It only took me 8 years and 699 episodes to finally land today’s guest! But the wait was WELL worth it. You’re in for a treat. And it was recorded in-person at Strata’s HQ, so you might enjoy some of the extra footage included in the YT video version of this episode. 

Markus Wilhelm founded Strata Clean Energy in 2009, but readily admits that he didn’t have the right initial vision for the company.  In fact, it wasn’t till the THIRD pivot that he says they really found their groove.  By any measure, Strata has now become an undeniable success-story in the world of Solar Energy Development and Construction. Over the course of 15 years, Strata has grown from a small residential installer to a globally-recognized utility-scale developer, owner, and operator of clean energy assets. 

Yet, few have been able to get access to the man behind the curtain and unpack what makes him tick and how Wilhelm's background as a former media executive uniquely prepared him to grow the company to this level. One of the most interesting things for me, having done now 700 of these, is that when Markus and his wife began this venture, it was supposed to be something to pass the time…in his RETIREMENT!  15 years later, he’s still going strong, and Strata is more relevant and impressive than ever.

Filmed at Strata's Durham NC HQ, this episode finds Wilhelm reflecting on the company's evolution—from pioneering the North Carolina solar market to building multi-billion dollar solar and battery storage projects. 

Expect to learn:

• Strata’s three strategy changes that led them to become the company they are today. 
• How building a vertically integrated business model can enhance your project quality.
• How Markus’s background as a media executive prepared him to grow an energy company
• How Strata plans to stay flexible amid inconsistent government policies and administration changes

This is a rare opportunity to hear how an industry titan built a solar company from the ground up.

Oh, and listen closely, because we’re giving away a free gift to our listeners for helping us reach 700 episodes!

Learn about the 10 Uncommon Books That Influenced Leaders of the Energy Transition + Giveaway

If you want to connect with today's guest, you’ll find links to his contact info in the show notes on the blog at https://mysuncast.com/suncast-episodes/.

SunCast is proudly supported by Trina Solar.

You can learn more about all the sponsors who help make this show free for you at www.mysuncast.com/sponsors.

Remember, you can always find resources, learn more about today’s guest and explore recommendations, book links, and more than 650 other founder stories and startup advice at www.mysuncast.com.

Subscribe to Valence, our weekly LinkedIn Newsletter, and learn the elements of compelling storytelling: https://www.linkedin.com/newsletters/valence-content-that-connects-7145928995363049472/

You can connect with me, Nico Johnson, on:

Twitter - https://www.twitter.com/nicomeo

LinkedIn - https://www.linkedin.com/in/nickalus

265,000!  That’s how many of you/us work in Solar Energy so far (and rapidly growing!)

Yet, with 4 million solar installations in the U.S alone, Solar Energy is rarely featured in mainstream media. WHY?

Probably True Solar Stories, a podcast created by Tor Valenza, also known as Solar Fred, aims to bridge this content gap with engaging solar-themed fictional tales.

Valenza, once a Hollywood writer for shows like "The Dead Zone," "Dharma and Greg," and "Stargate SG-1” brings a uniquely solar flair (get it? 😉).

This BONUS episode features Solar Fred sharing a whimsical story about a wedding he actually officiated at RE+ several years back. Loosely based on real events, the narrative follows Matt and Molly, two solar industry professionals who plan to wed at the convention with the help of their industry friends. When an unexpected blackout threatens their plans, the solar community bands together to pull off an unforgettable off-grid celebration on a Las Vegas rooftop.

Stay tuned for Solar Fred's collaboration with Resource Labs and definitely subscribe to Probably True Solar Stories — where the power of the sun meets the power of stories!

Learn about the 10 Uncommon Books That Influenced Leaders of the Energy Transition + Giveaway

If you want to connect with today's guest, you’ll find links to his contact info in the show notes on the blog at https://mysuncast.com/suncast-episodes/.

SunCast is proudly supported by Trina Solar.

You can learn more about all the sponsors who help make this show free for you at www.mysuncast.com/sponsors.

Remember, you can always find resources, learn more about today’s guest and explore recommendations, book links, and more than 650 other founder stories and startup advice at www.mysuncast.com.

Subscribe to Valence, our weekly LinkedIn Newsletter, and learn the elements of compelling storytelling: https://www.linkedin.com/newsletters/valence-content-that-connects-7145928995363049472/

You can connect with me, Nico Johnson, on:

Twitter - https://www.twitter.com/nicomeo

LinkedIn - https://www.linkedin.com/in/nickalus

Many of us working in clean energy forget that access to clean power is still a privilege, not a right. Millions of Americans still don’t have the freedom to choose clean energy. 

