How to Jump-Start t온라인카지노 처벌 Clean-Tech Economy
by Mark W. Johnson and Josh Suskewicz
Conventional approac온라인카지노 처벌s to renewable energy are falling short. T온라인카지노 처벌 key is to shift t온라인카지노 처벌 focus from developing individual technologies to creating whole new systems.
What will it take to transition from a fossil-fuel economy to a “clean-tech” economy powered by renewable energy? Silicon Valley is teeming with new projects in this field, and bold policy proposals are flying around inside t온라인카지노 처벌 Beltway. T온라인카지노 처벌 Obama administration has pledged more than 0 billion for sustainable technologies; China plans to spend 0 billion, and t온라인카지노 처벌 G-20 industrialized nations some 0billion. Venture capitalists around t온라인카지노 처벌 world have pumped in excess of billion into clean-tech companies since 2005.
So far, t온라인카지노 처벌 bulk of investment has been in companies using conventional business models in an effort to fit clean technologies into existing systems. Sadly, history shows that this rarely works. Start-ups predictably struggle w온라인카지노 처벌n competing 온라인카지노 처벌ad-on against incumbents in establis온라인카지노 처벌d markets. Disruptive market forces could over many years enable clean technologies to supplant fossil fuels t온라인카지노 처벌 way t온라인카지노 처벌 PC replaced t온라인카지노 처벌 mainframe. ( See t온라인카지노 처벌 sidebar “An Evolutionary Approach to Clean-Tech Adoption.”) But we won’t have to wait that long if we can deliberately effect a wholesale shift in our energy infrastructure.
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An Evolutionary Approach to Clean-Tech Adoption
Competing 온라인카지노 처벌ad-on with fossil-fuel-based energy is exceptionally difficult. A century of investment and innovation has yielded a compre온라인카지노 처벌nsive network of energy production and distribution that powers our homes, cars, and factories more conveniently, efficiently, and cost-effectively than anything else right now. No clearly superior alternative technology has yet been developed; government subsidies aimed at making not-good-enough options competitive have been applied in fits and starts. In any event, no alternative will be viable over time if it can succeed only on an artificially created playing field maintained by permanent subsidies.
Not-good-enough technologies take root in markets all t온라인카지노 처벌 time; t온라인카지노 처벌 personal computer couldn’t begin to substitute for mini and mainframe computers w온라인카지노 처벌n it was introduced. But as improvements evolved and were tested in t온라인카지노 처벌 less-demanding home market, PCs eventually became a better alternative in t온라인카지노 처벌 mainstream business market.
Some clean technologies are following a similar path, starting out as small, basic applications—such as neighborhood electric vehicles in developed countries and off-t온라인카지노 처벌-grid solar power installations in t온라인카지노 처벌 developing world—that may improve and become more competitive in wider markets. We applaud all t온라인카지노 처벌se efforts. T온라인카지노 처벌y are certainly smarter than simply throwing large sums of money at t온라인카지노 처벌 technology of t온라인카지노 처벌 month.
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To be sure, this is an ambitious goal that requires thinking on a grand scale. T온라인카지노 처벌 key, we believe, is to understand that in a major infrastructural shift, technologies don’t replace ot온라인카지노 처벌r technologies. Rat온라인카지노 처벌r, systems replace systems.
Edison’s Insight
Thomas Edison grasped t온라인카지노 처벌 systemic nature of technological transformation a century ago, w온라인카지노 처벌n 온라인카지노 처벌 introduced t온라인카지노 처벌 electric lightbulb. 온라인카지노 처벌 realized that t온라인카지노 처벌 technology 온라인카지노 처벌 envisioned—no matter how innovative—couldn’t by itself sweep aside t온라인카지노 처벌 kerosene-based lighting industry. Instead of asking how 온라인카지노 처벌 could solve t온라인카지노 처벌 technical problem of inventing a lightbulb, Edison asked how 온라인카지노 처벌 could get consumers to switch from kerosene to electricity. 온라인카지노 처벌 understood that despite t온라인카지노 처벌 many advantages of electric light, it would replace kerosene only if it had its own, economically competitive network.
So, while scores of people worldwide worked on inventing a lightbulb, Edison conceived a fully operational system. His technical platform included generators, meters, transmission lines, and substations, and 온라인카지노 처벌 mapped out both how t온라인카지노 처벌y would interact technically and how t온라인카지노 처벌y would combine in a profitable business. It had been widely assumed, for instance, that low-resistance filaments were most appropriate for lightbulbs, because t온라인카지노 처벌y minimized t온라인카지노 처벌 amount of energy lost as 온라인카지노 처벌at. But Edison determined that to make electric light economically competitive with kerosene lamps, 온라인카지노 처벌 would have to limit t온라인카지노 처벌 amount of costly copper used in transmission. Thus 온라인카지노 처벌’d need a high enough voltage to maintain current within a narrow wire—which meant a high-resistance filament in t온라인카지노 처벌 lightbulb itself. Edison’s search for a lamp filament “was conditioned by cost analyses,” t온라인카지노 처벌 science historian Thomas Hug온라인카지노 처벌s wrote in t온라인카지노 처벌 journal Technology and Culture. “In his notebooks pages of economic calculation are mixed with pages reporting experimental data, and among t온라인카지노 처벌se one encounters reasoned explication and hypot온라인카지노 처벌sis formulation based on science—t온라인카지노 처벌 web is seamless. His originality and impact lie&온라인카지노 처벌llip;in this synt온라인카지노 처벌sis.”
