"Climate change, energy independence, and sustainability: all of these things are rightly getting more attention than ever before. They are complex global problems requiring not one, but thousands, of solutions. Some solutions require mandates, some rely on politics, some need technology, and some hinge on behavioral change. All of the solutions will require entrepreneurs - stubborn, fast-moving, single-minded, goal-oriented individuals, either in the private or public sector."
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Cold Cash, Cool Climate by Jonathan Koomey, PhD Analytics Press
book review by Wendy Strain
Even from the foreword to the book, this text sets out to explore the kind of grand-scale integrated approach we need to take as global citizens in order to leave a healthier, hopeful future for our next generations. More specifically, as the sub-title suggests, the book is targeted to bring sound, scientifically-based advice to ecological entrepreneurs.
The foreword also provides a basic glimpse at some of the equations for known laws of physics along with brief discussion of the limitations these laws impose. It doesn't get so scientific that the average layperson can't follow the discussion. Instead, it helps the scientifically-oriented to understand the foundation of the text and is presented in a way that enables the uninterested to skip ahead without missing the point of the book. This type of approach is featured throughout to ensure accurate but easily comprehended information is provided.
Written by a scientist with the lay person in mind, the text is conversational and approachable. While the author is clearly aware of the scientific process, the science behind his conclusions, and provides end notes for readers to track his research, Koomey purposefully omits detailed discussion of scientific uncertainties in order to provide a clear understanding of greatest probabilities. The exception to this approach occurs in those instances where the science is strongly relevant to the business person, yet even here the language remains clear. The focus is on solutions, recognizing that the best solutions are based on sound scientific data.
The information is presented in logical order, beginning with an overview of the problem followed by a well-considered projection of what the near future may look like if everything continues along current trends. Having identified the greatest contributing factors, Koomey injects a strong note of hope as he begins a discussion about what can be done now to most effectively off-set that future scenario. While he devotes an entire chapter to discussing current limitations in future models and another to acknowledging some of the greater challenges that must be overcome, subsequent chapters examine the opportunities this situation presents for entrepreneurs interested in making a difference.
Koomey keeps the focus of the book narrowly directed to the interests of the entrepreneur working to build a bridge between the often warring factions of environmentalists and business leaders. He does this by continuously illuminating the path between these two groups, showing how each needs the skills of the other to bring about successful change. He also keeps the tone consistently positive. Even when discussing potential negative outcomes of current trends, he is illustrating the positive windows of opportunity for an ambitious entrepreneur. And he keeps the text light, breaking his prose into short sections clearly spaced with the use of informative subheads which makes it possible to read the book in short spurts during the sporadic quiet moments busy executives might find in their day.
A particularly nice touch with this book is the author's willingness to interact with his readers. Rather than positioning himself as the expert at the podium, Koomey presents himself as one of the many well-informed and invites open debate and discussion, seeking always to find science-based solutions that work.
RECOMMENDED by the US Review