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Frontlines.io | Where B2B Founders Talk GTM.
Strategic Communications Advisory For Visionary Founders
Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech’s most innovative B2B founders. In today’s episode, we’re speaking with Troy Carter, CEO and Co-Founder of Earthshot Labs, an ecological restoration finance platform that has raised $11 Million in funding.
Here are the most interesting points from our conversation:
Troy attributes his entrepreneurial spirit not to his Stanford education but to a lifelong passion for starting projects and businesses in service of his learning journey. He encourages founders, especially young entrepreneurs, to maintain a strong sense of personal agency and self-exploration, even within the confines of institutions. Cultivating an intrinsic drive to solve problems that light up your curiosity is the surest path to fulfillment.
Lamenting the absence of large institutions that represent the best of human wisdom, Troy challenges founders to create organizations that operate with greater love, integrity, and consciousness than their predecessors. He highlights the importance of rethinking power dynamics, fostering individual sovereignty, and empowering every team member to find their voice. Building wise organizations is an ongoing journey of personal and collective growth.
Troy emphasizes the need to anchor climate action in people's immediate, visceral experiences of ecological loss, rather than abstract carbon targets. He shares the story of coral bleaching in Hawaii as a mobilizing moment, driving home the importance of falling in love with the nature in our own backyards. Founders in the climate space should seek to connect their missions to the tangible, intimate reasons that spark individuals to act.
Discussing his ability to remain optimistic in the face of dire ecological projections, Troy distinguishes between grief and despair. He frames grief as an appropriate, even necessary, response to the inevitability of death - and a powerful catalyst for participating in the healing process. Founders grappling with existential challenges must learn to grieve what is being lost while transmuting that emotion into purposeful action.
Earthshot Labs is at the forefront of developing robust risk assessment frameworks and financial vehicles to make carbon projects a viable asset class for institutional investors. Troy outlines the importance of quantitative diligence processes, staged financing facilities, and innovative structures like publicly-traded funds to drive liquidity. Founders seeking to open up new asset classes should prioritize rigorous de-risking to build trust and catalyze capital flows.
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