Marketing

Four Characteristics of Early Adopters That Will Help, and Then Later Hurt, Your CleanTech Business

By | 2018-02-16T04:41:39+00:00 February 16th, 2018|Business Strategy, CleanTech, Disruptive Technology, Marketing, product management|

Early adopters play a significant role in the beginnings of your CleanTech company. In order for CleanTech products to achieve mass market appeal, they must be refined and improved by a sequence of users, starting with innovators and early adopters. This dynamic, called Diffusion of Innovation, is critical to the success of any emerging CleanTech

Research Confirms Early Adopters of Renewable Energy Don’t Like Each Other

By | 2018-01-26T05:15:42+00:00 January 25th, 2018|Architecture, Marketing, Technology Adoption|

One of the more troubling pieces of my research over the last 20 years is the persistent finding that early adopters of renewable energy don’t really like each other. When I interview people who have adopted solar power, they often tell me (politely) they don’t “respect” other people who have also adopted solar. The reason