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

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Selected for J.P. Morgan's 2018 Holiday Reading List

 

Imagine your life without the internet. Without phones. Without television. Without sprawling cities. Without the freedom to continue working and playing after the sun goes down.

Electricity is at the core of all modern life. It has transformed our society more than any other technology. Yet, no book offers a comprehensive history about this technological marvel.

Until now.

Simply The Technology that Transformed the World, from Benjamin Franklin to Elon Musk brings to life the 250-year history of electricity through the stories of the men and women who used it to transform our Benjamin Franklin, James Watt, Michael Faraday, Samuel F.B. Morse, Thomas Edison, Samuel Insull, Albert Einstein, Rachel Carson, Elon Musk, and more. In the process, it reveals for the first time the complete, thrilling, and often-dangerous story of electricity's historic discovery, development, and worldwide application.

Electricity plays a fundamental role not only in our everyday lives but in history's most pivotal events, from global climate change and the push for wind- and solar-generated electricity to Japan's nuclear accident at Fukushima and Iran's pursuit of nuclear weapons.

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.

400 pages, Hardcover

Published July 25, 2017

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Craig R. Roach

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Displaying 1 - 22 of 22 reviews
Profile Image for Emilija.
1,902 reviews31 followers
July 25, 2017
Thank you to the publishers for providing an ARC of the book through NetGalley.

This was a really interesting overview of the various people and technology who have 'transformed' electricity. I particularly liked the earlier scientists; Franklin, Tesla, Edison to the more modern scientists and business people. This book has taught me a lot about the history of electricity, especially Franklin Roosevelt's involvement. I never knew how important Roosevelt had been to the development of electricity within America, even down to the building of the Hoover Dam.
Profile Image for Todd Stockslager.
1,837 reviews32 followers
June 3, 2018
Review title: How we got here, how to get to next

I recently read Niall Ferguson's The Tower and the Square where he lays out the history of the world since the printing press as a transition between hierarchies (the Tower) and networks (the Square). While he focused on political, dynastic, religious, and social networks, he also wrote about the influence of technical networks, from the press to the telegraph to the internet, in broadening the reach and increasing the speed of those networks. So when I saw this history of the one network that powers all of the modern networks, I had to read it.

Roach tells the story of the invention, development , proliferation, and regulation of electric power in the United States as a series of ages with people and driving events grouped around a common theme within that time frame. The Age of Franklin was the period in the 18th century when Franklin, Faraday, and Maxwell were discovering and defining the theoretical bases of electricity on which the future would build. The long 19th century (through the end of World War I) was the Age of Edison, when the building began and proceeded in earnest so that electric power moved from theory to implementation. The the Battle of the Currents was decided in favor of Westinghouse and Tesla's AC (alternating current) over Edison's DC (direct current), the three-tier system of generation, transmission, and distribution was defined and built out, business models for selling electricity for a profit were defined and executed, and government policies and regulations for dealing with this new kind of product began to take shape.

The mid-20th century Age of Big saw government entrenchment in the regulation and even provision of electricity with the building of the Hoover Dam to power the southwest and the Tennessee Valley Authority the south central states. As Roach points out, the establishment of "cost-plus" as the basis of regulatory rate setting would drive utilities to increase economies of scale and reduce risk by building massive power plants using existing well known and low cost technologies; with rates set at the lowest projected cost of the next unit of generating capacity plus a small percentage of profit, there was no market incentive for risk-taking innovation. The unintended side effects were environmental damage (from particulates, acid rain, and smog) and government designations of "official" technology (nuclear power) in the late 20th century Age of Harm. Public awareness of pollution impacts, along with disruptions from early attempts at deregulation and establishing competitive markets within government regulated bounds, led from a business and government focus on expanding output and consumption to reducing consumption, environmental impacts, and future power plant construction.

