How To Nail Your Market Positioning

The American Biogas Council staff knows how to put on a welcoming, information-packed, and fun event every year—and they didn’t disappoint in 2025. However, part of the credit goes to the professionals attracted to the biogas industry, whose bottom line is more than just business development. They believe in doing good and doing well. While I can’t say enough good things about the professionals and their trade association, I have some bones to pick with the industry's branding and the general inability of the companies that paid thousands of dollars for trade show booths to generate market differentiators that would help them gain a competitive advantage in an increasingly crowded market. Twenty years ago, only a handful of American companies would've participated in a biogas conference like this, but thanks to California’s Low Carbon Fuel Standard and the skyrocketing value of renewable natural gas from captured methane for transportation fleets and natural gas utilities trying to decarbonize, well over a thousand attendees sold solutions. Surviving in a competitive landscape like this requires clearer branding and better market positioning.

If fighting climate change were a religion, the San Francisco Bay area would be Mecca, Medina, and Jerusalem, which is why thousands of people like me poured into the city for Climate Week. People of faith are an appropriate metaphor in an era when the federal government is rolling back environmental protections and terminating funding for startups and research institutions working on solutions to decarbonize transportation, energy, and waste, and use water more wisely. The good news is that the founders and funders I encountered haven’t lost their fervor in creating a more habitable planet for the eight billion people who wake up every morning on our planet. Cleantech Funding Is A Long-Term Investment Scaling new technologies to move, feed, and keep us hydrated takes far longer than a four-year election cycle. Those who fund these technologies understand they are in this for the long haul, certainly much longer than any administration in Washington, D.C. While there is concern about the open hostility the Trump administration exhibits towards solutions for climate change, there’s a tacit understanding that the progress of these technologies is unmoored from a 24-hour news cycle. There’s A Glut Of Dry Powder “Dry powder” is a finance term for the money VCs can call on from larger funds to make investments. At the end of 2024, it was at an all-time high, which is unsurprising given the high interest rates and election uncertainty. But after a two-year downturn in investments from the private sector in cleantech, how long will that powder stay dry now that public funding is drying up? Mission-driven funds have a mission to deploy capital in mission-driven companies. Once the chaos of the first few months of the Trump administration settles into mere turbulence, we may see more funds step into the breach. Stories Are Sticky One doesn’t need an advanced degree in physics or chemistry to know that the companies in San Francisco this week with the best narratives were disproportionately rewarded by judging panels of savvy investors. I constantly heard feedback along the lines of, “Tell me who your customer is, and what’s their pain point?” Yet not once did I hear a judge ask about the actual technology outside of whether the company had patent protection.

It sounds like a Jerry Seinfeld bit, but instead of setting up a punchline, it’s the setup for the success of your cleantech startup. Early-stage companies are often consumed with technology traction by proving their concept through peer review to win government grants and secure patents. And it makes sense. There has to be some there, there, and having the blessing of the NSF, DOE, ARPA-E, a national laboratory, or the USPTO gives your idea credibility and gets you on the path to success. But as the famed Beatles song goes, it’s a long and winding road (to commercialization). And if you want to stay on the road to scale, you need a strong brand. Why Do Cleantech Companies Need A Brand? A brand is far more than an icon. It’s a statement about your values and your vision. It tells your audience where you came from, whose problem you solve, and why you chose to solve it. If the foundation of your company has the strength of concrete, your brand is the cement, the binding material that holds the aggregate together. A brand isn’t your technology. It’s what differentiates your technology. It’s the reason you spent so many years in the lab in the first place, and it’s the rallying cry that will organize your team in the same direction and move investors to take a risk in an industry with a high failure rate. Building A Brand Starts With A Plan Just as you have a business plan that guides your decision-making, you must have a marketing plan. And at the center of that marketing plan is a brand book that’s the result of painstaking research, including: o Customer and industry interviews o Competitor analysis o Social listening o Online search intent Brand Workshops Are Built On Collective Wisdom None of the great pillars of human societies were built by one person. They were based on the wisdom of the best minds of their time. That wisdom was collected, written down, and shared with adherents. In that sense, the Bible results from the world’s first brand workshop. Your company doesn’t have hundreds of years to gather anecdotes into a coherent philosophy like it did thousands of years ago. Instead, after we’ve collected the research, we gather with your team over a day-long process to identify the core elements of your brand. o Origin story o Transformation story o Mission, vision, and values o Offering o Unique value proposition o Customer profiles o Market positioning Why Do You Need A Brand Book? The book that emerges from that workshop becomes the company's guiding principles. Externally, it ensures message consistency, whether online or in person. Internally, it’s a key onboarding document for every new employee so they know why they’re devoting their working lives to your company. Cash-strapped startups struggle with decisions about where to spend every dollar, and crafting the correct narrative is often viewed as “tomorrow’s problem” when pitted against hiring more staff, filling out grant applications, or meeting potential investors. I’m not here to argue the validity of any of those priorities, but companies, like societies, need a glue to hold them together. They need a story and a mission that can be internalized to move forward in unison, and those core principles must be created and agreed upon at the outset of your journey. Otherwise, in the words of the Cheshire cat in Alice In Wonderland, “If you don’t know where you’re going, then any road leads you there.”

