The Situation
Andrew Lee and his team at Innovia GEO had done the hard work. They'd built a shallow geothermal system — operating at 15 to 100 feet rather than the conventional 400 to 800 — that unlocked clean heating and cooling for markets where deep drilling was too expensive, too restricted, or simply impossible. The proof was already in the ground: a successful pilot at Buffalo Geothermal's warehouse, a disciplined three-project NYSERDA validation sequence, utility co-funding from National Grid, and an independent engineering endorsement from WalterFedy.
What they didn't yet have was the commercial language to activate it. A third-party engineer had already said it plainly: "With any new technology, even in geothermal, you're going to need ancillary content to support the conviction." The proof existed. The story that made it usable didn't. That gap — between having proof and being able to use it — was the engagement.
What We Built
Track 2 — User Benefits
Commercial Evidence Architecture
Two structured Q&A sessions with Andrew Lee and key validation partners produced a comprehensive user benefits analysis — five stakeholder segments, each with their own evidence layer and commercial driver.
Track 3 — Case Study
Buffalo Geothermal Case Study
The benefits analysis became the foundation for the case study. Concept, outline, and two rounds of drafting produced a fully sourced, quote-approved proof asset built around the installer-becomes-customer proof point.
Track 3 — LinkedIn
Six-Post Campaign
The case study was extracted into a six-post standalone LinkedIn campaign — each post a different commercial entry point into the same proof, deployable in any order, across six weeks.
How It Worked
The engagement followed the proof. Two structured Q&A sessions with Andrew Lee and his validation partners — Buffalo Geothermal's Johannes Rosemann and WalterFedy's David Brodrecht — produced the user benefits analysis: a segmented evidence base mapping what the technology delivered, to whom, and why it mattered commercially. That document became the brief.
From the brief, the case study was built — concept, outline, two drafts — structured around the most compelling proof point in the dataset: an experienced installer who built the first pilot in a client's warehouse, then chose the same technology for their own office. Every element of the validation stack was already in place. The work was to find the narrative inside it and build language different audiences could enter from different directions. The LinkedIn campaign extracted that case study into six standalone posts — each one a different commercial door, each one pointing back to the same proof.
OUTKOM Catalyst turned a successful pilot into one of our strongest credibility assets. The difference between having proof and being able to use it is bigger than most founders realize.
Andrew Lee — Innovia GEO
Where Things Stand
5
Stakeholder segments in the user benefits analysis — developers, contractors, utilities, engineers, and investors
1
Fully sourced case study — concept through two drafts to final, quote-approved and ready to deploy
6
Standalone LinkedIn posts — six weeks of content extracted from a single proof asset, deployable in any order
50+
Approved, sourced quotes — a permanent content bank that feeds campaigns, sales conversations, and thought leadership long after the case study ships
What This Demonstrates
Proof without language is still invisible. Innovia GEO had validation that most early-stage climate tech founders spend years trying to accumulate — third-party installation, utility co-funding, peer-reviewed data, regulatory precedent. The OKC engagement didn't generate the credibility. It made it usable — structured, segmented, and ready to travel across every conversation the company needs to have on the road to commercial scale.