What are potential obstacles companies might face when applying the concepts from Zero to One, and how could they overcome them?

The theories in "Zero to One" challenge the cleantech industry's practices by emphasizing the importance of uniqueness and foresight. The book criticizes companies that fail due to lack of anticipation of global competition and other long-term factors. It suggests that cleantech companies often fail to adequately anticipate challenges like the rise of fracking and shale gas in the U.S., and a decline in gas prices. These factors persuade consumers to continue with their current behavior, thus challenging the cleantech industry. The book encourages companies to create something truly unique and to plan for long-term durability in their market.

The failure of cleantech companies, as discussed in 'Zero to One', can be attributed to a lack of foresight and inadequate planning. These companies failed to anticipate serious global competition, especially from cheap manufacturers in China. They also did not foresee the rise in the use of fracking and shale gas in the U.S., and a decline in gas prices. These factors persuaded consumers to continue with their current behavior, leading to the failure of cleantech companies. The broader implication is the importance of durability in business. Companies must consider long-term factors in their desired market and plan adequately to defend against them.