Greenough Alumni Update: Susan Willson
Thursday, May 3, 2012 | Leave a Comment
For many people, a first job out of college is an introduction to the professional world, a learning experience that allows a young person to get his sea legs before starting down a career path. For Susan Willson, who joined Greenough in 2004, her first job proved to be much, much more.
Susan interned at Greenough’s San Francisco office during her senior year Stanford University, then joined the company full-time after graduating. She worked for a true mentor in Helena Kimball, and earned immediate client and media exposure due to her excellent skillset and Greenough’s boutique structure.
“I had the rare and rewarding experience of getting to make an impact very early in my career,” said Susan. “I wasn’t hidden from clients at Greenough. Far from it – I had the opportunity to work on client-facing items and even new business opportunities almost from day one.”
When Greenough’s San Francisco office closed, Susan joined the rest of the team in Boston. There she became a day-to-day contact for multiple clients. Under the mentorship of Helena, as well as Phil Greenough, Stacey Mann and many others, Susan learned to become a subject matter expert, manage account demands and hold her own by providing clients with a strategic advice.
“The level of responsibility I received was tremendous,” said Susan. “I distinctly remember going on my first new business pitch only a few months into the job. It was terrifying, but also one of the most valuable work experiences I’ve ever had. It was especially gratifying when we ended up winning the business!”
After five years with Greenough, Susan left to become a corporate relations manager for Genentech, a biotechnology company in San Francisco. She says one of the most valuable skills she learned at Greenough was how to acquire a high level of expertise about any industry in a short period of time. Susan leveraged this Greenough-honed ability to research and process information when she earned a job in biotechnology, an industry in which she had little experience but a great deal of interest.
“Greenough taught me how to develop a knowledge base so strong that client experts would ask me if they had forgotten to mention anything during a media interview,” said Susan. “That has come in handy many times in my professional life, not least when I had to go up against people with years of biotech experience as I was interviewing for my Genentech position.”
In her role at Genentech, Susan manages external communications for several bio-oncology medicines and helps inform the way the company’s story is told, including creating appealing, media-friendly narratives using all the information at her disposal, from clinical trial statistics to real-life patient experiences.
Susan found Greenough’s investment in cultivating her strengths and recognizing her successes made the company a rewarding place to work, but she also says that Greenough’s most valuable asset was its people. “This is a place with a committed focus on mentoring,” she said, “and on making employees take ownership of clients regardless of their position in the company.”
Jake Navarro is a senior consultant at Greenough.
From Smart Grids to Shopping – Data is Far Sexier Than You Think
Monday, March 26, 2012 | Leave a Comment
Courtesy neeravbhatt
Why don’t more people find data sexy? For many, the word itself is paralyzing. I can still make myself yawn by remembering the words “answer the following questions using the data table below.” For many of us, data entered our classrooms with a bad rap and it has never redeemed itself.
But that’s about to change (or has already in many parts of our lives). A piece today by Katherine Tweed on Green Tech Media’s greentechgrid captures one of the many reasons data is ready for prime time. “Power in Numbers: Where Is Data Getting Us?” takes a brief look at the smart grid space to tease out the promise for consumers, both commercial and residential. Sure, we’re not fully there yet, but the potential is unquestionable.
The potential has a lot to do with flipping. No, not flipping a light switch, but rather changing where control resides. Without data, most control exists in the hands of energy providers (absent any regulatory oversight, of course). With data, on the other hand, non-arbitrary “tailoring” is possible, which, Katherine notes, will eventually “open many doors.” Once businesses and people get past the privacy issue (another source of paralysis surrounding data) they’ll see that data can fuel a decision-making engine that goes far beyond just streamlining the meter reading/billing process. It’s a gateway to energy savings, better outage management and so much more.
In the smart grid space, as with other areas where data’s star has risen (e.g., marketing), the final hurdle will be making a stronger case for mutual benefit through education and transparency. In marketing, for example, Big Data lets smart brands deliver better, more relevant experiences to their customers in direct ways – discounts, specials, exclusive offers – and indirectly, such as cheaper prices because of leaner supply chains made possible by data-driven decision-making.
The same can be true for the energy production and consumption ecosystem. Big Data enables a utility to optimize the system in ways that directly and indirectly benefit consumers. But step one is making peace with the fact that data is your friend. When responsibly aggregated, analyzed and applied it can lead to lower prices, reduced carbon footprints and better overall experiences for consumers. But this is only possible if consumers consent to having data be their proxy for long-term and, even more exciting, real-time decision-making.
