845: How to Build Influence in a $1 Trillion Industry

13 snips

Aug 14, 2025

Barry Cinnamon, a solar industry veteran and podcaster at Cinnamon Energy Systems, interviews Nico Johnson, who transformed from solar sales to a podcasting powerhouse. They discuss how storytelling drives audience engagement and builds influence in the clean energy sector. Nico reveals his journey of turning curiosity into a successful media brand, emphasizing that the best marketing feels authentic. The conversation also covers sponsorship strategies and how to craft genuine dialogues that resonate with listeners.

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INSIGHT

Storytelling Scales Workforce Growth

Storytelling is essential to recruit talent and scale the clean-energy workforce.
A compelling narrative helps shift workers from other sectors into energy roles.

INSIGHT

Podcasting Pulls Back The Veil

Podcasting let Nico 'pull back the veil' on industry mechanics and democratize insider knowledge.
Intimate long-form conversations reveal operational realities that listeners can act on.

ANECDOTE

Genesis: Recording Industry Conversations

Nico began Suncast after realizing late-night industry conversations should be recorded.
Early guests returned saying they'd never had their stories captured so deeply.

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So what’s the secret to building influence in a Trillion-dollar industry?

Perhaps it’s “start when it’s only a Billion-dollar industry!”

But in today’s episode a few more “secrets” are discussed.

In this rare role-reversal, Nico Johnson—the voice behind SunCast—is interviewed by solar industry legend (and fellow podcaster), Barry Cinnamon. It’s a full-circle moment packed with lessons on storytelling, scaling influence, and building a media brand that moves the clean energy industry forward.

Nico shares how podcasting became his outlet for deeper industry insight—and how a single conversation with a GreenTech Media analyst changed his life. He reveals how he turned curiosity and connection into a flywheel for audience growth, impact, and eventually revenue.

If you’ve ever wondered how to build influence, tell better stories, or scale a niche media company in a fast-changing industry—this one’s for you.

We also discuss:

🔹 Why the best marketing doesn’t feel like marketing

🔹 The “3-legged” stool of any media company

🔹 How SunCast attracted early sponsors even with a relatively small audience

🔹 Why great storytelling is still the ultimate clean energy recruiting tool

Ready to turn insight into action? Listen now (or watch on SunCast Media), share it with one person who’ll benefit, and tap follow/leave a quick review so we can keep bringing you the playbooks that move our industry forward.

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

Our Platinum Presenting Sponsor for SunCast is CPS America!

SunCast is proudly supported by Trina Solar.

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

Remember, you can always find resources, learn more about today’s guest and explore recommendations, book links, and more than 730 other founder stories and startup advice at www.mysuncast.com.

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