Advanced BioFuels USA

by Jim Lane (Biofuels Digest) … Turns out, it appears, we go through the 5 Stages of Transition, fossil economy to the new economy. But here I am not referring to technology, or development, or deployment. I am referring to people. People make the transition happen, each of us goes through a cycle from denial to change.

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I call them the 5D’s. They are:

Denial – …

Disdain – …

Disbelief –  …

Discounting – …

Discovery – …

Perhaps part of the problem of the transition is that we tell it as a technology story and not as a human story. Who’s guilty of that? Government is, companies are, executives are, stakeholders are, advocates are, The Digest is, I am.

Some times the choices we make, that seem to make no sense at the company level or the societal level, make a lot of sense at the human level. And we have to go on a journey from Denial to Discovery, and we have to endure the Disdain, accept the Disbelief, not mind the Discounting, because the better angels of our nature might recognize that the people around are going on their journey, and it is hard on them, especially those who do not stand to make money from the outcomes, or get raises at work or more staff to help or the pride that comes from having been right all along.

When we become frustrated with our friends as they take elongated journeys from Denial to Discovery, we might remember to give them, the 6th D, their dignity, at every step of the way. No two people make the transition the same way, at the same pace, using the same language, and because of the same experiences and arguments. Time gives us all problems.

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A story of the first Earth Day, April 22, 1970.

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That’s a change in carbon footprint that is nothing short of profound. Why did people make the change back then? To be honest, it saved money and time.

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On many subjects, we become derailed by gaslighting, name-calling, moving the goalposts, playing on insecurities, guilt-tripping, trolling, smear campaigning, belittling achievements, magnifying failures, invalidating the feelings of others, and so forth. We have seen campaigners cloak themselves in titles, the seals of prestigious institutions, the approval of ‘authorities’. They selectively inform, nag, intimidate, rationalize the status quo, divert, evade, shame, seduce.

But I wonder if we should get so upset about it as we usually do. Yes, people are slow to recognize trouble, real trouble, they are fickle. Maybe it is just the 5Ds, people are making their journey from denial to discovery. If we recognize the journey they are on as a journey we have taken ourselves, perhaps we can think of that 6th D, their dignity and, like a good friend does, help show them the way. READ MORE