Yes, we need to assuage privacy fears. Yes, we need to ensure that data benefits are shared. Yes, we must overcome any lingering technological deficiencies. But if we want to start reaping the true benefits of a technology-enabled world, we had better “get” data. Because data is really the most precious byproduct of all this cool technology, making it far sexier than you think.
How Do You Build the House of the Future?
Thursday, February 9, 2012 | Leave a Comment
Earlier this morning Environmental Entrepreneurs (E2), Massachusetts Governor Deval Patrick and representatives from Maclay Architects were gathered in Newton to provide tours of the “house of the future.”
The residence, home to E2 Director David Miller, is the first net-zero energy, LEED platinum home within walking distance of Boston’s T. What, exactly, does that mean? Bill Maclay, principal at Maclay Architects, the Waitsfield, Vermont company that designed the house, explained.
A net-zero house or building is a structure that produces as much energy as it consumes. To achieve this architects reduce the amount of energy the home needs and design the building with its own means of generating energy. Over a year, the result is a net-zero energy calculation (this is figured over 12 months because in New England, more solar energy is produced during the summer months than in the winter).
Generally speaking, net-zero buildings feature higher-quality insulation and enhanced mechanical and ventilation systems (to reduce energy needs) and solar panels (to produce energy.)
The Miller home features several categories of material that provide higher levels of insulation than traditional materials, including R5 windows, R40 walls, an R20 basement and an R60 roof, says Maclay. “In an R40 wall, for example, the walls are around 12” thick, versus 6” thick in a traditional home,” he explains, “and that thicker wall may use different insulation than is typically used.” The home also features very energy-efficient appliances (for heating and cooling) and energy-efficient lighting, further reducing the home’s energy needs.
On the flip side, the home uses solar panels to produce both electricity and hot water. The placement of the solar panels is critical, however. “You gain the most solar energy when a home faces due south,” Maclay says. But the challenge with this house, as with any house, is the location of the street. How do you orient a home to both face due south and face the street? “We solved this dilemma by having the garage and part of the house face the street, but the major segment of the house goes off on an angle so it faces due south,” he says. The home also has fewer windows on the north side of the house, and very limited east- or west-facing windows, as the position of the sun doesn’t provide direct sunlight from the north and may produce overheating from the east and west.
In addition to the solar panels, the Miller home features an air source heat pump that “extracts energy from the air. It’s 2 ½ times more efficient than direct electrical use,” Maclay notes. When a home is as tightly sealed at this one, however, it also requires a source of fresh air, so Maclay added an energy recovery ventilation system that brings fresh air into the house and extracts energy from air going out.
The result of all this work? A home that is not only beautiful and highly energy efficient, but also “more comfortable and that has fewer headaches than a traditional home,” says Maclay. “You don’t get frozen pipes, for example, and you can sit comfortably by the windows, as the glass stays warmer. With more fresh air and natural light, it’s a healthier way to live. You actually get a better quality of life with this type of house.”
Living healthier? Reducing reliance on energy derived from fossil fuels? Fewer homeowner headaches? Sounds like a dream house of the future to me.
Barbara Call is director of content for Greenough. She can be reached at bcall@greenough.biz or follow her on Twitter @BarbaraCall1
Designing the Next Generation of Green Cars
Thursday, February 2, 2012 | Leave a Comment
What do you get when you combine automotive engineering students, the U.S. Department of Energy (DOE) and General Motors (GM)?
The answer can be found in Austin, Texas today: Teams of students from 15 universities across North America have gathered as part of EcoCAR 2: Plugging into the Future, a 3-year collegiate engineering competition aimed at reducing the environmental impact of autos without compromising performance, safety and consumer acceptability.
Austin is already a green-friendly city, but it will become even more so when these engineers of the future arrive for the EcoCAR 2 Winter Workshop and show off their advanced vehicle designs.
Established in 2011 by the DOE and GM, EcoCAR is designed to educate the next generation of automotive engineers by challenging student teams to reduce the environmental impact of a 2013 Chevrolet Malibu. The hands-on research with leading-edge automotive propulsion, fuels, materials and emissions-control technologies gives students real-world experience in addressing critical issues facing energy and the environment.
During the workshop, student teams will present newly-developed vehicle architectures, business plan updates and youth education proposals that will affect their standing in the competition. The workshop is also an opportunity for students to receive in-depth training on components and tools donated by sponsors including GM, Freescale and dSPACE.
