Any innovation that is adopted first in the developing world. Today, almost all innovations are adopted first in the rich world and only later flow to emerging economies. At most, they make minor customizations for other countries. That worked well enough when two-thirds of the world's economic growth was in the developing world. But it's not good enough anymore. The needs of customers in emerging markets are far different than those of customers in the rich world.

One example: Although China has the number two economy in the world, most people in China are peasants. There's no way the same products will work in the United States and in China. Corporations have to learn a new trick.