Artificial intelligence (AI) has revolutionized marketing, automating everything from ad targeting to content creation. But as AI grows more powerful, a crucial question emerges: can AI completely replace a marketing team? The short answer? No. AI is a tool—an incredibly powerful one—but marketing still requires strategy, creativity, and human decision-making. Even OpenAI, the leader in AI innovation, spent $14 million on a Super Bowl ad that was created entirely by humans. While its text-to-video AI, Sora, was used to prototype ideas and explore different visuals, human artists handled the final execution. If AI was truly ready to replace marketing teams, wouldn’t OpenAI have been the first to prove it? Let’s explore what AI can and can’t do in marketing, and why cleantech companies still need strategists who can use AI as a tool, not a replacement. AI’s Strengths: Automating Tedious Marketing Tasks AI is already transforming marketing by automating repetitive and time-consuming tasks. According to OptiMonk , AI excels at: • Data Processing & Analysis – AI can analyze vast amounts of marketing data in seconds, something that would take humans hours or days. • Automated Content Generation – AI can draft emails, blog outlines, and even social media posts with impressive efficiency. • Ad Targeting & Personalization – Platforms like Google Ads and Meta use AI to optimize ad spend and deliver personalized messaging to different audiences. This automation frees up marketing teams to focus on higher-level strategy. AI doesn’t replace marketers—it gives them superpowers . The Creative Gap: Why AI Can’t Fully Replace Marketers Even though AI is reshaping marketing, it lacks human creativity, strategic thinking, and emotional intelligence—qualities that make marketing successful. • AI Lacks True Creativity – AI can remix existing content, but it struggles to create something original. Sam Altman, CEO of OpenAI, predicts that AI will handle 95% of marketing work , but even he acknowledges that human involvement will remain critical for creativity and storytelling. • AI Can’t Replace Strategy – AI can generate thousands of ad variations, but it takes a skilled strategist to know which one will resonate with the right audience. Forbes notes that while AI can automate certain tasks, it ultimately enhances human marketing roles rather than eliminating them. • AI Can’t Build Relationships – Marketing is about trust and connection. AI can personalize email campaigns, but it can’t replace human-to-human relationships that drive brand loyalty and investor confidence. AI as a Tool, Not a Replacement for Cleantech Marketers Cleantech companies operate in a complex industry that requires education, trust-building, and long-term engagement with investors, regulators, and customers. AI can support cleantech marketing, but it takes a skilled strategist to use these tools effectively. • AI is Like Google – Just as Google helps marketers research trends, AI can assist in content creation and market analysis. But you still need a strategist to ask the right questions and make the right decisions. • AI is Like Social Media – Social platforms give brands direct access to their audience, but a marketer is needed to craft the right message and engage meaningfully. • AI is Like Video Production – AI can help edit videos or generate scripts, but humans are still required to direct, produce, and ensure the final product aligns with brand values. Final Verdict: AI Enhances Marketing, But It Doesn’t Replace It AI is a game-changer for marketing, but it’s not a substitute for a skilled marketing team. Even OpenAI—arguably the most AI-forward company in the world—chose humans over AI for its biggest ad campaign of the year. For cleantech companies, the key is not to fear AI, but to embrace it as a tool. AI can enhance efficiency, generate insights, and automate tasks, but it still needs human direction, creativity, and strategic oversight. Rather than asking if AI can replace marketing teams, the better question is: are you using AI to strengthen your marketing strategy? The best marketers won’t be replaced by AI—they’ll be the ones who use it best.

