Dr. Thomas Hillig, EUSEW’s digital ambassador, discusses the evolution of hydrogen's energy potential from ambitious hype to a more practical approach. Initially capturing significant attention, hydrogen projects were announced on a gigawatt scale, promising transformative shifts in the energy landscape. However, the momentum has shifted towards smaller-scale projects in the 2-20 MW range in Europe. These projects, although essential steps, have limited impact on large-scale decarbonisation in energy-intensive sectors. While direct electrification is currently more cost-efficient for short-term decarbonisation, investing in hydrogen development now ensures mature applications for the future. Governments are urged to support R&D to reduce hydrogen production costs, enhance electrolysis processes, and improve storage and transportation. The perception of hydrogen, especially green hydrogen, as a critical factor in site selection and business location decisions is growing. Industries with high energy demands are recognizing the importance of accessing affordable green hydrogen for their long-term viability and carbon reduction efforts. Companies strategically located in regions with good access to green hydrogen gain environmental and cost advantages. As economies of scale in hydrogen production increase, the cost of green hydrogen is expected to decrease. Regions establishing themselves as hydrogen hubs will attract businesses reliant on hydrogen inputs, while those neglecting renewable energy and hydrogen infrastructure risk losing out on investment and innovation. The time to act is now to secure a competitive edge in the evolving hydrogen energy landscape.