Bill has more than 20 years of experience in strategic marketing, new product development, pricing, market research, and demand-side management as well as consumer behavior. He is focusing much of his efforts now on electric vehicle marketing and managed charging, as well as design thinking. He is the founder of Electric Vehicle Driver Experience Initiative (EVDX) which just launched in 2023 under the umbrella of the Association of Energy Services Professionals. Bill served in a number of key capacities at E Source, including VP of Strategy, VP of Consulting, and VP of New Product Development. Bill served as a project manager at EPRI, overseeing projects focused on demand management, rates, marketing, and customer behavior. Bill also had stints at Apple and Disney in his early days, and spent time as a stand-up comedian during his midlife crisis.