During the last decade, many "Base of the Pyramid" ventures focused on selling products to the world's poorest people with the goal of "finding a fortune at the BoP." However, many of these initiatives did not scale or failed. Now, innovators are succeeding using a more sophisticated approach of "creating a fortune with the BoP" through deep dialogue, expanding imagination, and marrying capabilities between companies and the BoP. This new approach called "BoP 2.0" focuses on sustainable technology development and direct relationships rather than derivative products and arm's-length relationships through NGOs.