If there’s one major thing that’s holding back an electric revolution in the aviation world, it’s energy storage. But there are a ton of very clever people banging away at the problem of how to increase the energy density of batteries, and another growing faction working to make long-range, fast-fueling hydrogen-fuel-cell powertrains the standard for future flight.

Either way, it’s going to happen in the coming decades, and one new company out of Minneapolis is turning its attention to the other critical element of the propulsion system. H3X Technologies is bursting out of the gate with an integrated electric motor design it says can deliver the same sustained power as some of the best motors on the market at a third or less of the total weight.

Weight, of course, is a big deal in aviation – and that goes double for electric aircraft. Every pound carried skyward represents a pound less payload you can carry, a reduction in the range you’ll get from your battery or hydrogen tank, and ultimately a loss of money for the owner.