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	<title>Talking about strategy &#187; clean-tech</title>
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	<link>http://kimwarren.com</link>
	<description>with Kim Warren</description>
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		<title>Jump-Starting the Clean-Tech Economy</title>
		<link>http://kimwarren.com/strategy/jump-starting-the-clean-tech-economy/</link>
		<comments>http://kimwarren.com/strategy/jump-starting-the-clean-tech-economy/#comments</comments>
		<pubDate>Sun, 08 Nov 2009 11:18:17 +0000</pubDate>
		<dc:creator>Kim Warren</dc:creator>
				<category><![CDATA[Strategy]]></category>
		<category><![CDATA[clean-tech]]></category>
		<category><![CDATA[experience-curve]]></category>
		<category><![CDATA[HBR]]></category>

		<guid isPermaLink="false">http://www.kimwarren.com/?p=798</guid>
		<description><![CDATA[HBR asks How to Jump-Start the Clean-Tech Economy and points out that initially-inferior technologies penetrate markets all the time. It also notes that inventing a new product alone may not be enough &#8211; a complete system may have to be initiated. There&#8217;s more we know though, that Govt and firms could and should be leveraging. The <a href='http://kimwarren.com/strategy/jump-starting-the-clean-tech-economy/'>[...]</a>]]></description>
			<content:encoded><![CDATA[<p>HBR asks <a href="http://link.post.hbsp.harvard.edu/r/9KV7/9WZHW/ZB4MD8/LVB84/R8570/N9/h"><strong>How to Jump-Start the Clean-Tech Economy</strong></a> and points out that initially-inferior technologies penetrate markets all the time. It also notes that inventing a new product alone may not be enough &#8211; a complete system may have to be initiated. There&#8217;s more we know though, that Govt and firms could and should be leveraging. <span id="more-798"></span></p>
<p>The experience-curve has been well-understood for half a century, and is now so axiomatic that tech-product innovators now simply incorporate its impact every time they launch new products &#8211; see below. Numerous clean technologies are way back at the start of their experience curve and have a <em>very</em> long way to fall in cost, but their promoters and Govts are nowhere near exploiting the experience curve in most cases to drive that process.</p>
<p>Companies leverage the experience curve in various ways &#8211; e.g. under-pricing products early on, to stimulate the production output that will drive the very cost-reduction that will make the product profitable. Given that Govts are claiming they want to drive clean-tech, it&#8217;s curious then that they are not doing much that they could to accelerate this process.</p>
<p>It&#8217;s not just some qualitative idea that things get better and cheaper with &#8216;learning&#8217;. Put simply, unit-cost of new technology products fall in cost by a characteristic percentage &#8211; typically 15-20% &#8211; every time total cumulative production doubles. Photo-voltaic solar cells have been following this curve for 20 years and we can see them penetrating sector after sector as they become affordable for different applications. Govts don&#8217;t seem to be doing anything to help trigger and accelerate these experience curves, investing instead in early-stage R&amp;D for numerous, dubious technologies, rather than driving forward others that are already proven. And many such innovations, being developed by VC-funded small enterprises, have little appreciation of this mechanism and nothing like the necessary resources to make it happen.</p>
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