COLD CASH, COOL CLIMATE: SCIENCE-BASED ADVICE FOR ECOLOGICAL ENTREPRENEURS by Jonathan Koomey
Reviewed by Kelly Heber, Massachusetts Institute of Technology
Cold Cash, Cool Climate: Science-Based Advice for Ecological Entrepreneurs by Jonathan Koomey, Analytics Press, 2012, 222pp.
Cold Cash, Cool Climate begins with a novel, concise, and easy-to-read explanation of current climate science, as if pitching a green startup to an investor. It is a useful presentation for a society burdened by what a recent New York Times article called “climate fatigue.” It offers what could be a practical response to the unnecessary stalemate between industrial competition and sustainability noted by Michael Porter. Koomey summarizes decades of climate science, positing unprecedented levels of greenhouse gases already in the earth’s atmosphere. From there, he illustrates how entrepreneurs, would-be investors, and startups interested in turning a profit can make money while addressing the challenges posed by climate change. The book reads like the kind of policy report a consulting firm might turn out. Non-business and non-technical readers will remain engaged as he makes connections between impending crises and market-driven change possibilities. Most of this change, according to Koomey, should occur in industries prepared to develop infrastructure for renewables. He makes a surprising assertion, though, when he alleges that the Apollo Program is an inadequate analogy for the role government might play to bring about systemic change, since it is too myopic. I would argue that Congressional politics are also too polarized for government to take the steps necessary to support relevant entrepreneurial efforts. Nevertheless, Koomey argues that newer areas of innovation like connectivity and social media will allow for a more cohesive institutional overhaul of what is possible, setting the stage for would-be investors and startups looking to profit from helping to “solve” the climate problem. In Koomey’s book, the entrepreneur is both the protagonist and the target audience, cast as a convincing bringer-of-change, where slow moving institutions have failed in the past.