Strategy is about stretching limited resources to fit ambitious aspirations. - C. K. Prahalad

The lackluster nature of most multinational corporations emerging market strategies over the past decade does not change the magnitude of the opportunity. The real source of market promise is not the wealthy few in the developing world, or even the emerging middle-income consumers: It is the billions of aspiring poor who are joining the market economy for the first time.

With wolves, solidarity is first but when they hunt, they change roles. The implicit hierarchy depends on who does what. In an organization one unique person makes a difference, but you need teamwork to make it happen.

The future lies with those companies who see the poor as their customers.