Categories

Archives

A sample text widget

Etiam pulvinar consectetur dolor sed malesuada. Ut convallis euismod dolor nec pretium. Nunc ut tristique massa.

Nam sodales mi vitae dolor ullamcorper et vulputate enim accumsan. Morbi orci magna, tincidunt vitae molestie nec, molestie at mi. Nulla nulla lorem, suscipit in posuere in, interdum non magna.

Three keys to the next green business boom

Until we see big changes like a price on carbon or an affordable, scalable source of clean energy, it’s probably best to focus on small moves that can add up to a big difference.

FORTUNE — The clean-tech world keeps looking for a revolution, but that kind of change requires shifts in technology or policy first. Until we see big changes like a price on carbon or an affordable, scalable source of clean energy, it’s probably best to focus on small moves that can add up to a big difference.
When would-be entrepreneurs come to me for advice on how to turn their clean-tech plan into a thriving business, I share the following lessons with them.
Focus on incremental changes.
Many businesses are created with a revolution in mind, but most successful ones start with a small improvement. Google (GOOG) didn’t create the web search, it made the web search better. Facebook didn’t create social media; it made a better social media platform. While there is an occasional homerun business that can change an industry, it’s better to focus instead on the underappreciated potential of incremental change.
Take the Chevy Volt. It’s one of the most technologically exciting cars out today. Yet despite its buzz, the Volt has struggled to find a market. In 2011, Chevy sold only 6,000 Volts, leading to a temporary halt in production. Consumers want fuel economy, but few are ready to pay a premium for it.
But General Motors (GM) has another green car that’s doing booming business: the Chevy Cruze, which can get 42 miles per gallon in highway driving and costs about half as much as the Volt. In the Cruze, Chevy brought together hundreds of incremental design changes, from its specially designed Ecotech engine, to wheels that increase aerodynamics. Last year, Chevy beat expectations and sold almost a quarter of a million Cruzes.
More fortune.com

Share

1 comment to Three keys to the next green business boom

Leave a Reply