Wired article from Alex Steffen.

His argument that environmental approaches that are profitable will be successful. It's the philosophy that all the investors in cleantech ascribe to. Openly or not, there's supposed to be a lot of money and opportunity in cleantech.

Going away from the sacrifice approach, and moving towards the benefits focus is important. People pay for, encourage, and endorse items that make their lives better. If it's green, then fine, if not, they'll still buy.

We can now redesign, repurpose and recycle. But it takes a long time to initiate change in the lifestyle of consumers. Especially the way we live. A kooshball, that's simple. Fad products come and go. But altering the locations and neighborhood of where they live is different.

The timeline is difficult to tell on these investments, and the adoption rate. There are early adopters, but right now, the chasm/tornado are the challenges. The length of investment can be mercifully short, or agonizingly long. Unfortunately we won't know until the exit.