I was thinking about what we accomplished/learned at our initial green building/green energy salon a few days ago, and came up with a few top candidates:
- Liability – this is one of the biggest issues at the front of mind for builders and architects – they have to guarantee their buildings, and that makes them very wary of new technologies. One big challenge for green building will be coming up with ways to break through that barrier (the other alternative, of course, is to wait long enough that the new technologies prove themselves – but even this needs to be optimized). For example, perhaps the government could help take on some of the liability to reduce the risk for architects and builders trying to do the right thing.
- Perception – Silicon Valley, as one of the attendees pointed out, is way ahead of the rest of the nation in terms of our perception that “green is just an obvious thing to do.” The general idea that green is more expensive or that it requires privation is much more prevalent. So a big challenge for the green movement is to change that perception, which is a combination of both marketing (the next topic) as well as changes in the way green is delivered. Simple changes (see my CSA “box of veggies” post, for example) can make a huge difference in perceptions.
- Marketing – half of us at the salon were high tech marketers. Green technology is a classic high-tech marketing problem. We’re facing a “chasm” that we need to get across. There’s a technology adoption lifecycle in green building just as there is in new IT technologies. Of course, that’s one of the things that we here in Silicon Valley are pretty good at (we wrote the book on it :-). So one good set of steps to move forward will be to articulate a “Crossing the Chasm” kind of analysis of green, and figure out where our “beackheads” are, and how to get a “tornado” going.
Most of the news about green energy and climate change focuses on the big multi-million dollar technical projects, scientific breakthroughs, and “parts per million.” But as we discovered at our salon, there is a lot of “ground-level” work that has to be done at the same time – whether it’s to remove obstacles for builders to build green, or to help consumers understand they can save money and get better services and, oh by the way, save a lot of energy at the same time.