in 1792 poet Thomas gray coined the phrase ignorance is bliss it means that
phrase ignorance is bliss it means that
phrase ignorance is bliss it means that not knowing something is often more
not knowing something is often more
not knowing something is often more comfortable than knowing it like how
comfortable than knowing it like how
comfortable than knowing it like how many calories are in that piece of
many calories are in that piece of
many calories are in that piece of chocolate cake you’re going to eat
chocolate cake you’re going to eat
chocolate cake you’re going to eat anyways you just don’t want to know but
anyways you just don’t want to know but
anyways you just don’t want to know but people forget that ignorance doesn’t
people forget that ignorance doesn’t
people forget that ignorance doesn’t mean you’re dumb
mean you’re dumb
mean you’re dumb it means the lack of knowledge or
it means the lack of knowledge or
it means the lack of knowledge or information not a lack of intelligence
information not a lack of intelligence
information not a lack of intelligence very smart person could be ignorant in
very smart person could be ignorant in
very smart person could be ignorant in the rules of football for example or
the rules of football for example or
the rules of football for example or like me I’m ignorant in the strategy of
like me I’m ignorant in the strategy of
like me I’m ignorant in the strategy of chess
chess
chess so my seven-year-old son Charlie who’s
so my seven-year-old son Charlie who’s
so my seven-year-old son Charlie who’s on the chess team at at school beats me
on the chess team at at school beats me
on the chess team at at school beats me all the time doesn’t mean you’re dumb it
all the time doesn’t mean you’re dumb it
all the time doesn’t mean you’re dumb it means you just are missing some bit of
means you just are missing some bit of
means you just are missing some bit of information that you don’t know but I
information that you don’t know but I
information that you don’t know but I argue that ignorant is very powerful and
argue that ignorant is very powerful and
argue that ignorant is very powerful and it can lead to breakthroughs and spawn
it can lead to breakthroughs and spawn
it can lead to breakthroughs and spawn innovation when you least expect it my
innovation when you least expect it my
innovation when you least expect it my entire business is sort of by accident
entire business is sort of by accident
entire business is sort of by accident and it’s a testament to the power of
and it’s a testament to the power of
and it’s a testament to the power of ignorance in innovation I’m the founder
ignorance in innovation I’m the founder
ignorance in innovation I’m the founder of a green tech company that specializes
of a green tech company that specializes
of a green tech company that specializes in the development of solar energy
in the development of solar energy
in the development of solar energy projects biofuels technology and
projects biofuels technology and
projects biofuels technology and synthetic turf and even though I deal
synthetic turf and even though I deal
synthetic turf and even though I deal with these very complex projects every
with these very complex projects every
with these very complex projects every day I’m not an engineer I’m not a
day I’m not an engineer I’m not a
day I’m not an engineer I’m not a scientist I’m actually a deal maker well
scientist I’m actually a deal maker well
scientist I’m actually a deal maker well my job is is to find ways to take these
my job is is to find ways to take these
my job is is to find ways to take these types of technologies and apply real
types of technologies and apply real
types of technologies and apply real business models to them and make them
business models to them and make them
business models to them and make them viable there are a lot of really
viable there are a lot of really
viable there are a lot of really interesting inventions out there whether
interesting inventions out there whether
interesting inventions out there whether they’re apps or technology or gadgets
they’re apps or technology or gadgets
they’re apps or technology or gadgets that are really clever very innovative
that are really clever very innovative
that are really clever very innovative but their commercial flops they don’t
but their commercial flops they don’t
but their commercial flops they don’t create any value for a client so
create any value for a client so
create any value for a client so nobody’s going to pay for them my job is
nobody’s going to pay for them my job is
nobody’s going to pay for them my job is to take these existing business models
to take these existing business models
to take these existing business models and create a project that is sustainable
and create a project that is sustainable
and create a project that is sustainable financeable and has measurable
financeable and has measurable
financeable and has measurable environmental impacts the entire
environmental impacts the entire
environmental impacts the entire business I have sort of came by accident
business I have sort of came by accident
business I have sort of came by accident and I wanted to tell you the story of
and I wanted to tell you the story of
and I wanted to tell you the story of three of the things that happened to me
three of the things that happened to me
