definitions

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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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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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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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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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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When we say cleantech innovators…

If you track the advertising, marketing, and PR industries, you may have noticed a trend: many firms now have what they call “cleantech” focus areas. But “cleantech” is variously defined, or not defined at all. It’s sometimes referred to as green technology, or “greentech,” which should not be confused with “greenwashing.” In the interest of […]

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