Michael Grossman

Jargon Monoxide Is Suffocating Your Climate Saving Idea

Michael Grossman

On the FX television show "What We Do In The Shadows," the audience meets a familiar character: the energy vampire. His name is Colin Robinson, an unassuming, spectacled man whose incessant droning small talk slowly sap those around him of their life force.

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Did LinkedIn Sell Its Soul To Fit In?

Michael Grossman

If It Walks Like A Duck And Quacks Like A Duck, It's Bad Branding. Whether you call them Stories, Reels, or Fleets, all represent the same idea: short-form video.

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Is Your Company Ready To Compete For Cleantech Funding?

Michael Grossman

The Battle for Cleantech Funding. A recent spate of stories in green media suggests a second climate funding boom is in the offing for startups in the cleantech sector. It’s a nice change of pace after funding dried up for almost a decade after the first wave of cleantech investment in the aughts.

COVID Is Changing The Climate Conversation

Michael Grossman

“The public is the only critic whose opinion means anything at all.”--Mark Mark Twain. Reality Bites…Hard. One of life's ultimate paradoxes is the nearly impossible task of changing a person’s mind while at the same time public opinion is never static.

How Digital Transformation will Bend the Curve of the Linear Economy Toward the Circular

Speaker: Bruce Armstrong Taylor, Co-Founder & Managing Director of SmartNations Foundation, Jimmy Jia, Venture Partner at Pi Labs, Fabienne Durand, Senior Advisor to the SmartNations Foundation, & Roger Strukhoff, Executive Director of the Tau Institute

The Carbon Zero, Circular Economy, is easily the most profoundly important result of digital transformation. Industry 4.0 has a massively cumulative impact on dematerialization (in all forms) and resultant decarbonization (both emissions and embodied) throughout the economy. Join panelists Bruce Armstrong Taylor, Jimmy Jia, Fabienne Durand, and their moderator Roger Strukhoff as they discuss how bending the carbon/GHG heavy linear economy to the circular is one of the hidden benefits of digital disruption.

5 Reasons Your B2B Needs A Brand

Michael Grossman

Does Every Size Company Need A Brand? Recently, the CEO of a growth-stage cleantech company told me branding and marketing wasn't something his company needed to do because their niche was so small that they already had relationships with most of the companies in their industry.

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How The Pandemic Has Undermined Green Brands

Michael Grossman

In times of crisis, people show their true colors. At the outset of my state's coronavirus shutdown, I headed to my local Target to do what most Americans did--stock up on supplies.

Does COVID Have A Silver Lining For Climate?

Michael Grossman

"It takes two years to learn how to speak and sixty to learn how to keep quiet." --Ernest Hemmingway.

Marketing With Your Connections During Covid

Michael Grossman

Greetings fellow two-dimensional creatures: With all of our interactions flattened into a rectangle, you may find yourself, like me, missing the human interaction that accompanies marketing and networking. Adapt or die,” said Oakland A’s General Manager, Billy Beane, in one of my favorite sports movies, “Moneyball.” And, whether you like it or not, you’ve had six months to build a bridge and get over your trepidation about online marketing to replace your three-dimensional routine.

How Can You Successfully Market During A Pandemic?

Michael Grossman

And What Happens When Everyone Shows Up To The Party Wearing The Same Outfit? A month ago, I was scrambling to produce an ad for a client before Washington shut down due to the coronavirus.

6 Ways Your Email Marketing Can Compete During The Holidays

Michael Grossman

Is anyone reading your email during the holiday season? And if they are reading or listening to your message, does it pass the threshold of caring? I've written before about how only about one-third of email recipients read beyond the fourth paragraph.

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AR/VR Simulations for Sustainable, Regenerative, Circular Cities

Speaker: Nik Gowing, Brenda Laurel, Sheridan Tatsuno, Archie Kasnet, and Bruce Armstrong Taylor

Join our amazing panelists, Nik Gowing, Founder at Thinking the Unthinkable and International Broadcaster; Brenda Laurel, PhD, Principal, Neogaian Interactive; Sheridan Tatsuno, Principal, Dreamscape Global; Archie Kasnet, CEO, Regenerative; and Bruce Armstrong Taylor, The Climate 4.0 Project, to discuss how today's AR/VR and related AI-enabled technologies can be effectively applied, using data from such sources as NASA and NOAA, to both improve and accelerate urban sustainability planning and design.

Should Cleantech Be Rebranded As ClimateTech?

Michael Grossman

The Cleantech Brand Is A Failure If No One Knows What It Means. Invariably, it happens. I'm out at an event with professionals. Maybe it's a business awards dinner like last week or at a convention.

Are Your B2B Brand’s Images Powerful?

Michael Grossman

The saying “A picture is worth a thousand words” has been around so long because it’s true. But when I look at the brand strategy behind the websites, social media and content marketing of companies In the B2B space, I often wonder if I missed out on the instructions from a parallel school of thought which taught its graduates, “You should use a thousand words to describe your picture.” ” Powerful Branding Images Require Scant Explanation.

