It seems self-evident that we should care about helping 2.4 billion people raise themselves out of poverty. But really, why should we? Most of us working in the field of development fall into that fortunate few: the richest 10 percent of people in the world. Is it altruism alone that motivates us to care about the fates of billions of individuals whose lives we know relatively little about? For some of us, perhaps. But for most, recent history has made it painfully evident that the fates of all nations are connected. As economic institutions and markets have become ever more globally linked, the peace and security of our nation and of all nations are inextricably interwoven. And the widening gaps between the “haves”and the “have nots” are not simply morally questionable—they also lead to greater violence and instability and further economic stagnation. As President Barack Obama cautioned the world in his Nobel Peace Prize speech in Oslo, Norway,“Security does not exist where human beings do not have access to enough food, or clean water, or the medicine they need to survive.”

As we slowly recover from the worst economic downturn in nearly a century, we would be wise not to ignore the spectacular opportunities to create jobs and profits and to spur more rapid economic growth by giving birth to dozens of Henry Ford sized new markets that serve 90 percent of the world’s customers. By investing in income-generating enterprises that provide access to basic human needs, we are investing not only in prosperity but also in education, health, and greater global security.

The strategies to get there are surprisingly simple. We need to start by recognizing the enormous market opportunity to create products and services that 90 percent of the world will pay for instead of limiting ourselves to 10 percent of the world’s customers. We need to start treating the poorest of the poor as customers, not as charity cases. We need to listen to those customers to understand their biggest, most pressing needs and build simple, affordable solutions; ones that can be easily maintained and which create profitable businesses for local entrepreneurs. And we need to do so by relying on business models that offer attractive profits to companies and commercial rates of return to investors. Most importantly, we need to galvanize and embrace the self-interest and enterprising spirit inherent in all of us—companies, investors, and poor people.

The most effective way to reach the world’s poorest people and to give them the chance to generate wealth and lift themselves out of poverty is to energize market forces, those same forces that have fueled enormous wealth creation in developed nations for generations.

The time to begin is now.

– Paul Polak, Peggy Reid, and Amy Schefer

“Human-centered design has always been IDEO’s approach to creating innovation,” says HCD Toolkit project lead Tatyana Mamut. But it was the Gates Foundation’s work in developing nations where IDEO saw an opportunity to apply their three core values for sustainable design: human desirability, technical feasibility and technical viability. “What we’ve done with this toolkit is taken the basic structure of that methodology and turned it into a process that makes it applicable to the developing world.”

Read article at FastCompany.com

–What We’re Learning, Bill & Melinda Gates Foundation

At IDE, we often talk about the necessity of listening to our customers–small-plot farmers in developing countries–in order to develop income generating products which are useful and affordable. As part of our Rural Prosperity Initiative, we collaborated with the design firm IDEO (no relation) to develop the Human Centered Design Toolkit, a set of tools that can be used by organizations to better listen and respond to farmers and translate their experience and expertise into new design solutions.

Read more about it at the Bill and Melinda Gates Foundation’s website.

Download the Human Centered Design toolkit at IDEO’s website.