Category Duke Energy

Variable Frequency Drives

They wanted a sales sheet, but a sales sheet wouldn’t have solved the underlying problem — when technical people talked about VFDs, they made the benefit of the product unintelligible, even to other technically-minded people. After all, pulse-width modulation is…

Monster

When compact florescent bulbs were first introduced, technical people did such a terrible job of explaining the benefits that advertising was required for Duke Energy to give them away for free. Here’s how we put the benefits of CFL into…

Paper Madness

One way or another, paperless billing should be a no-brainer for most people. But since we are all creatures of habit, we need compelling reasons to change our behavior.

Stairway

When compact florescent bulbs were first introduced, technical people did such a terrible job of explaining the benefits that advertising was required for Duke Energy to give them away for free. Here’s how we put the benefits of CFL into…