Finally, in the 21st century we have arrived at what Roach terms most interestingly the Age of Uncompromising Belief. The Belief is both negative--it is too late to stop global warming, or we don't have the political will to do so--and positive--abundant stores of shale gas reserves plus more efficient ways to capture and store renewable solar and wind power mean limitless clean electricity in the near future. The Uncompromising qualifier captures Roach's concern that these beliefs are too entrenched in opposing political positions to allow for reasonable debate and resolution on the technical, economic, and social approaches that will maximize long-term benefit and sustainability. For example, Roach talks about the need to move away from cost-plus rate setting to give electricity suppliers incentive to innovate, and for governments to move away from "official" technologies (government funded and favored from tax and other incentives) because they risk selecting winners before innovation, development and proof of concept prove the real winners. Government selection of nuclear power as an official technology in the 1950s was premature and resulted in mistakes (Three Mile Island, Chernobyl) that have disadvantaged what today may be viable technical solution for clean power with the right regulatory and social constraints in place. Government support for solar and wind energy, to the extent that it draws investment and innovation away from competing technologies, may have the same negative consequences today.

Roach uses this construct to tell the history of electricity in clear, straightforward terms, along the way clarifying technical, economic, and regulatory terminology and issues that to the outsider can seem arcane and mystifying. Roach makes it clear that the industry was based on science, build on technology, grown by business, influenced by government, and shaped our world for good and ill. By providing this history he helps us understand that how we got to today was not a predetermined path and that we are not locked into an unchangeable future. Referring to the lessons of this history, and using Elon Musk and his SpaceX, Tesla, and SolarCity businesses as examples of possible approaches and challenges, Roach provides an action plan for the future:
Start at the end (define the use, like Edison did the light bulb, before designing the solution)
Cross-pollinate and collaborate (create a culture of invention like the first Tesla)
Make science (and scientists like Franklin, Faraday, and Maxwell) matter
Open a door to outsized economic impact (make big bets that may change society)
Count on an intrinsic trust in business (rely on private capital))
Acknowledge that environmental policy will dominate
Draw a new jurisdictional boundary (innovate in regulation)
Discern a purposeful role for government (innovate in government investment and markets)
Use a wide-angle lens (see technical, political, economic, social impacts and solutions)

The result can be, Roach concludes, a "second battle of the systems" (p. 360) like the AC/DC battle at the beginning of the industry, this time focusing on reducing environmental impact while supplying affordable and reliable electricity. Roach suggests as a starting point for debate combining a tax on carbon emissions with income tax reform and a "policy sweep" to clarify, consolidate, and reduce regulatory mandates and official technologies.

Surprisingly readable, certainly relevant, Simply Electrifying is accessible to both the interested layperson and the involved businessperson, politician, and special interest organizer. Knowing how we got to here can help us get to next.
Profile Image for Coleen.
1,022 reviews52 followers
September 9, 2017
You do not need to be an electrical engineer to read this book. I contacted my favorite e.e. about having him read/review it before I did, but then noted that the author has a PhD. in Economics. So I jumped right in myself and started reading.

The first one-third of the book I raced through: Benjamin Franklin and his kite [or not], Maxwell, Faraday, Edison, Morse, Westinghouse, Tesla, Insull ...and others. I loved the history, the patents, the stories, and the science. Written in fairly easy-to-understand language, I pushed on with interest through the Hoover Dam, the TVA, and Einstein.

When I hit into the heavy politics, policies, and government, truthfully, the book became much more difficult for me. Realistically, this is where the economist author was probably at his best. For me, it was the worst. Government involvement, while necessary, and politics, which are always debatable, hold a certain disgust for me, and I could feel my stomach churning more than once.
If I were only rating the first half of the book, it would have been a five. The second half would have been a zero to one.

I won this book in a Goodreads giveaway.
Profile Image for Artemis.
379 reviews33 followers
February 20, 2018
I was first drawn to the simply electrifying title - I have always had a soft spot for Nikola Tesla and the science behind electricity which is so everyday today.

The first few parts were the most interesting for me: we followed through the history of how such science was developed, from Benjamin Franklin to Michael Faraday to James Clerk Maxwell to the famous Edison and Westinghouse/Tesla Battle of the Currents to Albert Einstein. I think the author did a great job at linking the significance of the technology to the views of the public and subsequently, the directions the world took.

