by Michael Grossman | Jul 18, 2022 | Branding, Green Marketing, Marketing Strategy
One of the first exercises I run new clients through is testing whether they know what their white space is and how to leverage it to create a marketing strategy. What Is White Space? In marketing, white space is a term describing where your brand (not your...
by Michael Grossman | Jul 6, 2022 | Green Marketing, Marketing Strategy, Marketing Tactics, Startups
Why Cleantech Marketing Can’t Be Overlooked In Today’s Market We’ve already discussed the influx of investment dollars into the cleantech sector over the last couple of years. And though savvy cleantech investors understand the patience required for...
by Michael Grossman | Jun 21, 2022 | Branding, Cleantech, Marketing Strategy
Nascent cleantech companies can no longer rest on their altruistic intentions to build market share. They need savvy marketing strategies to attract some of the $56 billion in venture capital investment poured into the cleantech sector in 2021 if they hope to scale....
by Michael Grossman | May 4, 2022 | Branding, Cleantech, Comedy, Green Marketing, Marketing Strategy
What’s Redefining A Category? The banjo wasn’t a new instrument when comedian Steve Martin started playing it as a kid. It had been around for 100 years. Players in the genre became virtuosos, and you can hear it in everything from bluegrass and country to...
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 9, 2022 | Delivering Your Message, Green Marketing, Marketing Strategy, Startups, Storytelling
Make Your Eco-Friendly Marketing Sprout By Taking These Four Steps Perhaps the most transparently disingenuous and self-delusional lines I hear when I encounter startup CEOs in the climate tech space is, “We’re in stealth mode.” News flash: your...
