Ready to launch your own podcast? Book a strategy call.
Frontlines.io | Where B2B Founders Talk GTM.
Strategic Communications Advisory For Visionary Founders
Conversation
Highlights
How Copper Labs is Rewriting the Grid Modernization Playbook
Most startups avoid regulated industries like the plague. The sales cycles are longer, the customers are more conservative, and the barriers to entry are formidable. But in a recent episode of Category Visionaries, Dan Forman shared how Copper Labs is turning these very challenges into competitive advantages in the utility sector.
Finding the Gap in a Legacy Market
“We’ve come into a really old legacy market, solved into a tough utility customer, but solving a substantive problem of modernizing these grids in the most efficient way,” Dan explained. The problem was clear: utilities could only understand what was happening on their grid either “best case yesterday, and typically last month.”
But what makes this story particularly interesting isn’t just the problem they’re solving – it’s how they’re challenging decades of industry assumptions about the solution. While established vendors push for complete infrastructure replacement, Copper Labs discovered that existing meters were already broadcasting the necessary data. The secret? “Meters are already broadcasting usage data almost all the time. It’s just that in some cases, a truck will drive by to get it once a month,” Dan revealed.
The Unconventional Go-to-Market Approach
Rather than following the traditional enterprise sales playbook, Copper Labs developed a three-pronged strategy that turned industry constraints into advantages.
First, they invested heavily in regulatory affairs – an unusual move for a Series A startup. “For a startup of our size to have to invest so heavily in doing things like that is atypical. You wouldn’t do that in most markets, but in a regulated utility market, it’s table stakes,” Dan noted. This decision proved crucial when regulators began mandating utilities to implement demand management programs.
Second, they leveraged the non-competitive nature of the utility sector. “The interesting dynamic with utilities is they don’t compete with each other for the most part,” Dan explained. This insight led them to turn customer success stories into powerful sales tools, with National Grid becoming both a major customer and investor.
The Art of Being “Respectfully Provocative”
Perhaps most fascinating is their approach to challenging industry norms while maintaining credibility. Dan calls it being “respectfully provocative” – a delicate balance of challenging the status quo without alienating potential customers.
Their Valentine’s Day article “Falling Out of Love with AMI” became the highest-performing piece on a major industry site in two years. But it also taught them valuable lessons about balanced criticism. “How do you call BS on something that needs it without making the people that bought into their story seem like they’re part of the problem?” Dan reflected.
Breaking Free from Pilot Purgatory
To escape what Dan calls “pilot hell,” Copper Labs developed a systematic approach to scaling beyond initial deployments. The key? Strategic proof points that resonated with the industry’s risk-averse nature.
“A lot of what needs to take place in this market in particular is just staying around long enough because these utilities are risk averse. They don’t want to go and pick the flashy new startup that’s come around. They want to work with somebody that’s been around for a while,” Dan explained.
Their solution was to become ubiquitous in the industry. This year alone, they’ve had a presence at 26 conferences. The result? “The anecdote coming back has been Copper’s everywhere. We’re seeing you everywhere,” Dan shared.
Shifting the Industry Narrative
Rather than just selling technology, Copper Labs is working to fundamentally change how the industry thinks about grid modernization. “We need to shift the narrative in the market,” Dan emphasized. “We’ve all been marching in the same direction for a long time. It hasn’t worked. We’ve got new problems to solve.”
This narrative shift focuses on practical realities: the U.S. has more outages than any developed country, and about 900 billion gallons of water are wasted yearly through easily addressable residential leaks. By highlighting these problems, Copper Labs is helping utilities “ask new and better questions” about grid modernization.
For founders taking on regulated industries, Copper Labs’ journey offers valuable lessons: regulatory engagement isn’t just compliance – it’s a strategic advantage; industry constraints can become opportunities; and sometimes the best way to scale isn’t to fight the system’s conservatism, but to use it to your advantage.
As Dan summarized their mission: “I want Copper to be the company that helped prepare the utilities and this broader industry for that coming change.” It’s a reminder that sometimes the biggest opportunities lie in the markets others avoid.
Actionable
Takeaways
Innovate with a Purpose:
Focus on solving real-world problems that resonate deeply with users, as Dan did with his early AI company and now with Copper Labs' utility solutions.
Challenge the Status Quo:
Don't be afraid to disrupt traditional markets with innovative approaches. Copper Labs' "respectfully provocative" marketing strategy has been key in differentiating their solutions.
Engage Regulators Early:
In highly regulated industries, engaging with regulators can provide strategic advantages and help navigate complex market dynamics effectively.
Leverage Strategic Partnerships:
Building strong relationships with industry leaders and securing credible case studies can significantly boost market adoption and trust.
Persistence in Piloting:
Success in enterprise markets often requires enduring through multiple pilot stages and proving value before achieving large-scale adoption.
