World-class open-heart surgery for up to 1% of the costs of rich world comparables...: 'Reverse innovations' - innovations developed for and adopted first in developing countries - have shown major potential in both emerging and, increasingly, developed markets. The authors clearly outline why multinationals everywhere must and how they can learn to develop such compelling reverse innovations, in order to compete both far from home in vast and fast growing emerging markets, as well as in their own backyards. A very exciting must-read for both those who are interested in sustaining business viability, as well as academics interested in exploring a rather new and stirring field of innovation sciences.