three of the things that happened to me because of my ignorance my first Green
because of my ignorance my first Green
because of my ignorance my first Green Deal was in 2008 previously I worked for
Deal was in 2008 previously I worked for
Deal was in 2008 previously I worked for 13 years for the California State
13 years for the California State
13 years for the California State Legislature politics I know
Legislature politics I know
Legislature politics I know I survived but the last four years that
I survived but the last four years that
I survived but the last four years that I worked there I worked in the
I worked there I worked in the
I worked there I worked in the California State Capitol and I helped
California State Capitol and I helped
California State Capitol and I helped put together the 100 billion
put together the 100 billion
put together the 100 billion dollar-a-year annual budget and after I
dollar-a-year annual budget and after I
dollar-a-year annual budget and after I left all of my friends in government now
left all of my friends in government now
left all of my friends in government now think that if I can solve those problems
think that if I can solve those problems
think that if I can solve those problems I can fix any budget so I got a request
I can fix any budget so I got a request
I can fix any budget so I got a request for that in 2008 a school district in my
for that in 2008 a school district in my
for that in 2008 a school district in my area in San Diego approached me and
area in San Diego approached me and
area in San Diego approached me and asked me if I could help them save money
asked me if I could help them save money
asked me if I could help them save money without firing any teachers or staff and
without firing any teachers or staff and
without firing any teachers or staff and they handed me their 40 million dollar
they handed me their 40 million dollar
they handed me their 40 million dollar budget and I went through it an 87% with
budget and I went through it an 87% with
budget and I went through it an 87% with staff it only leaves 13% to find a way
staff it only leaves 13% to find a way
staff it only leaves 13% to find a way to save money and the single largest
to save money and the single largest
to save money and the single largest expenditure after staff was electricity
expenditure after staff was electricity
expenditure after staff was electricity over a million dollars a year and I
over a million dollars a year and I
over a million dollars a year and I thought maybe if I could find a way to
thought maybe if I could find a way to
thought maybe if I could find a way to attack that I could create the most
attack that I could create the most
attack that I could create the most savings and I knew a little bit about
savings and I knew a little bit about
savings and I knew a little bit about solar having worked in politics you have
solar having worked in politics you have
solar having worked in politics you have to know a little bit about pretty much
to know a little bit about pretty much
to know a little bit about pretty much everything so I’m a kind of a jack of
everything so I’m a kind of a jack of
everything so I’m a kind of a jack of all trades and master of none and so I
all trades and master of none and so I
all trades and master of none and so I thought maybe I could figure out a way
thought maybe I could figure out a way
thought maybe I could figure out a way to use solar to help them save money at
to use solar to help them save money at
to use solar to help them save money at the time though in 2008 all the solar
the time though in 2008 all the solar
the time though in 2008 all the solar projects the pricing was tied to the
projects the pricing was tied to the
projects the pricing was tied to the price of electricity at the utility
price of electricity at the utility
price of electricity at the utility company two months before I was
company two months before I was
company two months before I was approached by the school district two
approached by the school district two
approached by the school district two large universities in California had
large universities in California had
large universities in California had signed 20-years solar contracts that
signed 20-years solar contracts that
signed 20-years solar contracts that saved zero money over time so that
saved zero money over time so that
saved zero money over time so that wouldn’t really do anything for this
wouldn’t really do anything for this
wouldn’t really do anything for this school district so I started noodling on
school district so I started noodling on
school district so I started noodling on it like I always do a couple days later
it like I always do a couple days later
it like I always do a couple days later I was in the shower looking out of the
I was in the shower looking out of the
I was in the shower looking out of the window and the Sun was just coming up
window and the Sun was just coming up
window and the Sun was just coming up over the hills and it kind of hit me in
over the hills and it kind of hit me in
over the hills and it kind of hit me in the eye and all of a sudden it made
the eye and all of a sudden it made
the eye and all of a sudden it made sense
sense
sense this wasn’t a technology problem it was
this wasn’t a technology problem it was
