advice

What Happens Between IP and PR

Lately, we’ve been talking to a lot of folks who work with cleantech startups on a daily basis—incubators, labs, universities, economic development groups and others who provide valuable services to fledgling enterprises. And we see that when it comes to marketing, cleantech startups have more in common with their startup peers in other industries than […]

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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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Where will you be on 12/31/12?

Is your company in a better position today than it was twelve months ago? Where will it be twelve months from now? It’s an apt question to ask this time of year. The first week in January looms. Performance evaluations. Budget allocations. Sales kick-offs. After you’ve been through the cycle a few times, you may […]

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Do you need a technology translator?

We’ve always believed that the ability to convey the business value of a technical innovation is critical to bridging the chasm between R&D and P&L. After attending the Canadian Cleantech Launchpad, the NREL Industry Growth Forum and the Cleantech Open Global Forum—all in the space of two weeks — we believe this more than ever. […]

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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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Whole-brain Strategy

We human beings tend to see what we expect to see, and this often constricts the aperture through which we view potential solutions to a problem. But the clearest vision of the future is seen through the widest lens—one that combines both analytical and creative input. As it is with physical eyesight, so it is […]

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Don’t dumb it down.

Presenting technical information to businesspeople is a matter of translating complex ideas into simple — not simplistic — language. By popular demand, here is a concise three-point guide to explaining your technology to a business audience.

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Branding from the inside out

You already understand how important external branding is. And you’ve probably put quite a lot of thought and effort into it. But what about internal branding? Internal branding can be just as crucial to your success as external branding is, especially if your organization is anticipating or experiencing a big event, such as an acquisition, […]

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How are you different?

New clients often tell us that they need a positioning and messaging strategy that will differentiate them and give them a competitive edge. Successful differentiation requires two things: that you appear different and that you be different. The former is pretty easy; the latter is anything but. No matter what you offer or how competitive your market is, there are […]

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Compared to What?

Louis Rossetto, the founding editor of Wired magazine, famously said that “In the age of information overload, the ultimate luxury is meaning and context.” We’d take it a step farther and say that context is what creates meaning in the first place. Which is why we can’t for the life of us understand why so […]

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