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Simply Electrifying

By Craig R. Roach


Written by electricity expert and four-decade veteran of the industry Craig R. Roach, Simply Electrifying marshals, in fascinating narrative detail, the full range of factors that shaped the electricity business over time—science, technology, law, politics, government regulation, economics, business strategy, and culture—before looking forward toward the exhilarating prospects for electricity generation and use that will shape our future.

What to know before purchasing an ePub.

ISBN: 978-1-944648-26-8

Publication Date: July 2017

ISBN: 978-1-944648-27-5

Publication Date: July 2017

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Selected for J.P. Morgan‘s 2018 Holiday Reading List
Winner of the 2018 Axiom Business Book Awards – Gold in Economics

Electricity is at the core of all modern life. Despite this, the full story of this revolutionary force has remained untold—until now.

Simply Electrifying offers the comprehensive story of one of mankind’s most important journeys: from a time when only a few could even imagine a world with electricity to today when, for most of us, a world without electricity would be unimaginable.

Since the birth of the modern science of electricity 265 years ago, humans have built an impressive structure to produce, deliver, and use electricity, thanks to a combination of path-breaking science, innovative technology, shrewd business strategy, and pervasive economic and environmental regulation.

Simply Electrifying brings to life the stories of the people that made it all possible. From early pathfinders like Benjamin Franklin, Michael Faraday, James Clerk Maxwell, and Albert Einstein to innovators such as Samuel Morse, Thomas Edison, George Westinghouse, and Nikola Tesla, many scientists shaped the future. And, in modern times, economic and environmental regulation driven by many, including President Franklin D. Roosevelt, Rachel Carson, and even President Barack Obama, has shaped our current usage and understanding of electricity in crucial ways.

Simply Electrifying is painstakingly researched and beautifully written. One of the most important lessons of this narrative is that both profit-makers and policy-makers must use a wide-angle lens to truly understand the past and anticipate the future. Today, Elon Musk and others are on the verge of again changing the way we think about and interact with electricity.

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About the Author

Craig R.  Roach

Dr. Craig Robert Roach is a nationally recognized expert on the electricity business. Over the course of his forty-year career, Dr. Roach has been vetted and accepted officially as an expert in regulatory courts and courts of law across North America. He has served in cases involving one of the biggest bankruptcies ever, a first-of-a-kind clean coal investment, a federal preemption case resolved ultimately by the Supreme Court, and the design and implementation of electricity auctions worth billions of dollars.

What sets Dr. Roach apart is that he brings both top academic credentials and hard-won, hands-on practical knowledge of the electricity business to Simply Electrifying. He earned his Ph.D. in Economics from the University of Wisconsin, consistently ranked among the top ten research institutions in economics in America. He is the founder and President of Boston Pacific Company, Inc., a consultancy specialized in the electricity business. He and his firm have become trusted advisors to regulators as well as electric utilities and investors. Dr. Roach brings to Simply Electrifying a reputation for an objective and unbiased eye for the evidence—and a commitment to honestly balance the evidence from all sides.

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Publication Details

Format: Hardcover

ISBN: 978-1-944648-26-8

Dimensions: 6 x 9 x 1 in.

Weight: 1.25 lbs.

Publication Date: July 2017

Format: E-book (epub)

ISBN: 978-1-944648-27-5

Publication Date: July 2017

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