Brand planners like to write and talk about “context.” For Robert Scoble, a mentor of mine, context online and in technology is a driver of the next big thing. Well I’m here to tell you context sometimes can be a deterrent. Kleiner, Perkins, Caufield, Byers is a really small VC company. They made gazillions investing early on in technology – them daringly decided to focus on things that will help save and make more sustainable our planet and went into green tech/clean tech.
Along came a number of big technology plays Kleiner missed out on and all of a sudden they become more famous for the money they didn’t make and a couple of big green technology investment busts. (We are in the infancy people, relax.) Also, one problem was context. Sustainable energy isn’t just solar panels and electric cars, it’s about ways to build planet-sustaining renewable energy. It ain’t just code. Contextually, Kleiner Perkins needed sector people looking into geothermal and algae and stuff we’ve never thought bout – stuff we can’t say. Yet they were hoping the sector would be more like tech – hence the words clean tech and green tech. Me thinks they should have been looking closer to the green and clean side of the house. That’s where the big payouts will be.
When a small grade school in Copenhagen, NY can heat and cool itself using geothermal technology, that’s a green clue. Could we have done the same for the Freedom Tower? Who’s asking? Kleiner Perkins should be. Peace