Tough Realities – An Apt Description of the Migration to Renewable Energy

I friend of mine noticed that the concept of “Tough Realities” (as in the title of my report: Tough Realities for Renewable Energy Businesses) resonates with people. I agree. That’s the reason that I’ve subtitled my book (“Renewable Energy — Facts and Fastasies”) as follows: “The Tough Realities as Revealed in Interviews with 25 Subject Matter Experts.”

For pretty-much everyone associated with this industry — and certainly for me — it’s clear that there are indeed Tough Realities faced by those working to drive the migration to clean energy. Nobody who studies this with any level of depth could possibly see this as a walk in the park, where the key players in energy are saying to one another, “May the best man win.” This is a complex story of big money, back-room politics, secrecy, and betrayal. You don’t find multi-trillion dollar industries unfolding without a heavy dose of the worst of cheesey human misbehavior. Now add in the disruptive element, i.e., the fact that “new energy” is a direct threat to “old energy.” For every kiloWatt-hour of solar, we need one fewer kiloWatt-hour from oil and coal.

Hold on to your hats. Sorry to say it, but we haven’t even begun to see the tough realities hit those battling it out in the energy industry.