Question
1. Timing is crucial: Regardless of how innovative a technology is, if the market isn't ready, the venture may fail. Cleantech entrepreneurs should ensure the market is primed for their product or service.
2. Create something unique: The book emphasizes on creating something truly unique – going from “zero to one” rather than from “one to n.” Cleantech entrepreneurs should focus on creating unique solutions that address specific environmental issues.
3. Avoid fads: The book warns against getting caught up in fads. While cleantech has momentum, entrepreneurs should not assume any venture in the industry will be successful. They should carefully evaluate the viability and potential of their business idea.
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Regardless of how genius a new technology may be, if the timing isn't primed for whatever reason, the business may be doomed to fail. In the case of cleantech, capitalizing on technology to improve the environment became somewhat of a fad, and many people were persuaded that almost any foray into the industry would be successful due to the momentum behind it.
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