Great expectations and even greater hopes surround the solar industry in the United States. However, transforming that potential into reality requires more than simply viewing the world through green-colored lenses. It requires realistic expectations, understanding the true nature of this industry, and a frame-shift in the mindset of solar companies. Foremost, to realize the potential of solar in the United States, the industry must come to terms with the fact that it is a part of the energy complex.
Put simply, the technology roller-coaster is not a path to success that capital-intensive commodity companies should travel.
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