Yesterday we posted a video speech by Richard Branson on how entrepreneurs can be successful in a recession.

He summarized the last 2 years economic carnage pretty well – you know, bank implosions, Detroit blues, credit calamity – ya de ya da. Then explained how in fact its a good time to build a new start-up. Collapse leads to new opportunities and changing horizons etc. The usual.

But there was something missing. You see, it was all a bit high level, lacking practical details. After all, the recession of the last 2 years has not been normal and the carnage has not ended. Historically recessions are good times to build start-ups. The theory goes that you build and prove your concept in the hard times and as the markets pick up you launch and fly. Right.

But this recession is different. Investors are still as shy as a prude at the prom. Traditionally popular start-up sectors such as Web 2.0 and Software as a Service are overdone. Clean tech and green energy start-ups are getting all the attention.

So for the rest of us its back to basics. Concept to customers to cash generation – and fast. The new generations 3 C’s. Your start-up needs to crunch through these gears hard and fast.

Make cash and you’re the king – of your own destiny. Make cash and investors, bankers and more customers will follow. That’s the new scene. Maybe Branson should be talking about it. Because that is today’s practical reality.

Big (non-green) ideas with big capital injections may be a thing of the past. Lean, mean, cash machines du jour. Is yours?