Trust is everything: Want to make an impact? The first step is winning the trust of your audience.

Climate isn't the value prop: In most cases, solving climate change shouldn't be the value you lead with — start with a more tangible, immediate problem you can solve.

Speed is the name of the game: To scale climate solutions at the rate we need, there's little time for indecision.

Flash can be a liability: The flashier your promise, the more you have to live up to. Make promises wisely.

Founder-led content is leverage: Startups must use the highest-leverage channels they have at their disposal. Founder-led content is one of them.

Niche down before you niche up: Everyone wants to target enterprises and general business. Master your vertical and you'll have the credibility to expand later.

Imperfect execution is better than perfect strategy: "Measure twice, cut once" is nice. Just make sure you actually do the cutting part.