#Cleantechers –

My most recent Scaling Clean guest is someone I’ve known for 20 years, Stephen Lacey, who has a perspective on clean economy like no other. 

He’s covered our sector as an editor and early podcaster at Renewable Energy World, then editor-in-chief for Greentech Media, and now he's the founder of a new media and research company, Latitude Media. Stephen's not only covered our CEO audience, he's joined their ranks as a founder.

Overview

• Scott Kubly’s Background and Early Life
• Reasons for Working in Government
• Tenure with Lime
• Important Mentor: Dan Tangherlini
• Important Mentor: Gabe Klein
• The Pragmatic and the Leadership Aspects
• Three Biggest Lessons from Starting and Shutting Cabana Down
• Time is the Most Valuable Asset
• Challenges with Finding the Right Leader
• Comparing Kubly’s Early Management Style to Current Approaches
• What is the Role of an Effective CEO
• Important Lessons Learned About Making Hires
• Guidance on Letting Employees Go
• What Do You Do at Work or in Your Personal Life to be a High Performance CEO?
• Wrapping Up

Overview

• Nikhil Vadhavkar’s Background
• First Exposure to Entrepreneurship
• Growing as a Leader and Manager
• Three Most Important Mentors and What Did You Learn from Each
• What Attracted You to Clean Economy?
• What Makes a CEO Effective?
• Advice to Future CEOs
• Lessons Learned About Making New Hires
• Defining Hands-On Components
• Be Upfront About the Hiring Process
• What is Your Go-To Interview Question?
• Guidance on Letting Employees Go?
• How Long Have You Been with Raptor Maps?
• Is Business Success Based More on What You Did or on What You Didn’t Do?
• Tangible Example of the Importance of Disciplined Focus
• Tasks You Do at Work and Home to Maintain Your Performance as CEO
• Has Work Made You a Climate Optimist or a Climate Pessimist and Why?
• Wrapping Up

Overview

• Introducing Robin Laine: From Environmental Consultant to CEO
• The Genesis of Transect: Bridging Technology with Environmental Consulting
• Learning and Growing in People Management
• From Zookeeper to Clean Economy Innovator
• The Unique Collaborative Spirit of the Clean Economy
• Navigating the CEO Role: From Startup to Growth Phase
• Mastering a Craft and Building Professional Relationships
• The Importance of Personal Interaction in Hiring
• Optimizing Performance and Early Morning Productivity
• Hope and Optimism in the Climate Battle

Leadership Insights with Sean Kelly, CEO of Amperon

Overview

• Introduction: Setting the Stage for Clean Energy Insights
• The Making of a Clean Energy CEO
• Learning from Mentors: The Backbone of Success
• Evolution of Leadership in Clean Energy
• The Clean Economy Transition: A Personal Journey
• Networking: A Catalyst for Clean Energy Leadership
• The Blueprint of an Effective Clean Energy CEO
• First-time CEO? Here's What You Need to Know
• The Art and Science of Hiring in a Remote World
• Personal Growth and Leadership Balance
• Strategic Focus: The Key to Success in Clean Energy

On Scaling Clean, we have the pleasure of interviewing people with a variety of backgrounds. One less-represented experience on our podcast are PhD-ers turned CEOs.

That’s why I’m excited to talk to Mahesh Konduru, who is the former CEO and now board chair of ProSep, a global energy services company focused on water treatment and chemical efficiency.

Following a string of successes over the last few years, the clean energy landscape looks extremely bright. Last December in Paris, 196 countries, working with major corporations, agreed to a historic deal to address the challenges of climate disruption by limiting carbon pollution to 2 degrees C or less.

Congress also recently passed a five-year extension of both the wind Production Tax Credit and the solar Investment Tax Credit, which will create a reliable and predictable market environment that encourages growth and investment.

This article was updated in October 2023 to reflect the most recent industry developments.

We had the pleasure to go on the Growth Secrets Podcast with host Reade Milner. Reade runs an intriguing marketing consulting practice in Atlanta that helps a range of businesses market better.

#Cleantechers —

In a tight labor market, how should clean economy companies acquire talent? I recently interviewed Paige Carratturo, the San Francisco-based co-founder of “talent venture” company Sea-Change. Paige’s firm provides broad talent acquisition services to investors, their portfolio companies, and several Fortune 500 companies.  

#Cleantechers-

In our most recent Scaling Clean episode, we talk with Hala Ballouz, who has spent the last 15 years growing Electric Power Engineers – EPE, as it’s known among developers – from a consultancy of 10 staff to a national presence of over 200 grid connection experts.

As promised, we have a Part II with the brilliant Tom Starrs. Tom’s interview was so rich in information on cleantech government affairs and communications that we split this episode into two parts. 

#Cleantechers –

Ever started a book that was so interesting, you couldn't put it down? There are people like that, too. And a delightfully large number of them work in a clean economy.

Tom Starrs is one of those.

On Scaling Clean, we typically interview CEOs, investors, and external advisors to companies. Today we're interviewing somebody who has not only been a CEO, he’s also advised other CEOs on marketing and public affairs. This is something he continues to do at his present employer, EDP Renewables.

As we mark the one-year milestone of the Inflation Reduction Act, resistance to the clean energy shift is arising, significantly propelled by a gas industry uninterested in us taking its market share. 

Among the nine big barriers to the clean energy transition, many see permitting as a first among equals.

I saw this as an ideal moment to talk to a long-time ally and fellow traveler, Dahvi Wilson.

#Cleantechers working in community engagement for projects – If you’d like to see how big-budget, mature corporations run their local public affairs, please check out our conversation with someone who’s spent over a decade running grasstops campaigns for Fortune 500 companies. We think there are portable lessons to learn, despite the significant differences in budget levels. 

If you want a boring guest, you should skip this episode. My guest has worked in over 10 countries on three continents – in the private sector, non-profits and in government across multiple cleantech sectors. After all of that, you might expect David Arfin would be picked to star in the next round of Dos Equis commercials as “The Most Interesting Man in the World.”

By Melissa Baldwin and Mike Casey

Most clean economy businesses need to build profiles for both their company and individual members of their executive teams. Their reasons vary, often by where the company is in the business life cycle. We find a lot of our clients’ profile building needs clusters at these points: 

Over the last 17 years, Nick Cohen has held leadership positions in five companies, with four of them in clean energy. He's now the president and CEO of Doral Renewables USA, which is developing the appropriately named Mammoth solar project at 1.3 gigawatts. It will be America's largest utility scale solar farm. I've wanted Nick on the show since I first talked with him last year.

We recently completed our third investors roundtable working with our friends at CTLR (@Cleantech Leaders Roundtable). We had a great roster that included:

Quite the contrast this week.

While Yahoo News reported, "The head of the International Energy Agency issued a stark warning to long-term investors, arguing against investing in international oil and gas companies because of mounting reputational risks and concerns that fossil fuel investments will soon become stranded assets"...

Two Tigercomm clients opened the biggest #solar project on the South American continent.

We're glad to be part of the rising tide, driven by the likes of Daniel Shugar of Nextracker Inc. and Carlos (Ucho) Barrera and Atlas Renewable Energy.

Muito bom!

#Cleantechers, we hosted our 9th Quarterly Cleantech Editors and Reporters Roundtable in April. It’s hard to believe we’ve run these for over two years, but they continue to be the one of the highlights in Tigercomm's quarterly content stream.

These convenings are a rare opportunity to hear how our sectors show up to the people who cover us, and to ask THEM questions. With our accelerating progress, these insights are more and more important for cleantech communicators to have and utilize.

We had the honor to moderate a discussion with:
- Jennifer Dlouhy of Bloomberg News
- John Engel of Renewable Energy World
- Nichola Groom of Thomson Reuters
- Zachary Shahan of CleanTechnica

Episode 19: Unveiling Leadership Wisdom from Jeff Wolfe’s Cleantech Journey

Jeff Wolfe is an "OC" – an “original cleantecher.” This entrepreneur has three companies under his leadership belt, including two that he founded. Jeff’s work has spanned solar installation, EV fast charging and investment considerations for Shell New Ventures. His current company is Veloce Energy, which offers easy-to-install EV fast charging infrastructure that's designed to speed the electrification of America's vehicle fleet.

Strap in for some well-earned wisdom on building and running successful companies. 

Episode 18: Cleantech Economy Investments and Leadership with Jennifer Von Bismarck

Most of our guests to date have led companies that develop renewable energy plants, sell cleantech equipment, or provide energy services. But today our guest is a pure play. She's a career-long investor who served in leadership positions at sequential investment funds, and she now serves as the co-founder and CEO of the DC-based Galway Sustainable Capital. Jennifer Von Bismarck's shop invests in companies, projects and assets that drive environmental and social resilience at the local level. I wanted to learn from Jennifer how a career in investment shaped her views on running a successful company.

You might have seen this Washington Post story, “The Underbelly of Electric Vehicles,” which takes a critical view of EV production’s impact on people and the planet. It’s worth unpacking because it reflects several under-appreciated realities of generating attention from national media outlets.

At Tigercomm, we’re often approached by people seeking PR help, wanting us to pitch national stories. Effective corporate communications blends traditional news story generation with content marketing – a combination of both “owned” content and “earned” media.

As a lot of you know, we convene quarterly roundtables for podcasters, journalists, and investors in the cleantech space. Today, I get the privilege of talking to Tim Montague, who has achieved some serious milestones in his cleantech coverage.

This article was originally published on CleanTechnica.

