In Innovate or Die, Matson suggests that the goal with intelligent fast failure is to move as quickly as possible from new ideas to new knowledge by making small and manageable mistakes — intelligent failures. By moving quickly, we can determine what works, and what doesn’t, without draining the bank account and energy devoted to developing the idea. With the increasing variability in climate and rapidly changing global marketplace and social fabric, ecopreneurs are creating new business models, products and services that defy common conventions. Some will fail. The key is to keep learning and try to avoid letting your intelligent failures negatively influence your emotions and self-esteem. And by all means, fail falling forward.

Given the widespread interest in producing biodiesel domestically, Matson launched the Green Biodiesel, LLC, a spinoff venture of Matson & Associates Inc., seeking to develop a new biofuel production process that relies entirely on nontoxic materials to produce a clean-burning alternative fuel from renewable resources in the US. One of the problems facing biodiesel producers and users is that the conventional biodiesel production process uses a number of toxic chemicals to convert vegetable oil feedstocks into a usable fuel. Methanol and sodium hydroxide, two toxic industrial chemicals widely used in the transesterfication process to produce biodiesel, are potentially dangerous to humans and the environment. In order for biodiesel to be a truly environmentally friendly fuel, current and future producers need an alternative process that does not use toxic chemicals or produce significant waste products.

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