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Communicating Cleantech with Joseph Batir — Energy Transition Solutions Podcast

1 min. read

I had the pleasure recently of talking with Joseph Batir, host of the Energy Transition Solutions podcast.

Joe and I talked about:

- Why I’ve found that working in the private sector is easier than working in politics or the nonprofit world via more rationalized client motives (4:25).

- It’s also more satisfying from a client-impact standpoint, because “You cannot sit at an environmental group and regulate the coal industry into sustainability. Some industries simply have to go. They cannot be kept around. Some industries like cement making can be made much more sustainable.” (13:00)"

- How few clean economy sectors are new industries because they’re not directly disrupting incumbents (13:59) and how disrupted incumbents push back hard through our form of legalized corruption known as campaign contributions. They do that instead of just handing over market share and going willingly out of business (15:19) “The disrupted are constantly reacting to the disruptors and the disruptors must manage that with fewer resources than the disrupted have.”

- Why B2B companies’ default reliance on jargony content hurts their sales and violates the Richard Branson rule of narrative simplicity “Any fool can complicate something. It takes a master to simplify it.” (27:10) and why your marketing collateral should be able to pass the “supermarket checkout test” (29:50) because it accommodates the reality that humans make emotional decisions first in order to make a rationale decision (31:27).