What could Avista do, today, to shape the day after tomorrow?
- Commit to building a pebble bed reactor array within five years with a 10 Gigawatt production capacity and a 100 Gigawatt production capacity within ten years.
- Commit to using the hydrogen by-product of the reactor array to supply a hydrogen auto-fuel market by becoming the infrastructure supplier of auto hydrogen for the West Coast within seven years.
- Commit to the notion that connectivity is a basic right by providing Powerline Ethernet to every household that is served by the electric utility, gratis, within three years.
- Commit to a long term strategy of investments despite market shortsightedness by saying to investors, “We will make our decisions in governing this corporation based on the a ten year window, not a quarterly report. If you can’t make that kind of a commitment with your money, you shouldn’t invest with us.”
- Commit to making all of this work by reorganizing the administrative sections of the company around Professional Service Firms (PSF’s) that have to generate 50% or more of their operating budget by working with outside customers for profit doing what they do internally for Avista.
Of course, they won’t do that, any of it, but they could.
Fortune favors the bold, but boring companies make money in spite of being boring… right up to the point where they don’t.