Selling Solar

To solve the climate crisis, the world must immediately and dramatically accelerate the diffusion of renewable energy technology. This is sufficiently challenging in the industrialized world, but it is the emerging markets that the lion's share of future emissions will come from, and where renewable energy will need to be diffused at an unprecedented rate.

Solar photovoltaic technology has enormous potential in this role; potential which it is only now beginning to fulfil.
What are the barriers to diffusion?
How are they overcome, and by whom?

These are the essential question that "Selling Solar" answers. To do so, the author explores the compelling, but often overlooked literature on innovation diffusion. He shows how entrepreneurs affected profound technological change not just through the solar systems they sold, but through the example they set to both their industry and policy makers. These entrepreneurs were not waiting for a better solar panel to come along. They took the technology that was at their disposal today, and found a way to make it relevant to customers, today.
In this way, "Selling Solar" will be essential reading for anyone who wants the world to make the transition to more renewable energy sooner rather than later.This book presents detailed analysis of role of entrepreneurs and businesses in driving forward cleantech innovations. It looks explicitly at 'emerging markets' where the bulk of future emissions will come from, and where there are very specific challenges and opportunities. It draws on the compelling, but often overlooked, literature on innovation diffusion to guide the analysis.