Reinventing the Heartland: A conversation with Nicholas Lalla on innovation, inclusivity, and Milwaukee’s future

As Milwaukee looks to redefine itself in the tech-driven economy, urbanist and author Nicholas Lalla offers a compelling roadmap for cities striving to harness innovation while maintaining their unique identities.

In his new book, Reinventing the Heartland: How One City’s Inclusive Approach to Innovation and Growth Can Revive the American Dream, Lalla shares insights from his time leading Tulsa Innovation Labs, an initiative that helped transition the Oklahoma City from an oil-and-gas-based economy into a tech hub. His message resonates strongly with cities like Milwaukee, where legacy industries, economic disparity, and the push for inclusive growth create a complex—but promising—landscape for transformation.

MKEStartup.News spoke with Lalla about his book, his work in Tulsa, and what lessons Milwaukee can take from his approach to urban reinvention.

Tulsa’s transformation: From oil to innovation

Lalla’s journey to Tulsa began with an unexpected call from the George Kaiser Family Foundation, which saw potential in his leadership of Cyber NYC, a major cybersecurity initiative in New York. That opportunity led him to design and execute a tech-led economic development strategy for Tulsa—an initiative that raised $200 million, won a Build Back Better grant from the Biden administration, and built new pathways for workforce development.

For Lalla, the key to Tulsa’s success was not simply copying other cities but identifying its own strengths. “Tulsa didn’t want to be Austin or San Francisco. It wanted to be the best version of itself,” he said. By focusing on energy tech, virtual health, advanced air mobility, and cybersecurity, the city leveraged existing industries to build a new economy rooted in local strengths.

Lessons for Milwaukee

Milwaukee, like Tulsa, is a city with deep industrial roots now seeking a foothold in the tech economy. While the city has made strides in water technology, medical research, and advanced manufacturing, Lalla believes successful transformation requires coordinated investment, cross-sector partnerships, and intentional inclusivity.

“Inclusion can’t be an afterthought,” he explained. “If a city wants to transition successfully, it has to design for inclusivity from the start. That means ensuring tech jobs are accessible across education levels, proactively reaching minoritized communities, and making sure economic growth benefits all residents—not just those with four-year degrees.”

Milwaukee’s philanthropic community could play a crucial role in this transformation. While Tulsa had the Kaiser Foundation as a key backer, Lalla emphasized that every city has high-net-worth individuals and community foundations capable of funding ambitious civic projects. “Philanthropy can catalyze investment, but cities need to leverage those dollars to secure additional funding from federal, state, and private sources,” he said.

A playbook for reinvention

Lalla’s book serves as a blueprint for cities looking to redefine their economies. Through his work in Tulsa, he developed an “action plan for urban reinvention” that other cities—Milwaukee included—can adapt to their own needs.

The book highlights both successes and setbacks, providing readers with an unfiltered look at what works (and what doesn’t) when attempting to drive large-scale economic change. As Lalla embarks on a national book tour, he hopes to connect with civic organizations, universities, policymakers, and business leaders interested in shaping the future of their cities.

Nicholas Lalla’s book, Reinventing the Heartland: How One City’s Inclusive Approach to Innovation and Growth Can Revive the American Dream, launches on March 4, 2025.