Especially since the 2016 election, the term “rural America” is tossed around casually and constantly in our national political and economic dialogues. But those conversations are often one-dimensional, overly general, or worse, miss the mark completely. What is mainstream coverage overlooking? What is it getting wrong? What matters most to people in America’s rural areas? What kinds of holistic, local, and sustainable economic opportunities exist, and how can they best be realized? Why should what happens in rural America matter deeply to even the most dedicated urbanite?