Also, I see many emerging market entrepreneurs practicing jugaad not for fun or as a hobby (as with DIY), but rather as a matter of life-of-death in extreme conditions: hence, I believe that by infusing the DIY movement with that kind of extreme frugality and resilience that characterise jugaad we could conjure up amazing grassroots solutions in America that can address major socio-economic issues we face today in the US in a bottom-up fashion. What challenges would you have to reckon with when you spread your word about this innovation in the West? Radjou:I see the biggest challenge is convincing senior executives in large Western corporations to empower their employees so they can improvize solutions as they see fit -- rather than expecting their superiors to tell them what to do. Ultimately jugaad is about catalyzing "bottom up" innovation by unleashing and harnessing the ingenuity of all employees. The good news is that enlightened leaders in forward-thinking organizations across sectors in the West -- such as 3M, Unilever, Siemens, Renault-Nissan, Mayo Clinic, and FEMA -- are empowering their employees to think and act as nimble jugaad innovators. My hope is that in the coming years more Western organisations will emulate them and follow their lead in adopting the frugal, flexible, and inclusive principles of jugaad.