I call it ground level innovation for a reason. That’s because this is the type of innovation that doesn’t begin inside of an ivory tower. Instead, it comes up from the dirt. The truth is right here in the dirt because down here there’s no unearned luxury. You can’t duck from the truth when you’re down in the dirt. The dirt doesn’t care what your title is or how much marketing and promotion you have behind you. The dirt will always kindly show you where you’re right and where you’re wrong.