Chapter 2


Get ready to learn about the surprising nature and breadth of the potential market among the world’s poor.

It’s shocking. After the world’s rich nations invested more than $2.3 trillion over the past 60 years to end global poverty, billions of our fellow humans remain desperately poor.1 Lest we succumb to insanity as Albert Einstein defined it — “doing the same thing over and over again and expecting different results” — it’s essential that we wage any new war on poverty with a different battle plan.

We’ve learned three fundamental lessons from the failure of foreign aid to root out poverty and the limited success of independent development projects.

True development rarely comes from the outside. Top-down development ...

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