Thursday, April 2, 2009

In search for reasons to go green. Disruptively green.

We have already discussed in this blog, that our ultimate goal is to bio-transform industrial waste into renewable sources of energy, such as the third generation of biofuels. In its multitude of facets, this is a major disruptive innovation, that encompasses:

  • molecular biology research,
  • biotechnology process and design,
  • industrial processes' engineering and equipment,
  • greenhouse gases cap and trading,
  • environmental regulation compliance and political policy adoption,
  • marketing of smart technologies and green alternatives,
  • sales to customers, able to foresee both the environmental impact as well as the major financial incentives and benefits that follow the early adoption of such innovations.

It is not a single day job, this is for sure. For example, the existing solutions how to handle industrial gaseous waste have focused the value network on carbon capture and storage, electrofiltration, flue gas desulfurisation, etc. However, solutions like these are addressed only by large installations and are quite expensive to implement and to maintain. Their major goal is sequestration of greenhouse gases and toxic by-products rather than utilization of waste. The future stands with something smaller, cheaper, and beneficial in many perspectives, tailored to specific operational cycles and able to recycle the waste, reuse the fuel and reduce the environmental threat.

The process of establishment of a new green disruptive technology for the existing value network is described below. The earlier we get to the tipping point, the better for the world. For the specific example of waste management for greenhouse gases the paradigm of the new, green value network will be:

  • To identify customer needs, matching them to the expectations of society

Let us face it: industry produces waste. This has been an axiomatic principle ever since the great industrial revolution. However this axiom is going to change in the upcoming years/ decades. It is imperative to figure how profit (as an ultimate goal for every business there is), has to go hand in hand with lean thinking principles while fits into no carbon directives. Industry also requires energy, and carbon energy supply is far from infinite. If industrial plants are able to provide for their own needs while bio-transforming their waste into renewable sources of energy, offsetting cost is on the go and achievement of greater market shares is possible.

  • To solve customer problems, increasing its public acceptance and confidence.

Waste is a problem: governmental regulations on its type, quality and quantity, payment of environmental fees and charges for disposal, elevated social and public pressure and many businesses can get into the rat race: someone, somewhere can produce it cheaper than you. If the scarcity of carbon fuel distribution on this planet is acknowledged as well, energy accessibility and its price can become a problem as well.

  • To procure knowledge-based and engineering input, bringing the future in daily life.

If we all aim to knowledge based economy, transfer of state-of-the-art techniques and technology that are both scalable and economically efficient on large scale, we need to claim the risks of research and development. We are entitled to the benefit of the doubt: incremental and disruptive innovations might not bring the desired progress, nevertheless, the sooner we start procuring more molecular expertise and nanoscale know-how in everyday life, the better off we are going to be.

  • To react to competitors proactively.

The niche is now developing, there is place for many, join us! We can be smart, green, environmentaly friendly, yet cost effective and extremely profitable, benefical both to society and the environment, and the corporations.

  • And to strive for profits, while not forgetting about common green goals

For every ton of CO2, about 0,6t of biomass can be produced. It is the biggest task in front of us all today: how to reuse the carbon, refurbish the waste and revive all the resources available, as they rarely multiplicate with time. Moreover, to take the advantage, that those sources that multiplicate provide for us.

Yes, we can.