Your technology is too "perfect". That's exactly why nobody cares about it.

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Here's the painful paradox of French Green Tech.

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You've spent 5, 7, maybe 10 years in R&D. You have the patents. You have the brightest engineers. You even have the support of France 2030.On paper, you've won. In reality, you're fighting to exist against less ethical, less performing competitors, but... louder ones. 📣

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WHY?

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Because you suffer from the Technical Sheet Syndrome.

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THE DIAGNOSIS: THE "TECHNO-PUSH" ERROR

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I'm an engineer. I know this pride. When you build something complex, you want to show its numbers, its data, its performance... You want to prove it works!

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So when you communicate, you talk about:

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• ❌ "Industrial sovereignty"
• ❌ "Thermodynamic efficiency"
• ❌ "Gigafactories and KWh"

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That's the language of the State, of bankers. It's the language that reassures your left brain.

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But here's the truth: Nobody falls in love with an Excel spreadsheet.

The human brain has a security flaw that neuroscience knows well:

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• ➡️ LOGIC leads to conclusions.
• ➡️ EMOTION leads to action.

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If you're selling "Decarbonization" or "Tonnes of CO2 equivalent", you're selling regulatory compliance (CSRD). It's an abstraction, a line item on a balance sheet.

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But if you're selling "A world where summers remain livable for future generations", you're selling a survival mission. You're transforming a thermal constraint into a promise of security.

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AIM FOR THE HEART TO REACH THE MIND

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💡 This is where my double life as an engineer and filmmaker comes in.

I'm bilingual. I speak "Technical" (your complexity) as well as "Human" (the heart of your audience).

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My observation after analyzing the Next40? We have among the world's best technologies in France, locked inside the world's worst stories.

We practice "Techno-Push" (pushing the product to market) hoping that rationality will be enough. But the market isn't rational. It's emotional. 💚

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YOUR PATH IS RICHER THAN THE DESTINATION

It's time to turn the tide.

• ❌ Stop selling the complexity of your R&D (the "How").
• ❌ Stop justifying your price by your years of research.
• ✅ Start selling the world your innovation makes possible (the "Why").

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People don't buy a train ticket for the train. They buy it for the destination. Your innovation is the vehicle. Sell us the journey.

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Your story isn't "marketing" (that word that frightens engineers).

It's a Trojan Horse.

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It's the only vehicle capable of bringing your technical complexity into the impregnable fortress that is the brain of your clients, investors, and future talent.

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#GreenTech #TechForGood #TechnoPush #Innovation #ESG #Communication #B2BSales #CSR #StoryTelling