Product Strategy: Start Premium, Then Scale

Most energy conversations start with scarcity. This one starts with abundance. Sunlight powers nearly everything on Earth, directly or indirectly. And yet we have almost no control over when or where we get it. Ben Nowack thinks that’s a solvable problem. Ben is the founder and CEO of Reflect Orbital, a company building satellites designed to redirect sunlight from space—not as a thought experiment, but as a product. The company nearly died before it worked. Eight months in, Ben had $300 left and was living in a garage. He made a deliberate decision to go $50,000 into credit card debt to finish critical tests. At one point, he was down to $21 of available credit. A month later, Reflect raised its first round. Today, the company is preparing to launch its first revenue-generating satellites. This is a conversation about building conviction, finding the real market, and what changes when a fundamental resource becomes programmable.

In our conversation, we explore:

• How Reflect’s satellites work
• The surprising pivot from energy to lighting applications that made the business immediately viable
• Ben’s remarkable journey from building RC planes and X-ray machines in high school to founding Reflect
• Why previous attempts at space mirrors failed and what’s changed to make this possible now
• The near-death moment when Ben went $50,000 into credit card debt to keep his vision alive
• How Reflect plans to scale from moonlight-level brightness to potentially powering solar farms
• The company’s first satellite launches planned for this year, and their path to a full constellation
• The wide range of applications, from emergency response to municipal lighting to agriculture

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Timestamps

(00:00) Introduction to Ben Nowack

(02:26) What Reflect Orbital is building

(05:07) How the satellite constellation works

(08:00) What Reflect is launching this year

(10:35) Finding early markets

(13:43) Ben’s childhood and early building experiences

(22:04) What Ben learned working for startups

(28:03) High school projects: X-ray machines, rocket engines, and fusion reactors

(33:14) The eureka moment that led to Reflect

(35:24) Early validation of the idea

(38:35) The Russian space mirror experiments of the 1990s and what’s changed

(42:31) Partnering with Tristan Similac as co-founder

(45:05) Baiju Bhatt’s involvement

(47:04) Why Reflect isn’t pivoting to space-based data centers

(50:54) Common misconceptions about Reflect’s technology

(55:11) Why programmable light is valuable

(1:01:28) Initial target markets

(1:03:42) The future markets for Reflect

(1:07:33) Reflect’s company culture and operational philosophy

(1:12:05) Surprises and struggles in building Reflect

(1:14:56) Putting the idea to the test

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Follow Ben Nowack

LinkedIn: https://www.linkedin.com/in/ben-nowack

X: https://x.com/bennbuilds

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Resources and episode mentions

—People—

• Vladimir Syromyatnikov: https://en.wikipedia.org/wiki/Vladimir_Syromyatnikov
• Tristan Semmelhack on LinkedIn: https://www.linkedin.com/in/tristan-semmelhack-6a1ba0149
• Baiju Bhatt on LinkedIn: https://www.linkedin.com/in/bprafulkumar
• Marc Andreessen on X: https://x.com/pmarca
• J.P. Morgan: https://en.wikipedia.org/wiki/J._P._Morgan
• Ric Burton on LinkedIn: https://www.linkedin.com/in/richardjburton

—Other resources—

• Reflect Orbital: https://www.reflectorbital.com
• Zipline: https://www.zipline.com
• Cassegrain: https://en.wikipedia.org/wiki/Cassegrain_reflector
• Advanced Composite Solar Sail System (ACS3): https://www.nasa.gov/mission/acs3
• Znamya: https://en.wikipedia.org/wiki/Znamya_(satellite)
• Aetherflux: https://www.aetherflux.com
• Elon Musk’s post on X about building a sentient sun: https://x.com/elonmusk/status/1985048731818094950
• Denali: https://en.wikipedia.org/wiki/Denali

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