relevant not only to the province of Overijssel, but also to other regions in Europe.