Meet the Flipsters
Conversations on the Bridge |
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A Conversation with Andrew
Beebe
(The complete Flip interview, with only minor edits,
not found in the book)
Andrew Beebe made a name for himself as the founder
of Bigstep (go.bigstep.com),
an innovative, award-winning company helping small
businesses to network and compete online. On the heels
of that success, Andrew became a partner in the energy
consulting firm Clean Edge. He is currently president
of Energy Innovations (www.energyinnovations.com),
a leader in the development of cost-effective solar
technology and one of the largest manufacturers of
solar panels. Andrew serves on the board of Global
Green (www.globalgreen.org)
and the Apollo Alliance (www.apolloalliance.org),
a multi-disciplinary coalition dedicated to helping
America make the flip to renewable energy sources.
We asked Andrew whether the leap from Internet technology
to solar technology was representative of his personal
flip. “I’ve been trying to change the
world since I got out of school in ’93. I actually
started in Washington, in politics. But I soon jumped
ship and moved to San Francisco. I worked at different
software companies and then started Bigstep –
which I thought of as really leveling the playing
field for small businesses and changing that aspect
of the world. Looking back, that was my first attempt
at applying technology to new markets for the betterment
of humanity. From there, I turned to renewable energy
technology. I felt like that was the next big wave,
like the Internet before it.”
Andrew sees other parallels between the emergence
of the Internet and solar power: “Power today
is centralized and controlled by the few, simply because
that was what it took to build an affordable, reliable
infrastructure for the planet. Luckily for the world,
distributive generation is now coming of age, making
it possible for people to meet their own power needs.
Just like the untapped computer power on our desks
prior to the Internet, we all have latent energy power
on our roofs, just being turned into heat and waste.
Capture that energy and bring it into your house,
and you might actually be able to power the whole
thing.”
Is that possible with today’s technology? “Sure.
We’re reaching the tipping point in terms of
profitable markets for solar. It has already started
to take off. The markets almost expand on their own,
because as the volume goes up, costs go down, which
further stimulates demand and expands applicability.
The marketplace has grown thirty three percent a year
for ten years; it’s the fastest growing segment
on the planet. It was a seven billion dollar market
last year. On a per-kilowatt basis, the commercial
markets dominate. But residential is growing.
“California is something like eighty percent
of the U.S. market, followed by New Jersey and New
York. That’s most of the market, primarily because
subsidies are greatest on those states. But in the
next five years, I believe solar will be cost-effective
in most states – for residential and commercial
use – on its own accord, without rebates.
“Energy is a two trillion dollar business worldwide.
It’s the largest market in the world by far.
It’s bigger than food. That’s because
most food takes a lot of energy. Roughly half of that
energy picture is transportable fuels like oil. So
only a trillion is electricity. But there is no reason
solar can’t be ten, twenty, maybe thirty percent
of that market. In fact, one aim of the Apollo Alliance
is its “20/20 Goal” – for twenty
percent of America’s energy sources to be renewable
by the year 2020. It’s doable.”
Is America’s current investment in electrical
production and distribution an asset or a liability?
“It’s both. On the plus side, America’s
power grid is the best battery in the world. It’s
a nice safety net to have. But in India or China,
where power grids are limited or unavailable, we expect
even faster growth for solar power. It’s analogous
to the growth of cell phones in developing nations.
If you haven’t already strung those miles of
cable, why would you invest in them now, when there’s
a better alternative? Ironically, the return on solar
investment actually increases the less conventional
infrastructure a country already has. The cost to
fuel a kerosene lamp in rural India, for example,
is fifty times the cost of burning an electric bulb
in the United States. So they’re willing to
pay a lot more for solar there than we are here.”
Many major suppliers of conventional fuels and power
are touting their investments in solar research these
days. Does that make it difficult for a start-up to
compete? “Quite the contrary. You don’t
need to be a nation state to succeed in solar. In
fact, the established players tend to be so entrenched
in their traditional paradigms that the real innovations
in both technology and distribution are coming from
the start-ups.”
Can the world – and especially America –
make the flip fast enough? “Global warming is
a real issue, and greenhouse gasses are a real issue;
carbon is a real issue, and coal burning is bad for
the environment, and natural gas and liquification
of natural gas are unpleasant things. We’ve
seen this movie before and it’s grim. I feel
a dire need to get this work done and get alternative
energy sources out there for the good of the entire
planet. This is a very holistic mission.”
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The Flip, by Jared Rosen and David Rippe, illuminates
a clear path to a vibrant enlightened world where
millions of people already live and thrive. It describes
in vivid detail and real examples evidence of an upside
down world in decay and a Right Side Up world of authentic
beings bright with possibility.
The Flip is an owner’s manual for the twenty-first
century full of insights, conversations with recognized
experts, thought leaders, and visionaries, and actionable
exercises and tips you can use to begin your own personal
flip.
To read more about The Flip
and additional interviews from other luminaries, experts
and bestselling authors, please visit www.theflip.net
The Flip is available at your
local bookstore or online at
Amazon.com, Barnes
& Noble, Joseph-Beth,
and Borders.
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