People trying to turn an innovative sustainability technology into a market-leading product or service often develop a religious fervor: theirs is the one true path to salvation. And that spirit can be great for maintaining organizational morale and motivating everyone to forge ahead through tough times. But it’s bad marketing.
Our sustainability challenges are enormous and fast-moving, and the reality is, there’s probably not a single solution to any one of them. When you say you have a silver bullet—the one thing that’s going to solve all our problems—you’re more likely to raise suspicions than inspire converts. Why? “I have the one best way” is an impossible claim to prove (at least until you’ve realized your dream), and it invites skeptics to pick your solution apart. Besides, we’ve all heard these boasts from others whose solutions didn’t pan out (or haven’t yet).
Maintaining credibility with outside audiences may require disciplining your enthusiasm a bit. “Over deliver and under promise” is still good advice, and it keeps the luster on your reputation.
