Chapter Thirteen- Seeing Green 

Cleantech companies were huge in the 20th century. A lot of money was poured into cleantech companies. And most of them ended up going out of business soon enough, because they failed to answer one or more of the questions every business should answer

  • The engineering question- a new product should be at least 10 times better than the closest alternative in order for it to succeed.
  • the timing question- good timing makes a big difference
  • The monopoly question- if you don’t look at or analyze the market relevant to you, you won’t have the information you need to evaluate your company’s position.
  • the people question- you need the right team for the job
  • The distribution question- find the right channels to communicate with your target market.
  • the durability question- anticipate changes in the market when curating your plan for the next 20 years
  • The secret question- keep your company secrets. Successful companies have success for reasons others don’t see.


If businesses don’t answer these questions they will fail. Every entrepreneur should plan to be the last mover in their particular market. Doing something different is what’s truly good for society but it’s also what allows a business to profit by monopolizing a new market.