#Cleantechers, Scaling Clean listeners know that we seek out clean economy CEOs for their lessons on building teams and running companies. All our guests to date have developed their leadership abilities by ascending a career ladder, and they’ve done that across several companies.

Today’s guest has instead learned his leadership lessons on the job, so to speak. Jesse Grossman founded Soltage LLC 17 years ago, and he’s led since then as Chairman and CEO. Soltage is a New Jersey-based utility-scale solar IPP company that was founded on the belief that capital cost shouldn’t stop the spread of solar.

In Miranda Ballentine, we have a CEO with “.com,” “.org” and “.gov” experience. Most know her as the head of the Clean Energy Buyers Association (CEBA). But Miranda’s experience runs a gamut that includes stints as a sustainability director of Walmart, a consultant through David Gardner Associates, and as Air Force Assistant Secretary managing energy budgets for 170 military installations. She also was CEO of Toronto-based Constant Power that develops distributed energy projects.

You can listen to the full interview on Cleantech Leaders Roundtable's website or on Anchor, Spotify, Apple Podcasts and iHeart Radio.

How to Run a Renewable Energy Public Relations (PR) Campaign

In mid-2022, almost 60% of Fortune 500 CEOs said their company had a plan to reach net-zero by 2050. Renewable energy companies can expect to see a significant surge in demand from corporations looking to decarbonize. Because of this, renewable energy companies are also going to face a lot of competition. A strategic renewable energy public relations campaign is no longer a “nice to have” – it’s a must. In this blog post, we will explore key strategies and best practices to put you at the front of the crowd. 

Episode 15: Servant Leadership with Lightsource bp CEO Kevin Smith

Kevin Smith, CEO of Lightsource bp, is one of the few people in cleantech who's led two major solar companies. Kevin’s a great interview in part because of the depth of his background: fossil fuels and renewables, Europe and the US, and experience in two different types of solar. Throughout it all, he's proven to be an impressive company builder who draws consistent praise from the people that work for him.

#Cleantechers, Tigercomm hosts/moderates three quarterly convenings of cleantech players. These groups of journalists, podcasters and investors bring fascinating perspectives that help us stay current on trends within clean energy. This series was inspired by Tigercomm's 16 quarterly convenings of cleantech editors, reporters, and podcasters, including from the main stage at last year's RE+ trade show in Anaheim. 
 
We like to say that our editors give us a breadth of view, while our podcasters give us a depth of view. But the investors you’ll hear from have perhaps the deepest expertise of any group we assemble. They see our sectors through the lens of our financial aspirations, expressed through the hundreds of pitches they hear and evaluate.
 
A special thanks to my friend, Andrea Luecke, the Executive Director of the Cleantech Leaders Roundtable – or “CTLR,” for short. CTLR is the official sponsor of this convening, and as the “First Member” of CTLR, it’s a particular honor for her to ask me to moderate this series. I know co-founders Jigar Shah and Jacob Susman are proud of this milestone as well.

These folks are very smart and worth the time to hear. Thanks to our panelists Amy Francetic, Matt Cheney, Nancy Floyd and Dave Kirkpatrick. It was fun to talk with you.

#Cleantechers, The New York Times’ David Wallace Wells is out with a fascinating piece, “Clean Energy Is Suddenly Less Polarizing Than You Think.” The headline writer should have swapped in “Surprisingly” for “Suddenly,” to better reflect the writer's views. But I quibble.

I think Mr. Wallace-Wells is correctly spotting the trend line, but I fear he sees it as longer than it really is. We're still a long way from pulling clean energy back from the culture wars into apolitical, mainstream business. Then again, 10 years of working on this frustrating problem might have infected me with too much skepticism. Only time will tell. 

Mixing both insights from the piece and some personal observations, here’s what seems certain in the home stretch of Q1 ’23: 

1.) The party-line vote on the landmark Inflation Reduction Act (IRA) was not heavily weaponized in the 2022 election cycle.

2.) Much of the IRA’s spending is in the form of tax credits, designed to resist unwinding by hostile, headline-seeking politicians carrying water for the fossil fuel lobby.

3.) Despite some early chest pounding by now-Speaker Kevin McCarthy and Rep. Cathy McMorris Rodgers, House conservatives have not gone after the IRA via the DOE Loan Guarantee Program – at least not yet.

4.) #Renewableenergy factories and power plants are being largely built in politically conservative, “red” areas. People in those communities heavily associate clean energy with President Biden, whom they despise.

5.) Building #wind and #solar farms is increasingly difficult.

6.) A handful of anti-clean energy operatives are working to stoke local opposition. They're a significant but supplemental factor. Each has past and/or present ties to the fossil fuel lobby.

7.) Clean energy has spent the last 10 years under-investing in its public case making, particularly in rural communities.

There’s a growing recognition that we have to change that last point. Speed and scale will go a long way in determining our collective fate.

The good news is that more and more, it’s our hands on the steering wheel. Let’s drive forward, and fast.

https://lnkd.in/eD7ngWyV

#Cleantechers, one of the best things about my job is getting a close look at technologies with world-changing potential. Rondo Energy's "Heat Battery" is one of them.

The Heat Battery is the brainchild of past and current client, John O'Donnell. For a decade, this brilliant inventor has patiently evangelized that the world can store #renewableenergy-generated heat much more cost effectively than electricity from wind and solar.

By using basic bricks to store heat, Rondo's opened a path to rapidly decarbonizing heavy industries that traditionally require lots of heat, steam and power – creating a massive carbon pollution footprint.

As John told David R. Baker of Bloomberg in this story: "If you want to get to scale fast, it had better be boring — you’d better not have material science to prove.... We’ve combined stuff the world knows how to make at scale.”

Let's roll.

#Cleantechers - Few electrons in the universe will move differently because I'm named as a finalist with honorable mention for the Cleanies' "Trailblazer" award.

Don't get me wrong, I'm happy I got that far. My mom will be thrilled. My kids might nod their heads (Ashlyn Casey). Maybe my wife will say "good job" this weekend before telling me to clean out the dog run.

But I think there's bigger significance here that's worth pointing out. I remember when clean economy was so nascent that an awards program would have been laughable.

We know times have changed because:
1.) This award program actually exists.
2.) There's enough momentum and growth in our sectors that companies and people apply/submit others for consideration. Lots of them.
3.) People actively compete to win.

It's super gratifying to see clean economy continue to expand. Bigger trade shows, increased association budgets and award programs are all leading indicators. That is what's worth celebrating.

Congrats to winners Marion Hill, Chris Perron, Michael Eckhart and co-honorable mention Janani Ramkumar.

Also, John Engel and Julia Pyper for winning their respective categories.

Episode 1: The Journey from Garage to Nasdaq: A Discussion with Brad Mattson

Just before the holidays, we hosted a year-end episode of the Cleantech Podcasters Roundtable. Our lineup changed a bit, with the happy addition of John Belizaire.

Here are our “B3Ps,” or Big 3 Points from that episode. You can read the full transcript below.
 
1. At the risk of sounding like a broken record: The Cleantech sector needs to invest more time and resources into messaging. Fossil fuel front groups are still working the mainstream media refs, spreading misinformation about the Inflation Reduction Act, painting ESG investing as “woke capitalism,” and the messaging that next-generation nuclear fission will be our climate savior. We have the tools to accelerate the energy transition, and our industry conversations should reflect that confidence I our public communications.

2. Expect grid resiliency, distributed energy resources, retrofitting, and workforce employment to be big topics for the new year — and more stories about people leaving “dirty” jobs for clean ones.
 
3. Let’s celebrate the people and organizations that helped prevent a pro-fossil fuel wave in the recent elections. Our participants gave laurels to: the Environmental Voter Project, Governor Kathy Hochul, Governor Gavin Newsom, and the California Public Utilities Commission.

Listen to the full episode on the SunCast Podcast:

Hello #cleantechers! Listeners of Scaling Clean know our show is designed to bring you management and leadership wisdom from experienced company leaders in the clean technology industry. Today, we are bringing you perspective from Jing Tian, who co-founded her own company early in her career and also led the U.S. presence for three different international cleantech firms. And Jing Tian is also Dr. Tian, who earned a Ph.D. in chemistry from Drexel University and served as a postdoctoral fellow in the Chemistry Department at Princeton University. 

Episode 13: The Value of Role Models and Representation

Hello #cleantechers. On today’s Scaling Clean, a discussion with Silvia Ortin Rios. She has worked in the power sector her entire career. Silvia started as a contract trading analyst for TXU Energy in the late 1990s. Over a quarter century later, she is the CEO of RWE Renewables Onshore Wind and PV division. Silvia is the first woman to hold the position.

Our goal on Scaling Clean is to aggregate insights from CEOs, investors and advisors on building and running winning teams at clean economy companies. I am really excited to share this interview with our listeners because Silvia has experience as a key part of #cleantech teams in four countries on both sides of the Atlantic. She is a rich source of culturally-portable management lessons invaluable on the global stage.

Episode 12: Realizing vs Maintaining Potential

Hello, #cleantechers. Ever heard the joke about the engineer who walked into a podcast interview and turned out to be a fountain of wisdom and soundbites? Well, our guest today is just that… except he’s no joke.   

We closed our cleantech journalists panel at RE+ with a question we often like to ask our Scaling Clean podcast guests: Are you a climate optimist or pessimist – and why? Our panelists gave thoughtful answers, a mix of optimism and realism about the aggression of energy industry incumbents (read the fossil fuel lobby). We’d like to share their answers here.

In the U.S., the field of companies developing renewable energy farms is quickly expanding. There are a large number of new additions coming from developing countries, where project development faces a very different set of problem. Some would argue they are much harder to solve. But the question is, does developing renewable energy in developing countries equip a company to succeed in a market like the U.S.

