business

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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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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Is sustainability part of your mission?

We recently encountered this question on a discussion board: I was told sustainability is outside of our mission. How can that be? Our answer? It can’t be. Cleantech or not, sustainability is always part of your mission as a company. There are at least three business arguments for a focus on sustainability: 1. Cost Sooner […]

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Lost in Translation

Many of our clients are technologists. Scientists. Folks who have brilliant ideas, underdog ingenuity, and the drive to make their businesses succeed. They come to us, however, to help them solve a problem: articulating the business value of their inventions to investors, the media, and potential customers. That’s where translation comes in. You must describe […]

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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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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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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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