Shell: Customers will drive the energy transition

What the heck does the expression “consumer choice” even mean when there is so much government money tilting the playing field that it looks rather like a steep wall one has to climb. Consumers determine nothing as Steve Jobs has proven. We have to show the people what they want. And there is one thing most people always want – money and bragging points. Right now everyone shows off his Tesla not because he/she wants to save the planet but for the bragging rights. That will get stale when it becomes the thing everyone seems to have and then people move o to the next sexy thing. Smart companies direct those desires – they don’t wait for consumers to decide.

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