I call it ground level innovation for a reason. That’s because this is the type of innovation that doesn’t begin in an ivory tower. Instead, it comes up from the dirt. Truth is located right here in the dirt because there are no undue comforts. You can’t duck from 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 where you’re right and where you’re wrong.