OCCUPATION: Billionaire, renewable-energy booster
PREVIOUS APPEARANCES ON THE TIME 100: 0
PRO: His Pickens Plan is one of the most ambitious energy-reform agendas in history, with a proposed $1 trillion for wind-turbine farms on the Great Plains. And though he doesn't have the legislative power to implement the plan, he's got deep enough pockets to make sure the public hears about it.
CON: The price tag seemed a bit less daunting before the economic slowdown.