#476 Stop Pitching Tech, Start Selling Outcomes: Josh Dorfman’s Advice for Climate Founders
In this episode, Mehmet is joined by Josh Dorfman, CEO of Supercool and host of the Supercool podcast. Josh is a serial sustainability entrepreneur, former investor, and media trailblazer with two decades of experience scaling climate-focused ventures. From founding The Lazy Environmentalist to helping build a company that landed a 10M panel deal with D.R. Horton, Josh shares why storytelling—not tech specs—is what drives results in climate tech today.
📌 Key Takeaways:
• Why outcomes matter more than tech or climate talk when selling to real-world customers.
• The single biggest communication mistake climate founders make—and how to fix it.
• Why corporate partnerships (like D.R. Horton or Amazon) are crucial for GTM in climate tech.
• The role of personal branding in breaking through a crowded tech market.
• Why investors are leaning into climate tech for business reasons, not just impact.
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🎓 What You’ll Learn:
• How to pitch climate solutions to skeptics using outcomes, not moral appeals.
• Strategic GTM lessons from real deals in building materials, mobility, and AI-powered HVAC.
• How Josh used media to amplify early-stage ventures (and how founders can do the same).
• What LPs are really looking for in the climate investment space.
About Josh Dorfman:
Josh Dorfman is the founder of Supercool, a media company focused on real-world, proven climate solutions. With previous roles as a VC, tech startup founder, and national radio host, Josh blends operational insight with a media-savvy approach to helping climate founders scale. He is best known for his earlier work as The Lazy Environmentalist on Sirius Radio and Sundance Channel.
Josh is a driving force in sustainable innovation, creating companies that blend cutting-edge technology with a positive environmental impact. As co-founder and CEO of Plantd, Josh spearheaded efforts to produce carbon-negative building materials, earning accolades such as Fast Company's World's Most Innovative Companies. Much like your guest, John, Josh has a way of intertwining sustainability with savvy business practices.
https://www.linkedin.com/in/dorfmanjosh/
https://www.plantdmaterials.com/
Episode Highlights:
[00:03:00] Josh’s China moment that triggered a climate awakening
[00:08:00] Why talking about AI or climate turns off most customers
[00:16:00] What drag racers taught Josh about emotional storytelling
[00:24:00] From prototype to 10M panel order: Scaling a new material with D.R. Horton
[00:31:00] The myth that only young people will solve climate change
[00:43:00] GTM tactics: Changing the RFP instead of chasing it
[00:47:00] Why founders must invest in their personal brand
[00:51:00] Josh’s ideal investment: turning carbon removal into durable products
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