If nonconsumption were a company in Nigeria (or any other emerging market), it would almost certainly have a monopoly in many of the country's major industries. Yet investors and multinational companies often wait until there is a proven market before they are willing to invest. Senior researcher Efosa Ojomo published an article in Emerging Markets Business Review on this paradox, and in this episode offers tips on how to spot opportunities that seem uninteresting to many, but in fact offer the greatest potential for impact and exponential upside for the savvy investor.