Caterpillar Turns Fast Fail Into Sustainable Success

By Jonathan Salem Baskin, Forbes
Sep 18, 2015 3:00 PM ET

Originally published on

In early 2011, a development team from Caterpillar chanced on an opportunity to pitch its work on its first hybrid-electric excavator to potential customers visiting the same plant in Japan. After four tries touting its environmentally-friendly benefits, however, an unexpected answer became impossible to ignore.

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