In developing countries, many people become entrepreneurs by default. Most have informal, cash-in-hand jobs. There is no certainty in entrepreneurship. At any given time, there could be a glut of opportunities, or income could completely dry up, and individuals have little control over this. When your income can differ markedly from month to month, it is hard to plot a path forward. Should you take out a loan to grow your hustle when your income could disappear the following month?

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To lift the floor for the 800 million people living on less than $3 a day, we don’t need more projects; we need more payrolls.

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Non-governmental organizations often try to limit the damage from this massive deficit of employment opportunities. Cash transfers can allow people to invest productively, and asset transfers mean that people do not have to save for those purchases. But NGOs are inherently limited by the generosity of donors. What if there is a better option?

A successful commercial firm does something no NGO can: it issues “cash transfers” to a large group of people every month, indefinitely, funded by the market rather than donor whims. Indeed, private sector growth is the key to the structural transformation required to create hundreds of millions of jobs. No rich country today has become wealthy through the intervention of NGOs.

Rather, it is businesses that make a country rich. Take Singapore as an example. It became an export hub, first in goods and later in services. As the private sector grew, the state had more money to invest in public goods and advanced infrastructure, enabling further private-sector growth. Growth laid the foundation for everything else.

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I started Wasoko in Kenya in 2015. The seed of the idea had come from a month spent living in a rural village in Egypt a few years earlier, where I was doing remote coding work while learning Arabic. What I kept noticing was a simple, persistent problem: the neighborhood shops kept running out of basic items, such as soap, cooking oil, flour, and sugar. The shopkeeper then faced a half-day trip to the nearest city’s wholesale market to restock, at a significant cost in time and transport.

Wasoko replaced that trip with a mobile phone order and same-day delivery. By consolidating dozens of individual restocking runs into a single route—one driver, one truck, serving many shops—the marginal cost fell significantly for each shopkeeper. What had once taken half a day and eaten into thin margins could now be done on the phone in two minutes.

Wasoko eventually grew to serve more than 100,000 small businesses across six countries in Sub-Saharan Africa, with a team of 2,000 people. Most held entry-level logistics and customer support roles—the vital first rungs of the formal economy. Each drew a monthly paycheck; that payroll helped support the lives of more than 10,000 family members. Those paychecks paid school fees, covered medication, and funded improved housing.

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There are legions of historical examples. Consider Floramérica, the first cut-flower exporter in Colombia. Floramérica was founded by a few Americans in their early thirties who brought US-style business management to their pioneering venture. Within six months, they were exporting to the US and, within three years, employed 400 people.

But Floramérica didn’t just grow flowers; it engineered a multinational cold chain from scratch. It negotiated with airlines to create cargo space, designed specialized refrigerated trucks to navigate Andean mountain roads, and mastered the stringent plant import standards of US Customs. This required a level of organizational knowledge that Colombian domestic business did not have at the time. By solving these complexity problems, it created a high-productivity blueprint for an entire nation.

The knowledge didn’t stay inside Floramérica. Local employees mastered the trade and left to launch their own ventures, seeding an entire industry. Today, Colombia is the world’s second-largest flower exporter, with an ecosystem generating US$2.4 billion in annual value with 200,000 formal jobs as of 2025.

It is difficult for an NGO to compete with that level of impact. This outcome was achieved through entirely different mechanisms outside of standard aid practices: The founders of Floramérica didn’t write policy papers, disburse cash transfers, or run a randomized control trial. They built a scale-up business in a poor country selling to global markets. In so doing, they catalyzed the structural transformation that gave hundreds of thousands of people exactly what June Jambiha spent years looking for: a reliable paycheck and a path forward.

And it’s repeatable. One of the Floramérica founders, Thomas Kehler, went on to launch SalmoAmerica in Chile—one of the first salmon exporters in what is a $6.5 billion industry employing 86,000 people in the country as of 2023.

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Through that decade of venture building in Africa, I came to understand a harder truth: the path to widespread prosperity would not come from simply helping local businesses operate more efficiently. Wasoko was a start, but local purchasing power was deeply constrained. Creating genuine engines of income growth requires businesses built to serve markets beyond developing countries—using global purchasing power to drive convergence.