Michael Grossman

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What A Marketer Learned At Biogas Americas

Michael Grossman

The congeniality and unpretentiousness of biogas industry professionals are why Biogas Americas has become one of my favorite cleantech conferences. Everyone treats you like a long-lost friend, even if you’re meeting them for the first time, and no one asks where you went to college before deciding if you are worth knowing. As a result of the openness that pervades among the attendees, it’s much easier to learn what’s really happening in the industry at this moment in time, and here’s what I lea

Methane 147
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What I Learned At NREL

Michael Grossman

The annual gathering of the most promising early-stage cleantech companies at the National Renewable Energy Laboratory’s Industry Growth Forum is a feast of ideas for those who believe we can stave off the worst impacts of climate change. While history says 90 percent of these startup companies will never live to see profitability, one hopes they all find a way to bend the laws of economics as creatively as they’ve shaped physics and chemistry into unique value propositions.

Startups 147
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How To Yield Results From Your Cleantech Award

Michael Grossman

Climate solutions are a new frontier. That’s why third-party validation is critical to scaling a cleantech company. It’s a sign to potential investors and beta testers they should give your company a second look if they haven’t already found you. Time Magazine and Biofuels Digest recently named their most impactful and promising greentech companies and industry influentials.

Startups 162
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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