What Are The Marketing Tools Every Cleantech Company Must Have?

Michael Grossman

Part 1--Research. This column is the first of a five-part series on the critical elements necessary for a cleantech company to successfully market itself, regardless of the budget. Do I Have To Pay For Marketing? One of the most frequent questions I hear from companies in the cleantech world, whether a pre-revenue startup, growth stage, or in competitive niches like solar, battery storage, or water treatment is, "What are the essential things we should be doing to market our company?".

What This City Needs Is A Tagline. With A Capital “T.”

Michael Grossman

We got trouble! Right here in River City! With a capital T that rhymes with B, and that stands for brand positioning. Working with cleantech companies means I'm often in meetings with scientists and engineers. By nature, they are very analytical people, which is why they are excellent problem solvers. And in advanced mathematics, there is always a right answer and a wrong answer: Black and white.

Remind Me Again-Why Are We On Social Media?

Michael Grossman

"If all of your friends jumped off a bridge, would you jump off it too?"--my my mother. In today's business world, it's a given your company needs a social media strategy. My favorite question in the last year or so is to ask why. Here are the three most typical ways in which that conversation starts.

How Circumstances Can Upend Your Social Media Ad Budget

Michael Grossman

Facebook got gamed again this week by people trying to influence an election, and it’s a great case study in why you need flexibility in your social media ad budget. The Illuminati Isn’t Alive. No, this time it wasn’t Vladimir Putin sitting behind his desk at the Kremlin scheming a sequel to 2016.

Want Your Brand In Bright Lights? Build From The Bottom

Michael Grossman

Every business owner thinks his/her brand should be in the spotlight, and why not? The long hours, the novel ideas, the enthusiasm, the purposeful value proposition: isn’t it evident the media should take note? And from the days of Gutenberg to the 1970s, the process of generating exposure for your brand was pretty straightforward: write some copy–or hire a publicist to do it for you–and take it to the local newspaper (and maybe buy an ad while you were there.).

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4 Ways To Write A Memorable Website Homepage

Michael Grossman

Your website is the online portal for your audience, and your website’s homepage is the cyber front door. How you welcome your viewers will be the first impression of your brand and is critical to move them through the sales funnel to become your brand advocates. As the old saying goes, “You don’t get a second chance to make a first impression,” so no matter how important your invention or novel your product, you better write a homepage that entices them to learn more.

The Winner Of The Nobel Peace Prize Will Be…

Michael Grossman

A Noble Story Fit For A Nobel Prize. When the Nobel Peace Prize is announced on Friday, there is better than a decent chance the name inside the envelope will be that of a precocious, 16-year-old Swedish girl, the youngest person to ever receive this prestigious award. If the prognosticators are right, Gretta's (she needs no last name anymore) unlikely ascension to this lofty height is a testament to the power of the story.

Do You Make These Mistakes With Your Cleantech Pitch?

Michael Grossman

If you’ve founded a cleantech company, there’s a better than even chance your background is in science or engineering. There’s also a high probability you could write an encyclopedia about your invention. Neither of these factors is likely to help you make a successful pitch for investment in your cleantech startup.

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Here’s Why Market Research Is Key To Your Company’s Success

Michael Grossman

Two words no CEO of a seven or eight-figure company ever likes hearing from me are "market research," as in, "I feel it would be helpful to clarify our value proposition, our strategic advantage, and our audience if we conducted some market research.". It's so toxic; I keep those two words in my back pocket at all meetings like an emergency fire alarm in case I want to cut the session short.

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Can Your In-House Marketing Manager Do This?

Michael Grossman

Marketing Management Needs More Than One. The post Can Your In-House Marketing Manager Do This? appeared first on Michael's Marc. Marketing Tactics Uncategorized content marketing digital marketing email marketing marketing social media marketing video marketing website design

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Tie Your Brand To The Story We Share

Michael Grossman

Like millions of parents around the country, I took my daughter to college last week. It’s a bittersweet ritual that started when I let her hand go on her first day of kindergarten and is now complete. She has chosen a path, and it forevermore will diverge from mine. I mention this not to remind you to offer me a Kleenex when you see me, but rather to share the connection and the emotional impact of a story that’s as old as homo sapiens have walked the planet. Child is born.

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10 Tips For Making Inspiring Cleantech 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.”

What Are The Best Social Media Channels For Cleantech?

Michael Grossman

To be engaged in social media, or not to be engaged in social media. That is the question for cleantech companies. Through the left ear, you hear, “Free Exposure!” ” being shouted at you; but through the right ear, you hear, “Waste of time and money!” ” Which ear should you trust? The answer, like everything else in the green marketing world, is there’s no one stock answer. It depends on what your cleantech company is trying to achieve.

