Reinvention Through Innovation: Powering the Future of Electrification
What does it take to reinvent an entire company in the middle of an industry downturn? For Don Currie, CEO of Hillcrest Energy Technologies, the answer wasn’t simply changing products—it was changing perspective.
In this episode of Industry Ignited, Dr. Leeanne Aguilar sits down with Don to discuss Hillcrest’s remarkable transformation from an oil and gas company into a clean energy technology innovator. Their conversation explores leadership through uncertainty, the importance of building the right team, and why solving one overlooked engineering problem could unlock significant gains across electric vehicles, energy storage, data centers, and the modern power grid.
Knowing When It’s Time to Pivot
Many companies recognize when markets are changing. Far fewer have the courage to completely reinvent themselves.
For Hillcrest, declining investment in smaller oil and gas companies forced leadership to reconsider the company’s future. Rather than competing in an increasingly difficult market, Don and his team identified clean energy as a growing global opportunity.
But simply entering the clean energy space wasn’t enough. They focused on finding a niche where they could create meaningful differentiation instead of joining an already crowded market. That decision ultimately led them to develop zero-voltage switching technology for power conversion systems.
Innovation Starts by Listening
Although Don leads a highly technical company, he openly admits he isn’t the engineer on the team.
Instead, his role is building the organization, finding exceptional talent, raising capital, and creating an environment where experts can succeed.
When Hillcrest’s former CTO introduced the concept of solving a decades-old engineering challenge, Don didn’t rely solely on his own understanding. He sought feedback from industry experts, evaluated the opportunity carefully, and trusted the people with the technical expertise.
His leadership philosophy is simple: great companies aren’t built by knowing everything—they’re built by surrounding yourself with people who do.
Solving a Problem That Affects Every Electric System
Every electrical system relies on power conversion.
Whether it’s solar panels feeding electricity into the grid, electric vehicles powering their motors, or batteries storing renewable energy, electricity must constantly be converted between direct current (DC) and alternating current (AC).
Traditional conversion methods lose energy during this switching process, reducing efficiency and creating electromagnetic interference (EMI). Hillcrest’s zero-voltage switching technology dramatically reduces these switching losses while simultaneously lowering EMI—a combination that has long challenged the industry.
The result is more efficient power conversion, less wasted energy, and fewer system design compromises for manufacturers.
Why Data Centers Have Become the Biggest Opportunity
While Hillcrest initially focused on the automotive industry, the market evolved.
As electric vehicle adoption slowed and government incentives shifted, Don’s team adapted by targeting industries experiencing explosive demand for energy efficiency.
Today, data centers and energy storage represent some of the company’s largest commercial opportunities.
With AI driving unprecedented growth in computing infrastructure, data centers require enormous amounts of electricity. Many facilities are now expected to generate or manage their own power, making efficient power conversion more valuable than ever.
Rather than resisting market changes, Hillcrest adjusted its commercialization strategy to follow where customer demand was growing fastest.
Customers Should Shape Your Strategy
One of the most practical insights Don shares is that customers—not assumptions—should determine where innovation goes next.
Instead of trying to commercialize every possible application simultaneously, Hillcrest is prioritizing the markets that demonstrate the strongest demand and commercial commitment.
For a growing technology company, focus is essential. Resources are limited, and choosing the right early partners can determine long-term success.
Rather than asking every customer to evaluate the technology independently, Don emphasizes discussing commercialization early and working collaboratively toward clearly defined milestones.
Leadership Means Adapting Without Losing Direction
Throughout the conversation, Don repeatedly returns to one leadership principle: strategy should never be static.
Markets evolve. Customer priorities change. Industries shift.
Successful leaders remain focused on long-term objectives while staying flexible enough to make tactical adjustments along the way.
Hillcrest’s journey—from fossil fuels to electric vehicles to grid infrastructure and data centers—is a perfect example of how organizations can adapt without abandoning their overall mission of creating value through innovation.
Progress Comes One Step at a Time
For entrepreneurs, Don offers refreshingly practical advice.
Too many founders chase the “home run” before they’ve learned how to consistently hit singles.
Real business growth takes patience, persistence, and the willingness to solve genuine customer problems before pursuing massive scale. Combined with the ability to adapt as markets evolve, these qualities often separate successful companies from those that never make it beyond the idea stage.
Looking Ahead
As Hillcrest prepares for commercialization, the company is focused on turning technical validation into real-world deployment.
With growing demand for electrification, smarter energy infrastructure, and more efficient power conversion, Don believes the opportunity extends far beyond a single market. Success won’t come from trying to serve everyone at once—it will come from delivering measurable value where the need is greatest and expanding from there.
His journey reminds us that innovation isn’t just about creating new technology. It’s about recognizing change early, building the right team, staying adaptable, and having the courage to reinvent when the future demands it.
Interested in more industry insights?
Listen to the full episode here:
https://www.buzzsprout.com/2514972/episodes/19462883
Where do you see the biggest opportunity for innovation in the future of electrification—energy storage, data centers, transportation, or the power grid?
Interested in being featured on the podcast?
Contact: podcast@industryignited.com
And as always—stay bold, stay curious, and keep igniting industry.
