Michael Grossman | Cleantech Brand Braggadocio & Message Minstrel

How Do You Know If Your Website Is Too Copy Heavy?

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...

So What If Your Climate-Saving Solution Is Better?

by Michael Grossman | Dec 12, 2021 | Brand Stories, Green Marketing, Marketing Strategy, Startups

The Science Alone Won't Close The Sale. Would you honestly try to win a competition in the running shoe market against Nike by comparing the amount of sustainable rubber? How about throwing your lower energy use smartphone against Apple? Climate tech...

Archetypes Trump Analytics

by Michael Grossman | Oct 1, 2021 | Brand Stories, Storytelling

>Sabermetrics didn’t see this coming even though the story is thousands of years old. The underdog. David vs. Goliath. The 1980 U.S. hockey team vs. the U.S.S.R. Erin Brockovich vs. Pacific Gas & Electric. Our brains are wired for this archetypal story, and the reward...

5 Reasons Your B2B Needs A Brand

by Michael Grossman | Sep 7, 2020 | Brand Stories, Branding

Does Every Size Company Need A Brand? Recently, the CEO of a growth-stage cleantech company told me branding and marketing wasn't something his company needed to do because their niche was so small that they already had relationships with most of the companies...

What Are The Marketing Tools Every Cleantech Company Must Have?

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 hear...

What’s Your Logline?

by Michael Grossman | Mar 21, 2019 | Brand Stories, Storytelling

Imagine you are looking for a movie to see with friends on a Saturday night. You open the movie app of your choice and begin scrolling through the selections. As you share the options with your friends, inevitably someone will ask, "what's it about?" Your...