In our podcast, Scaling Clean, we seek usable insights on building and running successful companies from the cleantech CEOs, investors and the people who advise them. Our RE+ interview with EDPR’s Tom Weirich didn’t fit our usual format (only 15 mins), but it sure was fun. Tom’s written what I’m confident is the first history of cleantech history. “We Took the Risk” profiles “OCs,” (“Original Cleantechers”), men and women who were real pioneers whose shoulders we’re all standing on in our work today. For us, though, the book’s subtitle is key: “The stories behind the early risk takers in the U.S. Renewable energy industry and the leadership traits that made them a success.” [Emphasis added]. 
 
Here are the qualities Tom noticed these OCs shared:
 
- Be the First
- Audacity
- Curiosity
- Connector
- Adventurous
- Foresight
- Adaptable
- Grit
- Enterprising
- Social entrepreneurship
- Servant leadership
- Innovation
- Persistence

When we convened our cleantech journalists live from the stage at the RE+ trade show, among the questions we posed was how clean economy would address its half-dozen major challenges: Permitting, storage, transmission, grid stability, workforce development, and mineral processing. We also wanted to know who would address them. Check out our panel’s answers from Jon Powers, Julia Pyper and Scott Cooney

Cleantechers, below I share some first impression takeaways from Tuesday’s election results. I offer these through the lens of my time in politics (25 years) but detached from any opinion I have about candidates or political views. These thoughts are offered strictly from a communications mechanics perspective, with the hopes that it’s of use to fellow clean economy communicators in your work going forward.

We know that most people won't watch the full 45 minutes of our live Cleantech Journalist Roundtable from the RE+ mainstage. We're starting a series of four excerpt videos that focus on particular parts of the discussion.

Whoa.  
 
When we first developed the idea of a quarterly investors roundtable with Andrea Luecke and the Cleantech Leaders Roundtable, we didn’t know how informative this series could be.  
 
But after hosting the first episode, I’m at a loss on how to excerpt this uber-rich session into its B3Ps, or “Big 3 Points.” What I now realize is that within the confines of their investment strategy, these investors have to be master trackers of our sectors. If they don’t, they don’t succeed professionally.  
 
Our panelists covered a TON of ground in an hour, all of it smart, insightful and very much worth listening: 

Under Utilization of Social Media in Wind Energy Marketing

We recently conducted the first-ever review of the use of digital tools by Independent Power Producers’ (IPPs) to build community acceptance for wind farms in host communities.

This article was updated in November 2022 to reflect the most recent industry developments.

Video Marketing for the Renewable Energy Sector

We often hear from our clients and friends in cleantech that one of their biggest challenges is reaching and educating a wide and varied range of audiences. Whether it’s utility executives, corporate customers, policymakers or homeowners, an effective cleantech media communicator can usually get to a win, given the opportunity to sit across the table and have a personal interaction. But your team can’t be everywhere at once, and it can be difficult to reach these audiences at scale and educate them on your company’s value proposition. 

Hey #cleantechers, this week we’re back with part two of our conversation with Soluna Computing CEO John Belizaire. John’s current company is building modular green data centers that run on renewable energy. And though he just turned 50, John has already sold two companies.

We can’t say it enough: the Inflation Reduction Act is a landmark moment for our climate, and the clean economy and homeowners stand to benefit. When the bill was first passed, Tigercomm’s whiz researcher Jamie Meckley compiled a list of explainers for us to read. We know we’re still trying to make sense of the way these funds will be allocated, so we’re sharing that list with you in case it’s useful in your own research.

I had the pleasure recently of talking with Joseph Batir, host of the Energy Transition Solutions podcast.

Joe and I talked about:

- Why I’ve found that working in the private sector is easier than working in politics or the nonprofit world via more rationalized client motives (4:25).

- It’s also more satisfying from a client-impact standpoint, because “You cannot sit at an environmental group and regulate the coal industry into sustainability. Some industries simply have to go. They cannot be kept around. Some industries like cement making can be made much more sustainable.” (13:00)"

- How few clean economy sectors are new industries because they’re not directly disrupting incumbents (13:59) and how disrupted incumbents push back hard through our form of legalized corruption known as campaign contributions. They do that instead of just handing over market share and going willingly out of business (15:19) “The disrupted are constantly reacting to the disruptors and the disruptors must manage that with fewer resources than the disrupted have.”

- Why B2B companies’ default reliance on jargony content hurts their sales and violates the Richard Branson rule of narrative simplicity “Any fool can complicate something. It takes a master to simplify it.” (27:10) and why your marketing collateral should be able to pass the “supermarket checkout test” (29:50) because it accommodates the reality that humans make emotional decisions first in order to make a rationale decision (31:27).

Episode 10: Active Listening and Grit with John Belizaire (Part 1)

Hey #cleantechers, ever hear about someone and feel at least a little bit awed by what they have accomplished in their lives? Well, we’ve got one of those folks featured in this episode of Scaling Clean.

We finally have the full-length video of our quarterly roundtable of cleantech journalists, which was held from the stage at RE+. Thanks to our friends at the trade show.

In the weeks ahead, we’ll produce a few excerpt videos. Each one will focus on a particular part of this discussion.

Thanks to our panelists:

We've got another great roundtable on the books. Below are our big three takeaways of the conversation.

1. The perception of green hydrogen as a climate solution is rapidly shifting towards positive.
2. While we wait for a national-level transmission buildout, the US would do well to consider alternatives like microgrids and community solar, home systems, and investing in R&D for potential new solutions.
3. Will the momentum of the IRA and record attendance at RE+ carry us through the next 5 years? Our participants had varying opinions, but we see a promising trend of clean energy turning into a business issue rather than a culture war issue.

Thank you again to our great roundtable guests:
Marie Burgquist of the Watts Up Podcast
Bill Nussey of Tech Square Ventures
Tim Montague of Clean Power Hour
Joshua Porter of Solarcoaster.co
Julia Pyper of GoodLeap
Gil Jenkins of Hannon Armstrong

I look forward to hearing your coverage as our post-IRA world unfolds and hope to see you again for our 7th podcasters cleantech roundtable.

I got to talk with Renewable Energy World’s John Engel about our recent paper, “We’re the People We’re Waiting For,” along with SOLV Energy CEO George Hershman. I loved what George said, and I encourage you to listen to at least his half of the episode. 

Tigercomm talks a lot about improving social media strategies for cleantech companies to compete with incumbent fossil fuel interests. We’ve worked with a strategic SEO agency, Rampiq, for the past few years on our own site and are continuously impressed with the results. We’ve asked Rampiq to write a guest article explaining how clean economy companies can use SEO to boost brand recognition, sales, and the visibility of their products.

Our 8^th quarterly Cleantech Editors and Reporters Roundtable convened last week in the midst of one of the most exciting federal climate moves of our time.

#Cleantechers, pay attention to this episode, because it’s a good one. As our readers know, we designed the #ScalingClean podcast to bring you management and leadership wisdom from experienced company leaders. We’ve got a heavily experienced growth company CEO for you in this episode who is lighting up the traditionally workhorse energy efficiency sector.  

Zachary Shahan of CleanTechnica honored us by running our recent white paper, “We’re the people we’re waiting for,” and interviewed us for his CleanTech Talk podcast. 

We designed this show to bring you wisdom from experienced company leaders, and this episode won’t disappoint.  

Before publishing this paper, I had to change its subhead from “Angry about Joe Manchin? Take a number,” to what you read above.

Many working for the clean economy transition are now relieved by the senator from West Virginia because his change of mind has enabled the hugely significant climate bill to become a reality. 

It would be a tragic mistake for us to put our feet up, figuring all’s well that ended well. Let’s be clear: This climate reconciliation bill almost didn’t happen. It’s smaller than it could have been.

Note: this article was updated in August 2022 to reflect recent changes in the industry.

The Global Clean Energy Investment Landscape

The cost of renewable energy continues to become more competitive with fossil fuels as LCOE drops. Following passage of tax cut legislation at the end of 2017, Greentech Media reports, "Much of the conversation in clean energy circles…has revolved around a potential shrinking of the tax equity market -- which accounts for between 40 percent and 60 percent of finance for individual solar and wind projects -- because of the reduction in value of renewables credits." According to Greentech Media, however, it appears that - so far at least -  corporate America is showing "continued interest in direct renewables investments." 

Last week, a mix of regulars and new faces converged for the 5^th Quarterly Cleantech  Podcasters Roundtable, perhaps the best we’ve had so far:

Energy storage is a central, even crucial, component in the transition to a clean energy economy.

Episode 7: Graham Richard Advises on Driving the Shift to a Clean Future

We describe this show as a podcast for clean economy CEOs, investors and the people who advise them. As both an investor and an advisor, Graham has a foot in two of those categories. But he’s also one of the few people in cleantech who have served in elected office. Mayor Graham Richard served the city of Ft. Wayne, Indiana from 2000-2007 before taking the reins at Advanced Energy Economy to advocate for pro-sustainability policies.

Cleantech executive teams are almost universally concerned with the impact of commoditization of their companies’ long-term growth. But if your product isn’t differentiated, then competing is just about winning on price – otherwise known as commoditization.

Digital Solutions for Securing Community Acceptance of Wind Energy – With Will Eberle of E.ON North America

This article was updated in June 2022 to reflect new developments in the industry.

