I was born and raised in Austin. After graduating from Rice University, I attended the University of Texas. In 2011, solar became my passion. I have two children, who are 12 and 10 years old. I also race motorcycles. I am a motorcycle racing addict. I have been racing motorcycles my entire life and will continue to do so for the rest of my life if my body is still in good shape. I live here, and our team is currently about 750-strong.
Can you tell us a little about the beginning stages of your company? DESPITE THE FACT THAT YOU WERE NOT PRESENT FROM THE BEGINNING.
When I first became interested in solar power for my home, I was a finance specialist with a background in Corporate Finance. When I asked for help from two solar companies, they did not respond. I realized that the solar industry was lacking in customer service and clear information. I saw a way to make solar easier for homeowners to understand and more affordable.
In 2011, I met Adrian Buck, who ran a subcontracting company called Freedom Solar. We decided to team up because his expertise was in design and installation, and mine was in finance and the vision of creating a customer-centric business. We began the business by contacting customers directly, providing them with information, and explaining the economics behind solar.
WHAT WAS YOUR PRIMARY IDEAS FOR STARTING THE COMPANY?
We wanted to solve the problem of limited solar energy knowledge among potential customers. We wanted to give them the information they needed and to handle the whole process if they decided to go ahead. We knew we were on to something when we heard the positive feedback from our customers. Their interest in solar energy confirmed what we already suspected. Solar penetration is still low today, and many people do not know the potential and benefits of solar energy. We have always focused on being faster and better, not cheaper. We place a high priority on customer service, quality installation, and a hassle-free environment. There may be more affordable options on the market, but customers value other factors such as professional installation and system monitoring. Our business is built around these values.
CAN YOU TELL US ABOUT YOUR COMPANY’S GROWTH IN THE FIRST YEARS?
We have grown significantly since our humble beginnings. We set a goal of $1 million in revenue in our first year, and we now reach that daily. We must always be clear about what makes us different and our vision. We are always looking for individuals who will share our values and rally behind our picture. This ensures that we keep our promises.
What do you think contributes to the success of a company in general?
For success, I am committed to building a team of strong individuals who share our vision. We empower our employees by providing the right culture and environment. I am convinced that the majority of people are only operating at a fraction of their potential and that we must create an environment where they can thrive. We have grown from a small business to a multimillion-dollar enterprise by focusing on these core principles.
I’ve seen first-hand that people can give much more than what they believe. As a fan of endurance sports, I have experienced moments where I wanted to give up during races. By focusing on one step at a given time and moving forward with persistence, I was able to push past my perceived limits. The same principle can be applied to everyday life. When people are given the opportunity to thrive and encouraged, they often exceed their expectations.
In the early stages of my business, I did not give culture much thought. As entrepreneurs, we were focused on achieving our goals and tackling the many tasks that we faced. As the business grew and as we hired more employees, I began to realize that the culture we created reflected who we are and what we believe in. It was important to define and express our values clearly. We had to put them on paper and communicate them to all involved. We could then attract people who share our values and are committed to moving forward in the same direction.
It is not easy to create and maintain a strong corporate culture. It takes a deliberate effort and a commitment to the values and principles which define your business. When you build a culture aligned with your vision, it can be a powerful tool that allows individuals to achieve their goals and perform at their highest level. In essence, I agree that culture is a key factor in maximizing the potential of a group.
What does it take to grow a company from the ground up?
No money, no investors, just the determination to make it work. We had no money or investors. Just the will to succeed. Our strategy was straightforward: Sell our first deal, convert it into a new contract, and rely on word of mouth to attract more customers. As a person with a background in finance, I did not want to rely solely on investors who expected returns. Instead, I focused on identifying and meeting a market need. We could grow if people appreciated what we were offering.
Fear was a major motivator for me in those early days. I had only recently overcome my addiction, and now it was time to succeed in this endeavor. Fear of not being in a position to pay my bills or provide for family members became a powerful motivator. This fear pushed me into doing things that I would not have done otherwise. I could no longer afford to be complacent. It was important to have a good idea and a niche people valued. In our case, it was providing solar solutions to customers at home.
