[Dr. Scott W. Tinker] By now, you may be getting the idea that electricity is a precious commodity or you may be thinking that it's cheap and available so why don't I just use as much of it as I want. Well soft drinks are cheap, but you wouldn't buy it to pour yourself a glass and pour the rest on the floor. And iPods are available, but you don't buy one to listen to and another so you can smash it. We don't do it because wasting those things is just, well, wasteful. But we waste a tremendous amount of electricity and that's why the most important new technology isn't a battery or a new way to generate power, but new ways to use less. Here's why this matters. Most power plants produce emissions when they make electricity. If this city used 10 percent less electricity then this power plant would make 10 percent less emissions. But it's not just emissions, it's also fuel. If this power plant uses a fossil fuel, and many do, then reducing our use of electricity extends our fuel supply. Reducing the peak electric load by say turning up the AC keeps the grid stable when it's nearly maxed out and saves electricity when it's most expensive. But then whenever you use less electricity it saves you money. The great thing is this new technology is in your hands. In fact, it's between your ears. All you have to do to use less electricity is to decide to. The rest is pretty much common sense. To get started, check out the energy efficiency section of our website. It's got dozens of ideas organized around how and when you use energy. Efficiency is the most important step we can take in energy. We can each make a difference, starting today.