You can’t scale climate solutions if you don’t know how to talk about them.

The companies driving climate adoption know how to frame their value propositions to convince customers, sway skeptics, and disrupt markets. Not with better tech. With better stories—stories that make clean energy feel less like a cause, and more like the cheaper, better, everyday option for Americans.

Keith Zakheim has spent two decades working with climate brands to sharpen their strategy and scale their message. As CEO of Antenna Group, he’s shaped the public narrative around clean energy, circular economy, and climate tech adoption—long before those terms entered the mainstream lexicon.

Keith joins Josh to unpack the new landscape resulting from the One Big Beautiful Bill, the continued surge of private investment, and why even in the Age of Adoption, the right story still determines who grabs market share—and who falters. They break down how Antenna’s new AI tool, Conscious Compass, evaluates whether a brand’s sustainability rhetoric matches reality. And they explore why messaging grounded in prosperity, security, and abundance may be 2025’s most strategic climate language.

Clean energy won’t scale because the climate crisis demands it. It’ll scale because it feels like it belongs—like football in the fall.

Show Notes

Guest: Keith Zakheim, CEO

Company: Antenna Group

Article referenced: The Hill - Why the climate and sustainability economy will thrive in a Trump presidency

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Industrial hemp always had believers. What it lacked was a supply chain. Hempitecture is changing that—starting with the first commercial-scale factory in the U.S. making high-performance home insulation from hemp.

Headquartered in Idaho, the company has shipped to 5,000+ customers across 48 states. It’s now the largest buyer of industrial hemp fiber in North America—proving that a crop once sidelined by regulation and volatility can power a fast-growing manufacturing business.

In this episode, co-founder Tommy Gibbons shares the operational playbook: how Hempitecture proved its insulation performs, raised capital through crowdfunding when venture capital didn’t show up, and built a new distribution model in a category with no precedent.

Hempitecture’s insulation cuts carbon in two ways—by lowering embodied emissions during manufacturing and reducing operational emissions once installed.

Nearly a century after hemp was banned in 1937, the supply chain is finally getting built—with carbon impact to match.

And this time, it’s not just legal—it’s scalable.

Show Notes

Guest: Tommy Gibbons, co-founder and Chief Innovation Officer

Company: Hempitecture

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Consumers want the upgrades. The climate does too. But the electrical panel in the garage stands in the way.

EVs, heat pumps, induction stoves—electrification is becoming more attractive. The products are faster, cleaner, cheaper to run. But nearly 48 million U.S. homes still rely on outdated 100-amp service. That means expensive utility upgrades, long delays, and a halt to progress.

Arch Rao, former Tesla Energy product lead, built Span to fix the bottleneck. The Span Panel replaces the old breaker box with a connected, intelligent device that lets homeowners add electric appliances without triggering a full service upgrade. It works with solar, batteries, and EVs—and gives people visibility and control over their energy use for the first time.

Span is the upgrade that makes all the other upgrades possible. And with Span Edge, utilities can manage demand house by house, neighborhood by neighborhood—without building more poles and wires.

Span turns a forgotten piece of hardware into a platform for electrification—at home, and across the grid.

Show Notes

Guest: Arch Rao, Founder & CEO

Company: Span

For more Supercool climate solutions that cut carbon, improve modern life, and shape the new low carbon economy, subscribe to the podcast plus our:

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