Friday, February 27, 2009

The Future of Business

My column this week in the Financial Post focuses on “cleantech”: the much vaunted new industry sector covering products, services, technologies and energy solutions that promote environmental sustainability and are expected to create new wealth and thousands of jobs.

Two government agencies devoted to sustainable business solutions last week released a “Cleantech Report” that focuses on the growth potential of Ontario environmental firms and analyzes the key challenge facing cleantech entrepreneurs.

The big challenge: commercializing cleantech products and technologies. As the report points out, Canadian companies are known “for underperforming in their efforts to commercialize their products."

Based on interviews with Ontario cleantech entrepreneurs both successful and aspiring, the report authors cite 12 commercialization “best practices.” My article summarizes six of those success tactics – while making the point that they apply not just to cleantech companies, but to virtually any business trying to market innovation.

Be intentional about growth: The authors say many cleantech entrepreneurs set arbitrary growth targets for their companies every year. But they found the more successful companies set specific growth targets based on the critical mass they think they will need to survive and compete in their markets.

You can read the full story here.

Or you can download the full report here, for free. If you are at all interested in the future of business, you need to read this document.

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