In this episode of Ground Truth, host Allen Fan talks with Marco Hirsbrunner, co-founder of Terra Impact Ventures and former COO of South Pole, about the complexities of carbon markets. Marco shares insights from his 20 years in the industry, explaining why carbon markets are both highly effective and widely misunderstood. He discusses the “novelty paradox,” the need for better storytelling in carbon projects, and the future of compliance markets. Tune in for a deep dive into the challenges, lessons, and opportunities in the fight against climate change.