People all over the country want to fight climate change by choosing renewable energy sources for their homes and businesses. But, in monopolized electricity markets, consumers are forced  to purchase power from the only available utility (like Duke Energy here in my home state of NC).

CleanChoice Energy is fighting to address this limitation. As you’ll hear from Zoë Gamble Hanes, President of CleanChoice, their platform enables residential customers in deregulated Northeast and Mid-Atlantic states to choose clean energy.  And their the first in the nation to offer 100% green energy direct-to-consumer, or farm-to-table as one press release recently put it.  That is to say, they own both the generation side (with solar and wind farms) and the retail side (consumer choice contracts in deregulated markets), thus “gen-tailer”. 

Expect to learn:

• How CleanChoice Energy distributes power to offer residential customers in deregulated markets a cleaner choice. 
• Why  True Green Capital Management acquired a majority stake in the company.
• Zoë’s Pioneering role in kickstarting the NC solar [tax credit] market and her subsequent milestones with FLS Energy and Pine Gate Renewables.
• How hiring diverse leadership is helping CleanChoice solve complex energy sector problems.
• The importance of balancing professional drive and personal well-being as a leader.

Passionate about clean energy access? This one’s for you. Hit play!

Learn about the 10 Uncommon Books That Influenced Leaders of the Energy Transition + Giveaway

If you want to connect with today's guest, you’ll find links to his contact info in the show notes on the blog at https://mysuncast.com/suncast-episodes/.

SunCast is proudly supported by Trina Solar.

You can learn more about all the sponsors who help make this show free for you at www.mysuncast.com/sponsors.

Remember, you can always find resources, learn more about today’s guest and explore recommendations, book links, and more than 650 other founder stories and startup advice at www.mysuncast.com.

Subscribe to Valence, our weekly LinkedIn Newsletter, and learn the elements of compelling storytelling: https://www.linkedin.com/newsletters/valence-content-that-connects-7145928995363049472/

You can connect with me, Nico Johnson, on:

Twitter - https://www.twitter.com/nicomeo

LinkedIn - https://www.linkedin.com/in/nickalus

Imagine that your phone rings. The person on the other end tells you: “you won the project. Now, we need you to fly to Australia and build the largest battery backup project in the entire world.” 

Powin, a Portland, Oregon-based battery energy storage developer, was up to the challenge. 

Nico got a chance to sit down with then-President of Powin, Anthony Carroll, to discuss where the energy storage market is headed and how large-scale integrators like Powin are moving the needle. 

Under Anthony’s leadership, Powin secured the nearly 2 GWh Waratah Super Battery project in Sydney, Australia. We asked him for his insights into the utility changes and emerging job opportunities that are driving the adoption of battery technology.

Expect to learn:

• How Powin won the contract to build the world’s largest battery backup system. 
• The advancements in safety and reliability shaping large-scale battery deployment.
• Why the U.S. battery market is finally ready for Wall Street

You can learn a lot in 15 minutes… Click play to hear the full discussion!

Learn about the 10 Uncommon Books That Influenced Leaders of the Energy Transition + Giveaway

If you want to connect with today's guest, you’ll find links to his contact info in the show notes on the blog at https://mysuncast.com/suncast-episodes/.

SunCast is proudly supported by Trina Solar.

You can learn more about all the sponsors who help make this show free for you at www.mysuncast.com/sponsors.

Remember, you can always find resources, learn more about today’s guest and explore recommendations, book links, and more than 650 other founder stories and startup advice at www.mysuncast.com.

Subscribe to Valence, our weekly LinkedIn Newsletter, and learn the elements of compelling storytelling: https://www.linkedin.com/newsletters/valence-content-that-connects-7145928995363049472/

You can connect with me, Nico Johnson, on:

Twitter - https://www.twitter.com/nicomeo

LinkedIn - https://www.linkedin.com/in/nickalus

Chris Nelder challenges the status quo. 

And his efforts have, for nearly a decade, centered on mobilizing an army of supporters to help us transition away from fossil fuels. As creator & host of the podcast The Energy Transition Show, Nelder aims to "influence the influencers" through carefully researched interviews with clean energy experts. I know that many many listeners of SunCast are also listeners of Chris’s show (and many have even told me you’re paid subscribers!) which has long-inspired me to watch and appreciate what Chris does. It took me YEARS to finally convince him to give me the honor & privilege of hearing his backstory and sharing it w/you all.

