Key Learnings from Episode: Building Decent Energy with Tom Cox, CEO & Founder, and Sally Sattery, Co-Founder of Decent Energy

In this episode of Beyond the Raise, Tom Cox and Sally Sattery share the story behind Decent Energy and their mission to make energy cheaper, cleaner and easier to manage. The conversation explores product development, customer education, startup hiring, commercial growth and the realities of building a business around a problem most people don't even realise they have.

Solving Problems People Don't Know They Have

One of the biggest challenges Decent Energy has faced isn't developing the technology—it's helping people understand why they need it.

While many households have already invested in technologies such as solar panels, batteries, heat pumps and electric vehicles, few realise they're often not using them in the most efficient way. Decent Energy exists to optimise how energy is generated, stored and consumed, helping customers reduce costs while lowering the carbon intensity of their electricity use.

Key Takeaways

• Great products sometimes solve problems customers don't yet recognise.

• Customer education can be just as important as product development.

• Better energy management benefits both consumers and the wider grid.

• Lower costs and lower carbon emissions often go hand in hand.

Simple Communication Creates Better Products

A recurring theme throughout the conversation is the importance of making complex ideas accessible.

Early on, Tom and Sally realised they were explaining concepts such as inverters, flexibility markets and energy optimisation in too much technical detail. Customers didn't need to become energy experts—they simply needed to understand the value the product could deliver.

That shift in thinking fundamentally changed how Decent Energy communicates with customers and designs its user experience.

Key Takeaways

• Technical expertise should not become a barrier to adoption.

• Simplicity builds confidence.

• Customers care more about outcomes than technical terminology.

• Great communication improves customer experience.

User Experience Is a Competitive Advantage

As the product evolved, the team realised many of their biggest challenges weren't technical at all.

Simplifying onboarding, reducing friction and making it easier for customers to provide information became just as important as developing new functionality.

Rather than asking users for everything upfront, the team redesigned the onboarding journey to introduce concepts gradually and explain why certain information was needed.

Key Takeaways

• Small improvements to user experience can have a significant impact.

• Reducing friction encourages engagement.

• Customers are more willing to share information when they understand its value.

• Product design should reduce complexity, not add to it.

Product-Market Fit Is an Ongoing Process

Although Decent Energy was originally developed with residential customers in mind, the team discovered strong demand from commercial organisations.

Rather than ignoring those opportunities, they began exploring where the business could create the greatest impact while remaining true to its long-term mission.

The experience reinforced an important lesson: founders rarely identify their ideal customer immediately.

Key Takeaways

• Product-market fit evolves over time.

• Customer demand should help shape commercial strategy.

• Initial assumptions are often challenged.

• Staying open to new opportunities creates growth.

The Right Hire Changes Everything

One of the most transformative moments for Decent Energy came with the arrival of Luke.

His technical expertise, industry knowledge and ability to contribute immediately allowed Tom and Sally to delegate more effectively, accelerate development and reduce pressure on the founding team.

It also reinforced how valuable the right hire can be at an early stage of growth.

Key Takeaways

• The right hire creates leverage across the business.

• Delegation becomes easier with trusted people.

• Early recruitment decisions have an outsized impact.

• Skills, mindset and timing all matter.

Timing Matters More Than Job Titles

Not every hiring decision worked as planned.

The founders reflect openly on hiring a salesperson before the business had the commercial foundations needed to support the role. While the individual wasn't the wrong person, the business simply wasn't ready.

That experience highlighted the importance of building the right capabilities at the right stage of growth.

Key Takeaways

• Timing matters as much as talent.

• Businesses should build commercial foundations before scaling sales.

• Hiring too early can be as challenging as hiring too late.

• Every recruitment decision should reflect the company's stage of development.

Customer Trust Has to Be Earned

Because Decent Energy generates value by reducing customers' energy bills, transparency is central to the business model.

The team believes customers should clearly understand how savings are generated, how decisions are made and why the business earns a share of the value it creates.

Building trust isn't simply about results—it is about helping customers understand the process behind those results.

Key Takeaways

• Transparency builds trust.

• Customers value clear explanations.

• Commercial models should be easy to understand.

• Long-term relationships are built on credibility.

Founders Need to Let Go of Their Original Vision

One of the most honest reflections in the episode is how difficult it can be to adapt as new information emerges.

As customer behaviour changed and new commercial opportunities appeared, Tom recognised that holding too tightly to the original vision could limit the company's growth.

Rather than treating the business plan as fixed, the team learned to evolve alongside the market.

Key Takeaways

• Adaptability is a founder's greatest strength.

• Customer feedback should influence strategy.

• Pivoting is often part of building a successful business.

• Long-term vision should remain flexible.

Building a Startup Changes You

Both founders reflect on how different startup life has been from their previous careers.

Responsibilities extend far beyond product development, from payroll and fundraising to networking, customer support and commercial strategy. Success often depends on being willing to learn new skills while recognising where others can contribute more effectively.

Key Takeaways

• Founders wear many hats.

• Leadership evolves as businesses grow.

• Self-awareness improves decision-making.

• Asking for help is a strength, not a weakness.

Focus Is One of a Founder's Greatest Assets

Towards the end of the conversation, Tom reflects on one lesson that continues to shape the business: learning to say no.

With limited time and resources, every opportunity comes with a trade-off. Staying focused on the work that genuinely moves the business forward often creates more value than constantly pursuing new ideas.

Key Takeaways

• Focus creates momentum.

• Saying no protects long-term priorities.

• Time is one of a startup's most valuable resources.

• Discipline helps businesses scale sustainably.

Looking Ahead

With growing commercial interest, a clearer understanding of its ideal customer and an evolving go-to-market strategy, Decent Energy is entering its next phase of growth. The team is focused on improving customer experience, strengthening its commercial capability and helping more organisations reduce both energy costs and carbon emissions through smarter energy management.

Final Thought

Tom and Sally's story is a reminder that building a successful startup isn't just about creating innovative technology. It's about understanding customers, communicating clearly and remaining willing to adapt as the business evolves. For Decent Energy, the biggest breakthroughs have often come not from changing the product, but from changing how they think about the people using it.