I spent the day in Canberra yesterday seeking to influence government policy regarding the Emissions Trading Scheme(ETS). A client leads in the voluntary carbon market. Rudd’s new ETS places a cap on Australia’s top 1,000 polluting companies. Over time that cap is reduced and they must clean up - or pay other companies for their “rights”.

At the same time thousands of Australians are voluntarily reducing their emissions, and offsetting what they cannot reduce. This national grassroots movement is ignored by Rudd’s ETS.

In discussions yesterday it became crystal clear that this issue is not crystal clear. We’re discussing two separate markets - one that doesn’t come into force for two years and another that’s active today and left out of the system.

Carbon offstting, emissions trading and related issues are all new. As a “first to market” with new technology companies are required to educate the market. Otherwise people misunderstand - or ignore your efforts.

The advantage of educating is you set the terms of reference for the rest of the market. Opinion-leaders and journalist will use your terminology to frame the debate.

If you’re the first with a new product, service, technology or other then use the opportunity to educate your audiences. It’s a wise investment that will pay immeasurable returns.