The fatal flaw for green-tech companies

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flaw is 'cost', not 'sexy'

The fatal flaw of "green" is the "green" you must spend to get it. When it becomes more economically feasible to be green, we will be green. Here is the hierarchy:

1. effort
2. cost (which is indirect effort)
3. consequences (results of (expenditures of effort or cost) vs results of (non-expenditure of effort or cost))

How that plays out for the average Joe:
I will do whatever requires the least effort on my part. If I can pay a little extra to get by with less effort, I will. If I must pay a lot extra or expend a little effort, I will opt for a little effort. As cost goes up, willingness to expend effort to avoid cost also goes up. Only when the consequences of my actions or inactions exceed the expense of money or effort do I begin to care about said consequences. Those consequences must be immediate and their severity must be high enough to exceed the cost of money and/or effort.

When 'green-tech' companies become economically competitive with traditional tech methods, 'green-tech' will be chosen. To be really green, it must also not cost me extra green.

Posted by: t.anthony.ash@...   Posted on: 02/06/08 You are currently: a Guest | Members login | Terms of Use

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