by Michael Grossman | Apr 10, 2023 | AI, Cleantech, Marketing Strategy, Startups
Here’s the situation: You’re the CEO of a climate-focused startup, and money is always tight. You’re looking for that first customer to prove your concept, but you need to hire another engineer (or two) to finish your prototype. You know you need a website built to...
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 | Jun 6, 2022 | Branding, Cleantech, SEO, Uncategorized
Companies spend massive amounts of money worldwide to increase brand recognition. But what if your brand isn’t recognizable, or worse, what if your brand name makes it difficult for end-users and customers to find you? I often see this problem in the cleantech/climate...
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 14, 2021 | Cleantech, Delivering Your Message, Startups
On the FX television show “What We Do In The Shadows,” the audience meets a familiar character: the energy vampire. His name is Colin Robinson, an unassuming, spectacled man whose incessant droning small talk slowly sap those around him of their...
