Michael Kanellos at Greentech Media wrote a great perspective earlier this month, “Why There is No Google of Green,” where he provides eight reasons why the greentech revolution is different than the Internet. 

While he’s spot-on about the reasons why there’s a difference, the fact he felt compelled to write the piece has me concerned.  

He writes that not a week goes by that someone doesn’t ask the question, “Where is the Google of green?”  Couple that with statements by corporate executives and venture capitalists that greentech will be “larger than the Internet” – and greentech has the hallmarks of a bandwagon.  

The greentech and renewable energy space is decades old, and it’s certainly seen its share of advancements and setbacks.  In fact, few people realize that in the early 1900s electric cars outnumbered gasoline automobiles.

What’s currently fueling the excitement among market watchers are recent developments, including the approval of the first U.S. large scale, offshore wind farm, the proposed Senate climate and energy bill, and a worldwide recognition that we must control carbon emissions.

That’s great because it attracts more investment. But, on the flip-side, you inevitably have an influx of service providers looking to exploit early stage enthusiasm to maximize short-term income.   

As new technologies approach commercialization, they often get a second look by the supply chain which can lead to a “too-good-to-be-true” narrative.

Companies in the greentech space need partners – whether lawyers, business consultants or communications agencies – that can navigate them through the challenges that inevitably follow launch to ensure they prosper and succeed.

After all, every bandwagon will have its share of jumpers, but they do nothing to move the float forward.  For that, you need an engine.  

That’s the thinking behind the recent announcement from Gibbs & Soell about our new greentech and sustainability practice. It’s an engine powered by a depth of client experience with clean technologies and sustainable practices.

Check us out, and contact me at rloch@gibbs-soell.com or (847) 519-9150 to learn more about our work.

(Guest contributor Ron Loch is a senior vice president at Gibbs & Soell Public Relations. He leads the firm’s Greentech & Sustainability Practice, collaborating with G&S colleagues specializing in advanced manufacturing and energy, agribusiness and food, consumer lifestyle and building solutions, professional services, and technology and general science.)