ebbf2013 - rethinking energy - arash aazami

Rethinking Energy
Arash Aazami

business models /
economy / ecology

we’re the only organism that
produces waste

we’re the only organism that
produces squares

how sustainable is “sustainable”?
“Tsukuba (…), the site of perhaps the
world’s worst electricity wind farm: in
the 12 months it has operated, its
windmills have consumed 43 times
more power than they have
generated.”
www.econbrowser.com

http://www.youtube.com/watch?v=0fKBhvDjuy0
9
SEE VIDEO
POWERS OF TEN

it’s not about
balancing economy
and ecology, but about
ﬁtting our little and
ﬁnite economy into an
ever-existing ecology

as I led an energy
company I found out we…
• increased
awareness

as I led an energy
• increased
awareness
• more knowledge
means less margin

as I led an energy
• increased
awareness
• increased
independence and
ownership
• more knowledge
means less margin

as I led an energy
• increased
awareness
• increased
independence and
ownership
• created sustainable
wealth
• more knowledge
means less margin
• more independence
means less turnover

as I led an energy
• increased
awareness
• increased
independence and
ownership
wealth
• more knowledge
means less margin
means less turnover
• our shareholders
would rather have
money right now

as I led an energy
• increased
awareness
• increased
independence and
ownership
wealth
• brought beneﬁt to
the world
• more knowledge
means less margin
means less turnover
would rather have
money right now

as I led an energy
• increased
awareness
• increased
independence and
ownership
wealth
• brought beneﬁt to
the world
• more knowledge
means less margin
means less turnover
would rather have
money right now
• well, ok, we had a
CSR program, one
day per year

…and I learned
that all energy
companies were
pretty much like
that…

…so, how do we bring change
to the above?
altogether, we did not:
• increase awareness
• increase
independence and
ownership
• create sustainable
wealth
• bring beneﬁt to the
world

• increase independence and
ownership
• create sustainable wealth
• bring beneﬁt to the world
“in nature, nothing is created or lost.
things are only transformed.”
Lavoisier, French Scientist, 1743-1794

let’s start with a question:
Fossil fuel consumption (8000BC to 12000AD)
You are here
Source: Lawrence Staudt, 2007
Until 200 years ago, humans did not use more energy than the
earth could produce, and within 200 years this will be the same again

Source: international energy agency

and we lost track…
what is
energy?
erm… well…
uhh… …que?

now, let’s make
this a bit less
scientiﬁc

if this guy cycles for 8
hours…

…he can lift this car all
the way up

…and he just so happened
to offer his services to you!

…to cycle for your
laundry…

…but what’s that 8 hour
job worth?

is it worth more than €
100?

…is it worth less than €
10?

…is it worth less than €
1?

…this poor fellow cycles
8 hours for…

€ 0,05
(or € 0,006 per hour excl.
taxes and levies)

…and how long does he have to work
for your home energy consumption?
2000 hrs?
20000 hrs?
200000 hrs?

every year, this person
cycles…
…160.000 hours for you!
…but wait a minute: a year does not
have that many hours, does it?

at any moment, 24/7, 19
cyclists are at work for you!

and these 19 cyclists feed
on:

we have found
ourselves the
cheapest labour in
the world
congratulations!

…but is it
really that
cheap?

…we got
ourselves hooked
to ﬁnite fuel
resources…

…and we
deplete them
quickly…

…for every barrel
of oil our earth
produces …

…we extract 5
million barrels in
the same amount
of time…

99,99998%
…the required saving on our
fossil fuel consumption is:
to regain our balance…
…or 5 million times less than we
consume today…

ownership
“You never change things by ﬁghting the
existing reality.
To change something, build a new model
that makes the existing model obsolete.”
Richard Buckminster Fuller, critical path, 1981

we decided it
would be the
easiest to do
everything
ourselves

we found out it
would be the
hardest to do
everything
ourselves

but that’s
exactly what
we did…

…and we blended
everything into
one integrated
solution

with the
Path to Zero,
we achieve a 30%
energy cut in 4
years

right now, thousands
of energy users in
the Netherlands are
on their Path to Zero

…and our ﬁrst
customers are on
their way to
100%

ownership
“We can be richer than industry as
long as we know that there’s things
that we don’t really need”
Willy Mason – Oxygen – 2004

what change do
we wish to see
in the world?

our mission is, by 2110, to ban
poverty and dependence by
creating an abundance of
energy from renewable
resources to an extent where
energy is freely available to
everybody

ownership
“The reasonable man adapts himself
to the world; the unreasonable one
persists in trying to adapt the world
to himself. Therefore all progress
depends on the unreasonable man.”

who do we inﬂuence?
It’s all about
being:
Beneﬁcial to
All
Stakeholders
• 101: Shareholders
• 102: Suppliers
• 103: Employees
• 104: Employees’
families
• 105: Customers
• 106: Society
• 107: Ecology

it’s not about balancing
economy and ecology, but
about ﬁtting our little and
ﬁnite economy into an
ever-existing ecology

…there is no
substitute for
action

ebbf2013 - rethinking energy - arash aazami

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