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Event Details

Wednesday, May 5

7:30 pm - 8:30 pm

Event Contact

Since the birth of the modern science of electricity 265 years ago, mankind has built an impressive structure to produce, deliver, and use electricity, thanks to a combination of pioneering 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. Later on, business strategists and economic and environmental regulation driven by many, including President Franklin D. Roosevelt, Rachel Carson, and even President Barack Obama, have shaped how we use and understand electricity in crucial ways. Today, Elon Musk and others are on the verge of again changing the way we think about and interact with it.

Simply Electrifying is painstakingly researched and beautifully written, showing us how both profit-makers and policy-makers must use a wide-angle lens to truly understand the past and anticipate the future.

Learn more about "Simply Electrifying."

Craig R. Roach, Ph.D., is a nationally recognized expert on the electricity business. Over the course of his 40-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-its-kind clean coal investment, a federal preemption case ultimately resolved 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 10 research institutions in economics in America. He is the founder and president of Boston Pacific Company, Inc., a consultancy specializing in the electricity business. He and his firm have become trusted advisers 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.