Most C&I solar projects don’t fall short because of the solar itself.

They struggle because deals aren’t structured correctly, markets are misunderstood, or developers take on opportunities that were never a fit to begin with.

In this episode of SunCast, Nico Johnson sits down with Aaron Wilson, co-founder and CEO of Solar One, to unpack what actually separates projects that get built and deliver long-term value - from the ones that stall, get delayed, or fail to meet expectations.

Aaron didn’t come up through traditional solar channels. He started in commodities - trading steel and silicon across Europe and China - before moving into development and building Solar One into a vertically integrated C&I solar company operating in markets like Long Island and Texas.

Along the way, he’s:

Built projects in markets most developers overlooked
Helped stand up hundreds of megawatts in Texas - before the market was ready
Made deliberate decisions to walk away from residential solar
And developed a disciplined approach to choosing markets, customers, and deals

In this conversation, we explore:

🔹 Why Solar One chose C&I over the residential gold rush

🔹 What business owners actually need from a solar partner in an era of rising electricity costs

🔹 Why great entrepreneurs are driven by purpose, not ruled by fear

🔹 How to evaluate whether a market is actually viable (vs just “hot”)

🎧 Listen now to learn how to build C&I solar projects that actually deliver.

Are there other technologies you’ve scouted on the frontlines of the Clean Energy Revolution that you think we should be covering here on SunCast?

Hit us up - team@suncast.me with your feedback & recommendations.

Check out OpenSolar OS 3.0 at: https://suncast.media/opensolar

If you want to connect with today's guest, you’ll find links to their contact info in the show notes on the blog at https://suncast.media/episodes/.

Our Platinum Presenting Sponsor for SunCast is CPS America!

SunCast is also sponsored by Nextpower!

You can learn more about all the sponsors who help make this show free for you at www.suncast.media/sponsors.

Remember, you can always find resources, learn more about today’s guest and explore recommendations, book links, and more than 875 other founder stories and startup advice at www.suncast.media.

Subscribe to Valence, our weekly LinkedIn Newsletter, and learn the elements of compelling storytelling: https://www.linkedin.com/newsletters/valence-content-that-connects-7145928995363049472/

You can connect with me, Nico Johnson, on:

Twitter - https://www.twitter.com/nicomeo

LinkedIn - https://www.linkedin.com/in/nickalus

911: Why Most C&I Solar Projects Don’t Succeed (It’s Not the Solar) | Aaron Wilson, Solar One

SunCast