WAY 27Go Deepwith Emtech: Choosing to build with cutting‐edge technologies enables you to outpace your market.
About the Way
While smart moonshot teams continually scan and assess the progress of the latest emerging technologies (see Way 10: Engage with Esoteric STEM), shorthanded as emtech, they may consider adopting and building on top of a specific, almost‐ready‐for‐prime‐time technology that speeds their moonshot to market. This way is a deliberate form of invention that directly integrates or embeds an emtech into a solution's core as part of its value.
Consider the aviation industry. While plane makers like Airbus have grand plans to develop hydrogen planes by 2035, other groups are addressing climate‐friendly fuels. SkyNRG was founded in 2010 by Dutch airline KLM and several other partners to explore alternatives to traditional jet fuel. SkyNRG's mission is to make sustainable aviation fuel (SAF) the new global standard, and the team wants to build up capacity for the aviation industry to meet its 2050 net‐zero commitment, as well as support others in scaling their production. Since 2022, SkyNRG has supplied fuel products to 30 airlines, plus travel companies and corporations, as well as offering consulting services to help clients transition to sustainable aviation fuel.
But when SkyNRG started, the technologies available to air carriers were unproven, opening the door for teams experimenting with new fuel mixtures, ways to produce fuels more sustainably, or transitioning ...
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