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Green by Design: Integrating Sustainability into Innovation Strategy with Josh Dorfman
Manage episode 489529077 series 3667434
What happens when climate innovation isn’t just a buzzword but a blueprint for real change? In this episode, we explore how climate-focused technologies are being developed, commercialized, and scaled in ways that go far beyond traditional models.
My guest, Josh Dorfman, brings a rare mix of experience in both business and policy, with a track record of building ventures that reduce emissions while delivering everyday value. Josh is the co-founder and CEO of Plantd, a company creating carbon-negative building materials that was recently named one of the world’s most innovative by Fast Company.
He also launched The Lazy Environmentalist, a media brand that made sustainability more accessible, and now runs Supercool, a platform spotlighting climate tech with real-world impact. With past work ranging from startups to established brands like Brita, Josh offers a grounded, actionable look at how innovation, sustainability, and commercialization intersect and what that means for tech transfer offices and startups who want to make a difference.
In This Episode:
[02:17] Thinking about climate goes back to being an English teacher in China in the 1990s. He saw the future of a billion cars in China and never shook the thought.
[04:36] He was involved in tech in the States, but wanted to do something about climate. He started a sustainable furniture company in 2004. This eventually led to where he is now.
[05:12] Plantd is working on carbon negative construction materials made out of grass and resin.
[06:23] They talked to green builders, but the scale wasn't there. They decided to reach out to the largest builders in the market.
[07:32] They opened a path to go to market with D.R. Horton, one of the biggest builders in the country.
[10:01] First steps for building sustainability into your tech transfer strategy include being integrated in the tech ecosystem that many cities are building around the country.
[11:07] Building connectivity and getting integrated in the ecosystem is paramount.
[12:05] Sustainability is built into the product. Go fast but don't over commit to the wrong path.
[13:42] Supercool focuses on technologies that reduce emissions and improve everyday life.
[14:09] Technologies include WasteLess, a food waste prevention company. Another one includes Upway which is an infrastructure for getting pre-owned bikes. It creates a built-in market for e bikes.
[18:06] When large brands commit, they're really committed.
[19:40] Working with Brita helped eliminate some disposable water bottles.
[20:46] How policy shapes the space between innovation and government.
[23:05] The global march towards the low carbon future is inevitable.
[24:20] This is a huge time for cultivating environmentally friendly technology and entrepreneurship.
[26:16] Advice includes lean into sustainability strategically just like bringing any other product to market.
[27:50] Focus on the outcomes and the results for the business that your product will enable. Use sustainability as a differentiator.
[28:26] Josh is excited about the concept of urban mining.
[29:11] In the west, we have all the stuff that contains all these materials.
[31:31] Focus on solutions.
[32:44] Josh shares his hope for the future. Sustainability is an opportunity for all ages.
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