While I was working on How They Did It: Billion Dollar Insights from the Heart of America, I was asked, why focus on entrepreneurs and why the heartland?
Entrepreneurs are the engine that fuels the world’s progress. Progress does not come from bureaucracy. I wanted to learn from the 45 founders I interviewed and present their advice, insights, and inspiration in their own words, because great ideas and great effort never stop – regardless of economic conditions.
After speaking with the founders, is was clear that some of the most remarkable companies now in existence were launched and grown in the American heartland.
And the need for great entrepreneurs has not diminished. Take the issue of the world’s supply of potable water, for example. Research shows the existing water supply is insufficient to quench the thirst of the current population of the planet. According to The Netherlands’ recent 2030 Project, the world’s supply of potable water is 4.3 trillion cubic meters (TCM), whereas the world’s need at present is 4.5 TCM. Due to this shortage, five million children die every year. By 2030, the world’s need will total 6.9 TCM yet the supply will still be 4.3 TCM. Entrepreneurs, I predict, are going to solve this problem. And there is one location worldwide that has a clear lead, supply of talent, and expertise in water technology. Where is it—Palo Alto? London? Boston? Moscow?
According to Rich Meeusen, chairman and CEO of public company Badger Meter, Inc. (BMI), and co-founder of the Water Council, the answer is Milwaukee. Born from a 100-year history of industry on the Great Lakes, manufacturing in Milwaukee revolved around “wet” industries like tanning and breweries. Of the 11 largest water-related manufacturing companies in the world, five are headquartered or have significant presence in Milwaukee. More than 100 of the leading water technology companies are located in Milwaukee, working on all aspects of quality, desalination, access and use.
The world isn’t making any more water – what we have is what we have. Big issues like these can only be solved through creative new technologies, ideas and processes. Companies being launched and grown right now are our best hope to solve these challenges.
Robert Jordan is an Inc. 500 CEO and founded Online Access, the first Internet-coverage magazine in the world. After the sale of Online Access, Jordan launched two companies: RedFlash, an interim management team; and interimCEO/interimCFO, a worldwide network for interim, contract, and project executives. 
In addition to the Milwaukee Water Council, Milwaukee seems to have a practical concentration on the actions that can produce good results for the regional economy. There is an organization called M7, a cooperative effort of the seven southeastern Wisconsin counties; it formed in recent years. There are several reports, including one of the M7, reports that honestly – even coldly – evaluate the weaknesses, problems and potentials of the region. The result, in my opinon, is concentration. The area is appreciative when someone wants to try some outlier project but the reall effort goes along lines with the best probabilities: lines such as healthcare, skilled manufacturing, education and the fresh water science effort. We like our dealings in Milwaukee very much. People have things in mind and things to do.