Novel Chemicals – More than a Faster Horse

Henry Ford is reported to have once said “If I asked my customers what they want, they simply would have said a faster horse.” Think of the incredible innovations we would have missed out on if Ford had simply created a “drop-in replacement” for the horse.

I see a similar opportunity with today’s chemical industry. While there have been incredible developments and innovations in bio-based chemicals and products, most of the efforts have been, effectively, a faster (or perhaps greener) horse.

… Full text: www.biofuelsdigest.com/bdigest/2013/06/12/novel-chemicals-more-than-a-faster-horse/

Tags: sustainability, greener source, environmental, drop-in replacements, price point, competitiveness, innovation, biology, industrial scale