The Importance of Public Affairs in the Micromobility Industry

Micromobility (MM) risks the fate of other disruptive industries that underinvested in public affairs — and were wiped out by politicians as a result. The gaps in other sectors’ missteps have included: ineffective campaigns at the local level, lack of supportive coalitions, staff without government experience, and not showing officials how supporting micromobility is politically safe and beneficial. Among the approaches micromobility should consider: consistently using social media to flag riders on pending policy decisions that affect them, driving calls to action using segmented data, and engaging riders in taking “microactivism” steps from their phones.

We describe our podcast as “Scaling Clean, the podcast for clean economy CEOs, investors and the people who advise them.” Ken Locklin is the first we’ve had on the show from the last category. And there’s a reason for that: Ken is the cleantech oracle you probably haven’t heard of because he has the enviable combination of foresight and humility.  

Episode 5: Navigating the Rough Waters of Cleantech

Abby Hopper is in her 5th year as the head of the Solar Energy Industries Association, the U.S.’s main solar trade association widely known as “SEIA.” She’s SEIA’s third CEO, taking over the reins right when the avowedly anti-renewables Trump Administration took power in 2016.  

Cleantechers, some of you might remember that last December, we released interesting numbers from bellwether Huron County, MI.

Groundbreaking polling methods were used to assess community attitudes toward renewables - and what it took to move them in a positive direction.

Since then, Tyler Duvelius, Robin Pressman and I have conducted an iterative road show to socialize the findings.

But when we talked with Tim Montague, we expanded the perspectives presented to include solar developer Jon Carson.

The results were some useful insights for renewable power developers. All of them face tougher community acceptance landscapes, one of the few ways that the costs of renewables are going up.

The keys to leadership with Chad Farrell - Scaling Clean Ep. 4

So far on our podcast, we’ve interviewed cleantech leaders that are in a later stage of their careers. We figured that wisdom comes from a combination of gray hair and track record.  

Chad Farrell is different, and that’s a good thing. As the CEO of Encore Renewable Energy, Chad’s first company is his current company. Encore develops what it calls “community-scale” renewable energy projects, often on land reclaimed from past industrial uses. But Chad’s been driving Encore’s success for almost 15 years, which is plenty of time to gather a body of lessons learned we can pass to others in his position.  

We’re honored to be named among The Manifest’s most recommended B2B leaders in D.C. For 17 years, we’ve served some of the top clean economy companies who are scaling a more sustainable U.S. economy.  

Here’s to 17 more years.

Episode 3: The Business Case Against Being a Jerk

We're up with our third episode of Scaling Clean, where I spoke with former CEO of Hemlock Semiconductor, Mark Bassett. During his impressive tenure, Mark saw sales surge even in the face of the COVID recession. He’s worked most of his career in heavy, mature industries, including 11 years rising through the ranks of Dow Chemical.

The traditional, conventional wisdom in business marketing is to ignore competitors. “Don’t give them oxygen.” But that’s wrong, according to Duke University marketing professor Dr. Keisha Cutright. Dr. Cutright’s research, first covered by NPR’s Planet Money, shows that companies who compliment competitors actually improve customer perception of their brands. In other words, the complimenter gets the credit from customers. 

B2B Purchase Decisions In Cleantech And The Digital-Social Criticality Scale

Across clean economy sectors, the sales and marketing teams we talk to share a growing frustration: it’s gotten harder to get renewable energy customer prospects to engage during the marketing process. They’re all too familiar with sending that seventh “touch base” email to a prospect they’ve connected with at the trade show and hearing nothing back. This experience has three main sources: what we’re calling the “VAR Phenomenon” (Volume, Attention, Relevance), and it's increasingly becoming a challenge in the smartphone age.

Episode 4 of our quarterly podcast roundtable is on the books — Nico Johnson and I had a great conversation with Marie Burgquist, Gil Jenkins, Tim Montague and Joshua Porter. I’ll be sharing my big three takeaways from this session soon. In the meantime, you can watch the whole episode here.

Episode 1: Clean economy leadership insights with Bob Fishman

We’re up with episode 2 of Scaling Clean, the podcast for clean economy CEOs, investors and the people who advise them. Our goal is to convert company leaders’ experience into useful insights for you in your work.  

This episode features our conversation with Robert E. Fishman, a veteran CEO of three energy companies with experience in renewables, fossil fuels and nuclear energy. Bob’s a thoughtful, humble and accomplished leader and mentor. He’s got a wealth of experience in several areas, but I suspect you’ll find most useful his insights into assembling and maintaining the right executive team.  

Hello cleantechers!

I'm announcing today that Tigercomm’s launching: “Scaling Clean, the podcast for clean economy CEOs, investors & the people who advise them.”

Think of this show as a cross between NPR’s “How I Built This” and the New York Times’ “Corner Office” interview series. We’ll glean lessons and best practices from experienced cleantech leaders and curate them for the next generation of sector leaders – all in a compact, rich 30 minutes.

This article was updated in March 2022 to reflect industry changes.

Why Should Cleantech Companies Invest In Social Media?

Spoiler alert: We’ve found that almost every wind energy company is using social media as a limited distribution platform. That’s understandable, because social is great for distribution as the first, highly targeted yet far-reaching platform. And there’s the lure of social media’s lightning-in-a-bottle potential to “go viral,” organically attracting massive numbers of eyeballs with only a modest initial investment.

Yet most wind company programs are leaving on the table the real potential for social media… targeted engagement. Social media is definitely cheap distribution, though for all but a few (like the Federal Reserve), a distribution-centric strategy can’t hold audience attention. There’s too much content and too many voices vying for a finite pool of people’s attention.

The potential for long-term attention through social media lies in targeted engagement, with networks of people investing their time and attention in a company’s products, policies and successes. But the engaged have to find value in engaging. And one of the surest value propositions is not just being responded to, but having impacts on brands, products and policies.

Many companies are already engaging – see ratings from Uber drivers and riders. The trend is underway elsewhere. You can accessorize the car model of your choice, and it’s a sure bet that car companies are using the resulting data to time when customer online input will drive which decisions to make on which models. Others are on the threshold: with only half the daily newspaper reporters on staff as compared to 20 years ago, the news industry continues its financial slide because readers won’t pay the full cost of professional reporting. It’s being argued that news reporting’s most viable path is having readers choose what gets reported in the first place. You get the idea.

The point is that value-add engagement is only secured through a two-way conversation that matters. The buzz phrase is “democratized ownership.” It’s rare right now in high-ticket B2B sales, though the potential value remains. However, those benefits will only be reaped through well-designed, intensively managed social engagement programs. They aren’t cheap, but we see distribution-only tactics beginning to cost the wind industry more in opportunity than targeted engagement will require.

Note: This article was refreshed in March 2022 to reflect the current state of the cleantech industry.

What do your customers buy, really? Is it your product? Or is it something that your product gives them?

We recently teamed up with our friends at Conservatives for a Clean Energy Future and the folks at Embold Research to do something untried: use cutting-edge public opinion measurement tools to go deep on attitudes toward renewable energy in one rural bellwether community.  We first presented these findings at the CLEANPOWER trade show in Salt Lake City.

It was fun to talk with Adam Torres of Mission Matters Media about how public relations is both serving and changing the way businesses interact with consumers.

This article was updated in January 2021 to reflect the most recent industry updates.

One of the great things about my job is talking to cleantech companies with cutting-edge technology, data-driven execution and great management.  

But it’s surprising how many of those companies build legacy marketing communications into their approach for engaging customer prospects. 

This article was updated in January 2021 to reflect the most recent industry updates.

One of the main challenges new clients bring to Tigercomm is how to increase revenue through marketing communications (“marcom”). In the cleantech sector, high-ticket, B2B sales have long lead times and often include a great deal of due diligence devoted to each sale. 

We’re back with the Final Cleantech Podcasters Roundtable of the year!
 
Hosts of six major clean economy podcasts once again reconvene for a one-hour discussion this Wednesday, December 15th and made their predictions for 2022.

We're honored to be mentioned as one of the 65 most innovative U.S. #cleanenergy companies that are based in Virginia by Futurology Life.

That work's easier when you have the best #team in the business: Melissa Baldwin, John Shaw, Phoebe Lease, Jamie Meckley, Bridgette Borst Ombres, Nathaniel Schub, Sera Mahdavi, MA, Gretchen Casey and Dylan Gasperik (for one more day!)

September 24th marked our 2nd ever Cleantech Podcasters Roundtable, and it was full of great insights from our seven guests. In case you missed it, here are our "B3Ps," or Big Three Points we took away from the conversation. And a bonus: each podcaster shares their dream interview + favorite episode of his/her show.

• Marie Burgquist, Watts Up
• Nico Johnson, SunCast
• Tim Montague, The Solar Podcast
• Bill Nussey, Freeing Energy
• Josh Porter, Solar Coaster
• Jon Powers, Experts Only
• Julia Pyper, Political Climate

Last week, we hosted the 5th Cleantech Editors Roundtable, and we think it was our best yet. Six editors from major cleantech news sites met to cover a wide range of topics. You can view a highlight reel below, but beneath that is what we heard to be the “B3Ps,” or Big 3 Points:  

We are announcing today that Tigercomm has acquired Chase Media Services and that its principal, Melissa Baldwin, is joining us this week as senior vice president. This is our firm’s first acquisition, and perhaps its biggest prize is Melissa. If we have our way, cleantechers will see a lot of her and her work in the years ahead. 

A Climate Tech Journey

This week, I shift my career from “why” to “how.”  Let me explain.  

