Ahmad Faruqui has been researching electricity pricing since the mid 1970’s, when the cost of a kilowatt-hour was flat. But in the 80’s and 90’s, he started working on dynamic pricing – pioneering the concept of time-of-use rates.The big breakthrough for time-of-use rates came during the fallout from the California energy crisis. Later, thanks to the rollout of smart meters, more power providers started experimenting with dynamic rates.Now, new technology is making time-of-use rate design more transparent. This week, Ahmad talks with Brad about why dynamic pricing is gaining momentum among electric utilities – and what makes for good rate design. On June 13th, Latitude Media and GridX will host a Frontier Forum to examine the imperative of good rate design – and the consequences of getting it wrong. Register at the link in the show notes, or go to latitudemdia.com/events. See you there!This podcast is produced by GridX in partnership with Latitude Studios. GridX is the Enterprise Rate Platform that modern utilities rely on to usher in our clean energy future.