Use This Filter Of Marketing Red Flag Tests To Assess Cool New Cleantech
wind funnel contraption constantly made comparisons to real wind generation, of course, spinning specious claims of generating vastly more electricity while killing no birds.firms are mostly too well-funded to fall into that trap. They hire professional marketing types, which is a what serious firms tend to do. They do all tend to stress terms like ‘reliable’, ‘land use’, and ‘baseload’ as if those are meaningful differentiators, as opposed to dog whistles or archaic.
How do you test for this? Read their marketing material including brochures and websites and see if they are slamming a tech that isn’t theirs instead of publishing clear statements about the benefits that their technology brings.A website is part of the cost of doing business. It’s table stakes. A firm has to have one, and it has to be more than a single page.
I remember one technology that someone pointed me at, and the entire web page was a single JPEG that looked like a web page and did nothing. Just enough HTML to pin a picture of a webpage. So odd. Web pages that don’t have contact information or mechanisms, that don’t have business locations, that don’t have product or service listings — all of these things are red flags. It doesn’t mean that they are con artists, although it can, but it does mean that they are incompetent at very basic marketing and technology, which isn’t a good sign.
How do you test for this? Go read their website, or try to. If you can’t find one, red flag. If it’s a single page with no moving parts, red flag. If you spot obvious nonsense, red flag.Greenwashing is a thing. Do you remember British Petroleum changing its name to bp and giving itself a green flower as its logo? Did you hear about its
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