I’d propose that the most interesting applications of this thinking are in emerging versus traditional/mature markets. Those markets don’t have the same baggage (and perhaps linear thinking) that dominates mature markets. Look at the depth and breadth of mobile-payments in markets like Kenya, Nigeria, Vietnam where it is the de facto behaviour. Here in Canada, pundits talk about mobile-payment and micro-financing as it its an impossibility…but the lack of established structures, preconceptions and institutional thinking removes these barriers. Sadly much of this inertia comes from too many folks thinking about Marketing through the lens of “Why” instead of “Why Not”. The latter is where much of the true breakthroughs come.