Chris has written about energy and investing for decades, and I consider him one of the genuine thinkers and thought leaders of our modern energy community. Like me, he’s interviewed hundreds of guests on his show and has over 200 episodes; unlike me, each episode for Chris is a deep, deep dive into the technical details geared to help academics and laypersons alike have a more sensible and well-rounded understanding of a topic, not necessarily a person. 

I have heard said of him, “Chris helps me think better about the topic and gives perspectives I might not have considered.”

I like to think of him as a sort of clean energy Yoda…gently, reverently moving the collective ‘mind’ toward the outcome he envisions for our clean energy future, one conversation at a time.

Expect to learn:

• Chris’s journey from internet publishing to solar PV system engineer to energy journalist
• Creating a common vocabulary for key concepts like “renewables” and “energy transition”
• His perspectives on underrated technologies like distributed energy resources (DERs), virtual power plants (VPPs), and geothermal energy
• How Chris selects the most impactful topics and guests 
• Why Chris built The Energy Transition Show as a subscription podcast

 Still reading? Must be pretty intriguing. Hit play!

Learn about the 10 Uncommon Books That Influenced Leaders of the Energy Transition + Giveaway

If you want to connect with today's guest, you’ll find links to his contact info in the show notes on the blog at https://mysuncast.com/suncast-episodes/.

SunCast is proudly supported by Trina Solar.

You can learn more about all the sponsors who help make this show free for you at www.mysuncast.com/sponsors.

Remember, you can always find resources, learn more about today’s guest and explore recommendations, book links, and more than 650 other founder stories and startup advice at www.mysuncast.com.

Subscribe to Valence, our weekly LinkedIn Newsletter, and learn the elements of compelling storytelling: https://www.linkedin.com/newsletters/valence-content-that-connects-7145928995363049472/

You can connect with me, Nico Johnson, on:

Twitter - https://www.twitter.com/nicomeo

LinkedIn - https://www.linkedin.com/in/nickalus

The IRA gave solar manufacturers a huge incentive to manufacture on U.S. soil. How does the 45x incentive work, and are we actually gonna see anybody other than Nextracker capitalize on it?!

Companies like FTC Solar are taking full advantage of this huge manufacturing tax credit. Their Vice President of Sales, Eric Frazier, shares how they’re bringing higher-paying manufacturing jobs back to American communities and what it means for developers.

He also shares his career lessons in mitigating project underperformance, navigating complex project sites, and empowering rural economic development.

Expect to learn:

• How The Inflation Reduction Act(IRA) is transforming U.S. solar manufacturing 
• FTC Solar’s plan to take its manufacturing from 50% domestic to 85% U.S.-based
• The challenges we need to overcome to manufacture complex components in the U.S.
• How Agrivoltaics can create multiple revenue streams for landowners 
• The impact that re-shoring manufacturing is having on small American communities. 

 Interested in the creative ways solar is reviving American communities? Press play!

Learn about the 10 Uncommon Books That Influenced Leaders of the Energy Transition + Giveaway

If you want to connect with today's guest, you’ll find links to his contact info in the show notes on the blog at https://mysuncast.com/suncast-episodes/.

SunCast is proudly supported by Trina Solar.

You can learn more about all the sponsors who help make this show free for you at www.mysuncast.com/sponsors.

Remember, you can always find resources, learn more about today’s guest and explore recommendations, book links, and more than 650 other founder stories and startup advice at www.mysuncast.com.

Subscribe to Valence, our weekly LinkedIn Newsletter, and learn the elements of compelling storytelling: https://www.linkedin.com/newsletters/valence-content-that-connects-7145928995363049472/

You can connect with me, Nico Johnson, on:

Twitter - https://www.twitter.com/nicomeo

LinkedIn - https://www.linkedin.com/in/nickalus

We’ve heard that we need to focus on workforce development.  Yet many times the workforce we’ve developed has to re-invent the wheel for lack of reliable systems to a) know what good looks like, and b) replicate it in the field with minimal oversight.  

What if any solar installer had reliable, step-by-step installation guidance straight from any manufacturer? Would this improve the process? 

Solar projects are custom-built each time, often with components from a range of OEMs. This means that installers have to spend costly hours figuring out how to connect different solar technology on a per-project basis (what we often refer to as commissioning).

