In their book, The Prosperity Paradox, Christensen, Ojomo & Dillon describe market-creating innovations as “ innovations that not only create new markets but also serve people for whom products/services were never created or they were not affordable.” This phenomenon is not foreign to our own Rwanda where the majority of the population has been left behind by some of the biggest innovators who target the middle and upper class citizens hence creating what the book calls “sustaining innovations” and “efficiency innovations.”