by Michael Grossman | Apr 26, 2022 | Brand Stories, Cleantech, Marketing Strategy, Storytelling
Websites Demonstrate The Friction Between Climate Science and Marketing The creativity manifested through science and engineering in the climate sector is truly remarkable. Yet, the creative inputs of these solutions often stifle the success of all of that work when...
by Michael Grossman | Feb 14, 2021 | Cleantech, Delivering Your Message, Startups
On the FX television show “What We Do In The Shadows,” the audience meets a familiar character: the energy vampire. His name is Colin Robinson, an unassuming, spectacled man whose incessant droning small talk slowly sap those around him of their...
by Michael Grossman | Dec 1, 2020 | Cleantech, Delivering Your Message, Startups
The Battle for Cleantech Funding A recent spate of stories in green media suggests a second climate funding boom is in the offing for startups in the cleantech sector. It’s a nice change of pace after funding dried up for almost a decade after the first...
by Michael Grossman | Feb 15, 2020 | Branding, Cleantech, Climate Change
The Cleantech Brand Is A Failure If No One Knows What It Means Invariably, it happens. I’m out at an event with professionals. Maybe it’s a business awards dinner like last week or at a convention. Someone will ask me what I do for a living, and I explain,...
by Michael Grossman | Oct 19, 2019 | Brand Stories, Cleantech, Green Marketing, Marketing Strategy, Startups
Part 1–Research This column is the first of a five-part series on the critical elements necessary for a cleantech company to successfully market itself, regardless of the budget. Do I Have To Pay For Marketing? One of the most frequent questions I...
by Michael Grossman | Oct 14, 2019 | Branding, Cleantech, Marketing Strategy
We got trouble! Right here in River City! With a capital T that rhymes with B, and that stands for brand positioning. Working with cleantech companies means I’m often in meetings with scientists and engineers. By nature, they are very analytical people,...