this wasn’t a technology problem it was a financing problem and if I could
a financing problem and if I could
a financing problem and if I could figure out a way to do another type of
figure out a way to do another type of
figure out a way to do another type of contract that created savings it would
contract that created savings it would
contract that created savings it would help the district so I jumped out of the
help the district so I jumped out of the
help the district so I jumped out of the shower barely got dressed sat on my
shower barely got dressed sat on my
shower barely got dressed sat on my computer for about three hours working
computer for about three hours working
computer for about three hours working on spreadsheets which is what I do and I
on spreadsheets which is what I do and I
on spreadsheets which is what I do and I came up with a model that estimated that
came up with a model that estimated that
came up with a model that estimated that the district could save about 10 million
the district could save about 10 million
the district could save about 10 million dollars over the life of the system and
dollars over the life of the system and
dollars over the life of the system and that had never been done so I started
that had never been done so I started
that had never been done so I started talking to bankers and they thought I
talking to bankers and they thought I
talking to bankers and they thought I was crazy
was crazy
was crazy started talking to people in the
started talking to people in the
started talking to people in the industry and they thought I was nuts and
industry and they thought I was nuts and
industry and they thought I was nuts and I was embarrassed
I was embarrassed
I was embarrassed and I felt dejected that this idea that
and I felt dejected that this idea that
and I felt dejected that this idea that I had this seemed so logical
I had this seemed so logical
I had this seemed so logical just didn’t work and the biggest insult
just didn’t work and the biggest insult
just didn’t work and the biggest insult came when I went to see a very savvy
came when I went to see a very savvy
came when I went to see a very savvy financier in San Diego and I went and
financier in San Diego and I went and
financier in San Diego and I went and excited to start a tone in my pitch and
excited to start a tone in my pitch and
excited to start a tone in my pitch and in the middle of it he stopped me he
in the middle of it he stopped me he
in the middle of it he stopped me he said it doesn’t work that’s well how do
said it doesn’t work that’s well how do
said it doesn’t work that’s well how do you know it doesn’t work he said look I
you know it doesn’t work he said look I
you know it doesn’t work he said look I don’t know why it doesn’t work I just
don’t know why it doesn’t work I just
don’t know why it doesn’t work I just know that if it was this easy somebody
know that if it was this easy somebody
know that if it was this easy somebody smarter than you would have already done
smarter than you would have already done
smarter than you would have already done it yes I thought that was a nice way to
it yes I thought that was a nice way to
it yes I thought that was a nice way to call me dumb and I went home thinking I
call me dumb and I went home thinking I
call me dumb and I went home thinking I just can’t believe it but I stuck with
just can’t believe it but I stuck with
just can’t believe it but I stuck with it and I found a way to finance it and
it and I found a way to finance it and
it and I found a way to finance it and we ended up signing that contract with
we ended up signing that contract with
we ended up signing that contract with the school district and another one just
the school district and another one just
the school district and another one just like it with the YMCA and we have now
like it with the YMCA and we have now
like it with the YMCA and we have now deployed over 25 million dollars in
deployed over 25 million dollars in
deployed over 25 million dollars in solar projects when a guy in the green
solar projects when a guy in the green
solar projects when a guy in the green shirt with Solar City comes to your door
shirt with Solar City comes to your door
shirt with Solar City comes to your door now it offers you solar with no money
now it offers you solar with no money
now it offers you solar with no money down 20-year payments to save you money
down 20-year payments to save you money
down 20-year payments to save you money that’s the model I invented in 2008 when
that’s the model I invented in 2008 when
that’s the model I invented in 2008 when people thought I was nuts it happened to
people thought I was nuts it happened to
people thought I was nuts it happened to me the same thing happened to me about
me the same thing happened to me about
me the same thing happened to me about two years ago in the biofuels industry I
two years ago in the biofuels industry I
two years ago in the biofuels industry I was in a meeting and I met some very
was in a meeting and I met some very
was in a meeting and I met some very clever engineers that designed a biomass
clever engineers that designed a biomass
clever engineers that designed a biomass project that can burn coal cleanly and
project that can burn coal cleanly and
project that can burn coal cleanly and create diesel for trucks not very sexy
create diesel for trucks not very sexy
