The Innovation Strategy Most Companies Miss

Creating globally scalable products requires shifting the design focus from wealthy markets to emerging economies, where the most compelling humanitarian and business challenges reside. MIT professor Amos Winter and Dartmouth’s Vijay Govindarajan propose a "Global by Design" framework that prioritizes high-performance, low-cost solutions over the traditional practice of watering down premium products. This approach relies on three core merits: identifying a significant problem, determining if innovation is truly required, and ensuring value for all stakeholders. By conducting deep ethnographic research and engaging directly with local users, companies can uncover critical requirements—such as portability and affordability—that often remain hidden. Successfully scaling these innovations requires overcoming the "dominant logic" of established firms, viewing these new solutions as industry-transforming rather than mere substitutes, and fostering a culture that values diverse perspectives from every level of the organization.