Before working with Pilot, The Ontario Centre of Environmental Technology Advancement (OCETA) was one of many organizations claiming to work in the field of innovation. But within the cleantech space, Pilot realized that OCETA was unusual in its focus on the actual applications of this innovative technology. We refocused the organization around the idea of “applied technology,” immediately created important distance from other competitors and allowing the brand to flourish. With a clear point of differentiation, the organization secured government funding that had been at risk and successfully hit the reset button in the minds of key stakeholders. Thus, The Bloom Centre for Sustainability was born.