It was great to have a virtual face-to-face chat with Scott Wharton, CEO of Tandem PV, a California-based solar panel manufacturer using perovskite technology. Scott is a serial entrepreneur with a rich history of experience in tech, including leadership roles at Logitech and Vidtel, an early pioneer in cloud-based video conferencing. He is now propelling Tandem PV into a leadership position in the fast-emerging perovskite industry, raising more than $60M in funding and leading construction of the first major U.S. commercial perovskite factory. Tandem PV’s panels are 200 times thinner than silicon, use 10% of the energy, and are made entirely in the U.S. without rare earth metals.
Scott and I take a deep dive into the present and likely future state of solar power, a dive that includes some eye-opening statistics on how far the U.S. seems to be falling behind global competitors in terms of securing energy sources adequate to fulfill future demand (much of which will be driven by AI and advanced manufacturing). As Scott observes, in 2024 China built more solar energy capacity than the U.S. has built in its entire history.
We expand our discussion to include marketing strategies that Scott has found successful in his entrepreneurial journey. He emphasizes the importance of direct marketing, PR, and thought leadership. Scott also highlights the role of trade associations in lobbying and education.
Discussion points include:
- The importance of trust and relationships in enterprise-level sales engagements.
- The impact of commercial energy metering on microgrid deployments and the potential for smaller, localized solar projects.
- The role of influencers in B2B marketing, particularly in the niche solar industry.
- The political and regulatory overlay in the solar industry, including tariffs and environmental regulations.
- The increasing demand for energy due to AI and advanced manufacturing, driving the need for more available power.
- How misinformation and agenda-driven statements from various sides are affecting the industry’s perception.
- The economic benefits of batteries in managing peak energy demand and the potential for batteries to replace fossil fuel plants.
- Why B2B marketers should prioritize face-to-face interactions to build trust and relationships.