Where can we begin today?

We hear so much about all of the renewable energy and infrastructure heavy energy solutions such as solar, wind and natural gas. The question I have to ask is "are these the right first steps?" I want to begin with a few fundamental business questions.

1. How much will it cost?
2. How long will it take to implement?
3. What's the payback period?
4. Where does the proposed solution fit into the "investment-return" hierarchy?

When I do this what I keep coming back to is a strategy that calls for conservation first, alternative sources second. I will get to what I mean by conservation shortly... because I don't mean turning off your lights. The reason I believe conservation first is the right strategy is, assuming there is still a capital investment, the investment is lower and the payback period is much faster. In addition, reducing the amount of energy needed;

1. Reduces the costs for the alternative, infrastructure heavy sources because there is a decrease in energy demand so fewer solar farms, wind farms or shales need to be developed or mined
2. Makes the potential for increased energy costs more palatable to consumers and business owners (save 30% today, pay 10% more tomorrow)... a net savings of 20% is easier to swallow then an increase or a new tax
3. Puts additional money back into the economy today through realized energy savings

Now, what I mean by conservation is true conservation strategies such as insulation or automated central air and hot water systems. While light bulbs and the numerous other smaller solutions are valuable, I just believe that it is not enough of a motivation for mass adoption "$5 light bulb, $.50 light bulb, how much will I save with the $5 light bulb?".

The best example I can give in a natural progression is for the energy and solar consultants out there. The average homeowner can't afford a $20,000 + installation regardless of the tax breaks. However, what if you could offer a simple, $3,000 solution that delivers energy savings of $1,000 per year?

We are so focused on what we all want to sell, we aren't thinking of what makes the most sense to solve the problem. We know the objectives, reduce energy usage and find alternative sources.