Grit became our defining characteristic, and not just because of the idea. It meant being determined and relentless, ready to do anything to make things happen. We persisted despite setbacks and failings. We had a tough week with many challenges. But when we added up our wins and losses, they outnumbered the losers. It’s about making progress and moving on despite adversity.
Another important aspect was building a successful team. It was important to find team members who had complementary skill sets. Conflicts and stagnation can result if everyone has the same skills. My partnership with Adrian was a good example of this. We each brought our unique strengths to the table and were able to work seamlessly together. We sought out specialists in certain areas, such as marketing and operations, to expand the team. We have an expert team that excels in its respective role.
As an entrepreneur, you will initially wear many hats and perform various tasks. Over time, however, you will learn how to delegate tasks and surround yourself with specialists. Building a great team takes time, but the effort is worth it. It would be best if you were determined and tenacious in the beginning until you are able to assemble a team of talented people who can contribute their expertise towards the success of your business.
What were some of the problems you faced in these early days? Were there any that made you think about quitting but decided to move forward anyway?
When we provide excellent service to customers and things go smoothly, I believe that momentum is created. When we deliver on our promises, meet their expectations, and make them satisfied, they will become strong advocates for our company. The CEO of a company cannot promote their business better than a happy customer.
There are times, however, when things do not go according to plan. When we first started, we installed an 80-kilowatt commercial solar system. I told her the system would be perfect and offered to fix any problems personally. A few months later, the plan was underperforming due to module problems. We were faced with a tough decision when the company that was responsible for the warranty went bankrupt. We could have walked away, but we decided to fix it for the customer. We replaced the modules at our own expense, and she became an ardent supporter of our company. Her appreciation reinforced that doing the right things is worth it even when they go wrong.
This is a common occurrence, and it still happens today. We recently had a shortage of panels due to supply-chain issues and couldn’t satisfy customer demand. I reached out personally to the customers and addressed their concerns. I was like a dog removing ticks one customer at a time. By using empathy and open communication, I made it clear that we were sorry for our mistake and committed to rectifying it. We often had to spend money or accept losses in order to make unhappy customers happy. As CEO, I want to find the truth in the business. Are we failing or succeeding? If we fail, why are we failing? I aim for an honest assessment without self-deception. We stop doing something that doesn’t work or try to find ways to improve it. It is about letting go of blame, being open to new ideas, and accepting failure.
It isn’t easy to apply this principle in business because emotions can cloud judgment. We aim to implement this principle into our business. We are committed to evaluating our performance logically, and stepping up the gas pedal when things go well, and braking when they don’t. We make better decisions, win more than we lose, and make progress. It’s not easy, but discipline is a key part of running a business.
I think that how we run our company has a direct effect on our customers. It’s not just a philosophy or an approach. It’s creating a culture of transparency. I have regular conversations with our employees where I discuss the business’s performance. I discuss details such as our finances, whether we are meeting our goals or not, and why. Nearly a thousand of our employees are included in this practice of radical transparency.
I believe everyone in my organization is an adult, and I treat them as such. We do not operate as a sweatshop, nor do we exploit child labor. Being honest and sharing the good as well as the bad is how you treat people. As a team, we must face challenges together and work together to find solutions. Our employees can better understand the performance of our business by fostering a transparent environment. Transparency and respect are natural outcomes of how we treat one another.
It’s all about being committed to our word, keeping our promises, and making amends when we are wrong. No matter what the cost, we’re committed to providing excellent service for our customers. There is no commitment I would make to our customers that is more sincere. For this commitment to be real, it must start within our organization.
It’s all about fostering a culture that is based on belief. When we believe in our values, it will show up in how we treat customers. It will be evident that we are committed to customer service, that we make things right, and believe in our values. It all begins with our employees believing in these values.
Transparency is something I’ve heard a lot of people talk about. I have personally worked with a lot of people, but at the end of the day, none of them delivered on it. WHAT DO YOU THINK?
