Maia Nilsson

Marketing and the Scientific Method

Silicon Valley entrepreneurship guru Steve Blank likes to say that a startup is “essentially an organization built to search for a repeatable and scalable business model.” It’s an elegant definition, and we’d propose a corollary about brand strategy: Your positioning statement is essentially a hypothesis meant to be validated or revised as you learn from […]

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We have a branding problem.

“We need help with our branding.” We hear it all the time. And after a brief discussion, we typically learn that the speaker is looking for help with their organization’s logo and/or tagline—its “image.” The request is usually the result of a company decision to “rebrand” its website, update packaging and collateral, or revise the […]

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What’s in a (brand) name?

History. Habit. Equity. Company and product names are loaded with significance and are an enormously valuable facet of any company’s brand. So what happens to that brand when one enterprise acquires—or merges with—another? We’ve seen the blending of corporate brands handled both well and poorly. Here’s what makes the difference: Strategy. Successful rebranding in the […]

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How Do You Define Cleantech?

The second half of the calendar year is busier than usual for us, in part because it’s “cleantech season.” The major cleantech accelerators, incubators, analysts and pitch competitions all ramp up during the summer months. The Global Cleantech 100 are announced in October as part of Global Cleantech Week, and that’s followed by the NREL […]

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Adapting in Advance

“Adapt to that which you can’t prevent, prevent that to which you can’t adapt.” —Bill McKibben Back in January, we began a blog with this statement, pointing out that adaptation is the new imperative. We never knew just how close to home this would strike—not only for those of us who just experienced the Colorado […]

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5 Questions in 5 Minutes: Lisa Magnuson

We find it fascinating to learn why people do what they do and think what they think. This month, we checked in with Lisa Magnuson, Senior Director of Consumer Engagement at Silver Spring Networks. Why do you do what you do? I do what I do because I care deeply about the environment and the […]

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Are you talking to me?

Posit Partners specializes in strategic positioning and messaging for cleantech enterprises. Our clients develop and sell products and services that are often highly technical or complex. The process is tough even when everyone can agree on who the target audience is. When they can’t, it can seem like an exercise in futility. This is because […]

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Prevention and Adaptation

“We have to adapt to that which we can’t prevent, and prevent that to which we can’t adapt.”  — Bill McKibben For years, our efforts as cleantech and sustainability champions have focused on the latter half of this statement—preventing that to which we cannot adapt. But now—in the wake of Hurricane Sandy and countless other […]

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Is this the slope of enlightenment?

Is it just us, or has the term “cleantech” come out of the shadows in recent weeks? In the wake of the November elections, the left-liberal/progressive end of the media spectrum is clearly emboldened—talking loudly and often not just about the “fiscal cliff” and the Middle East, but about domestic energy policy, “green jobs,” electric […]

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5 Questions in 5 Minutes: Rob Writz

We find it fascinating to learn why people do what they do and think what they think. Last month, we checked in with Rob Writz, Director of New Ventures at CleanLaunch, a Colorado-based cleantech incubator. Why do you do what you do? My personal value system leads me to seek out professional experiences that contribute […]

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