Innovation, though could be seen as doing something differently to add and capture value, should also be within the context of the prevailing needs. In this Ted Video by Ravi Chhatpar, we see how one woman has successfully created value to the people who need it most in small villages in Rwanda.
The linkage between an unmet need and the innovative solution should be strong enough to enhance its adoption and virality (in the case of online solutions). These unmet needs may be direct or indirect. It may also be termed as issue-oriented or opportunity-oriented. I will write more on this in the subsequent posts about emerging markets.