Advocacy campaigns are about more than spreading a message—they're about influencing hearts, minds, and ultimately, decisions. Whether you're championing renewable energy legislation, developing a clean energy project, or rallying public support for a cause, paid advertising is an essential tool to amplify your voice and maximize your impact. Without it, your campaign risks becoming a whisper in the noise of the modern information landscape. Paid ads are not just about visibility—they're about control, precision, and persuasion. Here's how they can take any advocacy campaign to the next level. What’s An Advocacy Campaign? It’s a truism in our democracy that the loudest voice wins. For generations, corporations, labor unions, and non-governmental organizations have appealed to ordinary citizens to raise their voices for and against public policies. They understood that every elected official wants to keep their job, and that elected officials are keenly sensitive to how their constituents feel about the day's issues as it directly impacts their chances at the next election. By encouraging John and Jane Q Voter to call or write their elected official, organizations knew elected officials would be more likely to vote how they desired. Sometimes, corporations would have their employees write letters, while labor unions might hold rallies outside a representative’s office with homemade signs and a bullhorn. However, since the 1970s, paid lobbying has been one of the most significant growth industries in the United States. The New York Times thought it was newsworthy in 1970 that 269 organizations were lobbying Congress the previous year and spent a record $5.1 million doing so. In 2023, that amount had increased to $4.2 billion, with nearly 13,000 paid lobbyists. And that’s just the amount spent in Washington, D.C. Another $1.4 billion was spent by organizations lobbying state legislatures. Not all of that money was spent on paid lobbyists in tailored Brooks Brothers suits who met with cabinet members, Congress, governors, or state legislators to plead their clients’ cases directly. Some of it went to firms that specialize in mobilizing citizen support. The History Of Paid Grassroots Advocacy Before email and the internet transformed society, there were only three paid ways to influence public opinion: television, radio, and direct mail. Television ads were great for defining the debate when there were only three major networks and three options for cable news. Audiences had limited viewership options so a campaign could saturate the public’s consciousness in a reasonably short time and have their audience take action by calling the phone number on their television screen. However, like most monopolies, television advertising charged a premium, and it was a given that a campaign would waste a considerable percentage of its budget on an audience that wasn’t interested or politically engaged. Similarly, before the age of audio streaming, AM/FM radio advertising could yield a significant market share for your message, but targeting was limited to which format appealed to specific age and gender demographics. Radio was cheaper than television but less impactful because we live in a visual society and required the listener to have a pen and paper handy to write down a phone number to contact their elected representative. Before Google, direct mail was the best way to target those in a community or state who were politically engaged. Thanks to voter databases, advocacy campaigns could target by political party, age, and vote history, yielding a more concise audience who were more politically informed and likely to contact their elected representatives. Still, even though it was more precise than television or radio advertising, there was no reliable way to track the ROI of a direct mail campaign. QR codes hadn’t yet been invented. Paid Grassroots Ads Go Viral Starting in the late 1990’s it became easier and more convenient for citizens to contact their elected representatives. Websites could be launched in a few days to shape an issue for public consumption, and anyone with a modem and a computer could speak directly to their member of Congress, state legislator, or city councilperson. This was grassroots lobbying 2.0. But it was the adoption of high-speed broadband, Google’s algorithm, social media, and YouTube, and the disaggregation of media consumption that sent grassroots campaigns orbiting around the planet at the speed of light and birthed the paid digital ad as a fundamental component of advocacy efforts. Why Paid Digital Ads Are Central To Your Advocacy Campaign’s Success Today, nearly 80 percent