Recommended Founder
Interviews
Allen Kramer
Co-Founder & COO of Crux
Allen Kramer, Co-Founder and COO of Crux: $27 Million Raised to Power the Future of Sustainable Finance
Quentin Scrimshire
CEO and Co-Founder of Modo Energy
Quentin Scrimshire, CEO & Co-Founder of Modo Energy: $20 Million Raised to Build the Energy Asset Benchmarking Category
Curtis VanWalleghem
CEO of Hydrostor
Curtis VanWalleghem, CEO of Hydrostor: $322 Million Raised to Build the Future of Energy Storage
Chris Hare
CEO of PRTI
Chris Hare, CEO of PRTI: Over $25 Million Raised to Transform America’s Billions of Waste Tires into Valuable Commodities
Astrid Atkinson
CEO & Co-Founder of Camus Energy
Astrid Atkinson, CEO of Camus Energy: $20 Million Raised to Build the Future of Grid Management
John Belizaire
CEO of Soluna
John Belizaire, CEO of Soluna: $180 Million Raised to Power the Future of Renewable Computing for AI
Dr. Kai-Philipp Kairies
CEO and Co-Founder of Accure
Dr. Kai-Philipp Kairies, CEO & Co-Founder of Accure: $18.5 Million Raised to Build the Future of Battery Intelligence
Ali Javidan
Co-Founder of Range Energy
Ali Javidan, Co-Founder of Range Energy: $9 Million Raised to Build the Future of Electric Semi-Trucks
Kaitlyn Albertoli
CEO and Co-Founder of Buzz Solutions
Kaitlyn Albertoli, CEO and Co-Founder of Buzz Solutions: Nearly $6 Million Raised to Build the Future of Infrastructure Inspection
Alisa Valderrama
Co-founder and CEO of FutureProof Technologies
Alisa Valderrama, Co-Founder and CEO of FutureProof Technologies: $10 Million Raised to Translate Climate and Weather and Financial Risk with Unprecedented Accuracy
Daniel Betts
CEO & Co-Founder of Blue Frontier
Daniel Betts, CEO of Blue Frontier: $47.8M Raised to Revolutionize Air Conditioning with Energy-Storing Smart Climate Technology
Josh Knauer
Co-Founder of Reseed
Josh Knauer, Co-Founder of Reseed: $5 Million Raised to Build the Future of Carbon Credits for Farmers
Alex Siminoff
Director of Marketing of Parity
Alex Siminoff, Director of Marketing at Parity: Mastering HVAC Optimization with Effective B2B Storytelling
Mukund Karanjikar
CEO of CleanJoule
Mukund Karanjikar, CEO of CleanJoule: $55 Million Raised to Power the Future of Sustainable Aviation Fuel
Kameale Terry
Co-Founder and CEO of ChargerHelp!
Kameale Terry, Co-Founder and CEO of ChargerHelp!: Over $20 Million Raised to Build the Future of Electric Vehicle Infrastructure
Kenneth Herschel
CEO and Co-Founder of Viggo
Kenneth Herschel, CEO and Co-Founder of Viggo: Nearly $6 Million Raised to Build the Future of EV Charging Infrastructure
Matt Loszak
CEO & Co-Founder of Aalo Atomics
Matt Loszak, CEO & Co-Founder of Aalo Atomics: $33 Million Raised to Build the Future of Nuclear Energy
Marc Borrett
CEO & Co-Founder of Reactive Technologies
Marc Borrett, CEO & Co-Founder of Reactive Technologies: $80 Million Raised to Build the Future of Grid Measurement
Arvin Ganesan
CEO of Fourth Power
Arvin Ganesan, CEO of Fourth Power: $20 Million Raised to Build the Future of Energy Storage
Tim Weiss
CEO and Co-Founder of Optera
Tim Weiss, CEO & Co-Founder of Optera: $17.5 Million Raised to Build the Future of Carbon Management and Accounting
Sid Jha
Founder & CEO of Arbol
Sid Jha, Founder & CEO of Arbol: Over $20 Million Raised to Build the Future of Climate Risk Management
Joshua Riedy
CEO and Founder of Thread
Joshua Riedy, CEO and Founder of Thread: $20 Million Raised to Power the Future of Energy Grid Maintenance
Antoine Welter
CEO and Co-Founder of Circu Li-ion
Antoine Welter, CEO & Co-Founder of Circu Li-ion: $8.5 Million Raised to Build the Future of Battery Upcycling
Marina Azcarate
Head of Marketing of Mitiga Solutions
Marina Azcarate, Head of Marketing at Mitiga Solutions: Driving the Future of Climate Risk with Cutting-Edge Tech
Allison Wolff
CEO of Vibrant Planet
Allison Wolff, CEO at Vibrant Planet: $34 Million Raised to Build the Future of Land Management Restoration
Scott Graybeal
CEO of Caelux
Scott Graybeal, CEO of Caelux: $70 Million Raised to Transform Solar Energy with Perovskite Technology
Greg Newbloom
CEO and Founder of Membrion
Greg Newbloom, CEO & Founder of Membrion: $23 Million Raised to Build the Future of Industrial Wastewater Treatment Solutions
Thibault Castagne
CEO and Founder of Vianova
