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.
Tags: sustainability, greener source, environmental, drop-in replacements, price point, competitiveness, innovation, biology, industrial scale
Source: BiofuelsDigest, 2013-06-12.