In this episode of Less Talk, More Action, Joel and Owen welcome Josh Dorfman, a climate entrepreneur and media personality behind Supercool. The conversation spans Josh’s entrepreneurial journey, from founding a sustainable furniture company to creating Planted, a carbon-negative building materials manufacturer using innovative grass-based panels. Key discussions include effective communication of climate solutions, the importance of focusing on business outcomes rather than technology features, and the critical role of entrepreneurs in driving sustainable innovation. Josh shares valuable insights on scaling climate tech, and highlighting how companies can make meaningful environmental impact while increasing profits. The episode emphasizes optimism, entrepreneurial resilience, and the potential for solving climate challenges through practical, market-driven approaches. Don’t miss it!
Highlights from this week’s conversation include:
- Josh Dorfman’s Background and Journey (1:14)
- Solar Corner with Owen: Solar Industry Challenges (2:20)
- Solar Industry Outlook and “Solar Coaster” (5:11)
- Tax Credit Phase-Out Timeline (7:27)
- Josh’s Approach to Climate Solutions (9:56)
- Food Waste Entrepreneurship Stories (12:33)
- Supercool Media Brand Structure (15:26)
- Challenges of Selling to Multifamily Owners (18:37)
- Communicating Climate Solutions Effectively (21:32)
- Selling Outcomes, Not Features (28:08)
- Building Planted: Sustainable Materials Startup (33:01)
- Serendipity and Startup Lessons (38:08)
- Building a New Supply Chain (43:04)
- Optimism: Hope for the Future (46:34)
- Connecting with Josh and Parting Thoughts (48:38)
The nexus of business, policy, and sustainability is more divided than ever, but Less Talk, More Action is here to cut through the noise. Hosted by clean energy experts Joel Cesare and Owen Barrett, this podcast dives into the front lines of decarbonization, net-zero real estate, and entrepreneurship. Each episode features bold questions, real solutions, and stories from leaders in science, tech, and business who are taking action to make the world a better place. Join us as we move beyond talk and work toward a cleaner, net-zero future. Learn more and subscribe at lesstalkmoreaction.com.
