Episode 84: Building BRITE Futures in Clean Energy

On this episode of Marketing Moves, we sat down with Manoj Jhaveri, Innovation Services Director at BRITE Energy Innovators. Manoj shares his journey from engineering and entrepreneurship to empowering over 130 clean energy startups across the Midwest. He breaks down how BRITE functions more like an energy-focused startup ecosystem than a traditional incubator, and how programs like their CXO Network are helping founders level up. Manoj also unpacks the real differences between building software and hard tech, from longer timelines to bigger funding gaps—and why communication, coachability, and founder wellness are critical to bridging the “valley of death” in energy innovation.

Clean energy is more than a buzzword—it's a movement powered by innovation, grit, and the tireless work of founders committed to reshaping the way we power our world. One organization at the heart of this movement is BRITE Energy Innovators, Ohio’s leading energy startup ecosystem. In a recent episode of Marketing Moves, host Ashtyn Morris sat down with Manoj Jhaveri, BRITE’s Innovation Services Director, to unpack how the organization is transforming the clean energy landscape across the Midwest.

Manoj’s journey to BRITE started in the world of engineering, transitioned through business consulting at Deloitte, and took a major leap into entrepreneurship with a digital healthcare staffing startup. After a successful exit, he returned to his passion—hard tech and mission-driven innovation—and began working with BRITE.

"I wanted to work on something that was purpose-driven and where I could still learn," Manoj explains. “Energy is one of the most critical topics of our time—right up there with food, water, and the future of AI.”

BRITE isn't just another incubator or accelerator—it’s a full-fledged startup ecosystem. Founded in Warren, Ohio, and brought to life by passionate local leaders and current CEO Rick Stockburger, BRITE supports over 130 startups tackling clean energy, infrastructure, and sustainability.

Their mission? Help early- and growth-stage companies solve complex energy challenges through mentorship, capital connections, and deeply tailored programs.

One of their standout offerings is the CXO Program, a strategic initiative that embeds experienced entrepreneurs into startups that can’t yet afford full-time executive leadership.

“We’re helping fill critical gaps in sales, marketing, finance, operations—everything startups need but can’t always staff,” says Manoj. “We’ve grown from just two CXOs to over 20 in 15 months, working with 30+ companies.”

Clean energy innovation doesn’t move at the speed of software. Hard tech startups often require years of R&D, face longer funding cycles, and operate with complex supply chains. For founders, this means navigating what Manoj calls “the valley of death”—that difficult space between early non-dilutive grant funding and raising meaningful Series A capital.

“Startups need help getting from the lab to pilot to commercialization,” he says. “We act as a bridge across that chasm.”

Another critical piece? Communication. Many energy founders are technical experts—PhDs or engineers—who need support in refining their messaging, branding, and go-to-market strategy. BRITE helps them translate deep science into compelling narratives that resonate with customers, investors, and policymakers.

“People don’t care about all the technical details,” Manoj shares. “They want to know the value you’re creating—and you need to be able to say it in terms even a teenager could understand.”

Marketing plays a central role in helping energy startups move from stealth mode to scale. From building a website to developing a brand identity, BRITE’s marketing collective is helping founders shape the way they show up in the world.

Startups often come to BRITE asking:

• How should we position our brand?

• What language resonates with non-technical audiences?

• How can marketing support sales and fundraising?

For founders lacking marketing backgrounds, BRITE becomes an extension of their team—designing collateral, running CRM tools, and even managing PR and social media.

The conversation also zoomed out to discuss the state of energy innovation in the Midwest. While Manoj sees exciting advances, he notes a critical gap in capital for hard tech ventures.

“If Ohio wants to be known for making things, we need to invest more in hard tech,” he says. “Right now, SaaS gets funded. But the founders building physical products—who are inventing the future—have a harder time raising money here.”

Still, BRITE is bullish on the region’s potential, especially with emerging opportunities in solar, wind, green chemistry, and even next-generation rare-earth-free magnets.

The clean energy transition isn't just about technology—it's about people. It's about the founders taking the leap, the teams solving complex challenges, and the communities rallying behind sustainable innovation. BRITE Energy Innovators is doing more than supporting startups; it’s cultivating a movement—one that champions collaboration, founder resilience, and meaningful progress.

As Manoj Jhaveri reminds us, the road to energy innovation is long, but it’s paved with opportunity. With programs like the CXO Network, BRITE is ensuring that startups don’t walk that road alone. They’re building the infrastructure—not just for energy—but for growth, equity, and a more sustainable future.

In a world that needs bold answers to even bolder challenges, BRITE proves that the Midwest isn’t just keeping up—it’s leading the charge.