Things used to be so much simpler. Every home had one phone line. Every store took cash or checks, and almost every well had a rod pump over its whole life span. Then again, everything used to be way more work to 'do' anything at all; pump oil, or just grocery shop.

Complexity though, can be really great for your bottom line, and doesn't have to feel complex.

With cell phones, we can call for help from just about anywhere. Debit cards are way faster than check writing. And using a series of unconventional lifting methods on unconventional wells is unlocking much stronger potential for oil and gas production—and profitability that we could only dream of a few short years ago.