Sierra Fan, cofounder of illu, offers a solution to this age-old efficiency hurdle. illu is a software platform that allows manufacturers (and installers) to create custom easy-to-follow processes to aid installers in completing fieldwork of all types. This system eliminates the need for manufacturers(OEMs) to develop their own bespoke software, and it guides installers through solar system installations and commissioning safely, every time.

It’s the simple yet effective idea that won illu the Solar Prize from the DOE and I believe it could be the perfect solution for OEMs trying to better support Installer operations.

Expect to learn: 

• Why illu won the American Made Solar Prize
• How Sierra went from financier at Morgan Stanley to successful entrepreneur
• How illu got their start working on microgrids in Myanmar.
• Strategies for promoting sustainable technology adoption in emerging markets.
• The  partnerships and resources that are bringing  illu early success

This is a startup-story that you won’t want to miss!

Learn about the 10 Uncommon Books That Influenced Leaders of the Energy Transition + Giveaway

If you want to connect with today's guest, you’ll find links to his contact info in the show notes on the blog at https://mysuncast.com/suncast-episodes/.

SunCast is proudly supported by Trina Solar.

You can learn more about all the sponsors who help make this show free for you at www.mysuncast.com/sponsors.

Remember, you can always find resources, learn more about today’s guest and explore recommendations, book links, and more than 650 other founder stories and startup advice at www.mysuncast.com.

Subscribe to Valence, our weekly LinkedIn Newsletter, and learn the elements of compelling storytelling: https://www.linkedin.com/newsletters/valence-content-that-connects-7145928995363049472/

You can connect with me, Nico Johnson, on:

Twitter - https://www.twitter.com/nicomeo

LinkedIn - https://www.linkedin.com/in/nickalus

What if solar installers could easily integrate energy storage with any inverter on the market? LG Energy Storage Systems (ESS) makes that possible, and in an important and elegant way. 

At the 2024 NABCEP Conference, Jim Brown, Senior National Sales Manager at LG ESS, highlighted  LG's new "Home 8" AC-coupled energy storage system, a game-changing product for solar installers. In today’s episode, Jim and Nico discuss AC vs. DC-coupled systems, homeowner misconceptions, and a new technology that will help homeowners maximize the their solar plus storage investment. . Expect to learn:

• Why some homeowners are still buying energy storage systems without solar
• What installers can do to better educate and prepare homeowners for power outages 
• How LG engineered the Home 8 to work with any inverter on the market
• The importance of “frequency watt control”
• How to get the power of Home 8 for your customers

Still reading? Come on, hit play! It’s what the cool kids are doing…

Learn about the 10 Uncommon Books That Influenced Leaders of the Energy Transition + Giveaway

If you want to connect with today's guest, you’ll find links to his contact info in the show notes on the blog at https://mysuncast.com/suncast-episodes/.

SunCast is proudly supported by Trina Solar.

You can learn more about all the sponsors who help make this show free for you at www.mysuncast.com/sponsors.

Remember, you can always find resources, learn more about today’s guest and explore recommendations, book links, and more than 650 other founder stories and startup advice at www.mysuncast.com.

Subscribe to Valence, our weekly LinkedIn Newsletter, and learn the elements of compelling storytelling: https://www.linkedin.com/newsletters/valence-content-that-connects-7145928995363049472/

You can connect with me, Nico Johnson, on:

Twitter - https://www.twitter.com/nicomeo

LinkedIn - https://www.linkedin.com/in/nickalus

We often take access to electricity, refrigeration, and running water for granted. In many parts of the world, these are luxuries. 

In today’s episode, Andi Kleissner and Kurt Kuhlmann, Co-founders and Co-CEOs of Amped Innovation, discuss how they’re changing lives by installing high-performance off-grid solar systems and appliances across Asia and Africa. Nico visited with the pair in their CA headquarters; Seated on two of their high-efficiency solar freezers, they share insights from making solar products that empower impoverished families in the “developing world” to earn stable incomes. 

Expect to learn:

• Amped Innovation’s strategies to encourage productive use of power in emerging markets
• How Amped Innovation designs products with affordability and repairability in mind to make clean energy accessible to the most remote communities. 
• How Amped Innovation leverages microfinance and Pay-as-You-Go systems to overcome financial barriers for families.
• About Amped’s full suite of products, from TVs and freezers to generators

Their entrepreneurial journey is inspiring; we hope you feel the same!

Learn about the 10 Uncommon Books That Influenced Leaders of the Energy Transition + Giveaway

If you want to connect with today's guest, you’ll find links to his contact info in the show notes on the blog at https://mysuncast.com/suncast-episodes/.