of all web traffic is referred by either Alphabet (the parent company of Google) or Meta (the parent company of Facebook and Instagram). Meanwhile, network television and analog radio are steadily declining, the analog equivalent of the Roman Empire in the fourth century. They still the largest media empire when it comes to political ad spend, but the foundation is crumbling beneath them. Political campaigns spent $5.3 billion on broadcast television ads in the 2024 election cycle, but the eye-popping growth was seen on digital “connected” television ads on streaming networks like YouTube, Hulu, Amazon, Apple+, and Disney, which accounted for $2.3 billion , mainly at the expense of cable TV, which saw a $400 million drop from the 2020 election cycle. Political candidates spent an additional $1.35 billion on Google and Meta ads in the 2024 election cycle. Why such an unprecedented amount of advertising on digital? Political advertisers understand that traditional analog advertising can’t compete with the sophisticated algorithms designed by the behemoths of the internet when it comes to narrowly targeting audiences with specific messages designed to persuade them to behave in a certain way. Network television can give advertisers about eight data points on their viewers. Online algorithms can be connected with thousands of data points and adjust behavior in real time. Pro Tip: “Don’t cast a wide net when a laser focus will do the job. Precision targeting isn’t just effective—it’s cost-efficient.” Control Your Narrative With Paid Digital Ads Advocacy campaigns live and die by their ability to tell a compelling story. Paid ads give you the power to shape the narrative, ensuring your message reaches the right audience in the right way. As noted in Investopedia’s exploration of advocacy advertising, these campaigns are designed to promote ideas, influence public opinion, and inspire action. Without paid ads, you're relying on organic reach, which often lacks the speed and precision needed to drive meaningful change ( Investopedia ). Build Credibility and Trust In the world of advocacy, repetition builds recognition, and recognition builds trust. Paid ads allow you to consistently reinforce your message, positioning your campaign as a credible authority on the issue. Think of it as planting seeds in the minds of your audience—each ad serves as a gentle nudge toward understanding and agreement. Case in Point: According to research from the Sentience Institute, media coverage and advertising have a significant impact on shaping public opinion. Advocacy campaigns that consistently deliver persuasive messaging can influence perceptions and behaviors over time ( Sentience Institute ). Tell a Story That Inspires Action A great advocacy campaign doesn’t just inform—it inspires. People are driven by emotion, not just logic, and paid ads are the perfect medium for sharing compelling stories that move people to act. Why Stories Work: According to neuroscience and advocacy research, storytelling activates the emotional centers of the brain, making your message memorable and impactful. A well-told story about how clean energy transformed a rural community, for example, can be far more persuasive than statistics alone ( Sentience Institute ). Avoiding Common Pitfalls in Advocacy Advertising Even the most well-intentioned campaigns can fall flat without the right approach. Here are some mistakes to avoid: 1. Overloading Ads with Information: Keep it simple. Focus on benefits and emotional appeal rather than overwhelming your audience with data. 2. Neglecting Visuals: In a scroll-heavy world, eye-catching visuals can be the difference between a click and being ignored. 3. Targeting Too Broadly: Precision is key. Tailor your message to specific audiences for maximum engagement. The Bottom Line: Paid Ads Are Advocacy's Secret Weapon Advocacy campaigns are a battle for attention and influence, and paid ads are your best tool to win that battle. They provide the control, precision, and reach you need to amplify your message, inspire action, and achieve your goals. As Investopedia explains, advocacy advertising is about “building a connection with audiences that aligns with their values and inspires change” ( Investopedia ). And according to the Sentience Institute, strategic media and advertising efforts can shape public opinion, making paid ads a critical element of any successful campaign ( Sentience Institute ). Whether you’re changing minds or policies, remember: paid ads ensure your message isn’t just heard—it’s remembered. In advocacy, the ROI of a well-placed ad can be the tipping point for meaningful change.

