Imagine a pioneer in the wind power business deciding to create true change.
Let’s assume that they have been around for a while, and that they have made their mark as a solid supplier of reliable technology. Let’s also consider the fact that they have moved upward the value ladder, offering both a portfolio of services and a range of consultative advice.
Finally, one more assumption. They have been an ardent advocate for wind power in general. Investing time and money in building the arena for harnessing this endless source of energy.
But turning the energy industry in a new and greener (or maybe bluer) direction takes time. And since time is money, one could imagine the agony of various stakeholders. We just do not make any money, the bean counters in this company complained. They just spend tax money, skeptical politicians claimed. They just waste time, reactionary industrialists complained. They need more time – and money – devoted environmentalists argued. On, and on, and on.
Gradually, technology matured. Reliability grew, so did efficiency. And finally, pay off times reached acceptable levels, even without counting financial support from governmental bodies.
Still the market refused to mature. It didn’t take off. It just trudged along, on shore, off shore and even off distance.
But what if they decided to turn the equation around? Starting with offering the end customers a more tangible benefit than green electricity. Offer them the functionality they are using the electricity for. Like washing their clothes. Warming their house. Preserving their food. Preparing their meals. In essence, they would market wind powered washing machines, radiators, fridges, stoves.
Would that work? Would it become a success? We don’t know yet. But we can find out.
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