From high unemployment to shifting technologies, members of every generation are handed their own challenges as they endeavor to make their mark on the world. But for those coming of age at the height of the financial crisis, the timing and the circumstances could hardly have been worse. Such was the storm the founders of Sol Systems—a solar financing and development venture whose mission is to promote wide-scale, sustainable energy solutions— had to weather as they worked to launch a successful startup in the most challenging business environment in living memory.
When Yuri Horwitz and George Ashton first broached starting a business, Ashton was working full-time at Fannie Mae. At night, with a newborn at home, he studied for his MBA and found that he loved the idea of running a company. So when Horwitz invited him to launch a startup, Ashton was ready “to pursue something outside of my day job,” he says. “I was excited about the prospect of starting a business of our own.”
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