The promise of a smarter grid is no doubt a primary focus within the utility industry. On the flip side, for most customers, the technology is far from a "buzz" and is in fact little more than a murmur. For those that have heard the term, it's at most an obscure idea - and one they don't know much about. The challenge is that without consumer buy-in, the full potential of the smart grid can never be realized. And that means utilities must work to communicate what this new technology is, and its benefits and value across each market segment.