My name’s Melissa Baldwin, and as we announced today, Tigercomm’s acquired the Florida-focused climate communication practice I’ve built for the last 10 years. I’m excited that after 17 years of spurring conversations about why we need clean energy in Florida – the state considered “ground zero” for climate impacts – now I’ll be helping clean economy businesses nationwide. 

Thank you DesignRush for ranking Tigercomm in their list of the Top 5 Digital Marketing Agencies In Washington D.C.
 
We are excited to be acknowledged for the extraordinary impact our hard work has on the people we help and communities we serve.

Check out the full list here: Digital Marketing Agencies In Washington D.C.

Fellow cleantechers – 

You’ve heard about our quarterly #Cleantech Editors & Reporters Roundtable series. Now Tigercomm is experimenting with the first #Cleantech Podcasters Roundtable. 

We convened the hosts of 8 major clean economy podcasts to discuss sector trends, changes in company leadership, information sources they use, and how best to approach them with topics & guests for their shows.

Let’s get the news out of the way, so we can get to the opining … After 14 years of helping build Tigercomm into the top clean economy marcom and public affairs firm, our Executive Vice President Mark Sokolove is leaving for a can't-refuse job at Hanwha Q CELLS America as Marketing Director. Mark’s last day with us is Friday, July 2.

Nearly every independent analyst is forecasting that during the next three decades cleantech sectors – and solar in particular – will experience double-digit growth. For those who work in or follow these sectors closely, that’s probably not news to them. But for me, it’s been an honor to compete in those arenas for the past two decades – playing a role in getting to this point by serving a host of Tigercomm’s clients across solar, wind, energy storage, EVs and other sustainability-focused industries.

Stranger Than Fiction - A Compelling Story, Missed in Real Time

Our friends at Checks and Balances Project (C&BP) are really effective. With a shoe-string staff and budget, they combine investigative reporting and public watchdog work to make business as usual uncomfortable for entrenched lobbying interests. Those interests – often polluting ones – take great offense that a plucky watchdog blog would dare raise questions about ethically challenged organizations.

Why Steer Into Rough Seas? Interviews With The Experts: Kris Ohleth

As part of our series of interviews with people leading community engagement for the U.S. offshore wind industry, we're delighted to have our friend, Kris Ohleth, join us.

4th Quarterly Cleantech Editors Roundtable

On April 21, we had the honor of welcoming the editors who have formed our Cleantech Editors Roundtable. This fourth convening continued producing useful insights from people who see trends emerge from the thousands of pitches our companies collectively send them each month.

As part of our interview series with Offshore Wind’s (OSW) community engagement leaders, we were thrilled to talk with Ashley McLeod. A former executive with the Virginia Maritime Association, a former school teacher and a past school board member. Ashley’s combination of experience has given her an unusually deep understanding of how a local community makes decisions. That’s serving her well in her current role as Director of Stakeholder Engagement for Avangrid Renewables’ Kitty Hawk Offshore Wind Project.

The launch of Canary Media is terrific news for the cleantech industry. My hat is off to Eric Wesoff, David Roberts, Jeff St. John, GTM alumni, and the entire team they've assembled. We need good journalism now more than ever, especially climate-focused reporting. Eric and his team have delivered it for decades. It's reassuring to know that won't stop now.

We have this recent piece in Renewable Energy Magazine speculating on what clean energy trade shows and conferences will look like as the country emerges from COVID. H/T to Editor Dan McCue.

The solid reception to our talk at the 2019 Offshore Wind Conference inspired us to stay focused on the topic of best practices for offshore wind developers in their community engagement efforts. We followed the talk with the first analysis of current and recommended practices: “Why Steer Into Rough Seas? Helping Help Offshore Wind Avoid Community Acceptance Problems.”

Nat Schub and I enjoyed talking with CleanTechnica’s podcast host, Mike Barnard, to discuss the importance of the micromobility (MM) industry and our analysis of its public affairs programs. A year in the making, the analysis was a pre-pandemic snapshot of an exciting sector that’s evolving and growing.

What do these people have in common? Leading light Texas Governor Greg Abbot, Fox News windbag Tucker Carlson, Mensa member (and former DOE Sec.) Rick Perry, corrupt former BLM Director William Perry Pendley, and an anonymous propagandist at the Wall Street Journal’s editorial page. 

May we live in interesting times.

Since our previous Cleantech Editors & Reporters Roundtable, we have witnessed a chaotic election cycle, a riot at the capitol, and an ongoing global pandemic. Still, our guests came prepared to share their wisdom on the newest developments in the clean economy.

Nancy Sopko doesn’t currently drive community engagement at an offshore wind company. But we had to include her in this series for a number of reasons, not the least of which is because as the head of the University of Delaware’s Special Initiative on Offshore Wind, Nancy (who is the successor to the legendary Stephanie McClellan) has achieved a unique, sector-wide perspective on how offshore wind development is scaling in this market. Also, Nancy and Stephanie are both veterans of the offshore wind sector and were part of a small group of early players who cleared barriers to aid in the successful launch of U.S. offshore wind development.

Thanks for a fun conversation with Marie Brugquist, Ryan Suchsland and Conner Allen of GRNE Solar. Hat’s off to this regional solar installation company that’s leaning into providing insightful content to its prospects.

Thanks to Bill Nussey of The Freeing Energy Project's podcast. We’re fans of the work Bill’s doing, and he fingered us as advocates for "strategic brevity" and how it can help #cleanenergy scaling through better #marcom. Highlights:

We had a fun talking with Benoy Thanjan of the Solar Maverick Podcast. We covered a huge range of topics, but the highlights of the conversation that clean economy sectors might find useful were:

Offshore wind communicators, community engagement leads and supporters: Have you had a question to ask offshore wind editors? Now’s your chance. 

Tune in Wednesday, November 18th as we host three editors of top publications covering the offshore wind sector. This is the first time such a panel has been convened, and Nancy Sopko of the Special Initiative on Offshore Wind and we are honored to moderate it.

Note: this article was first published in 2020.

Offshore wind must effectively engage coastal communities. It can save money and avoid heartache through the lessons of other clean economy sectors.

"Solar and onshore/offshore wind developers. Download, read and take action.… You'll thank Mike Casey and me." – Susan Munroe, Director of Economic Development, Chambers for Innovation and Clean energy.

Offshore wind (OSW) is a disruptive new sector within the power industry. Like other clean economy sectors, its success will rely partly on effectively engaging local communities. In OSW’s case, it’s the communities where project infrastructure will make landfall that will have control over whether or not OSW farms are built.

The increased professionalization of professional NIMBY pushback (Not in My Back Yard) threatens that success. However, OSW can save time and avoid heartache by adapting the hard-won community engagement lessons from other clean economy sectors.

We’ve analyzed the community relations experiences of solar, onshore wind and the PACE sectors for portable lessons to other clean economy sectors, including OSW. We’ve identified a three-stage, “Clean Economy Mistake Path” that is expensive to enter and can end at project fatality.

This initiative stems from my presentation at last fall’s Offshore Wind Conference in Boston, hosted by the American Wind Energy Association. Shout out to Nate Mayo of Vineyard Wind and several other audience members who encouraged us to expand last fall’s presentation into a more in-depth format.

You can read more below, or download this as a PDF here.

 Introduction

Last fall, I spoke at AWEA’s Offshore WINDPOWER Conference. Preparing for that appearance prompted my firm to look at the experience of other disruptive, clean economy sectors that are locally regulated. For offshore wind (OSW), which is regulated at the federal, state and local levels, a valuable pattern emerged from the collective experience of rooftop solar, onshore wind, home sharing and PACE lending. While the new pandemic and recession make all that seem ages ago, we think the lessons provided by those other sectors are still worth presenting to the OSW sector. Each of these other clean economy sectors found costs and heartache by bumping into the realities of being locally regulated. 

With hindsight, many in those sectors acknowledge they should have solved for those predictable challenges in their respective business plans — right from the start. 

What is the NIMBY Effect?

Too many companies in those sectors had to compensate for their early underinvestment in public affairs by having to build programs while dealing with expensive problems with NIMBY (Not In My Backyard) opponents. 

NIMBY campaigns are professionalizing. They are getting more sophisticated and effective, they are being supported by professional organizers, they have secured funding by incumbent sectors, and they connect through online resources. As Bloomberg News has reported, the costs of underinvestment in public affairs are adding up for companies in clean economy sectors, a trend that’s expected to escalate. 

The onshore wind industry is now seeing half-billion-dollar power plants killed because 50 people shout at officials in a county commission meeting. Airbnb had to struggle to fend off attacks from the hotel lobby on their ability to operate in New York City and other major cities. Despite its huge popularity and tiny viewshed, even solar energy is getting hurt by professional NIMBYism. Many laughed when Woodland, North Carolina rejected a solar farm in December 2015, because some residents worried the solar plant “would suck up all the energy from the sun and businesses would not come to Woodland.”

The costs of underinvestment in public affairs are adding up for companies in clean economy sectors, a trend that’s expected to escalate.

No one’s laughing now.

Last fall, sPower almost lost its permit to build a utility-scale solar farm in Spotsylvania County, Virginia—70 miles south of where I write this. Earlier this year, Bay W.A. Renewables lost its permit for a solar farm on 1,600 acres in nearby Culpepper, Virginia. After beating Bay W.A., leading opponent Susan Ralston said she… 

“...plans to turn her [local] 501(c)(4), Citizens for Responsible Solar, formed this spring, into a vehicle to help other citizens groups fight solar projects all over the country. ‘You see this story played over and over again,’ [Ralston] said. ‘The states have just been overrun with solar. The land is cheap, and these developers come in. They come in and the citizens don’t know this is happening, and when they find out, it’s too late’.

