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Meet Joshua Farley of Redline Electric & Solar in Arizona

Today we’d like to introduce you to Joshua Farley.

Joshua, can you briefly walk us through your story – how you started and how you got to where you are today.
My father was an electrician and I went to work with him one summer and never looked back! I was a natural. I started to make more money than my friends and was stuck. I did leave the company he worked for and found my own way. I worked for a number of outfits until I thought it was time to start my own business. I started my business as a way to provide freedom for myself and my family (and thought I could make more money too). I had been on-call for the company I worked for as a lead technician and it was wearing on my relationship with my wife. Little did I know that starting a business would take a lot more of my time, but I did have the Freedom to choose between what I deemed more important.

It has had its ups and downs, but we get better every year. I get better every year. There is so much to tell you…

I’ve had a few Ah-Ha moments along the way, but right about year 6 I realized I was an electrician masquerading as a business owner. I knew that if I wanted to get bigger than a few employees and sales over a million dollars I had to change some things… and that needed to start with me. I started reading everything I could, E-Myth, the art of the Start, man’s search for himself, purple cow, etc… I found programs like the Emerging leaders with the SBA. I looked for mentor-ship from friends, other business owners, the SBDC. And I found organizations like EO to help get me to where I want to be… And I am still on that journey as I am learning every day.

I know now that being a business owner, visionary, and strategist are just a few things I need to continue to work on.

Has it been a smooth road?
Plenty of struggles… or “Learning experiences” along the way!

I started from scratch! It was a lot of “beans and rice” or Ramen noodles… I was brought up in a conservative household with not a lot of money, I was taught that if I wanted something, I would have to save for it. Although here we are almost 10 years later and I am considering using some outside funding to help me expand and grow.

I would say out of the many challenges I have experienced, one of the biggest would be with employees. Finding the right people was always an unknown. Worrying about them showing up for work on time or showing up at all, Let alone if they were doing a good job. I made the mistake of trying to make a workplace that I thought they would want, not holding them to a higher standard, and not being accountable for my own actions. I was reading The Advantage by Lencioni, and he wrote about core values and how they make an extreme impact on your business. I never gave much thought to core values before and asked myself what, if any, my company’s core values were? Honesty, integrity? It was surprising to me to realize I didn’t know what my own core values were. I worked on these for a few months perfecting what my own, true core values were and how I used these in my personal life and at work. The default values such as honesty and integrity are necessary to be a good human being, but I had to go deeper than that. Once I put them on paper I knew I was on to something big. Empathy, Humility, and Accountability is everything that encompassed me as a person and I need this to be what encompassed my employees and customers. I will admit these are not very masculine, so I changed them into a mantra.

I will Sacrifice for others,
I will Move without Fear,
I will Own my Outcomes,
I Am Redline!!

Once I put these in place, almost immediately did I find most of my existing employees were not holding up to standard I set for myself or my clients. The values worked almost like magic in weeding out the wrong type of employee and now they filter through all new applicants. This had a HUGE impact on our company, culture, and quality of both team members and customers.

So let’s switch gears a bit and go into the Redline Electric & Solar story. Tell us more about the business.
We are a full-service electrical contractor. We specialize in Commercial service work and New home solar installations. We are known for having Remarkable Service and Remarkable team members. I am most proud of our team and how they continue to get better and their willingness to learn. Our Mission, Vision, and values set us apart from our competition along with our brand promise.

Our Mission:
Remarkable Service
Remarkable Team
Remarkable Products

Our Vision:
We exist for Freedom and Our Employees. To provide an opportunity where our Team Members can control their own future. A place where we can equip, educate, and provide the resources our Team needs to be the best. A place to be free to live our lives doing what we enjoy.

Our Core Values:
I Will…
Sacrifice for others
Move without fear
& Own my outcomes
Because I AM REDLINE!!!

Our Promise:
Redline Electric & Solar commits to creating the best experiences for our customers whether it’s for a simple repair or an entire retrofit of an existing electrical system. Our commitment to communication and convenience means we’re always available to serve our clients when they need us most.

To be available for our customers or Team 24 hours a day, 7 days a week, 365 days a year.

2-hour emergency response time.

One Day Solar installation.

Satisfaction 100% Guaranspeed!!!

How do you think the industry will change over the next decade?
Our renewable industry is always changing. I see battery capabilities expanding and with that more opportunity for Solar and grid-free homes. I believe Solar will one day be a standard for every new home built. As well as efficiencies expanding. We have a client that believes solar panels will be as small as a postage stamp one day… I think it may happen…but not for a while 🙂


  • The average price for residential solar is $3.20 per watt, with the average size system at 5kW = $16000.00
  • Time and Materials (T&M) is usually the best price for service. We charge $95.00 per hour
  • You can get generator back-up for your home for as little as $6000.00

Contact Info:

Getting in touch: VoyagePhoenix is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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