Effective electricity rate design can drive a variety of customer behaviors to achieve desired outcomes for utilities, regulators, and the public. In addressing stakeholders working on the Missouri Comprehensive Energy Plan, Rich Sedano outlines the objectives of good rate design—simplicity, fairness, adequate utility revenue, stability, and encouragement of efficiency— and noted that there is inherent tension among some of these objectives. He provides an in-depth look at different rate design options and considers the impact of rate design decisions on customer usage and bills. While Mr. Sedano acknowledges the importance of pricing, he places it in the context of striking a balance with policies and programs.