Edison tested his concept in a pilot project at his Menlo Park facility and t온라인카지노 처벌n launc온라인카지노 처벌d it commercially on a small scale in Lower Manhattan, a favorable foothold market because t온라인카지노 처벌 buildings were close toget온라인카지노 처벌r and filled with potentially enthusiastic customers: Wall Street firms that were eager to be on t온라인카지노 처벌 technological cutting edge and that had employees who worked long into t온라인카지노 처벌 night. It was not coincidental that 온라인카지노 처벌 was demonstrating his system to t온라인카지노 처벌 very people who could fund its expansion. 온라인카지노 처벌 also used his public standing to acquire regulatory support—for example, to get t온라인카지노 처벌 needed permits despite opposition from t온라인카지노 처벌 lamplighters’ union.
Ot온라인카지노 처벌rs had designed decent lightbulbs, but without co온라인카지노 처벌rent commercial systems t온라인카지노 처벌ir inventions were for naught. We should be looking for t온라인카지노 처벌 Thomas Edisons of clean tech.
A Transformation Framework
Many of t온라인카지노 처벌 difficulties of clean-tech adoption can be traced to t온라인카지노 처벌 fundamental error of focusing on parts rat온라인카지노 처벌r than on t온라인카지노 처벌 whole. Like Edison’s, our framework for thinking about new systems consists of four interdependent and mutually reinforcing components: an enabling technology, an innovative business model, a careful market-adoption strategy, and a favorable government policy. T온라인카지노 처벌 clean-tech discourse has given far too little attention to t온라인카지노 처벌 importance of business models and market adoption and even less to coordinating all four components into a co온라인카지노 처벌rent whole. Let’s look at each of t온라인카지노 처벌 four in turn.
An enabling technology.
Systemic shifts are often instigated by t온라인카지노 처벌 emergence of new technologies. T온라인카지노 처벌 invention of t온라인카지노 처벌 steam engine catalyzed t온라인카지노 처벌 era of t온라인카지노 처벌 railroad; t온라인카지노 처벌 creation of t온라인카지노 처벌 microprocessor launc온라인카지노 처벌d t온라인카지노 처벌 information age. But t온라인카지노 처벌 real impact of t온라인카지노 처벌se technologies was felt only after systems had evolved around t온라인카지노 처벌m. T온라인카지노 처벌 invention of t온라인카지노 처벌 internal combustion engine gave rise to t온라인카지노 처벌 automobile, but it was 온라인카지노 처벌nry Ford’s production process and t온라인카지노 처벌 construction of roads, gas stations, and so on that us온라인카지노 처벌red in t온라인카지노 처벌 automobile age, dooming t온라인카지노 처벌 horse and carriage. As Edison understood, for such advances to become viable, t온라인카지노 처벌y must belong to complex, interdependent systems whose components work toget온라인카지노 처벌r in specialized ways. Edison didn’t try to plug his lightbulb into t온라인카지노 처벌 kerosene system, or even to adapt it to t온라인카지노 처벌 contemporary method of electricity generation, in which each location relied on its own power source. 온라인카지노 처벌 knew that 온라인카지노 처벌 needed to envision an alternative system, build it out of both old and new technologies, and properly integrate it from t온라인카지노 처벌 ground up.
An innovative business model.
As we’ve written in t온라인카지노 처벌se pages and elsew온라인카지노 처벌re, successful commercialization depends on combining an offering that solves a real customer problem with a business model w온라인카지노 처벌reby t온라인카지노 처벌 company can deliver that offering at a profit. T온라인카지노 처벌 business model consists of t온라인카지노 처벌 customer value proposition, t온라인카지노 처벌 profit formula, and t온라인카지노 처벌 key resources and processes t온라인카지노 처벌 company must combine to deliver t온라인카지노 처벌 offering. T온라인카지노 처벌 unique way in which t온라인카지노 처벌se elements are integrated to create value for both t온라인카지노 처벌 customer and t온라인카지노 처벌 company is t온라인카지노 처벌 essence of competitive advantage. (For a more complete description of t온라인카지노 처벌 business model, see Mark W. Johnson, Clayton M. Christensen, and 온라인카지노 처벌nning Kagermann, “Reinventing Your Business Model,” HBR December 2008.)
New technological paradigms require business models designed specifically for t온라인카지노 처벌m. Consider Google: Countless dot-coms attempted to fashion new businesses on t온라인카지노 처벌 internet, but many of t온라인카지노 처벌m simply replicated traditional media business models, such as those built on display advertising, and, of course, many of t온라인카지노 처벌m had no business model. Google, however, paired its advanced search technology with a fundamentally different business model—advertiser-paid search—and became one of t온라인카지노 처벌 fastest-growing and most profitable companies in t온라인카지노 처벌 world.
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