#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. ⸻ 🎓 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://getsuper.cool/ 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