Insights
Perspectives on building markets, scaling energy businesses and turning technology into commercial reality.
Energy markets are rarely created by technology alone. They emerge when technology, customers, regulation, capital and execution come together. Drawing on more than two decades across entrepreneurship, consulting, solar, hydrogen and energy infrastructure, Dr. Mischa Paterna shares observations on what it actually takes to build businesses in rapidly changing energy markets.
Hydrogen · 3 min read · 2 September 2026
Hydrogen Doesn't Have a Technology Problem. It Has a Market Architecture Problem.
Why viable hydrogen technology does not automatically create viable projects — and why demand, risk allocation, infrastructure and capital must be designed together.
Read the piece →DACH · 2 min
Germany Is Not a Sales Territory. It Is a Business-Building Exercise.
Why international energy companies often underestimate German market entry — and what must be built before sales can truly scale.
19 August 2026
Go-to-Market · 2 min
A €50 Million Pipeline Can Be Worth Almost Nothing.
Why pipeline size is a poor measure of energy sales performance — and how executives should assess project quality, probability and execution readiness.
5 August 2026
Energy Storage · 2 min
Battery Storage Is Moving From Technology Story to Infrastructure Business.
As BESS matures, commercial advantage is shifting from battery technology toward revenue strategy, grid access, financing and repeatable execution.
22 July 2026
Market Building · 2 min
The Energy Industry Has Enough Pilots.
A pilot proves technology. It does not prove a business. What energy companies should establish before treating a demonstration as commercial validation.
8 July 2026
Go-to-Market · 2 min
You Cannot SaaS Your Way Into Energy Infrastructure.
Why industrial energy sales requires stakeholder mapping, technical credibility and risk management rather than simply more leads and faster funnels.
24 June 2026
Market Building · 2 min
In Energy, Ten Strategic Relationships Can Matter More Than 10,000 Leads.
Why ecosystem relationships with customers, investors, industrial partners and public stakeholders are critical to building energy markets.
10 June 2026
Leadership · 2 min
Your First German Hire Should Probably Not Be a Traditional Sales Director.
Why early-stage German expansion requires a market builder who can handle customers, partnerships, regulation and headquarters — not simply sales.
27 May 2026
Market Building · 2 min
The Energy Transition Is Becoming an Execution Problem.
Europe does not lack energy-transition ambition. The harder challenge is turning policy, technology and capital into executable industrial projects.
13 May 2026
Market Building · 2 min
Seven Questions I Ask Before Entering a New Energy Market.
A practical seven-question framework for evaluating whether a new energy market is genuinely attractive before committing capital and organisation.
29 April 2026
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