Marketing Green Technologies – Part 2, for Technology Seekers

Yesterday’s post, about the difficulties of marketing new green technologies, touched on one half of the new product dilemma:
“How can I get my new, unproven product into the hands of my potential customers?”
Potential users – who recognize they have a problem and want to find a solution – face a similar problem:
“How can I find and learn about new products that might (or might not) make my life better?”

As with the marketing side of the coin, there’s not an easy answer for the technology seeker. Information is the only antidote to the uncertainty and risk of trying out a new and unproven product, but reliable information about new technologies is often in short supply.

The internet, of course, is a convenient starting point … but who of us hasn’t sat bewildered before our monitor while trying to make some sense of a seeming infinity of GOOGLE hits? Which are real and which are clever scams? Is this fantastic invention really just a thinly disguised perpetual motion machines? Which great idea is ready for the marketplace and which is just a theoretical gleam in some scientist’s eye?

In the end, you’ll have to make the GO – NO GO decision based on less than complete information – based on assessments by an expert you know and trust. The expert may be yourself or someone on your staff, or maybe a hired consultant. (A shameless plug here for independent consultants, like and Either way, your expert must develop intimate and objective understanding of both sides of your new products equation:

1. What are the key elements of the problem you face, and how would potential solutions impact you?
2. What are the potential solutions, how well do they work, and how could they be implemented?

The expert’s vital role, then, is to synthesize a solution that works for your particular situation from the assessments of your problem and the potential solutions.

It is, unfortunately, a labor and research intensive process. (Just how much you should invest, of course, depends upon how severely you’ll impacted if you get the decision wrong!) Some companies handle this systematically, with internal resources explicitly assigned to keeping up with new developments in critical areas. More often, however, they rely serendipitously on interested individuals within the organization, or on ad hoc approach to high profile problems.

Tags: , , ,

Leave a Reply