If someone were to do a poll of the Top 10 breakthrough ideas in management in the decade gone by, the concept of the bottom of the pyramid (BOP) would without doubt be somewhere at the top of the list. The idea that there is a huge untapped opportunity for companies in creating value for and serving the 4 billion people comprising the world's poor—has captured the imagination of companies across the world. Overnight, multinationals like Unilever and SC Johnson launched initiatives in this direction.