Dec 11 2007
As a company offering clean technology products, you may have a great story about how your product is better for the environment than your competitors’ offerings. But, if your message does not resonate with your target market, it will fall on deaf ears. How do you get your cleantech message across when environmental benefits are [...]
Nov 20 2007
At last week’s Cleantech Crossroads* event in San Francisco, architects were well-represented among the attendees. It’s clear that architects play a pivotal role in green building. They do something every day that most businesses, institutions and individuals may undertake only once a decade. Because architects design large and complex building projects that have long-lasting effects [...]
Nov 06 2007
The term “value proposition” is widely used by businesspeople, entrepreneurs, investors, marketers and salespeople. But I find that, as with much marketing lingo, there is often confusion about its meaning. What is a value proposition? Why do you need one? How do you construct a good one? A value proposition is a brief statement that [...]
Oct 29 2007
In August and September of this year, full-page ads appeared in my town’s local newspaper, the Los Altos Town Crier. “Brilliant!” I thought, after glancing through the ad. The headline was targeted specifically at Los Altos and Los Altos Hills residents and contained a simple call to action: “Act Now and Save 15-20% on a [...]
Oct 29 2007
If you are an entrepreneur, executive, investor or service provider involved in the cleantech industry, this blog will be of interest to you. We define cleantech as technology that enables or facilitates efficient use, re-use, recycling or conservation of natural resources. The authors of the blog, Kathleen Gilligan and Karen “KJ” Janowski, have lived and [...]