Venture capitalist John Doerr’s book with an action plan for solving our climate crisis. Opened my eyes about how hard it is going to continue to be. Mentioned Elizabeth Kolbert’s hastily-written “Under a White Sky” which described a strategy to cool the earth by dispersing tiny light-reflecting particles like diamonds.

Doerr says, “Be ruthless in identifying the key risk up front — and removing it. Consider:”

1. Technology Risk – Does it actually work?
2. Market Risk – Does it stand out?
3. Consumer Risk – Will customers actually buy?
4. Regulatory Risk – Will it get approved?

• You are always raising money. Recruit a range of investors who can write large checks including corporate partners, foundations, and governments.
• Costs are king; performance matters. Consumers won’t pay more for an inferior product no matter how “green.” It must be superior, or at least equivalent: Tesla, Beyond Meat, Nest.
• Own the relationship with your customer. Sustain direct relationships with end buyers.
• Incumbents will fight. The disrupted markets are built on the premise of free-of-charge carbon pollution.

Update May 5, 2022

John Doerr, a venture capitalist, and his wife, Ann Doerr, are making a $1.1 billion donation to Stanford for a new school focusing on sustainability and climate change.