This paper explain why 2SCALE focuses on marketing and distribution to the BoP, how it shape pilots within the program to introduce this way of working to business champions and, in turn, how they learn from testing this particular approach. One of the key findings of the book was that if and when companies and other stakeholders want to engage with the BoP, it requires a completely different approach in comparisonto other market segments; even more so, it would “require radical innovations in technology and business models”.