Solar has gone down in price over the past 10 years. But what hasn’t changed is the complicated nature of going solar. When I worked at Sungevity, we tried to address this in a number of ways. One was with email and social campaigns (that sadly, weren’t produced because of the company’s impending doom in March 2017) that sought to empathize with potential customers (“Solarwhelmed”) and put them at ease knowing that we lived and breathed solar every day (“Obsessed”).