The Solar Coaster

The Solar Coaster is a behind-the-scenes look at the most transformative decade in solar energy — and the rollercoaster ride that entrepreneurs, installers, advocates, and policymakers take along the way. Author Anna Covert blends storytelling, case studies, and practical insights to show how the solar industry grew from a niche market into a mainstream solution for energy independence, climate resilience, and economic growth.

Through exclusive interviews with industry leaders, including Ryan Park, Michael O’Donnel, Anthony Baro, Alex Herrera, Bernadette Del Chiaro, Howard Lamb, Erick Frazier, Hannah Raines and others, the book explores:

• Policy Battles & Incentives: How federal tax credits, state rebates, and net metering programs shaped the solar boom — and the fights to preserve them.
• Sales & Installation Secrets: The evolution of solar sales teams, lead generation, and installation practices — from door-knocking to CRM automation and behavioral science.
• Technology & Market Shifts: The rise of batteries, EV charging, microgrids, and the movement toward energy resilience and customer-owned power.
• Lessons for Business Leaders: How to survive and thrive through price drops, bankruptcies, labor shortages, and utility pushback.

With a smart, candid, and slightly irreverent tone, The Solar Coaster is both a field guide for solar professionals and a compelling narrative for anyone curious about the future of energy. Whether you’re a solar entrepreneur, policymaker, investor, or homeowner, this book will help you understand where the industry is headed — and how to ride the ups and downs without getting thrown off.