Thomas Friedman reports on an interesting new proposal drawn up by Jim Rogers of Duke Energy. Rogers’ "Save-A-Watt" plan “aims to turn the electricity/utility industry upside down by rewarding utilities for the kilowatts they save customers by improving their energy efficiency rather than rewarding them for the kilowatts they sell customers by building more power plants.”

Rogers’ 3 Steps to enact his plan:

1) improve energy efficiency, "The most environmentally sound, inexpensive and reliable power plant is the one we don't have to build because we've helped our customers save energy."
2) make energy efficiency as “back of the mind” as energy usage.
3) incentivize utility companies to make big investments in efficiency versus expansion.

Click here to read Thomas Friedman's International Herald Tribune article, “Go green and save money”.