For decades, energy analysts have underestimated solar. They assumed cost declines would plateau. They predicted growth would stall. They relied on outdated models that failed to capture its true potential.
And every time, they’ve been wrong.
In January, I unveiled my S-Curve model, proving that solar isn’t just growing—it’s on an unstoppable trajectory, accelerating at an incredible 25% per year.
I’ve spent 25 years championing solar, but never has this conversation felt more urgent. If we want to sustain this momentum—and truly solve the climate crisis—we need to remove the roadblocks standing in our way.
The good news? The solutions are shockingly simple.
Let’s dive in.
Cut the Red Tape, Speed Up the Growth
Right now, solar is the lowest-cost form of energy. We don’t need subsidies or special treatment—we just need fair market access. One of the biggest obstacles in our way? Bureaucracy. Lengthy permitting processes and outdated regulations are stalling projects that should be delivering clean energy today.
It doesn’t have to be this way. Digitizing and automating permitting and interconnection would allow solar and storage projects to plug into the grid seamlessly. Faster approvals mean more solar online, sooner—and that’s a win for consumers, businesses, and the climate.
Open Pricing: Let the Best Tech Win
If we want a truly competitive energy market, we have to let the lowest-cost solutions win. That means removing unnecessary tariffs on clean technology and eliminating outdated energy subsidies across the board. Let solar, storage, and EVs compete on price—because when we do, clean energy wins every time.
And let’s not forget about batteries. Storage isn’t just about keeping the lights on at night; batteries can help regulate frequency, shave peak demand, and reduce grid infrastructure costs. The market should reward these services properly, ensuring we get the lowest-cost, most efficient grid possible.
A Global Standard for Energy Markets
We need a worldwide framework—an Electric Protocol—that treats all energy sources fairly, regardless of size or location. This would ensure that every consumer and prosumer can access real-time energy pricing, getting compensated for the value they bring to the grid. With transparent pricing and open competition, the transition to clean energy will happen faster and at lower cost.
The Bottom Line: Remove the Barriers, Let Solar Scale
The climate solution is already here. Solar is growing exponentially, costs are plummeting, and technology is advancing at breakneck speed. The only thing standing in our way? Market friction. By cutting red tape, embracing open pricing, and enacting simple, fair energy policies, we can supercharge solar’s growth and build the clean energy future we all need.
I’m not advocating for handouts, or special treatment—just an open, transparent market where the best solutions win.
It’s really as straightforward as that.
Solar is ready and the market just needs to catch up. What do you think is the biggest barrier? Drop a comment below—I’d love to hear your thoughts.
Love it Birchy! In the US, we also need to get rid of the dominant financing model, which enables and hides predatory sales practices. This can bring the cost down to <$2.50/W in just about every market. Couple that with easy, standardized permitting and distributed solar & storage will be off like a rocket!