create diesel for trucks not very sexy but it worked it was really interesting
but it worked it was really interesting
but it worked it was really interesting technology I just didn’t want anything
technology I just didn’t want anything
technology I just didn’t want anything to do with the coal industry
to do with the coal industry
to do with the coal industry it’s a dirty way that they minded its
it’s a dirty way that they minded its
it’s a dirty way that they minded its environmental impacts are very bad and
environmental impacts are very bad and
environmental impacts are very bad and the impacts on the miners is even worse
the impacts on the miners is even worse
the impacts on the miners is even worse so I told him I might be interested if
so I told him I might be interested if
so I told him I might be interested if they could find a way to burn something
they could find a way to burn something
they could find a way to burn something else so they suggested burning recycled
else so they suggested burning recycled
else so they suggested burning recycled tires that’s not bad
tires that’s not bad
tires that’s not bad or they say they could burn the solid
or they say they could burn the solid
or they say they could burn the solid waste from a sewage treatment plant
waste from a sewage treatment plant
waste from a sewage treatment plant that’s not sexy definitely they want to
that’s not sexy definitely they want to
that’s not sexy definitely they want to do that so I started newland on it like
do that so I started newland on it like
do that so I started newland on it like I usually do and about a week later a
I usually do and about a week later a
I usually do and about a week later a friend of mine unrelated to any of this
friend of mine unrelated to any of this
friend of mine unrelated to any of this he’s a strict vegan he sent me a report
he’s a strict vegan he sent me a report
he’s a strict vegan he sent me a report about the environmental impacts of the
about the environmental impacts of the
about the environmental impacts of the cattle industry on the environment and
cattle industry on the environment and
cattle industry on the environment and the report concluded that about 20% of
the report concluded that about 20% of
the report concluded that about 20% of the greenhouse gases in the environment
the greenhouse gases in the environment
the greenhouse gases in the environment come from the manure from cattle
come from the manure from cattle
come from the manure from cattle and he said give up meat I thought about
and he said give up meat I thought about
and he said give up meat I thought about it for a second but those in and out
it for a second but those in and out
it for a second but those in and out burgers are so good I put the report
burgers are so good I put the report
burgers are so good I put the report aside and I didn’t think much of it
aside and I didn’t think much of it
aside and I didn’t think much of it about a week later I saw news reports
about a week later I saw news reports
about a week later I saw news reports that Richard Branson from the virgin
that Richard Branson from the virgin
that Richard Branson from the virgin companies was being criticized for not
companies was being criticized for not
companies was being criticized for not doing enough for the environment while
doing enough for the environment while
doing enough for the environment while he burns jet fuel in his airliners and
he burns jet fuel in his airliners and
he burns jet fuel in his airliners and his trips to space and I’m a big fan of
his trips to space and I’m a big fan of
his trips to space and I’m a big fan of Branson I thought that’s too bad for him
Branson I thought that’s too bad for him
Branson I thought that’s too bad for him that night I had a dream and I woke up
that night I had a dream and I woke up
that night I had a dream and I woke up in the morning with this crazy idea what
in the morning with this crazy idea what
in the morning with this crazy idea what if we could tweak the technology and
if we could tweak the technology and
if we could tweak the technology and burn cow manure and make jet fuel for
burn cow manure and make jet fuel for
burn cow manure and make jet fuel for commercial airliners and then the
commercial airliners and then the
commercial airliners and then the airlines would be fighting over who’s
airlines would be fighting over who’s
airlines would be fighting over who’s more green and it would create more
more green and it would create more
more green and it would create more demand for my fuel I think it’s a
demand for my fuel I think it’s a
demand for my fuel I think it’s a transformative technology that can burn
transformative technology that can burn
transformative technology that can burn gas emitting waste and turn it into fuel
gas emitting waste and turn it into fuel
gas emitting waste and turn it into fuel so we don’t have to drill for more
so we don’t have to drill for more
so we don’t have to drill for more petroleum you can imagine my friends who
petroleum you can imagine my friends who
petroleum you can imagine my friends who think they’re funny came up with all
think they’re funny came up with all
think they’re funny came up with all these jokes and puns about working with
these jokes and puns about working with
these jokes and puns about working with manure right the business stinks you
