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Energy Efficiency Made in Germany: Surprise vs. Suspense

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Energy is a competitive factor for 40 percent of the global economy. Energy efficiency helps address the “Energy Trilemma” i.e. energy security, environmental sustainability and energy equity.*[su_spacer]

[su_dropcap style=”flat”]T[/su_dropcap]HIS STORY aspires to reveal how being in the right place at the right time multiplied by professionalism, persistence and determination makes a difference and impacts today and future of entrepreneurship in Germany. “Wir sind Berliner! Berlin! Du bist Wunderbar!” Lars Imroth & Roland Zimmermann – Founders & Senior Experts for Energy Efficiency and Renewable Technology Solutions @ C3CONSULT Efficiency- Agency, the part of the initiative “Energy Efficiency Made in Germany.” Certified by the Federal Ministry of Economic Affairs and Energy, Berlin  among the first few brave entrepreneurs – candidates for the new roles when the “Energy Efficiency Made in Germany” was announced on the federal level.

McKinsey analysts report around EUR 53 billion (**) per year of potential energy savings in Germany as of year 2020. “Unlocking this kind of value in energy savings could provide a significant cost advantage for German companies competing globally. Add to this the strategic potential to profit from developing and selling new energy-efficient products and services”. McKinsey researches express hope that result of their study, would “further enrich the debates and give the policy makers and business executives the added confidence and courage needed to take bold steps to formulate constructive ways to unlock potential of energy efficiency.”

Surprise vs. Suspense! “Strategic, Tactical, and Operational behavior of younger, highly educated managers vs. ‘we always did this way’ cultural manners of seasoned professionals, especially among the family owned SMEs, should be addressed as much as new technologies” states Lars Imroth. The publicly available statistics of traditionally closed society as well as many media ‘make believe’ stories often omit human factor in many crucial decision making scenarios as well as miscalculations of predictable impact of change, of disruption, of timely design and agile implementation of strategy.

“With all our skills of German culture, of German ways of doing business; of German quality standards, especially in engineering; with us, living and thinking against the wind of still existing German ‘power of the old good habits’… It took us thousands of hours in study and preparation of hundreds presentations; thousands kilometers of roads travelled from city to city in Germany as well as in Switzerland and Austria. Visiting trade fairs and exhibitions in Germany and other European countries. After hundreds of meetings with potential clients we brought our vision to reality and we brought the standards in energy efficiency from the instructions of the Federal Ministry of Economic Affairs and Energy to real business,” adds Roland Zimmermann. “It is not common for a corporate culture in Germany to make, support, implement wrong ideas or ‘hype’ innovation. This will never be supported, appreciated nor would it be rewarded. The culture that does not accept a failure as a norm. Openly speaking, there would be no the smallest possibility to announce bankruptcy four times in Germany.”

Energy-EfficiencyA suggestion for future clients and startups in the energy field: it is important to know what can be expected from the necessary changes in behavior to promote the dissemination of technologies and services. Additionally, technologies that limit the impact of inefficient behaviors should be strongly promoted. Please, do not expect any rapid changes and decisions of your future clients, business partners. There will be none. Regardless of the fact that improvements in energy efficiency brings significant benefits not only to a few outliers in business, industries. The entire society benefits. These improvements are often held back by market, financial and institutional barriers. Analyze situations carefully and fully before making decisions. Consult all appropriate people to get their help in reaching the right decisions. Professionalism, persistence and determination plus the life time commitment is what makes German way of doing business a success.

On Monday, March 07th, a meeting with our business partner from Luxembourg- Didier Monestes, directed my thoughts towards the energy efficiency in Data Centers of corporations as well as privately owned smaller Data Centers. Didier Monestes leads an international consulting company based in Luxembourg and specialises in Data Centers. Didier is proud to be one of the endorsers for European Commission and he supports their Code of Conduct to improve energy efficiency of Data Centers. Didier represents Luxembourg National Normalisation Comity in ISO and Cenelec workgroups dedicated to energy efficiency in Data Centers.

How the professionals work to assure that the energy efficiency adds to the highest standards of physical and cyber security, other vital factors to operate sustainable business? Or is ‘The House of Cards’ of 21st Century called “Industry 4.0 made in Germany” being so successfully created? Questions to experts. Would they recognize energy efficiency as an important energy resource that can help meet future energy needs, while the nation concurrently develops new no-and low-carbon energy sources?

