Reinventing Fire

In this compelling Ted Talk Amory Lovins, Founder and Chief Scientist at the Rocky Mountain Institute, discusses how the United States can nearly eliminate its dependence on fossil fuels while increasing economic progress. Through a reworking of infrastructure, incentives for energy efficiency, and the end to subsides for producers of fossil fuels, Lovins argues the United States could save $5 trillion at net present value not accounting for the externalities which these fuels cost us. In addition to this such an energy structure would support economy that is 158% bigger. Bellow you will see that he outlines this energy plan in a clear, concise, and highly persuasive manner.

To pass up such a a plan would seem to be senseless, which may lead one to ask why is it so difficult for us to implement this or a similar plan? This inability to act on a wholly beneficial plan is largely due to our fear of departure from the status quo. In marketing we have the ability to shape the status quo and peoples perceptions of where the status quo should be. In simple terms reinventing fire will largely depend on marketers ability to engage and encourage the population to participate in and push for a more sustainable energy structure.