Welcome to Climate CEOs — where climate tech leaders navigate growth, capital, and quiet doubts. Built from work with 300+ climate CEOs and 25 years of meditation. Read by 40,000+ climate operators and investors annually.
Because climate startups mistake interest for intent.
Customers say:
“Really interesting.”
“This fits our decarbonization strategy.”
“Let’s stay in touch.”
Congratulations.
You’ve earned a compliment. But QuickBooks shows $0.
Instead, ask:
How are you solving this today?
What did that cost you last year?
Where would the budget come from?
Enter The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you by Rob Fitzpatrick.
Spend your first meeting:
70% diagnosing
30% pitching
Look for evidence:
Quantified cost or risk
Approved budget this fiscal year
Buyer with spending authority
Decision timeline
A real next commitment
If those don’t exist, neither does your pipeline.
It’s just climate flirting.
Is the pain measured in dollars?
Is there an approved budget?
Who signs off?
Has the customer made a meaningful commitment?
Forget “brag-a-watts” or billion-dollar whales that once winked at you.
Hope is not a sales strategy. Or a financing strategy.
It’s pain not yet realized.
Plenty of startups mistake pipeline for revenue. Investors notice the difference.
Many buyers have an innovation team. Fewer have an actual budget.
Find buyers with a headache. Not buyers browsing supplements.
Advil beats creatine every time.
Read the book. It’s a funny and quick Audible listen.
Or get my three-page summary.
Make it a great week. It’s usually a choice.
Climate CEO Coach, Founder, Investor, Board Member, Professor
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P.S. Listen to our Climate CEOs podcast: The $230M Bet on Turning Homes Into Power Plants | Kunal Girota, CEO of Lunar Energy — What if your home could cut electricity bills by 60%, survive weeks without the grid, and earn money while you sleep? 150,000 homes have been helped so far.
P.P.S. Zen Zone: Which is more important to you: freedom or relevancy?
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