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.