SunCast is proudly supported by Trina Solar.

You can learn more about all the sponsors who help make this show free for you at www.mysuncast.com/sponsors.

Remember, you can always find resources, learn more about today’s guest and explore recommendations, book links, and more than 650 other founder stories and startup advice at www.mysuncast.com.

Subscribe to Valence, our weekly LinkedIn Newsletter, and learn the elements of compelling storytelling: https://www.linkedin.com/newsletters/valence-content-that-connects-7145928995363049472/

You can connect with me, Nico Johnson, on:

Twitter - https://www.twitter.com/nicomeo

LinkedIn - https://www.linkedin.com/in/nickalus

New York set an ambitious goal for a zero-emission electricity sector by 2040.

What will it take to get there? 

Turns out, hydrogen may be a key component to New York's climate strategy, especially for difficult-to-electrify sectors.

Haiyan Sun is the program manager and team leader for hydrogen and clean fuels at the New York State Energy Research and Development Authority (NYSERDA).  With over a decade of experience in the power sector (much of which was in GE’s gas division), she has valuable insights to offer on hydrogen’s potential to fuel NY’s clean energy goals, so listen up!

Expect to learn:

• How hydrogen can decarbonize hard-to-electrify industries like the transportation, power gen, and high temperature industrial sectors (ie, Steel).
• The importance of including disadvantaged communities in the energy transition.
• New York's strategy for making hydrogen as successful as solar and battery storage. 

Curious about how hydrogen fits into the green energy puzzle? Press play!

Learn about the 10 Uncommon Books That Influenced Leaders of the Energy Transition + Giveaway

If you want to connect with today's guest, you’ll find links to his contact info in the show notes on the blog at https://mysuncast.com/suncast-episodes/.

SunCast is proudly supported by Trina Solar.

You can learn more about all the sponsors who help make this show free for you at www.mysuncast.com/sponsors.

Remember, you can always find resources, learn more about today’s guest and explore recommendations, book links, and more than 650 other founder stories and startup advice at www.mysuncast.com.

Subscribe to Valence, our weekly LinkedIn Newsletter, and learn the elements of compelling storytelling: https://www.linkedin.com/newsletters/valence-content-that-connects-7145928995363049472/

You can connect with me, Nico Johnson, on:

Twitter - https://www.twitter.com/nicomeo

LinkedIn - https://www.linkedin.com/in/nickalus

Is solar plus storage magically going to fix our grid? If you listen to many of the conversations I’ve heard the last 2+ years, you’d easily assume “we got this, just throw some batteries out there and we’re well on our way to 100% RE!” 

Turns out it’s not that simple. 

Building hybrid power (solar+storage) projects requires a deep understanding of the unique challenges they present, from how to forecast revenue to  building integrated software solutions that can handle massive complexity.  Leigh Zanone, an 18-year solar industry veteran, shares his insights and experience from working in leadership roles at meteocontrol and Avantus (formerly 8Minute Energy) plus a long tenure in the monitoring & asset management side of the business long before that was even the terminology. Leigh’s expertise spans the technical, legal, and financial aspects of solar project management, and his perspective on what it takes to finance and build these projects will challenge your conventional wisdom. 

Expect to Learn:

• Why deploying hybrid projects is far more complex than solar-only projects.
• Why comprehensive software solutions for forecasting and optimization are currently lacking (and how we can solve this issue).
• How we can better educate investors to help them understand hybrid project risks.
• The hidden complexities that actually require longer diligence periods for hybrid projects.
• What factors make solar plus storage almost three times more volatile than traditional solar projects

Press play, get smarter.

Learn about the 10 Uncommon Books That Influenced Leaders of the Energy Transition + Giveaway

If you want to connect with today's guest, you’ll find links to his contact info in the show notes on the blog at https://mysuncast.com/suncast-episodes/.

SunCast is proudly supported by Trina Solar.

You can learn more about all the sponsors who help make this show free for you at www.mysuncast.com/sponsors.

Remember, you can always find resources, learn more about today’s guest and explore recommendations, book links, and more than 650 other founder stories and startup advice at www.mysuncast.com.

Subscribe to Valence, our weekly LinkedIn Newsletter, and learn the elements of compelling storytelling: https://www.linkedin.com/newsletters/valence-content-that-connects-7145928995363049472/

You can connect with me, Nico Johnson, on:

Twitter - https://www.twitter.com/nicomeo

LinkedIn - https://www.linkedin.com/in/nickalus