How To Effectively Communicate With Email Sales funnels are notoriously long in cleantech. The customers are very picky and often risk averse because the stakes of buying are so much higher than in a traditional B2C transaction. Building those bonds of trust over months and years requires constant interaction to create a comfortable space for a buyer to integrate your software, your feedstock, or your technology. That’s why a carefully targeted, regularly scheduled email drip funnel is crucial to your success. But effective email communication is more than hitting "send" on a message. It requires strategy, clarity, and a focus on delivering value to your audience. Why Effective Email Communication Matters In the digital age, there’s no one “right way” to target an audience because we live in a disaggregated media landscape. However, email remains an essential channel for engaging with diverse audiences, including investors, customers, and policymakers. Its unique benefits include: • Direct Reach: Unlike social media, email ensures your message lands directly in someone’s inbox, making it a personal and reliable communication method. • Scalable Personalization: With the right tools, emails can be tailored to individual recipients, increasing their relevance and impact. • High ROI: Email marketing boasts an average return of $36 for every $1 spent, making it one of the most cost-effective communication channels.(Juan, can you find a hyperlink to support this claim?) For cleantech companies, effective email communication can help: • Simplify complex technical information into digestible bits • Strengthen relationships with key stakeholders. • Build confidence among investors • Drive action on critical initiatives, like building community support for a clean energy project or piece of legislation. Keys to Effective Email Communication 1. Understand Your Audience: Before crafting your email, take time to understand your audience’s needs, interests, and challenges. Cleantech companies often communicate with a range of stakeholders, from engineers to sustainability advocates. Tailoring your message ensures it resonates with each group. • Pro Tip: Segment your email list based on factors like industry, role, and stage in the buyer’s journey to deliver more targeted content. 2. Craft a Compelling Subject Line: Your subject line is the first impression of your email—it determines whether the recipient will open it. You should spend at least 30% of the time it takes you to write the content of your email on your subject headline. Effective subject lines are clear, concise, and action-oriented. Some best practices include: • Personalization—use the company name • Highlight what competitors are doing • Fear of missing out (FOMO) • Use a specific number, whether it’s how much your software saves, or how much more efficient your lithium-ion battery is than the industry standard • Examples: o “How Our Solar Panels Save Businesses $10,000 Annually” o “3 Sustainability Trends You Need to Know in 2024” • Emerging Trend: Use AI tools to test and optimize subject lines for higher open rates. 3. Focus on Value: Try to create a “You-Orientation.” What does that mean? Imagine yourself as the recipient of your email. Why would they want to read it? What’s in it for them? Most emails I see talk “at” an audience rather than invite them to have a conversation. Sure, everyone wants to share their good news, especially in an industry that moves at glacial speed (even while glaciers are melting). But instead of announcing the close of your latest fundraising round and bragging about who is backing your company, ask yourself first, “Why should my audience care?” Instead of a “brag-a-log” email, let your audience know how your news impacts them. Even better, ask them for feedback on what’s important to them. We all have cluttered inboxes. Help insure yours doesn’t go straight to the trash by connecting them to your brand. • Pro Tip: Share insights about industry trends, offer exclusive reports, or provide practical tips for adopting sustainable practices. 4. Keep it Clear and Concise: Long-winded emails are less likely to hold your reader’s attention. Aim for brevity without sacrificing clarity. Abraham Lincoln’s Gettysburg Address was 272 words proving that more isn’t necessarily better. My rule of thumb is read your email aloud before sending it. Stop reading when you reach 30-seconds. Delete everything else. You don’t need to cram all of your news into one email. That’s why marketers use the term “drip funnel.” Using another historical analogy, civil rights protesters were blasted by firehoses. It wasn’t a good look then, and it’s no more effective today. Email is about a friendly conversation, which is also why you should use short paragraphs, bullet points, and headings to break up text. • Pro Tip: Use visuals like infographics or charts to simplify complex information. 5. Use a Strong Call-to-Action (CTA): Every email should have a clear purpose, whether it’s driving traffic to your website, encouraging event registration, or downloading a report. Include a strong, visually distinct CTA button or link. • Examples: o “Learn more about our clean energy solutions.” o “Download our free guide to sustainable packaging.” Emerging Trends in Email Communication The way we communicate via email is evolving. Here are some trends reshaping email strategies: 1. Interactive Emails: Interactive elements like polls, surveys, and embedded videos are becoming more popular. These features increase engagement by encouraging recipients to interact directly within the email. • Example: Climate advocacy campaigns have long used calculators so their audience could see how to reduce their carbon footprint. (Sadly, it was Exxon who pioneered the tactic.) 