The Secret to Scaling Solar? It’s NOT What You Think

In this standout episode, Joe Marhamati sits down with Boaz Sofier (one of the real veterans of the solar industry) for a conversation every solar CEO should hear. Boaz walks through his path from the wild Y2K days to running major solar organizations, and why he ultimately shifted his focus to fixing the one thing that makes or breaks an installation company: culture. What follows is part solar origin story, part executive masterclass, and a surprisingly honest look at how leaders, teams, and companies actually grow — and why the hardest work in solar has nothing to do with the hardware.