Cleantech Entrepreneurs, Please Listen To Your Customers
Credit to Author: The Beam| Date: Thu, 14 Nov 2019 10:00:50 +0000
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