2. Hyper-Personalization: With AI tools, personalization goes beyond using a recipient’s name. Emails can now include tailored content based on past behavior, preferences, and demographics. 3. Automation for Workflow Efficiency: Automation tools can send timely and relevant messages without requiring manual effort. This is ideal for nurturing leads or onboarding new customers. • Example: Automate a welcome series introducing new subscribers to your company’s mission, services, and latest innovations. 4. Mobile-First Design: With more than 60% of emails opened on mobile devices, optimizing emails for small screens is no longer optional. Use responsive design and ensure key information is visible without scrolling. Strategies for Building Effective Email Campaigns 1. Educate and Empower: Cleantech companies often deal with complex subjects. Use emails to educate your audience about your solutions and their benefits. • Example: Law firms in the cleantech space often send monthly newsletter summarizing regulatory updates to be helpful to current and potential clients. 2. Establish Thought Leadership: Position your company as an industry leader by sharing original research, whitepapers, or expert opinions. • Pro Tip: Include links to blogs or case studies to drive traffic back to your website. 3. Leverage Storytelling: People connect with stories more than facts. Use your emails to tell compelling stories about your company’s impact, whether it’s a community project or a customer success story. • Example: A company that builds solar powered mobile generators offered equipment loans free of charge to relief organizations after the recent fires in Los Angeles. 4. Test and Optimize: Regularly A/B test elements like subject lines, CTAs, and email layouts to see what resonates most with your audience. Use analytics to refine your approach. Avoiding Common Email Pitfalls Effective email communication also means avoiding common mistakes that can hurt your engagement rates: 1. Overloading with Information: Don’t cram too much into one email. Focus on one primary message or goal. 2. Ignoring Compliance: Ensure your emails comply with privacy laws like GDPR and CCPA. Include clear unsubscribe options. 3. Failing to Segment: Sending the same email to your entire list can lead to irrelevant content and disengaged recipients. Conclusion: Mastering the Art of Email Communication Effective email communication is both an art and a science. For cleantech companies, it’s an invaluable tool for educating audiences, building trust, and driving meaningful action. By understanding your audience, crafting compelling messages, and leveraging emerging trends like personalization and automation, you can ensure your emails stand out in an increasingly crowded inbox. Ready to elevate your email communication strategy? Start by focusing on delivering value, embracing innovation, and staying consistent. Your email list is more than a contact database—it’s your gateway to lasting connections and impactful conversations.

The demand for cleantech solutions to create a more sustainable habitat for humanity has never been higher, but in the last two years funding in the private sector has been scarce due to high interest rates and U.S. election uncertainty. Meanwhile, the Trump administration is freezing billions of dollars of grants , loans, and tax credits. If that wasn’t scary enough, last week Bill Gates announced he was shutting down the policy arm of his Breakthrough Energy organization. As global investment in climate tech faces slowdowns, startups must work harder to capture the attention of investors. With only $85 million raised by Aligned Climate Capital’s latest fund , compared to the billions that tech startups attract, it’s clear that capital for cleantech is limited and highly competitive. So, how can your cleantech startup stand out in a crowded market? Let’s dive into the key steps to attract funding in an increasingly competitive landscape. 1. Have A Unique Story The roughly 300 VC’s, accelerators, incubators, and angel funding groups who invest in early stage cleantech and adjacent industries in the U.S. receive dozens of Power Point pitch decks every month. What that means is you need to light up their limbic brains if you want to get past the first hurdle. I guarantee you that when they hear “We’re solving climate change” or “Our technology is better, faster, or cheaper than what’s on the market,” an investor’s first thought is “It must be Tuesday.” That’s not to say that mission, vision, and values aren’t important. They are, but that isn’t likely what makes your startup unique. And to be clear, what you do isn’t what makes your story unique. Right now, hundreds of companies are trying to build better batteries, whether it’s using lithium, sodium, nickel or some other element of the Periodic Table, and all of them involve advanced chemistry and materials science that was unthinkable even ten years ago. The problem is that your audience of investors has heard essentially the same pitch for funding from all of your competitors. If interested, they will conduct their due diligence on your science and engineering, but those are the poker equivalent of table stakes. It’s not what will get the money deposited in your bank account. Case Study: ChargerHelp was started by a young female entrepreneur who recognized that one of the seemingly intractable hurdles towards EV adoption isn’t about battery materials or car prices, but the unreliability of EV charging stations. Any investor who owns an EV has pulled up to a public charging station only to depart in frustration and despair because the charger was broken or offline. She created an operations and maintenance company that maximizes EV charging station uptime and staffed the company with technicians from disadvantaged communities, paying for their training. ChargerHelp has raised $21 million, including a $17 million Series A round led by Blue Bear Capital because the CEO, Kameale Terry, told a compelling story that addressed a problem that many of her investors had personally experienced. 