Stay tuned for further updates on this next-generation automobile competition. For more information on EcoCar2, visit www.ecocar2.org or read the Inside the Green Garage Blog.
Who Wins in a U.S.-China Solar Panel Trade War?
Tuesday, January 24, 2012 | Leave a Comment
Greenough prides itself on our knowledge of the clean tech industry and our ability to serve clients in that industry, which includes solar, wind and biogas, among others. One on-going issue of critical interest across the clean energy industry is Chinese solar panel sales in the U.S.
In early February, the International Trade Commission (ITC) will announce the results of its investigation into alleged solar panel “dumping” by Chinese manufacturers. The possibility of ITC-imposed tariffs against Chinese and other international manufacturers has prompted vocal protest on both sides of the issue by a number of U.S. companies operating in the solar industry.
To understand the full story, it’s worth going back to the genesis of the dispute. SolarWorld Industries America, a U.S. subsidiary of a German-owned corporation, petitioned the U.S. Department of Commerce to determine whether Chinese solar panel manufacturers had obtained export subsidies from the Chinese government. The Commerce Department tasked the ITC with a slate of hearings to assess whether Chinese manufacturers were taking advantage of in-country subsidies and consequently “dumping” solar panels into the U.S. market for less than it costs to manufacture and distribute them.
Companies affected by the issue quickly toed the line in opposing camps, and are watching closely as the ITC proceeds. The Coalition for American Solar Manufacturing (CASM) was first to vocalize its position, led by SolarWorld, and CASM is now rolling out a well-crafted messaging and advocacy campaign in coordination with SolarWorld’s formal petition to the Commerce Department. More recently, the Coalition for American Solar Energy (CASE) entered the debate by charging that tariffs placed on Chinese solar panel manufacturers would amount to “protectionism” and would actually harm the U.S. solar industry – not to mention the ever-advancing goal of grid parity.
Who is right? The ITC is scheduled to announce its determination on February 6 (though this could be pushed back for 30 or even 60 days). Regardless of the ITC determination, this dispute over trade policy will likely continue in other areas of the solar industry, and will have direct impacts on both upstream and downstream businesses in the U.S. solar space. Watch this space for further commentary on the decision.
Jay Staunton is vice president of Account Services at Greenough. He can be reached at jstaunton@greenoughcom.com.
CoalTek Selects Greenough as Agency of Record
Wednesday, January 18, 2012 | Leave a Comment
Earlier this month Greenough announced its selection as agency of record by CoalTek Inc., a Massachusetts-based clean energy company. CoalTek uses proprietary technology to transform low-value brown coal into highly efficient and environmentally-friendly clean coal.
Based in Marlborough, Mass., CoalTek’s commercial-scale, microwave-based processing system offers the only proven solution that can cost-effectively convert low-cost brown coal into low-emission, high-energy coal.
Coaltek was recently featured in The Boston Business Journal and The Wall Street Journal.
Cleaning Up Boston with the iPhone
Thursday, October 14, 2010 | 3 Comments
Remember the “House Rules” that were posted on your childhood refrigerator? Is it just me, or were these rules always daunting challenges despite the simplicity of their request? For example, “If you sleep in it, make it” seemed to always escape my list of priorities when I rushed out the door in the morning; “If you drop it, pick it up” was an easy rule to avoid, thanks to my family dog who was punctual to the point of neurosis when it came to windfall profits at the dinner table. I hated these rules, so I ignored them. While I didn’t appreciate these House Rules at the time, in retrospect I now understand that my parents were teaching me the importance of taking responsibility for my actions and contributing to the household.
A similar lesson is being instilled in Boston residents today, and technology is taking the House Rule “If you break it, repair it” to a whole new level. Mayor Menino and the City of Boston are promoting an iPhone application called Citizens Connect that allows users to report graffiti, request a traffic light fix, report damaging potholes, and clear any other obstruction or infraction they notice. Initiated in October 2009, Citizens Connect remains largely successful, attracting 8,500 users whose reports accounted for 14% of the Mayor’s total complaints.
When I heard about this program, I thought it was awesome; partially because it is a wonderful idea and the city is looking better by the day, but mostly because I found my escape route – I don’t own an iPhone! But fear not, my fellow chore-avoiding, non iPhone- using peers; the latest installment of Citizens Connect will create not only an interactive feature between contributing residents, but is also going to become available on Droid phones, and there will be a webpage accessible by BlackBerry and more conventional computers. Those with the application will be able to view not only the reports they sent in, but they will also view the reports of others and thus can post again to emphasize the problem, or move on to the next blight. The city also plans to make its data available to the public, allowing programmers to build their own apps, make mashups, and have other fun on the Web. These features will be available next month, and there will be a kick-off party November 8th at Ned Devine’s Pub in Faneuil Hall.
