‹ Go Back

The Will to Power–Windpower



Across the troubled border–in Juarez, to be exact–a new beginning waits.

Joel Goldblatt

I should begin by saying that this post is about a company I invested in back in 2006, hoping to help the United States fulfill its potential as a world leader in renewable energy. Bluenergy Solarwind®, Inc. was introduced to me by Joel Goldblatt, now president and CEO, and it offered a beautiful turbine design to create windpower.

Unfortunately, over the ensuing years, the need for renewable energy to mitigate climate change became a political rather than a scientific issue, and the country was soon distracted by the descent into the Great Recession. Beyond that, extreme political polarization has impeded progress.

As a result, according to the World Economic Forum, China, not the US, “is the undisputed renewable growth leader, accounting for over 40% of the total global clean energy mix by 2022.” Bummer, I don’t like the experience of trailing in this matter.

Clearly, reason is not working, so it’s time for another route. I’m thinking of the way in which aesthetics may serve to reestablish a kind of spiritual relationship with the land, nature, and Earth itself to forestall the profit-driven pillaging that has brought us to a dangerous pass. And who will lead in this matter? How about the ladies?


Bluenergy Solarwind Turbine

So let’s go back to 2006 when I was inspired by the Bluenergy design for windpower. When I saw it, I had an experience with Truth, which has been defined elsewhere as “an experience of inner knowing and requires trusting our intuition.” I knew that this was good, that this represented a new path to a better world, not to put it too grandly.

I was not alone in this matter. I was the first among four women to invest in Bluenergy over the next two years, our total ultimately coming to $1.6 million. Altogether 17 “sisters” have now invested $2,762,000.

When I contacted Joel to get some information for this blog, I commented that the turbine design has a special appeal for women. He understands, responding that its “aesthetics are always in harmony with the wind, the locale, the environment, so it makes sense that women would also identify with the fluid, beautiful sculptural forms of the turbine wings turning with the wind.”

But there is more to it than this. I’ve had twelve years to think about the challenges as Joel remained steadfast in his determination to “get this done.”

There have been countless frustrations, and I know only a fraction of the history. I haven’t been as steadfast as Joel. There have been times when I gnashed my teeth in impatience and even doubt. Had I been wrong about the Truth?

However, the vision of what could be endured and clarity about the significance of this venture came to me just the other day. It was through an article referred to me, apropos of nothing in particular, by my brother-in-law, Paul. It was about German philosopher Friedrich Nietzsche.


I know the name Nietzsche can make hackles rise, but this is about psychotherapy, which assumes three established routes in a meaningful life. They are governed by the will to pleasure, the will to meaning, and the will to power. According to writer Zat Rana, Nietzsche introduced the last one.

Rana wrote that “To Nietzsche, power had a broad definition that involved a sense of mastery over oneself, the environment, and our relationships. He believed that this is primarily what dictates our behavior, and to live meaningfully is to align this will to power with actions and intentions.”

I’m all for mastery of the self. However, I think that mastery over environment and relationships represents a will to power that is the will to rule. The will to power manifesting through support for Bluenergy is the will to serve. I think that’s the spirit currently emerging in feminine leadership. So here’s how that will work.


The trend in America has always been toward dependence on “big.” We have big banks, big businesses, a huge power grid, and the Internet, all of which make many things possible but also make us vulnerable to that “will to rule” thing. And nothing is really safe.

We have entered an era when we need to be enormously adaptable, resilient, and self-sufficient to deal with tumultuous change, including climatic. An energy resource outside of the electrical grid, which is a perpetual target of cyber attacks and occasionally of devastating weather events, would be good. A wind turbine can provide a degree of independence and thus security, even while connected to the grid.

Along the lines of “think smaller” Joel has developed the concept of a “microgrid” that can create something like a self-sufficient community. This could happen in urban, suburban, and rural areas for industrial business parks, colleges, hospitals, schools, hotels, resorts, government buildings, etc.

This microgrid is composed of the Solarwind turbine/turbines; ThermaSun® solar thermal systems to heat space and water; and a Wise Energy® software monitoring, management and control system to maximize efficiency. Joel has branded this complex as the Energy Suite®.

Due to a pending emissions tax, Canada is really mobilizing to develop renewable energy and has embraced the potential of Bluenergy Solarwind. It has provided the funding to establish its first subsidiary there (70% owned by us) and to complete development of all elements of the Solarwind®Microgrid. It will be installed and proven at Medicine Hat College in Alberta this winter.

Joel with Crestview Distributor Team in Calgary



So back to Juarez, where this blog began. What’s going on in Juarez?

In Juarez and across the border from my home town, El Paso, sits a big manufacturing company called KeytronicEMS. It stands ready to begin mass producing the Bluenergy turbine design recently refined by Steelhead Composites, LLC, in Golden, Colorado.

Now poised to launch internationally, Bluenergy is currently trying to raise the funds to have Keytronic manufacture 20 turbines over the next three months. The current 5kW model stands 25 feet high, and the retail price will be about $35,000. Joel has three different lists of potential buyers, including 200 leads resulting from a June showing in Calgary.

The turbines can provide power in a wide variety of settings, from one serving a residence to a cluster of any number in an industrial complex. There will eventually be a range of turbine sizes, including very small. And there are countless places on this planet where the Bluenergy wind turbine would be a blessing. A survey of Internet sites indicates that over one billion people lack electricity worldwide. One shameful aspect of that, as revealed in an article in The Guardianis that 40% of total Navajo housing stock lacks electricity. What an opportunity Bluenergy would offer for a philanthropist to right some old wrongs perpetuated on Indian reservations.


So there we are. As a high school student on the threshold of college, I went to Juarez with my older sister and her friends one evening to have my first alcoholic drink–a whiskey sour. My initiation included a funny moment when my garter belt snapped and hose slid down one leg.

I would now like to return to Juarez for the first time and drink a toast with Joel Goldblatt to the first commercial Bluenergy turbine ready for shipment–a moment to celebrate the beginning of the company’s very bright, profitable, and planet-blessing future. Perhaps we could get some of the “sisters in empowerment,” to join us to celebrate the “Bluenergy Wave.” It looks like our time has finally come. 

To see the Bluenergy turbine in action,

Click here to play Videos

(Please click on the Play arrow, or download to own the videos)

Joel’s contact information is as follows:

Joel C. Goldblatt, President/CEO

Bluenergy Solarwind, Inc.


Mobile: 575-770-5110






One Response to “The Will to Power–Windpower”

  1. Les Fenter

    Interesting article, Ellen. I’ve been interested in renewable energy for a number of years. When a buddy of mine built his home in Abilene, we talked and he did it! His turned out to be primarily solar with some geothermic. He now sells energy to his local Electric company and actually has negative bills many months. Sadly our Pedernales Electric Coop. does not offer this alternative. But fortunately, when we built this home, we could orient it well with wind, sun and shade. Our average electric bill is less than $100/month. So in my lifetime, I could not get a break-even for one of the blue towers. Although, it’s tempting to install one just to sell the concept to friends and neighbors.
    Oh, did I mention the most interesting part was the garter? Wow! the troubles ladies endured to have svelte legs.