Nonconsumption
Why people go without essential products and services, and what barriers keep them out of the market, such as cost, skills, access or time.
Focus
I research how market-creating innovations bring essential products and services within reach of people long excluded from them, and how those new markets create jobs and lasting prosperity.
Research Associate, Global Prosperity, Clayton Christensen Institute
Lead story · October 2026
Where market creators begin
A strong market-creation beachhead concentrates a widespread struggle, exposes the barriers sustaining nonconsumption and builds capabilities that can transfer outward.
Market creation · Christensen InstitutePoint of view
“Poverty, it turns out, is not the absence of demand. It is what happens when demand goes chronically unanswered.”
What I study
Market-creating innovation
How innovators turn people who were never customers into customers, by making complicated, expensive products simple and affordable.
Prosperity
How new markets create jobs and pull in the infrastructure and institutions that lasting growth depends on, with a focus on growth economies.
Selected Writing
All articles
Market creation
What Kigali’s clean streets teach us about market creation
Christensen Institute · September 2026
Prosperity
What South Korea teaches us about prosperity
Christensen Institute · August 2026
Global prosperity
For infrastructure to work, enough value must flow through it
Christensen Institute · July 2026
Market creation
What phones in Africa taught the world about poverty
Christensen Institute · June 2026
Market creation
How one company built a mass market selling hot water to rural China
Christensen Institute · May 2026
Market creation
How Sorridents is expanding access to dental care in Brazil
Christensen Institute · February 2026
Feature · About
Exploring market creation and prosperity
Oyihoma Saleh is a Research Associate on the Global Prosperity team at the Clayton Christensen Institute for Disruptive Innovation. Originally from Lagos, Nigeria, his work focuses on market-creating innovation and nonconsumption across African and other growth economies. He studies how innovators make products and services accessible to people existing markets overlook, and how new markets can create jobs and broaden prosperity.
Oyihoma’s experience spans venture building, early-stage investment, and innovation consulting. He co-founded Kosava Digital Ventures and worked at Capgemini’s Applied Innovation Exchange. At the Institute, he translates his research into writing, advises leaders, and leads workshops on applying market-creation ideas.
- Education
- BSc in Marketing and Entrepreneurship
- Northeastern University
- MSc in Innovation, Entrepreneurship and Management (distinction)
- Imperial College London
How Innovation Can Lift Nations Out of Poverty
Clayton M. Christensen · Efosa Ojomo · Karen Dillon
Contact
Send a message
Questions about a project, a workshop, or a piece of writing? Send a message and I will reply as soon as I can.