Hollie Rogin

Who do you think you’re talking to?

Before we can begin to help our enterprise clients with their positioning and messaging, there’s a fundamental and deceptively simple question to answer: “Who is your audience?” Often, when we ask this question during initial meetings, we’re met with a variety of responses within seconds: “Our customers,” “Prospects,” “Channel partners,” “The Street,” “Employees.” Each response […]

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It’s a (Sales and Marketing) team effort.

They can be housed on opposite sides of the building (or the world). They are part of the same company, but are often made up of people with very different personality types. They are interdependent, but often seem at odds. Whether we think of them as “Salesandmarketing,” or as completely separate entities, Sales teams and Marketing organizations share […]

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Education: It’s up to us.

A recent study reveals that the majority of Americans cannot name one type of renewable energy, and nearly forty percent can’t identify a fossil fuel. When it comes to cleantech, people are confused: What is it, exactly? Why does it matter? Won’t all cleantech investments crash and burn like Solyndra did? This is startling to […]

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5 Questions in 5 Minutes: Scott Elrod

We find it fascinating to learn why people do what they do and think what they think. This month, we sat down with Scott Elrod, who not only is VP of the Hardware Systems Laboratory at the Palo Alto Research Center (PARC), but is also responsible for PARC’s Cleantech Innovation Program—with projects ranging from photovoltaics […]

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A Call for Consolidation

It’s a tough decision, and with each passing year, it only gets more difficult: which cleantech conferences should we attend? Which will offer the most interesting panel discussions? The most innovative technologies and thinkers? The best connections? Which are worth traveling to? There’s the World Renewable Energy Forum here in Denver. That’s easy enough. And […]

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What do you want to say?

For many of our clients, the foundation of our positioning exercise – one in which we conduct competitive audits, internal stakeholder interviews, and external customer, prospect, and lost prospect interviews – becomes much more than simply information gathering and reportage. It becomes a strategic Etch-A-Sketch moment for senior management as they consider what their company […]

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5 Questions in 5 Minutes: Bryony Schwan

We find it fascinating to learn why people do what they do and think what they think. This month, we sought out the perspective of someone with an approach to innovation that differs from that of most cleantech engineers and scientists. We had a chat with Bryony Schwan, Executive Director of the Biomimicry 3.8 Institute.

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5 Questions in 5 Minutes: Richard Adams

We often wonder why our fellow cleantech advocates do what they do and think what they think. So when we get the chance, we ask them. Our latest subject is Richard Adams, who manages the Innovation and Entrepreneurship Center at the U.S. Department of Energy’s National Renewable Energy Laboratory (NREL).   Why do you do […]

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Don’t believe the hype. Investors don’t.

You’ve got a cleantech startup, complete with IP and a business plan. And you’re looking for investor dollars to get you off the ground. Welcome to the fray. We all know that funding is tight these days; VCs are extremely careful with their money, and competition for those dollars is fierce. It’s easy to think […]

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5 Questions in 5 Minutes: Rex Northen

We find it fascinating to learn why people do what they do and think what they think. This summer, we sat down with Rex Northen, Executive Director of the Cleantech Open, during the Cleantech Open Academy in San Jose.   Why do you do what you do? This is a nonprofit (my first) and it […]

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