Michael Grossman

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Can AI Help Your Cleantech Brand?

Michael Grossman

We all know a picture is worth a thousand words, but your images bore your audience. Could generating images with AI increase interest for your brand? Are Your Cleantech Brand’s Images Set To ‘Snooze?’ By definition, if your company is in cleantech/climate tech, your mission is revolutionary. So why would you upend all that work by putting your viewers’ neurons into sleep mode?

Ethics 130
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99 Black Friday Emails In Your Inbox

Michael Grossman

How Mind-Numbing Emails Hurt Your Brand I’ve come up with a marketing take on the old camp song, “99 Bottles of Beer on the Wall” after today. It’s called “99 Black Friday Emails In My Inbox.” Every year at this time, we get subjected to the email marketing version of this sing along as every company on the planet churns out endlessly repetitive, capitalized and exclamation point-filled headlines announcing their short windows of opportunity for you, the consumer, to take advantage of their once

Waste 162
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Cleantech Marketing: Why Better, Faster, Cheaper Are Brand Killing Positioning

Michael Grossman

In the fiercely competitive landscape of cleantech, the success of a marketing strategy often boils down to the art of positioning. In the realm of sustainable solutions, being better, faster, and cheaper might seem like the golden ticket to success. However, in reality, this conventional positioning could actually be the brand’s worst enemy. This article delves deep into the nuances of cleantech marketing, uncovering why relying on the “better, faster, cheaper” mantra can spell disa

Ethics 147
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10 Tips For Making Inspiring Climate Tech Marketing Videos

Michael Grossman

Cleantech companies typically require a certain amount of scientific sophistication to comprehend, and therein lies the conflict with defining its value for an audience. A well-produced video is one of the best ways to bridge that gap. A Cleantech Company Is More Than Just It’s Science Ask most cleantech scientists why their idea is destined to scale, and they will likely tell you “because the science works.” Unfortunately, as millions of broke patent holders have discovered ov

Patents 147
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When Should A Startup Get Marketing Help?

Michael Grossman

Marketers Won’t Bite You It’s a difficult task for most startups to determine when they need to bring marketing help to the team–and when I say marketing, I don’t mean sales. I’m talking about a vehicle to give your audience a better understanding of what problem the company solves and why the audience should care. This kind of marketing has a targeted audience, usually made up of investors, institutions, industry media and established players.

Startups 130
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Is Your Cleantech Tongue-Tied?

Michael Grossman

Simplifying Complex Cleantech Ideas With Story From the dawn of the cleantech era, the environmental movement, really, complex language has been a constant stumbling block to widespread understanding and acceptance of good ideas. It’s not anyone’s fault; distilling multi-faceted and jargon-laden ideas is hard to do, and there’s always been a giant chasm between those who see the limitlessness of science and engineering, and those who are trying to distill it for the rest of us.

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Focus: Framing Your Brand Mission and Vision

Michael Grossman

Focus Is About The People You Serve Ask an climate tech engineer or scientist what the focus of their start up company is, and you’re likely to hear a statement beginning with the words, “we make…” That shouldn’t be surprising because scientists and engineers invent things. Ask a CFO what the focus of the company is, and you’re likely to hear the company’s vision and goals, and strategy for generating a specific amount of revenue or even the eventual sal

Waste 130