Utilities face a challenging landscape: aging infrastructure crumbling under the weight of climate change-induced extreme weather, shifting regulations, and the mounting pressure of decarbonization and electric vehicles. The residential electric meter may seem like the least of their worries, but it’s an essential piece of the puzzle in an industry undergoing fundamental transformation.

I worked with a global manufacturing company to position their new electric meter not as a solution to every challenge, but as a reliable foundation that would free utility leaders to focus on innovating. The strategy embraced the company’s newcomer status as an advantage, targeting forward-thinking utility leaders who were planning beyond the standard 10-15 year horizon. By creating a multi-phased approach with targeted messaging, we transformed what could have been a product-spec battle into a compelling narrative about the future of energy.