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The One Day Business Case

The One Day Business Case

As an engineer, I had the typical mild level of disdain for “business people” – marketers, MBAs, people with fuzzy backgrounds that appeared so confident, despite not knowing the basic laws of physics. I took pride in my engineering-ness. I huddled with my fellow engineers, quietly smirking after the business people left the room, telling…

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Where are the big brands in solar?

Where are the big brands in solar?

In 2006, I was working at design firm IDEO on a research project for newly-IPO’d First Solar, who was interested in getting into the residential solar market. We talked to early adopters, tech luddites, installers, and everyone in between, to understand how they felt about home solar. Few people understood, and fewer cared – it was ugly, confusing,…

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