The C3CONSULT Effizienz-Agentur Imroth & Zimmermann “…would appreciate to discuss possibilities to save energy consumption in Data Centers because of some already finished projects in this business area. We do have references like HEWLETT PACKARD (Germany) in optimization of the lighting equipment, like LEIBNIZ Rechenzentrum in Munich (cooling equipment for one of the biggest Main Frames here in Europe, developed with IBM Zurich and LENOVO Germany) and one of the biggest Data Centers in Europe at all – the one of facebook in Scandinavia (demand controlled lighting equipment, saving more than 80% of costs of lighting the huge area). In addition there is an older reference right here in Berlin at the CHARITÉE.”

*The World Energy Council’s “World Energy Perspective. Energy Efficiency Policies” report brings to attention that: “While the issues of energy and sustainability matter around the globe, it is especially relevant for Germany. Energy influences competitive advantage in roughly 44 percent of the German economy. This share is significantly higher than for all other Western industrialized countries. In looking closely at Germany the implications and dynamics become very clear; extrapolated, the implications apply globally, as well.”

Many initiatives, policies, even laws, when successful in Germany are being recommended to debate, adapt and implement in other European countries, the European Union members. Talking about the energy efficiency, the development of European standards, when successful, helps to enhance international and regional cooperation, in addition to regional testing and harmonization facilities and certifications. Energy efficiency study, understanding and ideally promotion and implementation is the “win-win” strategy. In the global pursuit of energy affordability, energy security, energy efficiency stands out as perhaps the single most promising resource.

An energy efficient asset, whether a factory or a private residence, has a higher asset value and better conditions. It is advisable to seek an advice from professionals before potential decision on an acquisition of any property / business in Germany.

It might not be possible for all to study French in France or Opera in Salzburg. It might and, I strongly believe is possible, to apply and be accepted for conferences and workshops on Renewable Energy at the Renewables Academy (RENAC) in Berlin  Since the RENAC’s founding in 2008, more than 6,000 participants from 145 countries worldwide have participated in one of their training programs. This is where I met Lars Imroth and Roland Zimmermann in October 2013. They teach at RENAC. They taught hundreds of industry professionals from all around the globe that arrive to Berlin with a mission to get to know more about the “Energy Efficiency Made in Germany.”

Did I convince you to add a few words in German to your vocabulary every day? Smiling.. Warum? Warum Berlin? Warum Deutschland? Warum nicht?

*The World Energy Council: World Energy Perspective. Energy Efficiency Policies – What works and what does not. (The present report covers 85 countries, which together account for over 90% of the total global energy consumption.)

**Energy efficiency: A compelling global resource. The energy advantage: How Germany can benefit. Page 18-25 of McKinsey & Co.

Ludmila Morozova-Buss
Ludmila Morozova-Busshttps://twitter.com/TopCyberNews
LIKE MOST PEOPLE Ludmila's resume is something less than a straight line. In fact it resembles a long country road with many turns, which in this case, is a good thing, as it includes 20+ years of professional experience in a number of different cultures in Europe, Asia, and the Unites States of America. Equipped with an MS in Mathematics, her personal life philosophy and career shifted after two pivotal events, obtaining a Certification in "Banking and Financial Management” at the Economic Development Institute of the World Bank, Washington, DC and; her first trip to the United States of America in 1996. Sitting in the front row of her life or taking a train in the opposite direction, Ludmila lets U-turns, contrasts and detours bring her thoughts into perspective. As a world traveler the East, West and South influenced and shaped her character and her beliefs along with her professional and human qualities. Tornados and stillness of events. Heat of Tashkent and cold of Moscow. Extremes of fears and tears and joys of finding the only right decisions of Mathematical Analysis problems and looking at the eyes of her beloved children… Ludmila is a Ukrainian native, living in Berlin, Germany. As the World’s news shaker for Europe for centuries, Germany now is the center of attention again. Which is why Ludmila steps into the stream of the news – believing that the facts speak the most precisely and the most convincingly. Her promise is for us all to get to know these facts from her first-hand perspective across Germany. With no political or religious affiliation in Germany, Ludmila’s interests intersect in business strategy, education, technology, entrepreneurship, markets and the rule of law. In this series of short essays, she welcomes everyone’s perception of success.

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