manure right the business stinks you
manure right the business stinks you really stepped in at this time or it’s
really stepped in at this time or it’s
really stepped in at this time or it’s all bull right just to get it back at
all bull right just to get it back at
all bull right just to get it back at him I came up with my own pond that I
him I came up with my own pond that I
him I came up with my own pond that I think is even better utterly clean the
think is even better utterly clean the
think is even better utterly clean the bankers said I was nuts
bankers said I was nuts
bankers said I was nuts they said biofuels don’t pencil the
they said biofuels don’t pencil the
they said biofuels don’t pencil the market isn’t ready for something like
market isn’t ready for something like
market isn’t ready for something like that and again I felt the same feeling
that and again I felt the same feeling
that and again I felt the same feeling of rejection that I felt with solar well
of rejection that I felt with solar well
of rejection that I felt with solar well today I’m the chairman and CEO of an 88
today I’m the chairman and CEO of an 88
today I’m the chairman and CEO of an 88 year-old petroleum company that last
year-old petroleum company that last
year-old petroleum company that last year purchased my company in order to go
year purchased my company in order to go
year purchased my company in order to go green we have 13,000 shareholders and we
green we have 13,000 shareholders and we
green we have 13,000 shareholders and we expect to open a plant by late next year
expect to open a plant by late next year
expect to open a plant by late next year that can burn kal manure to make jet
that can burn kal manure to make jet
that can burn kal manure to make jet fuel the last example of what happened
fuel the last example of what happened
fuel the last example of what happened to me was in the turf business you seen
to me was in the turf business you seen
to me was in the turf business you seen artificial turf in a lot of front yards
artificial turf in a lot of front yards
artificial turf in a lot of front yards it’s a great way to do it I have it at
it’s a great way to do it I have it at
it’s a great way to do it I have it at my house but nobody has really deployed
my house but nobody has really deployed
my house but nobody has really deployed it in large scale because it’s very
it in large scale because it’s very
it in large scale because it’s very expensive it has a big startup cost in
expensive it has a big startup cost in
expensive it has a big startup cost in the break-even point like Solar is years
the break-even point like Solar is years
the break-even point like Solar is years down the road so again I brought a
down the road so again I brought a
down the road so again I brought a different mechanism to the table and I
different mechanism to the table and I
different mechanism to the table and I said what if I could create a financing
said what if I could create a financing
said what if I could create a financing mechanism
mechanism
mechanism for homeowners associations they have a
for homeowners associations they have a
for homeowners associations they have a lot of large common areas and remove
lot of large common areas and remove
lot of large common areas and remove that grass install the turf give them
that grass install the turf give them
that grass install the turf give them payments over time and when I had a cost
payments over time and when I had a cost
payments over time and when I had a cost savings of water the electricity to
savings of water the electricity to
savings of water the electricity to deliver that water which is about six
deliver that water which is about six
deliver that water which is about six watts per gallon the environmental
watts per gallon the environmental
watts per gallon the environmental impact of the lawn mowers and worst of
impact of the lawn mowers and worst of
impact of the lawn mowers and worst of all the clippings of the grass that go
all the clippings of the grass that go
all the clippings of the grass that go to the landfill to create methane it’s a
to the landfill to create methane it’s a
to the landfill to create methane it’s a crazy thing that we do we grow grass you
crazy thing that we do we grow grass you
crazy thing that we do we grow grass you water it we grow it we mow it we throw
water it we grow it we mow it we throw
water it we grow it we mow it we throw it away so we are now deploying hundreds
it away so we are now deploying hundreds
it away so we are now deploying hundreds of thousand square feet at a time for
of thousand square feet at a time for
of thousand square feet at a time for HOAs to save water to help the
HOAs to save water to help the
HOAs to save water to help the environment we had to argue with the IRS
environment we had to argue with the IRS
environment we had to argue with the IRS because we now are going to take
because we now are going to take
because we now are going to take depreciation on the grass which nobody
depreciation on the grass which nobody
depreciation on the grass which nobody has ever done before when we went to the
has ever done before when we went to the
has ever done before when we went to the IRS they said nobody’s ever done that
IRS they said nobody’s ever done that
