Mark W. Johnson and Josh Suskewicz argue that focusing solely on developing individual clean technologies is not enough to transition away from fossil fuels. They propose a disruptive innovation approach that considers: 1) Enabling technologies paired with innovative business models and careful adoption strategies. 2) Creating whole new energy systems rather than just parts, as seen in the example of Better Place developing electric vehicles and charging infrastructure together. 3) Factors like government policy, as projects like Masdar City and its cleantech investments have advantages normal private projects lack due to government support. Transitioning energy systems requires a holistic approach beyond technology alone.

1. How to Jump-Start the
Presented by: Bijoy E.V
Venue: IBS bangalroe – eMBA IS-V workshop
Ref: Mark W. Johnson Josh Suskewicz @ Hbr Nov 2009

2. About the Authors
• Mark W. Johnson (mjohnson@innosight.com) is the chairman
of Innosight, a strategic innovation consulting and investing
firm with offices in Boston, Singapore, and India.
• Josh Suskewicz (jsuskewicz@innosight.com) is a senior
consultant at Innosight.

3. Concept Overview
Conventional approaches to renewable energy are falling short.
The key is to shift the focus from developing individual
technologies to creating whole new systems.
by Mark W. Johnson and Josh Suskewicz

4. Global Green Tech initiatives!
• The Obama administration has pledged more than $100 billion
for sustainable technologies
• China plans to spend $200 billion, and the G-20 industrialized
nations some $400 billion
• VCs around the world have pumped $20 billion into clean-
tech companies since 2005
Transition from a fossil-fuel economy to a “clean-tech”
economy powered by renewable energy?

5. Is it working out ?
• Sadly, history shows that this works rarely !
• May take many years enable clean technologies to supplant
fossil fuels
• Required a deliberate shift in our energy infrastructure!!

6. Disruptive innovation
Many of the difficulties of clean-tech adoption can be traced to the
fundamental error of focusing on parts rather than on the whole.
• Framework for thinking
• Enabling technology
• Hentry Ford: The real impact of these technologies was felt only after
system shad evolved around them
• Edison Bulb: Technological transformation of switch from kerosene to
electricity.
• Innovative business model
• Google: Paired its advanced search technology with a fundamentally
different business
• Careful market-adoption strategy
• Least possible investment in the smallest possible experiments to
preserve the minimum scale needed to to demonstrate the concept.
• Favourable government policy

7. Case Study-
Better Place, Israeli start-up
Business Challenges: Electric vehicles never been able to compete with the
convenience and relatively lower cost of gasoline powered cars. Needing to refuel –
and to refuel quickly.
TECHNOLOGY: Retain ownership of their batteries. extensive network of easy-to-
use charge spots. Automated switching stations
BUSINESS MODEL: Separating ownership of the $10,000 battery from ownership of
the car could lower the car’s cost substantially but not eliminate it.
POLICY: Tax on gas-powered cars would rise to 72%, while electric vehicles would be
charged only 10%.

8. Better Place - Video
• Click to see the Video

9. Masdar’s Business Model
BUSINESS MODEL:
1. Developing the city.
2. thin-fi lm solar company investment arm takes stakes in promising cleantech start-
ups and projects around the world,
3. A gigantic wind farm going up in the UK
4. Manufactures clean-tech equipment
5.The world’s first cleantech- focused university: the MIT-affiliated Masdar Institute of
Science and Technology,
Set to move in by 2013,
expected to complete within a decade to be home to Masdar’s headquarters, the
International Renewable Energy Agency,1,500 clean-tech companies, and 40,000
permanent residents.
MARKET: City is its own sheltered end market. Given a chance to mature with minimal
barriers to implementation and adoption, clean-tech.
POLICY. Clearly, as a government-owned entity, Masdar is in a position to enjoy
advantages that can’t be matched in countries with less political will, on a scale not
possible in the private sector.

10. Masdar Citi -Video
• Click here for YouTube Video

11. Closing Note
• Competing head-on with fossil-fuel-based energy is
exceptionally difficult.
• A century of investment and innovation has yielded a
comprehensive network - more conveniently, efficiently, and
cost-effectively than anything else right now.
• Government subsidies aimed at making not-good-enough
options competitive have been applied
• In any event, no alternative will be viable over time if it can
succeed only on an artificially created playing field
maintained by permanent subsidies.

12. EV of Tomorrow!

13. Is it all about “Clean” ?
• Are we fundamentally right in the clean concept ?
• Are the “Clean Projects” really Clean ?
• Inventions on – Ready for turning points!

14. CO2 Problem ?!!
CO2CCS
• Capturing CO2 - Separating it from the other components of
the exhaust from sources such as coal-or gas fired power
plants.
• Compress the CO2 and transporting it by pipeline or ship to a
suitable location where it can be stored deep underground in
a variety of geological settings.
WHERE TO STORE CO2 ?
• There are several types of storage sites that are well suited for
CO2 storage. The most important characteristics - presence of
porous rock in which the CO2 can be stored (much like water
is held in a sponge)
• Ref:
• http://www.riscs-co2.eu/
• http://www.worldcoal.org/resources/case-studies/otway-co2-storage-project/

15. CO2 to CCS

16. Zero Emission – Not far.
• – Norwegian “Sleipner Project”
• More Videos