Imagine you were born in a poor neighbourhood in eastern Africa. A neighbourhood so poor people couldn’t afford shoes and had to make them themselves out of anything they could find: rubber, car tires. Imagine you vowed to change this situation. Imagine you created a company in that very poor environment, making a redesigned version of the recycled tire sole shoe worn by Ethiopians with modest means. Would that crazy idea of selling shoes made of tire attract clients? Would that be ‘the idea’ to alleviate poverty in your community or will you have to think of something else?