This is a commonly quoted phrase repeated by those who understand the fuel cell industry. The recent efforts of other alternative energy sectors may be experiencing the same kind growing awareness as they begin to feel the pressure of market performance.

Economic drivers, full life cycle analysis, blended technologies, location-specific applications, infrastructure… and the science (not magic!) that lies behind these technologies are often too complicated for the average educated person to truly grasp.

Marketers and those seeking funding for the latest start-up are often dream-weaving, yet passionate and well-intentioned individuals. The key is to allocate resources with real economic potential. ROI is still the primary measure of human/organizational activity, and we dismiss it at our peril.

Yet, there are encouraging developments. We do however, need to balance the implications of an energy paradigm shift with the way in which we measure progress: ROI. This is where governments have the opportunity to play an important role. Sound and transparent standards need to be established and met, so that viable research can be funded towards fruition. More pilot projects need to be seeded as responsible governments continue the role of Loss Leader. Of course, a nation’s people need to get behind this kind of thing to, since most politicians do what they do for their own careers.

Enter Obama.

His brand of leadership promises to be interesting. We shall see, as the story unfolds…

Definitely a matter of profitability. If we look at current mainstream power delivery systems (like internal combustion engines) we see startling inefficiencies, which when added to the actual costs for extracting, transporting and refining oil describe a system that is heavily in the red in terms of generating ROI.

Regarding waiting, I’m with you on the banks. Getting them to actually perform one of their key societal functions again would be nice, wouldn’t it!

Still there are a lot of us out there who still keep doing, buying and living as we always have, waiting for things to change or get “better”. We’ve got to find a way to get everyone on the metaphorical bus if we’re going to make the changes that need to be made.

It isn’t a matter of technology now, the technology exists or is quickly coming on line. It is a matter of belief, hope, imagination, compassion, and will and courage.

It’s also a matter of profitability.

Most “alternative” energies are still incredibly inefficient. Look at what happened to Denmark, where wind power has been heavily subsidized. It’s actually generating a negative ROI, which is a waste of taxpayer money (I’m inclined to believe that just about all uses of tax funds are a waste of taxpayer money, but hey). The technology to produce efficient alternative energies still isn’t good enough, though that has to change.

I’ve asked this before and will keep asking anyone who will listen, what are you waiting for?

What are we waiting for? Well, it would be nice if the banks would start lending again. Private funding is going to develop better solutions than government subsidies – it always has.