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SEPTEMBER 17, 2021|ENVIRONMENT + SUSTAINABILITY


The Startup That Can Kill Hurricanes, and Why It Might Be a Bad Idea


Given the extreme weather events of the past few years, and how prevalent the stories have been around them recently, it’s no surprise that we are also seeing a rise in stories about “weather tech” and the startups that promise new technologies to help us control the weather. From cloud seeding to hurricane dissipation, it’s tempting to see technology as the saviour for all these extreme weather patterns which are getting worse every year.

Unfortunately, the side effect of these technologies may be even worse when you consider the imbalances or instabilities they may create in our planet’s delicate ecosystem. Clearing forests to prevent fires, for example, has been shown to make wildfires worse when they eventually do happen. It’s a classic case of what seems like a solution potentially making the long term situation worse.

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A Short Backstory Of This Blog

This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.

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