Lots of companies in the energy sector today are acting like Ray Kinsella. They’ve built storybook products of their own, and they’re justifiably proud of the genuine efficiencies and environmental benefits they’ve captured. Whether the ultimate customers are utilities, restaurants, hotels, commercial buildings, or homeowners; companies have an abiding faith that those product benefits–often communicated through third-party distributors–are all that’s needed to fire sales. Having built it, the customers will come.
Unfortunately, what plays in a fantasy movie rarely works in real life. Read more.