Profit and Salvation in Greentech
June 25, 2008
Four Lessons that John Doerr learned
1. Companies are really powerful
2. Individuals matter and they matter enormously
3. Policy is important, policy is paramount
4. Potential of Radical Innovation
These four (4) lessons Doerr identified as key lessons that he learned during his attempts at changing the way we live for a greener consumption pattern and a greener way of doing business.
I think these four lessons are true. Individuals may matter but they are not the sole weapon that must be brought to bear against pollution and wasteful consumption. Individuals should be seen as a means to drive demand into green alternatives or green products. The Wal-Mart example also showed how a large firm can drive demand by altering its own consumption patterns and the products it sells.
The Keynesian laden lessons show a lot of common sense behind them. If you want to really do something you better do it in a big manner by involving national policy (examples in Brazil) and involving big business.The markets must not be left to the whims of the invisible hand. Consumer behavior can be modified and can be altered. By reducing the choices of consumers through policy one can drive demand for another better alternative. By flooding the markets with better products and services at a lower price (cheaper, smaller cars, more ethanol pumps,more renewable energy) the market will move to snap these up.
I believe that this formula can be replicated in any country in the world. What would differ is the will to implement the formula.
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