While technological breakthroughs have helped create the green and clean market, financial programs have paved the way for their adoption. Solar exploded after solar leasing. Car networks, a la ZipCar, seem destined to become the way most Americans will initially experience electric cars.

And economic solutions are having a big impact in energy efficiency and green building. Programs such as Serious Solutions that deliver an end-to-end comprehensive building upgrade service at no upfront cost to building owners, are "genius" said David Pogue, the National Director of Sustainability at CBRE during a panel discussion on green building and efficiency finance sponsored by Wells Fargo in Palo Alto this week. "The technology has been there but no one has had the guts to do it," he continued.

Claire Broido Johnson, general manager of SeriousCapital, will host a webinar tomorrow at the Yale Center For Business and the Environment, on how energy efficiency is fast becoming a service.

Greenbuild 2011 is right around the corner (this year, in Toronto from October 4 -7) and Serious Energy will be there. Come meet the team and learn about how we're making buildings smarter, more energy efficient, more comfortable, and more valuable!