Blog Archives

Differentiate Your Clean Energy Company Through Marketing

Clean energy and other sustainability companies need to motivate the market and drive potential customers to action. That is a function of marketing, a discipline frequently foreign to the individuals who run young clean techs.

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Posted in Energy, Marketing, Tales From the Road

“Destination Collaboration” – Stillborn?

Organizations don’t collaborate because it’s just too hard. Is it because “destination collaboration” is a failure?

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Posted in Blogroll, Collaboration, Email, Marketing, Tales From the Road, Uncategorized

Changing habits for renewables success

One of the most active cleantech investors, Vinod Khosla, made an interesting statement last Fall quoted in the San Francisco Chronicle: “Anything that requires people to change their habits has a low probability of success.” A pretty cynical, discouraging view when you think about our energy needs, priorities and what has to change. But, when gasoline hit $4.00 a gallon, we saw demand for gas guzzling SUVs drop off precipitously in favor of smaller, more fuel efficient cars. There was a visceral reaction – sticker shock – at fill-up time. How will we as a nation help achieve Obama’s goal to embrace renewable energy alternatives if we don’t experience energy price movements big enough to affect our habits in ways that produce strong reactions that counter Khosla’s view? If we want renewable energy initiatives to take hold broadly, marketing needs to become a key weapon in the fight – right now.

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Posted in Blogroll, Email, Energy, Marketing, Tales From the Road, Uncategorized

Marketing and renewable energy start-ups

A smart venture capitalist I’ve known for some time introduced me to one of her clean energy portfolio companies. As I transition from the enterprise software / Web 2.0 world to renewable energy, she has been incredibly helpful. Then I

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Posted in Blogroll, Energy, Tales From the Road, Uncategorized

Is there a Heisenberg Uncertainty Principle for Collaboration?

At a recent collaboration conference in Boston, I listened to various users, vendors and consultants talk about implementing enterprise collaboration systems. A lot of the focus was on how technology tools can improve the flow of business processes; simple HR

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Posted in Blogroll, Collaboration, Email, Marketing, Workflow
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