The Trillion Dollar South: What If We Electrify First?

If my math's right, homeowners in the Southeastern US will spend $1T transitioning their homes and vehicles to electric over the next two decades.

Electrification is complicated and messy. It will get messier. Customers will be disappointed; bad reviews will land. But those who lean in might get a bigger piece of that $1T than those who don't. It could also mean helping 30 million families get healthier and wealthier. And it might be pretty fun, too.

Everyone will play a role in this, but I'd argue there's no more important role than the one electricians will play. The Trillion Dollar South project is about supporting the contractors and techs who want to lead this transition.

Who am I and why should you care?

My name's Matt Candler.


I’m a hard-tech amateur.

I'm a soft-skills pro.

  • I built 4.0, one of Fast Company's top 10 most innovative companies in education.
  • I've helped 1,000+ entrepreneurs run pilots & helped 300+ scale from there.
  • I helped build the nation's first charter school incubator in NYC, now home to one of the highest quality charter ecosystems in the US.
  • I helped design and run the ops center for the largest peace-time event in world history, the 1996 Atlanta Olympics.
  • I led the first national expansion at KIPP, now the largest charter school network in the US.
  • Ok not that much scale, but tons of fun. First startup: I delivered halloween pumpkins door-to-door in high school.
  • I won awards for negotiations and leadership from one of the best business schools in the US, Northwestern's Kellogg School of Management.

I've used every one of these 19 tools incorrectly over the last 30 years, and I'm committed to helping you learn from other folks’ mistakes, especially mine.

Ask me anything.

FREE: Book 30 minutes to talk about the $1T opportunity in the SE

I'm very curious to learn from actual operators in the field about how these numbers land for you, and whether or not you buy this idea - that today's electricians, HVAC techs and plumbers are tomorrow's gatekeepers to $1T.

Book 30 mins with me and I'll walk through some of the rough analysis I'm doing on the ~$1T homeowners in the Southeast will spend on electrification in the next 20 years. If you're down, I'll also share a few ways I'm thinking about how you can move into a leadership role: