Starving children on street corners. Slums without adequate clean water and sanitation. Hopeless prospects for employment amid a growing youth population. Most of us are moved by the painful signs of poverty we see in low-income countries around the world. Though some progress has been made, more than 750 million still live in extreme poverty, surviving on less than $1.90 per day. We all want to help. But hope isn’t a solution. And the smart, well-intentioned programs – along with billions of aid dollars – haven’t made a significant or lasting difference. There is a better way, argue innovation guru Clayton Christensen and his colleagues Karen Dillon and Efosa Ojomo, a global prosperity and development expert: if we consider the problem not through the lens of solving poverty, but through creating prosperity.
Christensen, a long-time client of Stern Strategy Group, Dillon and Ojomo put forward their powerful prescription for economic growth in “The Prosperity Paradox: How Innovation Can Lift Nations Out of Poverty” (HarperBusiness 2019) – and then partnered with us to share it with the world. Our approach went beyond the fundamentals of book marketing. Our “job to be done” wasn’t only launching a book, but also the thought leadership brand of one of its authors. Read on to learn how we succeeded in doing both.