Chevy Volt: Like A (Hybrid) Rock
Wednesday, August 4, 2010 | Leave a Comment
GM, learning from the accomplishments and mistakes of predecessors in the hybrid vehicle market, recently announced its Chevrolet Volt, their newest and most anticipated "green" vehicle which happens to be electric. The Volt, which will go on sale later this year, is priced at $41,000, a price tag that has been a central focus of discussion surrounding the announcement. Priced $8,000 more than the car’s closest competitor, the hybrid Nissan Leaf, many are left wondering what makes the Volt stand apart and worth the extra investment.
Just like any other company, GM clearly put a tremendous amount of time and thought into the price tag for this vehicle. As a recent article in the Wall Street Journal points out, formulating pricing for vehicles, especially those that are hybrid, is a very difficult process. Because the costs associated with building and developing a hybrid automobile are so high, the price tag must reflect these costs if the manufacturer wishes to be profitable. As an example, the article mentioned the fact that Toyota lost a significant amount of money by selling their premier hybrid, the Prius, at too low of a price. However, at the same time, it is imperative that hybrid vehicles are not too expensive or they will not appeal to the average consumer.
Although I am not an expert in this sector, it seems that the Volt is more expensive than its rival, the Nissan Leaf, for legitimate reasons. It’s worth noting that Chevy is a more trusted brand than Nissan, especially when considering American consumers who have driven Chevys their whole lives. When most people think of Chevy they think “strong”, “durable”, “meant to last” (or famously “like a rock”). I’m not sure the average person could come out with three words to describe Nissan as a company. Although you could argue that this hinges entirely upon branding and marketing efforts, that’s not to say that this type of sentiment doesn’t go a long way. There is also no denying that Chevy is known for its durability, and this, along with the various competitive advantages the Volt offers, including a gasoline “range extender" of 300+ miles after the 40 mile all-electric battery range, justifies the pricing of the vehicle.
At the same time (although I just argued a side myself), I’m hoping that this intense focus and close scrutinizing of the Volt and hybrid pricing starts to die down in order to make room for other topics of discussion. It is understandable why such a subject would be of interest to companies, consumers, journalists, and just about anyone. However, I think there are so many other very important “thinking ahead” topics that we must start discussing. The Wall Street Journal article began to delve into one of these areas by bringing up the fact that many companies, such as utilities, must start preparing for the growth of the electric vehicle market, as more and more automobile companies hop on board. The article cited the fact that some utility companies are already strengthening transformers in areas where they expect to see a significant increase in electric car ownership. It’s worth noting that charging batteries for these vehicles can use the same amount of energy (on circuits) as adding new homes.
The effect that electric automobiles has on utility companies is just one example of the many shifts they will inevitably create across industries. From a green perspective, this transition to electric, environmentally-friendly vehicles is clearly very positive and encouraging; the key is to be prepared for it. We finally can be confident that hybrid vehicles are here to stay, so let’s stop debating price and start thinking about the many ways in which we will all be affected so we can take full advantage of this much-needed industry shift.
-Contributed by Jessica Boardman. Follow her @jboards.
Is There Such Thing as a “Green-Hearted” Company?
Thursday, June 17, 2010 | Leave a Comment
The 2010 FIFA World Cup which kicked off in South Africa this past weekend, marked the first time in history in which many World Cup players sported sustainable jerseys as they proudly marched onto the fields for the much anticipated event. So which athletic apparel company came up with the idea for this bold marketing move? I’ll give you a hint: This company is very famous, it has four letters, and begins with “N”. You guessed it: Nike has done it again. The company’s marketing and PR gurus put their heads together, took the ever-so-relevant concept of sustainability, attached the Nike name to it and brought the idea to life at the most world’s biggest sporting event, The FIFA World Cup.
Nike, which is the sponsor of nine teams in the World Cup including the United States, designed and created the 100% recycled jerseys to be worn by these teams. Nike made the jerseys by intercepting at least 13 million plastic bottles that were headed to Japanese and Taiwanese landfills. These bottles were then melted down to create a type of fabric which was ultimately used to make the jerseys. This process reduced energy consumption by 30% compared to the process that is required to make traditional polyester clothing.
