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Since Sunrun introduced solar as a service in 2007, it has become the preferred way for consumers to go solar in the nation's top solar markets. Sunrun has deployed more than $2 billion in solar systems and has raised more than $300 million in equity capital.

Consumers used to think they had to compromise with solar. It was, 'Okay, I'm doing the right thing for the environment; it's cool to see the panels. I have to compromise on the cost and convenience side.' And now they no longer have to. On the cost side, it's cheaper, and on the convenience side, we set it all up.

Homeowners want solar power. It's cost-effective. We invented a business model that makes it really easy for consumers to switch to solar - and that's solar-as-a-service.

Rooftop solar is the first true form of competition that utilities have ever faced, and that is why they're attacking it.

When I started selling air conditioners early on, customers were willing to pay an extra 200 yuan to buy from Suning. Why? Service was good.

For every family in liberal San Francisco that went solar with SunRun in 2010, nearly eight families in more conservative Fresno made the switch to our solar power service.

We need to invest dramatically in green energy, making solar panels so cheap that everybody wants them. Nobody wanted to buy a computer in 1950, but once they got cheap, everyone bought them.

Price creates incentive, and energy will be developed if there's demand for it at the price you can develop it.

Well, there's no question that the law passed in 1996 was flawed. It deregulated the wholesale market, meaning the price that the utilities had to pay energy companies for power, but not the retail market.