Efficiency Tomorrow is an automated sustainability advisor and advocate. It nudges small businesses and consumers by providing tips and information to help them take steps to sustainability and make better choices for the environment.
Efficiency Tomorrow’s choice architecture directs subscribers to ideas they can accomplish based on the subscriber’s track record, and its mentor model provides support at the right moments.
It began one morning in Seattle, just after Earth Day 2009, as I was talking with my friend Gaylee Duncan about ideas for “green” startup companies. We had just come from a breakfast with Sir Nicolas Stern, who was on tour with his new book, The Global Deal. Gaylee came up with the seed idea for a service that sends out a daily e-mail containing ideas for how to green your lifestyle. It sounded like it would be easy, but how would it make money?
As we discussed the idea with others, and developed the concept together, it became clear that it could indeed make money and make a difference. Gaylee and I were onto something. A profitable business that helps people and businesses save energy.