Thibault Castagne, CEO and Founder of Vianova: $8.8 Million Raised to Build the Go-To Operating System for the Mobility World
Martin Kosak
Head of Marketing of Sensoneo
Event Marketing Mastery: Martin Kosak on Sensoneo’s Success at Trade Shows
Joselyn Lai
CEO & Co-Founder of Bedrock Energy
Joselyn Lai, CEO & Co-Founder of Bedrock Energy: $9 Million Raised to Power the Future of Geothermal Energy
Ben Christensen
CEO of Cambium Carbon
Ben Christensen, CEO of Cambium Carbon: $5.5 Million Raised to Build a new Category of Sustainable Wood
Michael Witte
CEO & Co-founder of Workrise
Michael Witte, CEO & Co-founder of Workrise: $750 Million Raised to Power the Future of the Energy Industry
Adam Silver
CEO & Co-Founder of Plural Energy
Adam Silver, CEO & Co-Founder of Plural Energy: $2.8 Million Raised to Build the Future of Clean Energy Investing
Matei Stratan
CEO of Ogre
Matei Stratan, CEO of Ogre: $2 Million Raised to Build the Future of Energy Management
Michael Belenkie
CEO and President of Entropy
Michael Belenkie, CEO and President of Entropy: $300 Million Raised to Spearhead Efficiency and Innovation in the Carbon Capture Economy
Virginia Klausmeier
CEO and Founder of Sylvatex
Virginia Klausmeier, CEO and Founder of Sylvatex: More Than $15 Million Raised to Build a Better Class of Sustainable Materials and Drive the Green Revolution
Steff Gerhart
Co-Founder & Co-CEO of ecoLocked
Steff Gerhart, Co-Founder & Co-CEO of ecoLocked: $6 Million Raised to Transform Buildings into Carbon Sinks
Sandeep Ahuja
CEO of Covetool
Sandeep Ahuja, CEO of Covetool: $36 Million Raised to Power the Future of Building Design with AI
Javier Marti
CEO and Founder of Divirod
Javier Marti, CEO & Founder of Divirod: $7.6 Million Raised to Build the Google Maps For Water
Iain Cooper
CEO of SeekOps Inc.
Iain Cooper, CEO of SeekOps, $23 Million Raised to Build the Future of Emissions Monitoring
Elizabeth Muller
CEO and Co-Founder of Deep Isolation
Elizabeth Muller, CEO and Co-Founder of Deep Isolation: Over $22 Million Raised to Build the Future of Nuclear Waste Disposal
Omar Abou-Sayed
Co-Founder & Executive Chairman of Vaulted Deep
Omar Abou-Sayed, Co-Founder & Executive Chairman of Vaulted Deep: $8 Million Raised to Build the Future of Carbon Removal
Greg Fallon
CEO of Geminus
Greg Fallon, CEO of Geminus: $12 Million Raised to Help the Industrial Sector Prepare for the Energy Transition
Matt LeDucq
CEO and Co-Founder of Forum Mobility
Matt LeDucq, CEO & Co-Founder of Forum Mobility: $423 Million Raised to Power the Future of Zero-Emission Trucking
Liz Gilligan
CEO & Founder of Material Evolution
Liz Gilligan, CEO & Founder of Material Evolution: $19 Million Raised to Build the Future of Sustainable Cement
Gary Ong
CEO & Founder of Celadyne
Gary Ong, CEO & Founder of Celadyne: $5 Million Raised to Power the Future of Green Hydrogen Production
Zak Lefevre
CEO of ChargeLab
Zak Lefevre, CEO of ChargeLab: $20 Million Raised to Build the Operating System for EV Chargers
Khaled Hassounah
CEO & Founder of Ample
Khaled Hassounah, CEO and Founder of Ample: $290M Raised to Build the Future of EV Batteries
Manik Suri
Manik Suri, CEO and Founder of Therma: $30 Million Raised to Build the Cooling Intelligence Category
Francesco Volpe
Founder of Renaissance Fusion
Francesco Volpe, Founder of Renaissance Fusion: $30M Raised to Build the Future of Nuclear Fusion Technology
Kentaro Kawamori
CEO & Co-Founder of Persefoni
Kentaro Kawamori, CEO & Co-Founder of Persefoni: $114 Million Raised to Build the Climate Disclosure & Carbon Management Category
Saurabh Kapoor
CEO & Co-Founder of Metafuels
Saurabh Kapoor, CEO & Co-Founder of Metafuels: $22 Million Raised to Pioneer Synthetic Aviation Fuel Technology
Preston Bryant
Preston Bryant, Co-Founder of Momentum: $20 Million Raised to Transform Battery Recycling Through Materials Science Innovation
Gary Lewis
CEO & Co-Founder of Resourcify
Gary Lewis, CEO & Co-Founder of Resourcify: $15 Million Raised to Build the Future of Recycling Management
Doron Myersdorf
CEO & Co-Founder of StoreDot
Doron Myersdorf, CEO & Co-Founder of StoreDot : $200 Million Raised to Power the Future of Electric Vehicles
Troy Carter
CEO and Co-Founder of Earthshot Labs
Troy Carter, CEO and Co-Founder of Earthshot Labs: $11 Million Raised to Power the Future of Ecosystem Conservation and Restoration