The book becomes more focused on the economy, namely Samuel Insull and notable big electricity projects such as the Hoover Dam and implications - Three Mile Island and Shoreham Nuclear Power Plant. I admit I got really bored because I hadn't been expecting such a detailed history lesson on economics and might have skipped a few pages. Because the author spent so many words describing the economy and effects of policies I fully expected more on Obama's Clean Power Plan - and was disappointed.

Nonetheless, the book is mostly focussed on America so it should be a good start for anyone wanting to know more about the science and the interconnection of electricity, the economy and policies. Not too much jargon and it doesn't go too deep into the science. Although I expected more science and felt that the title didn't accurately reflect the message the book was trying to convey, the amount of research is wow.

The author ultimately ends on a hopeful note pleading us to do more for the Earth, and takes on a pretty didactic tone throughout to book as to what is the proper attitude of scientists and characteristics scientists should have. I have to agree, with the way America's government is going round and round in debates.

The author laments the days where scientists were respected and people listened to their views - it is sad to see how people generalise the industry and disregard the majority's efforts to mitigate climate change just because of that 2 to 3% who advocate that it's a hoax. (It's really not.)

Writing this review reminded me of these lines I saw in a news article today:
"It should be possible both to believe deeply in the rightness of one's own cause and to hear out the other side. Civility is not a sign of weakness, but of civilization."

Read more different views, read widely, and ascertain the reliability of your source (this is very important! Some of the most disreputable news channels are Fox News ((aka Faux News, if you know what I mean)) and The Onion.). Are you just happily living in your own echo chamber?
Profile Image for Debbie.
3,633 reviews88 followers
July 16, 2017
"Simply Electrifying" is a history of electricity for the average person. Anything technical regarding an invention, experiment, or scientific idea was explained in simple terms. It was mostly a collection of biographies of people who made a major impact on the history of electricity and how we use it. The author also talked about how politics, technology choices, and economics have impacted how we use electricity. I'd recommend this book to those who'd watch a documentary on the topic, as it had a similar feel.

He covered Benjamin Franklin (how the Leyden Jar worked, lightening experiments), James Watt (invented improved steam engine, which was used for electrical generation), Michael Faraday (link between magnetism and electricity, invented electric motor, electric generator), James Maxwell (electromagnetic waves), Samuel Morse (telegraph) and the transatlantic cable.

Thomas Edison (inventions needed for an electricity industry, like electric light bulbs, wall switches, power lines, generators), George Westinghouse and Nikola Tesla (AC/DC current wars, AC electric motor, Tesla coil), Samuel Insull (economy of scale to lower pricing and make electricity affordable).

FDR's New Deal for electricity (more hydro power and proposed government action and regulation), the building of Hoover Dam, the Tennessee Valley Authority and David Lilienthal (public versus private utilities), coal mining and use and John L. Lewis (labor strikes), Albert Einstein, nuclear weapons and nuclear power plants, the modern environmental movement, California's electricity crisis and competitive reform, President Obama's Clean Power Plan, climate change, George Mitchell's shale gas revolution (fracking and natural gas usage), and Elon Musk's vision for the future of electricity set against the lessons learned from history.

I received an ebook review copy of this book from the publisher through NetGalley.
Profile Image for Ray.
370 reviews
July 31, 2018
The book provides a historical overview of the electricity system, starting from the discoveries of Franklin all the way to Musk's ambitious companies. Edison created the innovations and the market and the AC vs DC battle between Edison and Westinghouse/Tesla. Insull promoted government regulation of the electricity system, fearing the effects of monopolies. This resulted in the development of the electricity system and markets. Government funded projects after the great depression such as the Hoover Dam and TVA. Enron's rise and fall. Environmental regulation (e.g. pollution and global warming). Fracking and the natural gas revolution. If you are interested in the history of how the electricity system got to where it is today, including government interventions, this will provide a good overview. I would recommend this to anyone that works in or has an interest in the electricity industry and needs a primer.
Profile Image for William Schram.
2,419 reviews99 followers
March 8, 2018
The initial part where the author talks about the developments of electricity is very well done. Once he gets into politics the book becomes an entirely different animal altogether. The book is pretty recent too, so it talks about events like the Fukushima Nuclear Plant disaster and Enron's Collapse. However, I thought this was going to be purely about electricity and not about electricity distribution. There is a subtle difference between the two concepts and I suppose when you get into the distribution you have to deal with regulation and government. These parts were rather boring though and I couldn't get into them.