2. Solve A Specific Problem In the last year, I’ve encountered a seemingly endless line of startup CEO’s who want to capture carbon, produce green hydrogen and sustainable aviation fuel, clean up PFAS, and use AI to solve all of the world’s problems. They are all smart, credentialed, and altruistic, but the few of them who will raise enough money to scale all have one thing in common: they can point to a specific problem only they can solve. Case Study: While I don’t love the name TLS Geothermics , even a non-techie like me understood their value proposition within seconds. Geothermal energy could be a reliable supply of clean energy in the U.S. What’s holding the industry back is the expense of finding those sources of heat deep below the earth’s surface. TLS Geothermics pioneered AI-based predictive analytics to reduce the costs and reveal untapped sources of geothermal resources. Because the Department of Defense has recognized the applicability of their analytics model to providing clean energy for military installations around the globe, investors won’t have to connect many dots to see returns from both privately owned utilities who don’t want to saddle ratepayers with more expensive infrastructure and from government contracts. 3. Focus on Scalability and Speed to Market Investors want to know that your technology is not just innovative but also scalable. Aligned Climate Capital’s funding strategy prioritizes companies that can move from pilot to full-scale deployment quickly. This means startups must demonstrate how they can rapidly expand without excessive capital expenditures or long commercialization timelines. How to Apply This: • Develop a clear path to scale, whether through licensing, manufacturing partnerships, or modular technology solutions. • Use case studies from successful pilot programs to show how your technology can be deployed across multiple industries or locations. • Be transparent about your cost structure and show how your solution can be profitable at scale. 4. Target the Right Investors Know your audience. Some funds focus on specific verticals, such as energy storage, grid modernization, or circular economy solutions. Aligned Climate Capital, for instance, directs its investments toward renewable power, electrification, and decarbonization technologies. How to Apply This: • Research investor portfolios to ensure your company aligns with their focus areas. • Tailor your pitch to highlight aspects of your technology that match investor priorities. • Build relationships with investors early—don’t wait until you need funding to start conversations. 5. Mission: Must-have While financials and scalability are critical, investors also need to believe in the mission. Cleantech startups that successfully attract funding often do so by framing their solution as a must-have rather than a nice-to-have. Investors are more likely to fund a company that presents itself as essential to solving a pressing environmental or economic issue. How to Apply This: • Frame your company as solving an urgent problem, whether it’s grid stability, energy security, or emissions reduction. • Use storytelling in your pitch to make the problem and solution relatable. • Demonstrate momentum—whether through customer adoption, regulatory tailwinds, or industry recognition. Case Study: The paints, coatings, and adhesives we use in our day to day life are full of toxins, and their disposal creates even more environmental damage. Enter Lakril Technologies . Chris Nicholas and his team have invented a way to replace the petrochemicals used in these products with bio-based sugars. You don’t have to posess a PhD to recognize there will be an early adopter market for their technology from some of America’s largest companies like 3M who want to show their commitment to sustainability and understand the days of petro-based chemicals are numbered. Final Thoughts Cleantech funding is in short supply, but the right strategy can help your startup stand out. By proving your business model early, aligning with institutional capital, prioritizing scalability, targeting the right investors, and crafting a compelling narrative, you can increase your chances of securing the funding needed to bring your innovation to market. With competition for capital only intensifying, cleantech companies that take a strategic approach to fundraising will be the ones that break through the noise and secure the investment they need to scale.

Chaos might be the watchword of our political reality, but it hasn’t distracted the ecosystem around ARPA-E from forging our future. At a gathering of some of the brightest minds in the country, there was no diminished commitment to finding clean and affordable baseload sources of energy, cleaner ways to manufacture, and less harmful ways to extract minerals from the earth, among other initiatives.