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How Cleantech Companies Should Announce Their Exciting News

Michael Grossman

Groundbreaking cleantech ideas don’t guarantee eyeballs. I track dozens of cleantech companies on Google, subscribe to all sorts of newsletter lists, and follow even more cleantech companies on LinkedIn so that I can keep up with industry news. I spend hours each week sifting through the inane and irrelevant to find compelling announcements worth reading.

The Secret To Getting Your Green Brand Discovered

Michael Grossman

So you’ve got a great idea to stave off climate change and make the world a more sustainable place, and you’re convinced you can turn it into a profitable business. You’ve written your business plan; you’re searching for investment, and; you know you have an audience waiting to become your ambassadors and your customers, if only they learn about you. It’s the basic algebraic formula “a + b = c.” ” Or is it?

Fledgling Stories

Michael Grossman

What does honey have to do with saving elephants in Botswana, and why would I want to buy another pair of shoes made in Asia? These business propositions were just a couple of the conscious companies crafting their pitch at Fledge’s Demo Day. Not familiar with Fledge? They brand themselves as the conscious company accelerator and bring in entrepreneurs from all over the world, much like a traditional accelerator, but with a focus on companies that solve real problems in the world.

Why Man-Made Climate Change Is A Messaging Misnomer

Michael Grossman

Circular-firing squads have a lousy success rate. Don’t worry. I haven’t gone off the deep end and gone into denial about the scale and urgency of reducing carbon emissions. I do, however, have a bone to pick about how we communicate the threat of the climate crisis and inspire action among 7.5 billion people. I’m hardly the first person to point out that for all of the brainpower that exists behind tackling the climate crisis, we sure are maladroit when it comes to advocacy.

Why Communicating Climate Change Continues To Challenge Us

Michael Grossman

It’s the personal, stupid. Every year, more and more Americans tell pollsters they believe in climate change, yet insufficient action has been taken by business and government to solve the problem. Welcome to the world of the communicating climate change action as seen by Americans of every stripe since Al Gore raised the profile of the issue in his 2000 campaign for the Presidency.

What does digital art have to do with sustainability?

GreenBiz

What does digital art have to do with sustainability? Ben Soltoff. Wed, 05/05/2021 - 01:30. Minutes before midnight March 22, two art collectors got into a heated bidding war at a charity auction for a climate organization.

Inside Salesforce’s bold play for supply-chain leadership

GreenBiz

Inside Salesforce’s bold play for supply-chain leadership. Joel Makower. Mon, 05/03/2021 - 02:11.

When it comes to social and environmental justice, words don’t cut it

GreenBiz

When it comes to social and environmental justice, words don’t cut it. CJ Clouse. Wed, 04/28/2021 - 00:05. Not so long ago, business was business.

Eco-friendly kitchen design ideas for a truly green kitchen

U.S. Green Technology

An eco-friendly kitchen starts with eating green. However, energy-efficient cleaning habits and food preparation, dodging toxic chemicals and making use of equipment manufactured from sustainable materials are equally important if you want your space to have an eco-friendly vibe.

When you think climate change, you need to think about water

GreenBiz

When you think climate change, you need to think about water. Melody Waintal. Fri, 04/23/2021 - 00:05.

A circular approach to electrification and renewable energy

GreenBiz

A circular approach to electrification and renewable energy. Lauren Phipps. Mon, 04/26/2021 - 00:30. While electrification and renewable energy are key to decarbonizing the economy, the growing demand for solar PV may be creating a new problem.

It’s time to collaborate on climate and economic justice solutions

GreenBiz

It’s time to collaborate on climate and economic justice solutions. Davida Herzl. Mon, 04/19/2021 - 01:15. Air pollution has grave consequences — the World Health Organization estimates it kills 7 million people a year.

Best Places To Stay Green In Retirement

U.S. Green Technology

Retirees all have their own list of priorities when it comes to deciding where to retire, be it affordable living, nearby amenities, or proximity to family, among others. But now concern about our changing planet is influencing where retirees choose to live out the rest of their days.

10 Reasons To Make The Switch To Green Cleaning

The Environmental Blog

Many of us care about the environment – some of us even go beyond the extra mile and take the effort to donate towards conservation groups and make important lifestyle changes to help clean up the planet. However, what if the problem is closer to home than we think?

Making Home Furnaces Eco-Friendly and Energy-Efficient

U.S. Green Technology

If it’s time to replace your old furnace, consider getting an energy-efficient one that will save you money and help the environment. Products that are Energy Star-certified are great options. To make the best choice, consider models with the following features.

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Climate risk and the high cost of waiting

GreenBiz

Climate risk and the high cost of waiting. Emily Chasan. Thu, 04/29/2021 - 02:11. One of the hallmarks of working in sustainable finance is seeing that every decision you make has an impact, sometimes years into the future when that original decision feels like a distant memory.