Jared Schoch is the author of the new memoir Solar Coaster: The Untold Story of the Solar Industry and One Man's Journey Leading with Soul. He is the founder of TurningPoint Energy, and he's based in Colorado.
Q: What inspired you to write Solar Coaster?
A: I felt spiritually called to share what I’ve learned after almost 30 years in business and life. This is about paying it forward and helping, educating and inspiring others to navigate their own path with more clarity and purpose.
Q: How was the book’s title chosen, and what does it signify for you?
A: “Solar coaster” is a phrase people in the industry have used for years to describe its incredible highs and lows. Policy changes, financing, interest rates, technology, commodity prices, and politics can completely change the economics of a project or the direction of the industry. You learn very quickly that you have to adapt.
It was the natural title because that has been my professional life for nearly 20 years. But it also describes my personal journey and the importance of leading with soul. There were tremendous highs and some very difficult lows, and I learned that what keeps you grounded through all of it is knowing what you value and why you're doing the work in the first place.
Q: What do you see looking ahead for clean energy?
A: Solar energy, battery storage, and wind energy are the dominant forms of new energy generation coming onto the energy system in the U.S. and globally for the foreseeable future.
If you combine solar, wind, hydro and nuclear, we are at roughly 46 percent of total energy generation combined for the U.S. today, which is a huge leap forward over the last 20 years. If you look forward, we will soon be over 50 percent carbon neutral energy sources on our way to 60 or 70 percent in the coming 10 to 20 years.
While I'm optimistic, the road ahead will not be simple. Electricity demand is growing dramatically, particularly with AI and data centers, and we're going to need a lot more power.
Solar, wind, and battery storage can play a major role because they can be deployed relatively quickly, but we also have real challenges involving the grid, transmission, interconnection, permitting, land use, and community acceptance.
I don't think the future is about one technology winning. It's about building a more flexible, reliable energy system and figuring out how different technologies can work together. Solar has already proven that it can adapt, and I believe it will remain an important part of that future.
Q: What do you hope readers take away from the book?
A: I hope readers come away understanding that Solar Coaster isn't only a book about solar. It's about finding and leading with your soul, navigating uncertainty and change without losing yourself along the way.
One of the biggest lessons of my career is that success can't be measured only by money, titles, or the size of the company you build. You have to ask what you're building, who you're becoming while you're building it, and whether your decisions are aligned with your values and doing the ultimate good you are meant to do, that you are meant to contribute to the world. That's what I mean by leading with soul.
Q: What are you working on now?
A: After more than a decade building TurningPoint Energy, I've stepped away from the day-to-day management of the company but am running the board as chairman.
This shift has given me more freedom to think about where I can have the greatest impact next. I'm still deeply engaged in clean energy, but I'm also spending more time on writing, speaking, and exploring ways to support work around climate change, education, poverty, and spiritual growth.
The book is part of that next chapter. I'm trying to take what I've learned from business and put it to work in ways that have a broader impact. Similar to every other major phase of my life, I am faithfully walking a path I don’t know where will lead me trusting that God will lead me to what I am to do next.
Q: Anything else we should know?
A: This is more than a book. It’s a project about educating, inspiring, and starting conversations, working with students, businesses, and communities, and helping people lead in a more purposeful way to create a better world. Paying it forward.
One hundred percent of any net profit I make from this book will go directly to for- and not-for-profit investment funds set up to help move the needle on education, homelessness, climate change, and/or spiritual growth…as my wife and I have felt called to do.
--Interview with Deborah Kalb








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