By Connie Kwan
Cultural resistance can be a significant roadblock for GreenTech adoption. GreenTech entrepreneurs can only be as successful at selling GreenTech as the customer culture is willing to embrace it. Thus, an understanding of cultural behavior is necessary for every successful GreenTech entrepreneur. This video interview with Aaron Marcus of AM and A profiles their persuasion design methodology for successfully motivating culture change. AM and A is developing the Green Machine, their persuasion design integrated software solution for motivating behavior change in energy usage. The same methodology can be applied across other disciplines such as health care. For the entrepreneur seeking more information about motivating culture change, the AM and A website contains four case studies about the Green Machine and numerous white papers on various topics such as user interface design, cross cultural analysis and human factors.
Connie Kwan is a GreenTech Marketing professional based in Silicon Valley, CA. She is pursuing an MBA in Sustainability at Presidio Graduate School and blogs about sustainability and business at Sustainable Thinking: Applied.