Even those sectors, such as scooter companies, that aren’t disrupting powerful incumbents have run into problems. As of this writing, time and street limits on scooters in Atlanta have led to the state of Georgia to consider a complete ban on all shared electric scooter companies statewide. Lyft has seen the writing on the walls and pulled its scooters out of Atlanta. The results are increased costs for many, project death for some and a few companies now completely out of business. The big message from the combined experience of these other sectors is that securing community acceptance is a business-critical task. 

Social Acceptance of Offshore Wind Power Projects in the US

OSW can take a different path. Even with only five operating turbines to date in the US, the sector is not a collection of startups. Far earlier than in other sectors, OSW is being driven by experienced, deep-pocketed players, drawn to the tremendous growth potential in the $70B addressable U.S. OSW market. The current range of large companies pursuing OSW have no excuse for bootstrapping community acceptance by skimping on budgets, staff and scale.

Why are so many clean economy companies late in scaling their public affairs? One reason is that many companies see themselves as part of a new industry, when they are actually a new sector within an industry dominated by incumbents with the ability to respond to new, disruptive players.

At the dawn of the internet age, Google and Facebook were creating a new industry. Yes, both companies proved tremendously disruptive over time, but they had a lot of run room before the disrupted could see the threat and respond. Ride hailing and medical cannabis are just a bit off the “New Industry'' side of the scale. Ride hailing is pushing back against a taxicab industry that’s usually quite weak, unless you’re in London. Medical cannabis will displace some types of pharmaceuticals, but most people in that sector tell me they expect the drug and tobacco companies to buy up leading cannabis players. In other words, they will join — not fight — the dope industry. But like solar, PACE, onshore wind, and home sharing, OSW is not a new industry. It’s a new sector out to take market share from incumbents who aren’t going to act like doormats for the new guys. 

OSW has already had an early taste test of community pushback and its costs. The first attempted project, Cape Wind, was killed by attacks from wealthy neighbors who included one of the Koch brothers, the Kennedys and retired CBS anchor Walter Cronkite. The burgeoning OSW sector has now had the federal “pause” button pushed mainly as a result of advocacy from commercial fishermen. Fishermen are admirable people, risking their lives to put seafood on our kitchen and restaurant tables. But they also are part of an industry that sees OSW as a disruptive threat. The different sectors of the fishing industry — scallops, squid, etc. — have banded together to use local voices to affect OSW’s fortunes at the federal level. The OSW sector is still working out how to counter the fishing industry’s tactics by promoting the local job creation and climate mitigation benefits OSW provides. 

The bottom line? There’s a big difference in how public communications should be scaled from the start if you’re a new sector vs. a new industry.

Offshore Wind Communications Challenges and Mistakes

Advocacy Valley of Death 

OSW would benefit by understanding that it’s entering into the Advocacy Valley of Death: Big enough to be a disruptive threat, but not ready to respond to the reaction of the disrupted. Look no further than the seemingly obscure, 2010-16 Coast Guard “study” prompted by pressure from Maersk, the leading global shipper with significant interests in the oil and gas industry. The Atlantic Coast Port Access Route Study was riddled with lobbyist influence, and it resulted in a call for OSW turbine setbacks from shipping lanes that are 5x those required in Europe. While more recent studies have countered its recommendation, ACPARS was essentially a trial run for lobbyists looking to stop OSW’s growth.

OSW would benefit by understanding that it’s entering into the Advocacy Valley of Death: Big enough to be a disruptive threat, but not ready to respond to the reaction of the disrupted.

Clean Economy Mistake Path 

Overlay the experiences of the four other clean economy sectors, and the resulting pattern forms what we call the “Clean Economy Mistake Path,” which takes place in three phases. First is the Green Zone, or “go” stage. New companies rush to establish a commercial presence and claim market share, working under the demands of cash burn from limited funds. Because they’re doing something new, mistakes are inevitable. In the Yellow Zone, disrupted incumbent sectors convert early mistakes into a problem for people in communities considering whether or not to host the new sectors’ projects.

Onshore wind is in this zone now, featuring the professionalization of NIMBY organizers, strong online connections between the NIMBY groups and quiet funding by incumbent sectors. As far back as 2012, the anti-wind energy marketing of fossil fuel operative John Droz and the American Tradition Institute were exposed. Anadarko Petroleum was caught trying to manufacture the perception that there was a wind turbine fire “crisis” throughout the American West. In the Yellow Zone, the goal of incumbents is to convert a one-community problem into a highly publicized, multi-community issue. We’ve recently finished a series of interviews with the onshore wind developers. Almost to a person, its leading communicators acknowledge how easily complaints about wind farms go viral across state lines.

Stay out of the Red Zone. It’s expensive, high stakes and agonizing — even when you survive it.

This also happened to the residential PACE industry (R-PACE), and it effectively cost R-PACE the entire anchor market of California. It’s then just a few steps into the Red Zone. There, a new sector’s issues are flagged to analysts tracking valuations of that sector’s companies. The result is a string of pronouncements that the sector’s companies are “troubled,” and “facing significant challenges.” A lead steer on the board begins to panic, and fear spreads throughout the board, resulting in demands that the leadership team fix the problem. The result is an expensive, all-hands diversion from the business plan to desperately bailing out public affairs water from the company boat.

At best, the company pays firms like mine crisis communication-level fees to right the ship. At worst, the company dies, like SolarCity effectively did after the  Christmas Eve bait-and-switch in Nevada — engineered on behalf of NV Energy by an ethically challenged public utility commissioner. Trust me, you want to stay out of the Red Zone. It’s expensive, high stakes and agonizing — even when you survive it.

4 Steps Towards the Mistake Path 

We’ve identified four factors that drive companies in disruptive sectors to get on the Mistake Path.

1. Excessive belief in the meritocracy of policy debate, regulatory institutions and the motivations of elected officials

Hedge fund-controlled Gatehouse Media has bought up dozens of struggling local newspapers across the country, converting them into the Dollar Store of journalism. The company produces the equivalent of cheap trinkets by cutting news journalism corners at every turn. Its 2017 hatchet job, written by a summer intern, painted a sensational picture of a wind turbine health “crisis” among rural neighbors of wind farms. A month after the Gatehouse hit job ran, Berkeley National Lab came out with the definitive study of attitudes among those living within five to a half mile of wind farms. The study found that over 50% of people who live within a half mile of a wind farm had a positive or very positive experience with the nearby turbines. But the Gatehouse series was a shot heard much farther than the fact-based study by Berkeley National Labs.

We’ve noticed that the younger a clean economy sector is, the more likely its members will see their differences before their shared interests. That makes forming effective coalitions and associations more difficult, as various consultants and executives compete to form the industry coalition they can control to their benefit. The result is turf battles that fetter common-good advocacy. This was sadly true when we worked for the Solar Energy Industries Association (SEIA) during its greatest existential threat, the 2009-10 phony Solyndra “scandal.” This ruse was pushed by the fossil fuel lobby. It featured an FBI raid, dozens of Congressional hearings and an estimated $800M in SuperPAC ads spent attacking President Obama’s “green energy” program. At the time, there were at least four ad hoc splinter groups competing with SEIA for dollars and attention. Their differences were trivial compared to the size of the threats the sector faced, but the divisions still had to be navigated by then-SEIA President Rhone Resch. The result was a significant drag on response times and effectiveness, despite SEIA’s best efforts.

3. Poor Hiring 

Often when private sector startups run into government affairs problems, they ramp up hiring. That hiring sometimes takes one of two unhelpful forms: 1.) “Friend and family hiring” of people who lack experience but are familiar and trusted. 2.) Star chasing a “big name” who once held down a high-profile government job. Neither approach accounts for the amount of relevant experience the new hires have had in getting politicians to treat companies fairly.

I heard once that there’s a Zen Buddhist saying: “You can stand in the circle of what is, or you can stand in the circle of what should be while shouting at the circle of what is.” Said another way, disagreeing with reality doesn’t change it. Politics and policy are a full-contact sport. If your company is out to take market share from active incumbents in an industry with significant regulatory exposure, you will be fought, not ignored. And captured regulators will be part of the toolset used by incumbent sectors. The messiness and slow pace of policy decisions isn’t a reason your company can sit out those decisions. Hiring the right people to execute well-designed, effective programs costs real money that’s guaranteed to be more than you want to spend. But spend you must.

Offshore Wind Best Practices to Improve Public Acceptance

With just one pilot project in the water, OSW has the luxury of choosing between either investing at scale to influence public acceptance of offshore wind power projects in the US, or rolling the dice at the craps table. If OSW wants to avoid the public affairs heartache of other clean economy sectors, there are five practices it should consider.

Local communities are increasingly making early-stage decisions online. This is particularly true in small communities, which make up the lion’s share of the 1,300 towns that are now “news deserts” — communities with no local news media serving them.

Into that void has stepped Facebook, which has become “the new town square.” (H/T to Paul Copleman of Avangrid). In fact, in its groundbreaking survey of small-town news consumption habits, Apex Clean Energy found that Facebook was a top news source in rural communities, including those considering whether or not to host a wind farm. We conducted the first-ever analysis comparing the online pushback from NIMBYs with the online responses from the top onshore wind developers. Only one out of 10 had anything resembling a proactive digital program. The consensus is that NIMBYs now organize online, then show up in the room. You underinvest in Facebook and other digital platforms at your company’s peril.