Nike was one of the first sporting companies to initiate efforts towards “greener” behavior. The company has a slew of green initiatives under its belt over the past 15 years, and this project is the latest example. On the one hand, there is no denying that Nike’s latest green project is a positive action towards environmental sustainability. However, the question is, how many people will view Nike’s efforts as a good step in the right direction, and how many people will view the efforts as just a publicity stunt and a way for Nike to gain some positive exposure and praise?
An article that appeared in the New York Times talked about this very topic, discussing Nike’s recent sustainability efforts at the World Cup, as well as sustainable initiatives other companies are making. The article explored the idea that for companies, sustainability is not only good PR, and a way to appear socially responsible, but actually a way to save a significant amount of money. According to the article, Wal-Mart saved more than $100 million in 2009 due to a switch to more sustainable cardboard for shipping purposes; Wal-Mart admitted that the sole reason for the switch was to save the company money.
This brings up an interesting point: do companies REALLY care about sustainability? Or do any and all efforts encompass ulterior motives? Most people, including myself, would probably take a more cynical view believing that big companies such as Nike could care less about being environmentally friendly. These companies only do what is beneficial to them, and any efforts that seem socially responsible at first glance actually help the company in significant ways which are not apparent to the public eye. However, it is also my feeling that you could debate relentlessly about companies’ sustainability efforts and where their true intentions lie and come to no agreement or resolution. But when it comes down to it, does it even matter? There’s no doubt in my mind that Nike marketing execs sat around and discussed how great this initiative would be for the company from a PR standpoint. And, I’m sure there are plenty of other advantages this project is providing for the company that we’ll never be privy to. However, at the end of the day, a sustainable initiative such as Nike’s recycled World Cup jerseys is, simply put, a good thing. By intercepting these 13 million plastic bottles, close to 560,000 pounds of polyester waste was spared from going into landfills – not to mention the amount of energy that was conserved during the manufacturing process, or the benefits associated with intercepting the plastic bottles in the first place.
Sure, a best case scenario would be that every individual and every company big and small pulls together and advocates for sustainable behavior, with the very best intentions at hand. However, this is a far from perfect world and I think most people know that this idealized solution is simply not feasible. So at this point, we’ve got to take what we can get. If a company such as Nike is willing to initiate sustainable efforts – even with a hidden agenda in mind - then great, we’ll take it. It’s coming to a point where we almost don’t have a choice. It’s a waste of our time and energy to argue intentions behind an effort like this one. Instead, why not give Nike a little bit of credit? Let’s encourage them and other companies to continue initiating these types of efforts and really step it up when it comes to sustainability.
-Contributed by Jessica Boardman. Follow her @jboards
The Check isn’t in the Mail
Wednesday, June 16, 2010 | Leave a Comment
I’m a packrat by nature. Hesitant to throw things away because I think one day I might need them. Especially when it comes to paystubs, bills, statements, etc. And I know I’m not alone.
Unlike the urge to cling to your acid wash jeans until they make a comeback, there’s no need to stockpile every shred of your financial paperwork and continue sending and receiving paper payments and statements.
The notion of going paperless makes some people uneasy and leaves them questioning safety and data accessibility. The reality is that a large portion of the kinds of security breaches that we worry about stem from offline incidents like the theft or loss of a check or checkbook. And come tax time, you don’t have sift through piles of financial paperwork. Since electronic records carry the same legal standing as paper records, you don’t need to keep a paper trail; your account statement is considered proof of payment.
Ultimately, paperless banking and payments can save you time, effort and money in addition to being an efficient and secure way to track your finances electronically.
One of the most recent paper abdicators is none other than Uncle Sam. Government payments like Social Security, Supplemental Security Income, and U.S. government benefits, among others, will soon be paperless. This week, the U.S. Treasury Department announced that all government payments to consumers (excluding those made by the IRS) will made electronically – either through direct deposit into a bank account or via Treasury’s Direct Express debit card.
The switch will take place over the next three years and is estimated to save more than $300 million in the first five years and over $120 million per year subsequently. Additionally, the new payment approach will cut about $48 million in government postage costs.
Let’s keep our fingers crossed that the federal government’s move will convince consumers to kick the paper habit once and for all. And finally, was the government just late to the game or could this switch ripple through the business community, prompted even more paperless preaching? We'll wait for the buzz.
To gauge the impact of your personal finance paper trail, visit PayItGreen’s Paper Financial Footprint Calculator: http://payitgreen.org/consumer/calculator.aspx
-Contributed by Anne Norris. Follow her @anne_norris
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