Let me tell you a funny tale. I held a Q&A with my employees last week. They were able to ask whatever questions they liked. The discussion was lively and unscripted. After the call, I had a second conversation with the CEO of a solar company twice as large as ours about a business transaction. I told him that I had shared my financial results, including our net income, during the call with all of my employees. I mentioned to him that some people were being hostile and that there had been some feedback. He was shocked and asked, “Dude! What do you do?” I said, “Yes, I do.” He thought it was crazy. But this approach has worked well for us. Our employees have responded to our transparency and treatment as adults by showing more respect and authenticity. This may not work for everyone, but it worked here.
The solar industry is highly dependent on human interaction. The solar industry is heavily reliant on human interaction. Automation is not a good option for installing systems on rooftops or for salespeople to interact with customers at their homes. Tesla even tried but couldn’t automate all of these processes. We are in the business of serving individuals as we serve our customers. It’s about people when you run a people-intensive business.
Think about your relationships. You wouldn’t like to deal with someone that constantly bullshite you, would you? We only want to interact with genuine people. This quote is applicable to all aspects of life: “You only get what you are willing to tolerate.” I will have whiny children if I am willing to tolerate them. If I take a partner who mistreats me, I will have an unhealthy relationship. It’s the same for company culture. The same goes for a company culture.
It’s all about what I can tolerate. My standard of excellence is high. I am willing to be open and transparent and maintain high levels of respect. People respect me when I embody this. It all comes down to the people.
CAN YOU GIVE US ANY FINAL THOUGHTS OR ADVICE FOR OUR READERS?
I have spent a lot of time helping others improve their productivity in what they do. It took me some time to realize that I had always been an entrepreneur. I worked in corporate jobs, which paid well but made me miserable. It was clear that I had to change my priorities in order to be happier. I needed to find the equation that made Bret Biggert happy and then follow it.
It turned out that the world of entrepreneurship and taking calculated risks resonated with my personality. Entrepreneurs are able to manage risk in a way that is different from the rest of us. I am naturally energetic and find it difficult to do mundane tasks, like spending all day on Excel spreadsheets. Even though I am capable of doing this, I don’t enjoy it.
Finding your true place in the world is important. Discovering a sense that you have a purpose and are useful is important. Entrepreneurship has brought me fulfillment and satisfaction. It’s similar to finding your place in the universe. It was only when I turned 35 that I found my true place in the world.
It’s more important to concentrate on what we are good at than just chasing our passions. Even though I love racing motorcycles and would do anything to make it a career, I could never make enough money. The solar industry is a great option. The entrepreneurial side of the solar industry has me hooked. I love the thrill of building a company, building a great team, and all the other exciting things. The fact that solar panels can also contribute to a more environmentally friendly environment is amazing. Still, I didn’t get into solar because of a burning desire to save the planet. My entrepreneurial interests and my desire to make a positive contribution to the environment coincided unexpectedly. You know, sometimes life is like that. Unexpected events can bring us incredible opportunities. Timing is also important.
I attended an event recently where five successful business people were inducted into the Business Hall of Fame. It just so happened that one of them was our investor. So I went. It was interesting because, even though they didn’t know what each other would say, all five of them emphasized the same two factors. First, they stressed the importance of building and nurturing a strong team. All agreed that the success or failure of a company is heavily dependent on how you develop and encourage your team. Rarely does a person possess the kind of intelligence to revolutionize an entire industry. Elon Musk is an exception, not the rule.
Two key points emerged from the discussions.
- All the individuals inducted into the Business Hall of Fame stressed the importance of building successful teams. The teams they had assembled around them were strong and helped them achieve great things. A strong team is essential.
- The second point is surprising to me, but I find it very important. The role of luck and timing in achieving success is discussed. Being in the right spot at the right moment can sometimes make a big difference. It’s our responsibility to seize opportunities that present themselves. When I reflect on my success, I see that when I first entered the solar industry 11 years ago, there were a lot of problems. There was a lack of communication and understanding. Fortunately, the world has changed, and we were able to take advantage of the right timing. We were there when people began to embrace solar power. This is something I am truly grateful for. We can’t always control timing or luck, but we can learn to recognize opportunities and take advantage of them.
Overall, I thought these insights were quite valuable and cool. Success is largely determined by two things: building a strong team and being at the right place at just the right time.