2. Win the race to define

Any large-scale clean energy project is the equivalent of an issue or political campaign, and every campaign is a race to define. He or she who frames first creates an advantage that’s difficult to overcome. We still find that among clean energy developers, the legacy mentality of quietly working regulators is the norm. It’s also a de facto guarantee that you will start the race with your shoes tied together. Being quiet is a losing strategy in an age of increasingly professionalized NIMBY opposition.

A marketing strategy should be applied for every wind farm, treating it as a product that must be narrated. Use compelling, plain-language framing that’s anchored to a core need in the community. And, that definition has to be driven home through visual storytelling (read, video), narrated by people whom locals find relatable. Narratives from people trump facts and figures — always. But the good news is that the OSW industry has a robust potential supply chain and employee base to utilize. They are the people who should start the conversation for your company. It’s crucial to form a supporters group for your project immediately, and then constantly build it through potential vendors and potential employees. If your company can show growth online, it for opponents to argue against community momentum for your project — rather than allowing the opposition to grow its moment and force you to catch up.

3. Use digital to engage, not distribute

Too many companies in the clean energy sectors treat digital platforms as new and cheaper forms of distribution. Basically, another version of the traditional news release. The “post and forget it” approach is leaving communications power on the table, and it stands in stark contrast to the online NIMBY conversations. It’s critical to fully integrate the use of digital tools with your in-person community acceptance efforts. If your company has to present at the local library to a community group, why not use your project Facebook page to share favorable participant comments with those who didn’t attend? If you use your digital platforms to parallel the back-and-forth of in-person conversations, locals are much more likely to feel heard. In fact, online critics are usually an asset. Their arguments on your project’s Facebook pages show in real-time changes in opposition arguments. Your response to them — polite, clear and consistent — will be watched by supporters, who will be emboldened by your proactive response. Note that the effective use of digital tools requires dedicated staff capacity to constantly engage local citizens in the online conversation.

4. When hiring, don’t equate expertise with just having opinions

We’ve met a lot of public affairs leads, line staff and vendors for clean economy companies over the last 15 years. The vast majority are very committed to transforming the U.S. economy to a more sustainable footing. But many are the product of the two misguided hiring approaches we listed earlier. You wouldn’t hire someone like me to be your lawyer or your accountant. Don’t hire people with no successful experience driving public affairs outcomes. Whether it’s employees or vendors, hire people who have successfully done for others what you need them to do for your company.

That experience should include:

• Putting people into office or escorting them out of office by working on political campaigns.
• Serving elected officials while they are in office — particularly at the level of government at which your company is focused. A stint in a Presidential or Governor’s Administration as a policy wonk provides no guarantee that a job candidate or consultant knows anything about the rough and tumble of electoral politics.
• Pressuring elected officials or regulators to take the right action through successful public affairs campaigns.

5. Invest real money in controlling your fate

When it comes to offshore wind challenges, this in particular is a big one. I spent a fair amount of time in 2017-18 working with the public affairs heads of the early OSW players. Together, we hammered out a compelling strategy to handle the grave concerns about how Trump’s past business hostility to OSW would play out in his Administration. It was a reasonable concern, and the group crafted a sound plan over several months. However, when it came time to pass the hat for funding its own public affairs success, each company thought and played small-budget ball. That is beginning to change with the addition of more and bigger companies. But the lesson stands — if your company’s fortune rests on public affairs outcomes, don’t engage in magical thinking about what things cost. There is no green philanthropy riding to the rescue of a for-profit industry populated by large global companies. You must fund your own public affairs fate at a level that matches its criticality to your company. When it comes to public affairs, nothing’s free. It’s not even discounted. It’s only effective or not. And given the importance of our emerging sectors, we should insist on doing what works.

When it comes to public affairs, nothing’s free. It’s not even discounted.

Nickalus "Nico" Johnson and I had a great conversation about the state of #solar and #cleantech #marcom. His SunCast Podcast is a rising platform in the industry, and I was honored to be on with Nico again.

Have questions you want to ask editors of the major cleantech news sites? While socially distancing, we’ve got a webinar for that.

“We have to stop being afraid of using social media to communicate.”

We’ve known EDF Renewables’ Christine Karlovic for almost 10 years. When she agreed to about talk community acceptance with us, we jumped at the chance because she and her company have deep experience building community acceptance across North America. EDF Renewables has developed 16GW of renewable energy, with over 1,100 North American employees and bringing another 24GW of projects through their company’s pipeline.

IPPs have “ceded the digital ground” to Nimbys, and communities are increasingly making decisions on wind farms on Facebook, writes Mike Casey

Originally published on Recharge News

There’s a growing concern within the wind industry that in communities considering hosting wind farms, the loud minority of opponents is increasingly trumping the silent majority of supporters who want the jobs and revenue that come with projects.

An analysis earlier this year validates those concerns. We tracked the online pushback faced by major wind developers from communities considering proposed wind farms. The findings showed that every developer is facing increasingly aggressive “Nimby” (not in my back yard) opposition, yet, few wind independent power producers (IPPs) are adopting the proactive digital strategies to meet or pre-empt local critics.

Of all the people we’ve interviewed for the Not Just for NIMBY series, Enel Green Power’s Nick Coil has probably spent the most time in rural communities engaged in… well, community engagement. He shared other interviewees’ views on the increasing difficulty of community relations, the dominance of Facebook in rural communities and the criticality of using social media as part of a community relations program. But Nick had some sophisticated observations and tactical recommendations that made this interview particularly useful for other wind IPPs.

Social “needs to connect to community values”

You could argue that E.ON’s Kevin Gresham has the broadest perspective on renewable energy public affairs in the U.S. Active for years on the boards of AWEA, SEIA and ACORE, he’s as likely to be walking the halls of Congress as he is working legislators in statehouses in any of the approximately 20 states in which E.ON operates. My colleague, Mark Sokolove, sat down with Kevin during the WINDPOWER trade show in Houston to talk about both the current and ideal roles for digital platforms in building community acceptance for wind projects. (E.ON is a client of Tigercomm.)

Digital tools can de-risk projects, but, “we have ceded a lot of our thought leadership to folks who oppose us”

Adam Renz is one of a handful of people who have been an institutional communicator at two major wind IPPs – first EDP Renewables, then Pattern Energy. We were excited to tap the perspective of this wind industry veteran, and his thoughtful commentary didn’t disappoint. In fact, it was difficult narrowing our interview with Adam down to three big points.

Adam agreed with others we’ve interviewed on the dominance of Facebook in rural communities, the costs of neglecting social media tools and the ability of negative attention paid to one project affecting the fate of others. However, he had far more to say beyond what we recap below. So we encourage you to read the full transcript of Adams’ comments.

Pine River Wind Park. Credit Mark Houston, DTE Energy.

One of the highlights of our WINDPOWER trade show experience was getting to talk with industry leaders working to secure support in communities with proposed wind farms. As part of our “Not Just for NIMBYs” interview series, we spoke with our first IOU leader, DTE Manager of Renewable Energy Development Matt Wagner. His company has gone from one of the most coal-intensive utilities to one that’s leading the way to a clean energy future. DTE has developed, owns and operates over one gigawatt of wind energy, and it recently committed to an 80% reduction in its corporate carbon footprint.

“It was almost like companies were embarrassed to admit that they had any opponents. Those days are gone. Everybody has opponents.”

“Companies have not been investing enough in this very important area, because they haven’t been taking the risk as seriously as is appropriate.”

The annual WINDPOWER trade show and conference starts today. We’re kicking the week off with the second in our series of interviews with wind industry leaders who drive their company’s engagement of communities that host wind farms. We started the series with an interesting discussion with Avangrid’s Paul Copleman. This week, we’re featuring our recent conversation with Apex Clean Energy’s Vice President for Public Affairs, Dahvi Wilson. 

Today, we’re continuing our discussion series on the use of digital tools to build community acceptance by wind energy independent power producers (IPPs). We’re pleased to do that with our friend, Paul Copleman, Director of Communications with Avangrid Renewables. Paul’s company is one of the leading renewable energy IPPs with large asset bases both in the U.S. and across the globe.

Across clean energy sectors, sales and marketing teams we talk to share a common challenge: It has gotten harder to get prospects to engage.

That’s because the ubiquitous use of digital platforms (think smartphones, tablets, Alexa) and abundance of published content has changed the way buyers are purchasing.

Consider your own buying behavior. The last time you went to purchase anything over $100, did you Google it first? Check the reviews or comps online?

By Mike Casey and Noah Ginsberg

What were cleantech leaders thinking in 2017?

Earlier in the year, Tigercomm conducted a Cleantech Leaders Survey to shed light on the major trends that leading cleantech executives are seeing in the industry. All the participants were current CEOs, presidents, board members, or managing directors of leading cleantech companies. These views were gathered before passage of the major tax bill; nonetheless, we believe their insights remain relevant and illuminating, given the tax bill’s minimal impact on the companies these leaders run.

Returning visitors to the Tigercomm blog will likely notice that something is different here: Tigercomm has rebranded our blog. Previously known as “ScalingGreen,” we are excited to bring you future content and insights from “ScalingClean.”

It’s what matters most to marketing and sales teams in any industry: Measuring success.

A recent article in the Financial Times yet again drives home the fact that dirty energy, particularly coal, "has no future."

