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Alternative Energy Researcher

Real-Life Activities

Real-Life Decision Making -- Solution

You continue with testing in the lab.

Your project stays on budget and you finish on time. You take your product to market as planned.

Now there's another problem. You can't get the oil industry to buy your technology. They want proof that it works before they invest in the new technology.

You try to explain that you can't compare it to current fuel use because the oil industry does not use metering technology. This does not matter to them, they want results. Without proof that your technology will save them money, they are not willing to change their ways.

Although you know your new technology is great, it's hard work changing people's minds. You must prove that it's great to be able to market it.

"Alternative energy involves finding unconventional solutions to today's energy demands, in many cases this means treading into unknown waters," says Craig Dunn. He is the president of WellDunn Consulting, a geological consulting firm.


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