Windustry Part 2: Implementing alternative energy is going to take some alternative solutions

This is a follow up to my earlier post, Implied benefit vs. overtly stated benefit: The “Windustry Example

Alternative energy sources should take solace that they can actually see the light at the end of the tunnel. For years they were battling in the dark (admittedly sometimes against each other to their detriment) but things are becoming “real” now. Unfortunately, in their solace they cannot relax because they are now moving into a different type of battle.

The people who were fighting to get alternative energy considered are now being faced with an entirely different set of issues. I sometimes believe environmentalists in general face this issue all the time. And I often believe this is where they stumble.

To me this is classic consumer buying system stuff. There is a huge difference between what it takes to get people to consider things versus getting them to make a decision to “do” and then even managing the experience. The Windustry (or wind energy because I believe I may be stepping on a registered mark toes by using that word as a general industry term) is now faced with all the issues surrounding the implementation phase.

1. Environmentalists are going to slow down progress.

Let me say again. Environmentalists are going to slow down progress. Yes. I said that.

Simply. This is a classic environmentalists-meet-environmentalists cage match where they get to use windmills to beat each other.

Unfortunately this particular cage match (just switch out the windmills for something else) seems to happen a lot. “Hey, this is the best thing for the environment. Oops. Well not for that particular acre of environment.”

I have met the enemy and it is “I”.

Noise pollution (yeah. Okay. They are noisy lil suckers. But hey. Can’t be worse than the humming of the electric lines overhead or that little bang you just heard at the nearby nuclear plant).

Disrupting the natural landscape. Huh? I have to agree that some areas just need to be preserved. But, c’mon, there are lots of places where these windmills, oops, wind turbines can be located and farmers are absolutely delighted because they can buy new equipment with the money they get off the leases (and the cows certainly don’t care). And there are many places where communities would love the tax breaks.

Disrupting my view. Ouch. I cannot even comment on this one.

Look. Progress comes at a price. Even at Walden Pond choices had to be made (like staying awake to be able to finish the book).

Yeah. Putting windmills up where there is wind has some issues. Heck. Putting recess in the middle of the 2nd grade day has issues. They both have a purpose (don’t ask me what the recess one is I can’t remember). Indiscriminate windmill placement just isn’t gonna happen. And no matter what we need to realize windmill placement will affect people around it. Yeah. Well. Pick your poison. Some decreased property value or your children having to deal with some global environmental issues. Hmmmmmmm. Tough call, huh?

Bottom line. The Windustry is going to have to face the fact that implementation obstructionism is everywhere and not just in “not in my backyard” groups but also some very familiar faces – other environmentalists. I find some irony in this but that’s just me.

2. The multiple constituents are going to make some things Inefficient.

Oh. And where it gets really tough for the Windustry is efficient, or inefficient rather, implementation.

Why? (you may ask. And even if you didn’t here is the answer)

Beyond other environmentalists it is Multiple constituents in an emerging industry.

After such a long fight to actually get people to agree to implementation, wind energy would seem simple. But. Emerging industries bring a once in a lifetime challenge. Competition.

And even worse?

Learning competition. What I mean by learning is that while they may have some basic understanding of what to do and how to do it, emerging industries are always a little trial and error.

Compounding the learning curve challenge is the fact you have multiple “groups” (companies) fighting for the cash. Sure. There will always be that, but during the emerging phase the stakes are high. Who gets in first and who says the right story gets a lot of money down the road. That means a variety of entities are singin’ their own song to become “the expert” or “the source”. Heck. This is what the good ole USofA is all about -competition. Free market. That kind of stuff. But with the kind of prize that is at stake here it can get a little cutthroat in the competition.

Unfortunately, “free market” means a segment like wind energy (or Windustry), which should come out of the gates rockin’, is rather in one of those old west horse races where there were minimal rules on bumping and jostling and even whipping one of the competitors (ain’t no Kentucky Derby). So it’s not a smooth race to the finish line but rather an uneven rough race.

Oh. And then the government is going to be involved. (uh oh)

I guess we can hope it does the right thing to advance a worthy project and to signal that the nation will not let private interests block the path toward energy independence. Unfortunately the signs reflect the government is in no rush to help out in the implementation phase. The Senate, for example, has been the graveyard for efforts to establish national standards (in part due to objections from Southern senators, who say the region lacks sufficient solar and wind resources).

– Oh, gosh darn it, personal interests gets in the way of national benefit one more time.

Anyway. Aligning multiple constituents is going to be an issue. Companies will be jockeying for position all seeking to be the industry leader.

Let me conclude (at least this part) that I believe Wind Energy is our best alternative energy source. But it isn’t going to be a smooth road to success.

Let the environmentalist cage match begin. And let the money grabbers start their race. And hope they all remember what the prize is.

Written by Bruce