Nigeria is home to the largest energy deficit in the world. What can be done to address the striking level of energy poverty in the country? Clayton Christensen used to say that good theory helps us to explain the world but that great theory helps us to transform it. With this in mind, co-author with Clay of The Prosperity Paradox, Efosa Ojomo, joins host Sandy Sanchez to consider the application of the frameworks to the energy sector in Nigeria, using them as lenses through which to assess the adoption – or lack thereof – of solar energy in the country. Solutions to many of the current energy sector challenges in Nigeria lie in the process of market creation, which Efosa outlines as discovery, distribution, and democratization. Currently, too many attempt to jump from the discovery phase directly to democratization, wanting to push modular energy solutions out to the population but without first understanding the process by which markets are created or the context in which the solutions may be absorbed. With a better grasp of Nigerians’ Jobs To Be Done (e.g. "How is this energy going to power your life?"), those in the energy sector can establish value-add solutions and business models that will work for the adoption of solar energy, such that people will want to pull the solutions into their lives, creating new energy markets along the way. The distribution phase is crucial to this process, as it is in this phase where infrastructure is built, where trust is established, where discoveries are made profitable, and where democratization becomes possible. In other words, theory can help us to better understand how to get crucial solar energy infrastructure to as many people as possible, building a stable bridge between discovery and democratization. Listen to learn more about the process and potential of market creating innovations and, in this instance, how it's applied to the acceleration of solar energy adoption in Nigeria.