IRS they said nobody’s ever done that why do you want to do that I said
why do you want to do that I said
why do you want to do that I said because it makes a lot of sense it now
because it makes a lot of sense it now
because it makes a lot of sense it now makes sense so the most important thing
makes sense so the most important thing
makes sense so the most important thing was my ignorance in the market is what
was my ignorance in the market is what
was my ignorance in the market is what kept me from being trapped in the same
kept me from being trapped in the same
kept me from being trapped in the same box that all these other people were
box that all these other people were
box that all these other people were because I wasn’t trained like them I
because I wasn’t trained like them I
because I wasn’t trained like them I didn’t think like them and I didn’t have
didn’t think like them and I didn’t have
didn’t think like them and I didn’t have the burden of their paradigm the reason
the burden of their paradigm the reason
the burden of their paradigm the reason that solar prices were originally
that solar prices were originally
that solar prices were originally connected to utility cost or because the
connected to utility cost or because the
connected to utility cost or because the First Solar deals were done by utility
First Solar deals were done by utility
First Solar deals were done by utility people that’s their world the reason
people that’s their world the reason
people that’s their world the reason that the bio fuels wasn’t done is
that the bio fuels wasn’t done is
that the bio fuels wasn’t done is because they’re all looking at burning
because they’re all looking at burning
because they’re all looking at burning corn and to make ethanol these other
corn and to make ethanol these other
corn and to make ethanol these other things and nobody looked at the problem
things and nobody looked at the problem
things and nobody looked at the problem right in front of them which is five
right in front of them which is five
right in front of them which is five million tons a day of manure in the
million tons a day of manure in the
million tons a day of manure in the United States so I just came at it from
United States so I just came at it from
United States so I just came at it from outside the box which is what I really
outside the box which is what I really
outside the box which is what I really do people say think outside the box I
do people say think outside the box I
do people say think outside the box I live outside the box but the thing that
live outside the box but the thing that
live outside the box but the thing that kept me from being trapped in the box
kept me from being trapped in the box
kept me from being trapped in the box was that I wasn’t afraid of my ignorance
was that I wasn’t afraid of my ignorance
was that I wasn’t afraid of my ignorance I was able to go past the note because
I was able to go past the note because
I was able to go past the note because had I not done that I’d be here telling
had I not done that I’d be here telling
had I not done that I’d be here telling you about a crazy idea for I had for
you about a crazy idea for I had for
you about a crazy idea for I had for Stoller one time but I didn’t pursue it
Stoller one time but I didn’t pursue it
Stoller one time but I didn’t pursue it or a dream that I had about powering
or a dream that I had about powering
or a dream that I had about powering jets with the manure from cows because I
jets with the manure from cows because I
jets with the manure from cows because I didn’t listen to the knows ignorance
didn’t listen to the knows ignorance
didn’t listen to the knows ignorance isn’t an insult it’s actually a
isn’t an insult it’s actually a
isn’t an insult it’s actually a compliment it’s a compliment to the
compliment it’s a compliment to the
compliment it’s a compliment to the strength that it takes to go past
strength that it takes to go past
strength that it takes to go past the regular thinking to not stop when
the regular thinking to not stop when
the regular thinking to not stop when people say it can’t be done or
people say it can’t be done or
people say it can’t be done or somebody’s smarter than you would have
somebody’s smarter than you would have
somebody’s smarter than you would have already done it so I leave you with this
already done it so I leave you with this
already done it so I leave you with this I hope you do pursue those crazy ideas
I hope you do pursue those crazy ideas
I hope you do pursue those crazy ideas that you have because I know just about
that you have because I know just about
that you have because I know just about everybody has that crazy idea and
everybody has that crazy idea and
everybody has that crazy idea and they’re afraid to step out of the box
they’re afraid to step out of the box
they’re afraid to step out of the box and feel humiliated and like I did and
and feel humiliated and like I did and
and feel humiliated and like I did and my hope for you is that you’re ignorant
my hope for you is that you’re ignorant
my hope for you is that you’re ignorant enough to give it a real try thank you
enough to give it a real try thank you
enough to give it a real try thank you for sharing your time with me
for sharing your time with me
for sharing your time with me [Applause]
”
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