Expect SolarCity’s Innovations to Migrate Beyond Solar and the Home

In discussing SolarCity, Elon Musk explained that his approach is to recognize the biggest, most costly problems in any value chain and to focus innovation energy there. For residential solar energy, he identified the cost of financing and cost of installation as those problem areas. Similarly, financing is the factor gating energy efficiency technology. With … Continue reading Expect SolarCity’s Innovations to Migrate Beyond Solar and the Home

Battle of Words

Marketo recently published an infographic about how Content Marketing differs from Traditional Advertising.  While I appreciate all the buzz the platform vendors have created around story telling, it's been my experience that the lessons they preach need significant tweaking before they make sense in a buildings context.  In another free downloadable asset, Marketo talks about the complex buying process as … Continue reading Battle of Words

Applying Whole-Building Thinking to Content Strategy

My introduction to the buildings industry began in 2007 when I led the awareness campaign for the IDeAs Z-squared facility, one of the USA's first net zero energy buildings. I was schooled in whole building design principles and the integrated design process from American Institute of Architecture Fellows from EHDD Architecture and Integral Group. Basically, this process involves thinking about … Continue reading Applying Whole-Building Thinking to Content Strategy