Customer acquisition in solar is still way too expensive and Scott Rosenberg thinks data can fix a big chunk of it. In this episode, Joe sits down with the co-founder and CEO of 257 to talk about Pink, their AI-powered platform that helps installers find the homes most likely to go solar, add batteries, join VPPs, or need energy upgrades. They get into lookalike modeling, direct mail, Meta ads, soft costs, post-IRA survival, and why the next era of solar marketing will not be “spray and pray.” If you’re trying to lower CAC and stop wasting money on bad leads, this one is worth a listen.

Shift Energy Group is trying to do something hard: grow across Canada without losing the local trust that makes solar work. In this episode, Hervé talks with Rich Lindquist and Chris Palliser about how Shift scaled from a small team to one of British Columbia’s largest solar installers, doing hundreds of installs a year across multiple provinces. They get into operations, local market challenges, community marketing, customer feedback, batteries, brand trust, and Shift’s bet on building-integrated solar through Adra. It’s a great look at what it takes to scale a solar company without becoming just another faceless national installer.

John Sheldon has seen solar from just about every angle (from selling $8-per-watt systems in the early days to helping scale some of the industry's biggest customer acquisition engines). In this episode, he shares lessons from Akeena Solar, Red Ventures, and Renu Energy, breaking down why so many installers struggle to turn sales into profitable installs. They dive into customer acquisition costs, operational bottlenecks, referrals, software workflows, and the partnerships that separate thriving solar companies from those constantly fighting fires.

If you're trying to grow without sacrificing margins, this conversation is packed with hard-earned wisdom.

Interconnection is one of those things most solar companies don’t think about...until it becomes the thing slowing down the entire business. In this episode, Hervé sits down with Vaughan Woodruff to unpack the messy reality behind utility approvals, permitting bottlenecks, and why “people and process” issues are often bigger than the technical ones. They get into utility relationships, workforce development, community solar growing pains, and how outdated interconnection rules are colliding with modern tech like batteries, VPPs, and smart inverters. If you’ve ever had a project stuck in limbo because of utility red tape, this conversation will feel very familiar.

Most solar companies hit a ceiling and never break through.

Geoff Mirkin did, building Solar Energy World into a $100M business and taking it all the way to a successful exit. In this episode, he gets real about what actually drives growth: disciplined operations, strong teams, smart lead gen (without the junk), and a customer experience that compounds over time. They dig into sales management, margins, cash flow, and what buyers really look for when it’s time to sell.

If you want to build a company that runs without you...and is actually worth something at the end...this is the playbook.

What does it actually look like to build a solar company with purpose, and not lose your edge?

In this episode, Joe Marhamati sits down with Maria Kingery (360Impact, Southern Energy Management) to unpack the real journey: scaling into utility projects, implementing operating systems that don’t break your team, and why B-Corp isn’t just a badge.

They get into conscious leadership, employee ownership, and the “above vs. below the line” mindset that changes how decisions get made. If you’re trying to grow without burning out your people (or your mission), this one’s worth it!

From racing solar cars to running a renewable energy conglomerate, Ismaël Ben-Al-Lal has seen every phase of this industry up close. In this episode, he calls out what’s changed (and what hasn’t): how customers actually buy today, why pricing strategy matters more than ever, and where tech is quietly reshaping energy businesses. They also get into the real stuff—culture, leadership, and what goes wrong (or right) during M&A.

If you’re trying to build something that lasts in solar, this one hits different!

Andy McCarthy went from building a solar company in his garage to successfully exiting and he shares the real story behind that journey. In this episode, he breaks down the Australian solar market, the policy headwinds installers have to navigate, and what it actually takes to build something worth selling. It’s a grounded look at growth, grit, and where renewable energy is heading next.