Power of the Dollar (sign)

Since the energy crisis of the 70s, power distributors have been talking about the importance of saving energy. However, utilities have missed a tremendous opportunity by talking about energy in units instead of dollars. Does the average consumer understand a kWh? Probably not. But, you can be fairly certain that a dollar sign not only gets their attention, but also leaves a powerful impression.

A powerful lesson to utilities interested in efficiency: Never, ever mention kWh again.

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