It doesn't make the book a complete waste, but it is slightly disappointing.
4 reviews
November 1, 2019
The first part of the book was very interesting, I didn't know half of the story when it came to the development of electricity. It was refreshing to see that innovators hundreds of years ago faced the same challenges in society that we see today. It was also sad but reassuring to see that the "crazy" ones sometimes didn't make the cut but were indeed ahead of their time.

The policy portion of the book was good but I'm one who likes economic systems.

I think more could have been done to talk about the future (though I was happy to see a lot of effort put into the environmental impacts of electricity). Maybe there is another book in the works so I won't hold it against the author.

Good read overall!
Profile Image for Sudhagar.
333 reviews2 followers
July 21, 2024
This book can be divided into two parts. The first about the discovery of scientific principles and the technological development in the field light and electric power. The 2nd part talks more to the law and political issues in the later decades.

I loved the first part and thought the author did a great job introducing the scientific concepts and the history of discoveries of the scientific principles. He introduces the stars of these period - Franklin, Faraday, Davy, Maxwell and others. Then onwards to the great engineers like Bell, Tesla and Edison.

After that the fun stops as we move on to those chapters out politics and regulations.

I would give 4.5 stars to Part 1 and 2 stars to Part 2. Overall I would rate the book at 3 stars.
Profile Image for PRJ Greenwell.
749 reviews13 followers
December 23, 2017
The first half of this book is an excellent resource on the history of electricity, with insightful views into the life and times of people like Franklin, Faraday and Edison. Then arrives the second half and things slow down as it gets mired in a dreary exposition of the Tennessee Valley Authority and other American power schemes. At least it ends on a bright note with the work of Elon Musk.
Profile Image for Jason Kane.
Author 1 book6 followers
May 3, 2018
Please don’t judge my low rating as some measure of the book’s quality—this is well done, I’m just not as interested in policy and market strategy of the electricity industry as I am in the science that paved the way, so massive chunks of this book were wasted on me.
1 review1 follower
August 1, 2019
The authors right wing politics are palpable thoughtout. More of a celebration of rich white businessmen than anything else. Manages to write about the future of electricity without discussing climate change and electricity's role. Would have been an ok book in 1957, not 2017
Profile Image for Kassi.
240 reviews10 followers
August 14, 2023
Involved in the electric or gas utility industry at all? Read this book. Care what happens with your electric bill? Read this book. Let's hope that policy makers, researchers, etc, learn from the past and adjust going forward or the electric industry is in grave jeopardy.
Profile Image for Roger.
81 reviews
November 20, 2017
A nice, easy to read, mixture of the science of what electricity is, the history of how it was developed and the politics of its current use.
Profile Image for Gene.
556 reviews7 followers
July 14, 2018
Wow! This will make you think as well as give you tons of information to think about. Well written & only occasionally boring, with my background in electronics I found this fascinating.
Profile Image for Donna.
1,625 reviews2 followers
September 6, 2021
Wow,took a bit to get through but certainly worth the effort. Learned a lot
Profile Image for Jana.
256 reviews
March 26, 2024
Quite US-centric and has a chapter near the end of what is basically hero worship of Elon Musk. Took away from what was otherwise interesting in the early parts of the book.
Profile Image for Medhat2.
51 reviews8 followers
September 14, 2025
I just thumbed through it, and while at times it felt a bit boring, it still highlighted some important points worth noting.
Displaying 1 - 22 of 22 reviews

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