Suncast

The best technology does not always win.Sass Peress has spent nearly four decades learning why. Since entering solar in 1988, he has built companies, introduced new technologies, sold hundreds of thousands of solar products, backed ideas that worked, backed at least one that did not, and learned firsthand what separates an exciting invention from something customers will actually buy.One of his most useful distinctions is between “bleeders” and “leaders.” Being first can mean paying for every lesson the rest of the market gets to learn from you. The companies that survive know how to stay tenacious without becoming stubborn, change direction when the evidence demands it, and stop falling in love with their own technology.Sass and Nico dig into the early entrepreneurial experiences that shaped him, why “claims are packaging,” what selling 250,000 solar chargers taught him about finding the right customer, and why great salespeople sell outcomes rather than features or pain.They also explore supercapac