It is easy being green
Branding – Positioning
By speaking the language of senior management, and conveying the fact that fuel cell technology is real, proven and already working, Maier helped UTC land pitches with senior management instead of middle managers. As a result, the company won several new building installations and bus contracts with municipalities, such as the City of Hartford.
Today’s structures, automobiles and buses can be green without a lot of hassle. All you need is proven fuel cell technology – and the willingness of all levels of management to make the change. Unfortunately, fuel cells are new, different and somewhat frightening to decision-makers accustomed to making safe choices.
Maier came up with a top-down solution that got senior management involved, engaged and in the know. Micromanaging and overthinking details and metrics are for the lower level decision makers. We’re talking to people who just need to know it’s real, reliable and a good business decision. The solution included a collateral system that positions clean, green energy alternatives as a gateway to competitive advantage and operating superiority.