See below for video of Chris Brown of Vestas, keynoting the opening session on day two of WINDPOWER 2017, concluding today in Anaheim, CA. According to Brown, who is completing his tenure as Chair of the American Wind Energy Association (AWEA), the next five years will be the "best five years of your life" for the wind power industry. Brown adds: "So along with the success that we've been having, if you've become afraid, then I say good! Welcome to life as an energy industry disruptor." And Brown notes that "critics criticize...but ask yourself, why do those critics pay attention to us? Because we're a threat, because we're winning." A few more quotes from Brown's excellent speech:

By Mike Casey and Sarah Lippincott

In energy markets across the country, from Texas to California to New Jersey and states like Iowa in between – electricity generated from renewables is rapidly becoming cheaper than fossil fuel generation. The increasing cost advantage of renewable energy has become a talking point for clean energy and climate change advocates. It’s also become a selling point for businesses looking to identify markets where its easiest and most beneficial to heavily invest in renewables.

Chris Brown, chairman of the board of the American Wind Energy Association and president of Vestas-American Wind Technology, Vestas’ North American business unit, has a piece in the Austin American-Statesman that explains very well why wind power is winning in Texas and across America. A few key points worth highlighting include:

by Dan Bellows, Account Associate at Tigercomm

We read with great interest cleantech industry leader Andrew Beebe's thought piece, The Revenge of the Long Tail: Small, distributed solar companies are retaking the industry. Here’s why.  The following excerpt captures what Beebe's main point is.

When author and public speaker Brene’ Brown talked about “the power of vulnerability” at TEDx Houston in 2010, she was speaking as a researcher, a professor at the University of Houston and a #1 New York Times best-selling author. Brown’s credibility got her onstage, but credibility alone is not what got her to the top-10 most-viewed TED talks in the world. That accomplishment was likely the result of Brown taking her own advice.

By Sarah Lippincott and Mike Casey, excerpt from Social Wind.

Over at The Guardian, Vestas' CEO Anders Runevad argues convincingly that "the future belongs to clean energy." Not surprisingly, given that that Vestas bills itself as "the global leader in wind energy," Runevad focuses on wind power, as opposed to other forms of clean energy. Among other things, Runevad argues that:

by Tigercomm President Mike Casey

By Mike Casey, President of Tigercomm

A new INDIEGOGO video by Green Commuter explains, "every year American spend nearly a week stuck in traffic," which takes time away from other important stuff and adds to environmental pollution. To address this problem, Green Commuter has "developed an App that allows you to use our own fleet of Tesla Model X for van pools during commuting hours and as a car share the rest of the time." This is both "affordable" and "environmentally friendly," and given that the vehicles are used efficiently, "we can afford to make our rates one of the lowest in the industry." In the end, the goal is "saving the planet as well as saving your dollar."

We're releasing the first-ever study of social media use by major wind companies, showing a nearly 63 percent usage rate of the major social media channels by 14 top wind companies. But with the industry's rapid growth comes an opportunity for wind companies to use social media strategies to drive sales and secure public affairs outcomes.

We recently had a chance to speak with Haruumi Shiode, founder and CEO of a startup called Nature, Inc. This company’s focus is on improving residential demand management, and specifically through the use of smart controls for window-mounted or through-wall air conditioners. These types of A/C units are very common in parts of the United States like the northeast, where 58% of households with air conditioning have them. According to Shiode, Nature’s goal is to make it easy for people to save energy – and money – by allowing them to control their room air conditioners remotely.

The great folks at DeSmogBlog have yet another excellent piece up, this one looking at "How Propaganda (Actually) Works." Here's an excerpt, followed by a few possible lessons for the clean energy industry.

One of the biggest challenges in marketing is how to generate more leads and close more sales. The good news: inbound marketing is making it much easier to do those things. Today, three out of four marketers across the globe are taking an inbound approach to marketing.

The B2B (business-to-business) environment is rapidly changing. Most of this change is driven by businesses modeling the purchasing behavior of the general population by using personal and professional networks, as well as information available online, to inform decision making. This “crowd sourcing” of solutions is a paradigm shift for any business that provides products, services or information to other businesses.

Last fall, we highlighted great work by the Checks and Balances Project (C&BP) watchdog group on the fossil-fuel-funded front group, the National Black Chamber of Commerce (NBCC), which has been a vociferous opponent of clean energy and climate solutions.  We also wrote about C&BP's October 28, 2015 lawsuit against the Arizona Attorney General’s Office and Arizona Corporation Commission (ACC), demanding immediate access to public records on Commissioner Bob Stump’s taxpayer-funded smartphone.

We've been beating the drum for several years about the need for cleantech to play "full contact" against the fossil fuel lobby. Back in December 2010, for instance, Tigercomm Founder and President Mike Casey argued that the growing success of solar and wind power had caused "dirty energy industries [to spend] significant resources to harden the marketing and sales environment against cleantech's success." Casey related key lessons learned from a panel of cleantech communicators convened during the 2010 Solar Power International (SPI) trade show:

Recently, we summarized a fascinating, 132-page report by Citi, which confirmed (yet again) that switching from fossil fuels to clean energy makes sense not just environmentally, but also economically. Now, we've put together an easy-to-read, easy-to-share infographic, highlighting the key findings from Citi's report. If you're interested in receiving the infographic, just click on the image below, provide us with your contact information, and we'll email it to you right away. Thanks!

We thought that a quick guide to a few cleantech podcasts would be helpful for communicators, analysts, investors and industry professionals who want to stay on top of this dynamic, far-flung sector. Here are a few that jumped out at us; please let us know if there are others you listen to and would recommend in the comments below.

Yesterday, we posted on two recent interviews with Vestas CEO Anders Runevad. One of the questions, by a CNBC on-air correspondent, really jumped out at us:

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Recently, speakers at the Conservative Clean Energy Summit discussed their support for renewable energy, with a particular emphasis on solar power. Important arguments made at the summit by leading conservative voices included:

by Mike Casey, Tigercomm President

Q: "Why doesn't ocean acidification get the same attention as climate change?"

A: "Too many syllables. It's not a good hashtag."

This was the tongue-in-cheek answer to a serious question that I found myself giving, as a panelist in front of a crowd of 200 people at Cross Campus in Santa Monica, California.

Cleantech is one of the fastest growing sectors in the economy, with over 1 million jobs created worldwide in 2014 alone.  This growth means the cleantech sector is pulling in engineers, finance experts, communication professionals, human resources heads, etc. from other industries. Entering a new position anywhere can be challenging, and the world of cleantech certainly has many terms of art.

For years, we've watched as the entrenched, increasingly antiquated, but politically-well-connected and heavily-subsidized dirty energy industry has attempted to slander wind, solar and other clean energy sources as...well, basically lame in every way.  One of the dirty energy folks' implicit themes has been that, somehow, fossil fuels are uniquely suited to fulfilling the American Dream, while clean energy is some sort of alien force that is inherently more suited to "socialist" Europe than to the "capitalist" United States. Of course, nothing could be further from the truth, which is why it's great to see articles like the one by Jigar Shah and Raj Pannu in Fortune on how green energy is, in fact, quintessentially "red, white and blue." Here are a few great lines that jumped out at us.

By Bridgette Borst

UPDATE 9/17: Please click here to read why we are downgrading Gov. Chris Christie from "B" to "D" on our report card.

by Mike Casey

By Bridgette Borst

By Lowell Feld, Guest Columnist

Here are five recommended reads for today (6/1/15).

Reports of 37,000 text messages – Checks & Balances Project's Scott Peterson raises questions about public accountability and cozy links between energy utility and regulators in Arizona

Here are five recommended reads for today (5/12/15).

Here are five recommended reads for today (5/4/15).

Here are five recommended reads for today (4/17/15).

Here are five recommended reads for today (4/13/15).

Here are five recommended reads for today (3/24/15).

Here are five recommended reads for today (3/17/15).

Here are five recommended reads for today (2/20/15).

Here are five recommended reads for today (1/21/15).

In attempting to communicate with customers or policymakers, you have a number of options at your disposal.  That includes both analog and digital methods, and all the many subsets within each of those areas.  Along those lines, a recent article article on this subject, entitled Just a Handful of Social Media Comments Can Grab the Attention of Congress, Study Shows, caught our eye, if for no other reason than it made a strong claim for one widely popular communications method (social media) over a tried-and-true one (email).

Here are five recommended reads for today (12/29/14).

Here are five recommended reads for today (11/11/14).

Here are five recommended reads for today (10/22/14).

Is your state benefiting from, or missing out on, the national solar power boom that's well underway (note: click on the map to enlarge). That question is at least partly answered by the new Solar Means Business Report, released this morning by the Solar Energy Industries Association (SEIA). Among other things, the report finds that the "average price of a completed commercial [solar] PV project in Q2 2014 has dropped by 14 percent year over year and by more than 45 percent since 2012." That's great news, of course, and a continuation of the long-term trend which has seen solar power costs fall by 99% since 1977 - a trend that's continuing.

Here are five recommended reads for today (10/7/14).

A big development in clean energy advocacy recently took place, and odds are you haven't heard about it.

Here are five recommended reads for today (9/2/14).

Here are five recommended reads for today (8/26/14).

This article isn't directly cleantech related, but it does apply to those working in cleantech - or any other industry for that matter. Specifically, it highlights the importance of segregating electronic interruptions and social media, and of taking work-free, electronics-free vacations.

Here are five recommended reads for today (6/26/14).

David Briggs has long-standing experience in the solar industry, including three years at a cleantech communications firm and three years as Marketing Manager at microinverter manufacturer Enphase Energy. Briggs now works as Director of Marketing at mounting systems provider IronRidge. Recently, Briggs took a few minutes from his busy schedule to talk to us about an important topic for the solar industry: how best to engage and market to your customer base, and ultimately to "truly out-compete traditional energy." We greatly appreciate Briggs' insight-filled responses to our questions.

By Tom Matzzie

Here are five recommended reads for today (5/21/14)