This is a summary of the book titled “Rise of the Rest” written by Steve Case and published by Avid Reader Press in 2022. Steve dedicates this book to the Rise-of-the-Rest initiative which is a nationwide undertaking designed to shine spotlight on innovation growth outside of the traditional coastal tech hubs through city visits, hubs and events and capital investments. Communities across the United States and not just Silicon Valley are nurturing new businesses. He describes innovation competitions and showcases in US cities that don’t usually make the list of innovation hubs. His initiative forms a support network for innovation start-ups to succeed while encouraging communities to leverage their local strengths. In return, the startups can revitalize their stagnant communities. Adversity can also help and startups may benefit from diversity and sustainability.

Rise of the Rest is an initiative that encourages cities across the US to invest in innovation. It brings together innovators, government representatives, potential funders, business leaders, and policymakers to support innovative entrepreneurs in America's heartland. Each Rise of the Rest Road Trip visits five cities in five days, investing at least $500,000 in local start-ups through pitch competitions and innovation showcases. Success by a start-up firm is rare and requires essential resources such as connections, money, attention, and support from credible partners. Rise of the Rest can spark change in local communities it visits, such as those in Dallas, Birmingham, Louisville, and Chattanooga and Memphis. Business conditions increasingly favor startup growth in cities beyond Silicon Valley, with half of venture capital investment in the US going to California companies. Supportive networks help start-ups succeed, and communities benefit when they create innovation hubs. Examples of successful ecosystems include Louisville's Muhammad Ali Center and Madison's Warehouse District.

Rise of the Rest encourages communities to leverage their local strengths to support entrepreneurs and innovation. In the United States, cities should capitalize on their local assets, such as internet access, regional freight industry, and retail expertise. Atlanta's Opportunity Hub (OHUB) supports underrepresented innovators, while Denver's supportive government, academic, and business communities, sense of local cohesion, and business leaders' commitment to entrepreneurship make it fertile ground. Pennsylvania towns, like Pittsburgh, are applying similar tactics to create a technology hub, with robotics boosting Pittsburgh. The University of Nebraska-Lincoln Innovation Campus is turning investors and mentors into start-ups, like LifeLoop, a successful start-up that coordinates among senior living community residents, staff, and family members. Salt Lake City, Utah, has shifted its business culture from working and commuting to a consolidated live, work, play approach, with a focus on entrepreneurship skills and a focus on poverty alleviation. Nashville, Tennessee, demonstrates the value of tapping into local resources and fostering a supportive environment for start-ups.

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