Pretred converts discarded tires – you’ve seen the massive unsightly piles – and converts them into highway barriers. I became aware of Pretred a few years ago and thought they had a very cool product, but I wondered, “Will this become something? Will old-school concrete barrier users switch to something made of rubber?” I decided to wait and see. What I didn’t realize is that Pretred’s offering is based on the #1 Rule for displacing an established product. Now I have a new lens through which to predict how a new product can get traction (yes, it’s a pun). Thanks to Denver Angels for reconnecting me to Pretred!