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. Truth lies in the dirt because down here there are no unearned luxuries. 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 show where you’re right and where you’re wrong.