377. Josh Dorfman. Evolving Your Personal Brand.
Josh Dorfman
August 28, 2025
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In this episode, Josh Dorfman explores the evolution of personal branding, the art of engaging storytelling, and the key moments that shaped his career in sustainability — from The Lazy Environmentalist to Supercool. He shares how he’s kept audiences engaged through authentic narratives and a commitment to personal and professional growth.
Key Points Discussed:
Evolving a Personal Brand: Josh reflects on his journey from consumer-focused sustainability efforts to B2B climate solutions, and how he’s stayed true to his mission of advancing environmental causes.
Storytelling that Sticks: He shares his approach to making sustainability compelling — using relatable, memorable stories to reach audiences who might not otherwise engage with climate topics.
The Launch of Plantd: Josh discusses the origins of Plantd, a company producing sustainable building materials from fast-growing grass, and how teaming up with engineers from SpaceX helped bring the idea to life.
Introducing Supercool: He introduces Supercool, a media platform spotlighting breakthrough climate solutions, aimed at business leaders and decision-makers to expand the impact of sustainable innovation.
Josh Dorfman is a climate entrepreneur, author, and media personality. He is the CEO and host of Supercool, a media company covering real-world climate solutions that cut carbon, increase profits, and enhance modern life. Josh was previously the co-founder and CEO of Plantd, a carbon-negative building materials manufacturer, which was named to Fast Company’s list of the World’s Most Innovative Companies in 2024. He has founded two modern design sustainable furniture companies, directed Vine.com, an Amazon e-commerce business specializing in natural and organic products, and served as the CEO of The Collider, the nation’s first innovation center for climate resilience and adaptation. Additionally, Josh was previously known as The Lazy Environmentalist, a media brand he developed into an award-winning television series on Sundance Channel, a daily radio show on SiriusXM, and two popular books.
His work has been featured in The Wall Street Journal, The New York Times, Forbes, TechCrunch, Fast Company, and Reuters. Josh has also made regular appearances on national television and radio programs, including Morning Joe, Fox & Friends, and NPR’s All Things Considered, and is the only guest to ever ride a bike onto The Martha Stewart Show.Josh holds an MBA from the Thunderbird School of Global Management and a BA from the University of Pennsylvania.
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