It’s mid-2025, and I just founded Watt-Hour Media, a new company designed to serve the clean energy industry (among others) with written content, communications, and search-engine optimization (SEO) services. But at the present moment, clean energy, communications, and SEO are all facing their own dire existential threats.

As I type this introduction, on the afternoon of June 30th, 2025, the U.S. Senate is in the midst of a “Vote-a-Rama” as it considers its version of H.R. 1, aka the “One Big Beautiful Bill Act.” By the time you come upon these timorous words, dear reader, the vote may have already happened.

If the bill passes without amendment, it could spell disaster for the solar industry in America.

When it comes to written content on the web, anyone, regardless of their knowledge or expertise, can spin up an article on any topic in mere seconds using ChatGPT or Google Gemini.

SEO, too, has been radically altered by the onset of AI. People don’t use ChatGPT only as a plagiarism machine—they also use it like a search engine, asking it for answers to every question they can think of.

So, am I crazy to be starting this company? Maybe a little.

But I’m also a highly-skilled communications professional with a demonstrated history of success, and I’m ready to take on the challenges ahead.

I know that demand for solar may be tempered by changes to the tax credits, but it will never be tamed.

I know that business owners who want to stand out from the endless stream of AI pablum will need highly-skilled professionals to write exceptional, authentic copy for their websites, blogs, and newsletters.

I know that SEO is already adapting to AI search, which means building and proving authentic brand authority are more important than ever. If AI search returns results based on what “everyone is saying,” you had better be sure everyone is talking about you, and what their saying aligns with your brand identity.

Many people are fearful of what is to come, and I’ll admit to feeling some trepidation myself. But to paraphrase Warren Buffet, I believe it is important to be bold when others are fearful.

When things are uncertain and there are challenges all around, it is essential to take a moment to understand the way the wind is blowing, then choose a course of action and act decisively. I’m counting on the fact that the smartest businesses feel the same way, and that they’ll need someone like me.

If you’re ready to eschew fear and take action, reach out now.