I like the fact that it frames the term "innovative" in a space where maybe very few expect it. My first intuition was toward some fancy tech or smart materials

I like the fact that it frames the term "innovative" in a space where maybe very few expect it. My first intuition was toward some fancy tech or smart materials. I was surprised to find out innovative for them means tackling mundane and trivial big problems in cheaper and more effective way: like more fine tuned crops for the type of land or milk jug. I love this guy!