Insights
Field notes
Short practitioner pieces on the commercialization gap: the structural distance between what a technology can do and what an institutional market can justify, procure, integrate, trust and adopt.
Field Note · Market sizing ·
PFAS cleanup could become a trillion-euro market. That does not mean it is the right market.
The European Commission put a number on the cost of PFAS pollution: over a trillion euros to treat water that is already contaminated. That number is not a market size, and treating it as one is where a lot of PFAS commercial strategy quietly falls apart.
Field Note · Commercial system ·
Why a strong sales team cannot repair a broken commercial system
Revenue misses plan, so management replaces the sales director, raises the target, and buys a new CRM. Often the defect sits further upstream — and a stronger sales team just executes it faster.
Field Note · Sequencing ·
The most expensive mistake in clean tech is doing the right things in the wrong order
A completed pilot, new distributors, a senior sales hire, a trade-show booth, a fundraise in progress — all individually correct, and still flat revenue. The order these things happen in is usually the real problem.
Field Note · Investment risk ·
The commercialization gap investors keep underestimating
A pilot can prove performance without proving purchase logic. Why both sides of the table read pilot success as commercial de-risking, and the five questions that tell them apart.
Field Note · Channel ·
Nineteen pins on a map is not a sales organization
Appointing a distributor is an administrative event. Building a sales system is slow work. Coverage is not capability, and a pin is not a pipeline.
Field Note · Readiness ·
Your technology is TRL 9. So why is nobody buying it?
Technology readiness and commercial readiness are two different scales, and almost everyone watches only one. A company can be TRL 9 and CRI 1 at the same time — in clean tech, that is the default, not the exception.
These field notes are also published on Substack, alongside longer pieces. Follow on Substack