Simply Electrifying: The Technology that Transformed the World, from Benjamin Franklin to Elon Musk

Simply Electrifying: The Technology that Transformed the World, from Benjamin Franklin to Elon Musk

by Craig R. Roach

Hardcover

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Product Details

ISBN-13: 9781944648268
Publisher: BenBella Books, Inc.
Publication date: 07/25/2017
Pages: 400
Sales rank: 668,621
Product dimensions: 6.00(w) x 9.10(h) x 1.80(d)

About the Author

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.

What People are Saying About This

From the Publisher

“Well written and extremely accessible, Simply Electrifying provides a comprehensive history of this life-changing discovery and is a fascinating and deeply engaging look at how we live today and where we may be headed in the future.”

—Booklist Online

“Ten years in the making, Simply Electrifying is an inspiring book about the pioneers and visionaries who brought the transformative technology of electricity to all of society. Thoroughly researched, with insightful commentary, the book provides a thought-provoking and comprehensive examination of the challenges and evolving opportunities surrounding the electrification of our economy.”
—Tom Kuhn, president, Edison Electric Institute

Simply Electrifying is as impressive as it is engaging and informative. Documenting the comprehensive history of one of humanity’s greatest achievements is no small feat, but Craig R. Roach has given us an elegant book that provides an excellent review of electricity and the utility industry in this country.”
—Joshua W. Martin III, director, Southwest Power Pool

“Craig Roach is a very accomplished economist, so as I sat down to read his Simply Electrifying , I expected another economic treatise replete with graphs and equations geared more toward the academic community than the general public. Just the opposite: As an economist myself, I was captivated as he filled in the blanks of history on a subject that has governed most of my career. . . . This book should fill a prominent place on anyone’s bookshelf as a reference to one of man’s greatest achievements.”
Alan R. Schriber, PhD, former chair, Public Utilities Commission of Ohio

“In this well-researched, well-written, and engaging book, Dr. Roach presents an accessible history of this simply electrifying topic: electricity itself. Starting with Benjamin Franklin and continuing through to Elon Musk and Bill Gates, Dr. Roach gives us the inside story, unpacking scientific breakthroughs and connecting physics and engineering to the economic, regulatory, legal, business, and environmental policies that shape this crucial industry. Both newbies to the field and experienced policy wonks will learn much from this important book.”
—Julie Simon, energy industry expert, Washington, DC

“A history buff’s delight! Step into the incredible story of the origins of electricity like never before. It’s fascinating to see how far we’ve come and consider what the future may hold. Simply Electrifying is a gem and a must-read for anybody that has ever reached for a light switch.”
Kent Parsons, energy and electricity lawyer, Baton Rouge, LA

“If you have any interest in learning about the roles that science, governments, and private enterprise can play in determining the economics and choice of new technologies for social benefit or harm, read Craig’s book on the US electricity market. It is a comprehensive, balanced, and very informative analysis of the history of this essential product. I am already recommending Simply Electrifying to my students.”
—Ken Hendricks, Laurits R. Christensen Distinguished Chair, Department of Economics, University of Wisconsin–Madison

Simply Electrifying brings into vivid focus both the inventors responsible for the turning points in the discovery, production, and commercialization of electricity, and the executives and investors who shaped the electricity business. This incisive work connects advances in electricity technology and uses to the broader sweep of scientific progress, while also framing the transformative consequences of the democratization of electricity in economic, regulatory, and environmental terms. Dr. Roach’s outstanding book, by explaining how electricity became fundamental to modern life, allows us to better understand where the industry will go next.”
—Kenneth M. Simon, partner (ret.), Latham & Watkins LLP

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