Nate Adams is the proprietor of Energy Smart Home Performance. He has made a study of selling home performance, and he’s good at it not because he’s a talented building scientist (which he is), but because he’s a good psychologist who knows how much information to dish up to the buyer. He recognizes that people buy things for emotional reasons, and not usually because they are fascinated with science and technology. Perhaps we could all learn a thing or two from Nate’s example.

Read Nate’s article in the 2014 Habitat X Journal.