Author: The Beam

Cleantech Entrepreneurs, Please Listen To Your Customers

Our work indicates that innovation for clean technology markets starts with a customer focus. The assumption that clean technologies are ready to come online if leaders set ambitious policy is too optimistic. While technologies may exist for a low carbon future, markets do not. Markets require both active buyers and sellers with adequate information. Grandiose goal-setting announcements do not create markets; it only distracts entrepreneurs from the job of creating and maintaining markets.