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Cell phones are another example. They're now a booming market in the developing world, but historically, companies vastly underestimated their potential. In 2000, when Vodafone bought a large stake in a Kenyan cell-phone company, it figured that the market in Kenya would max out at 400,000 users. Today that company, Safaricom, has more than 10 million. The company has done it by finding creative ways to serve low-income Kenyans. Its customers are charged by the second rather than by the minute, for example, which keeps down the cost. Safaricom is making a profit, and it's making a difference. Farmers use their cell phones to find the best prices in nearby markets. A number of innovative uses for cell phones are emerging. Already many Kenyans use them to store cash (via a kind of electronic money) and transfer funds. If you have to carry money over long distances say, from the market back to your home this kind of innovation makes a huge difference. You're less tempting to rob if you're not holding any cash.
This is how people can benefit when businesses find opportunities that have been missed. But since I started talking about creative capitalism earlier this year, I've heard from some skeptics who doubt that there are any new markets. They say, 'If these opportunities really existed, someone would have found them by now.' I disagree. Their argument assumes that businesses have already studied every possible market for their products. Their attitude reminds me of the old joke about an economist who's walking down the street with a friend. The economist steps over a $10 bill that's lying on the ground. His friend asks him why he didn't take the money. 'It couldn't possibly be there,' he explains. 'If it were, somebody would've picked it up!' Some companies make the same mistake. They think all the $10 bills have already been picked up. It would be a shame if we missed such opportunities, and it would make a huge difference if, instead, researchers and strategists at corporations met regularly with experts on the needs of the poor and talked about new applications for their best ideas.

A. 어휘
vastly 막대하게, 광대하게. underestimate 낮게 평가하다. potential 잠재력.
Vodafone 영국의 통신회사. stake 내기에 건 돈(주식). figure 계산하다.
max out [사용자 수가] 최대로 ...이 되다. be charged 요금이 부과되다.
by the second rather than by the minute 分(분) 단위가 아니고 抄(초) 단위로.
make a difference 변화를 일으키다. emerge 출현하다. store 저장하다.
via ...을 통해서, 경유해서. transfer 이전하다, 양도하다. tempt 유혹하다.
rob 강탈하다. skeptic 의심 많은 사람, 懷疑論者(회의론자).
argument 주장, 논쟁, 토론. assume 가정하다. step over 건너가다. bill 지폐.
strategist 전략가. regularly 정기적으로, 정규적으로. expert 전문가.
application 적용, 實用(실용).

B. 구문
- If these opportunities . . . found them by now.
cf. 가정법과거: 현재사실의 반대의 경우를 가정. 동사시제는 과거지만 실제 시간은 현재. →If+주어+과거동사. . . , 주어+조동사과거+동사. . .
ex. 직설법: We do not miss such opportunities, and it is not a shame.
→가정법: It would be a shame if we missed such opportunities.
cf. 가정법과거완료: 과거사실의 반대의 경우를 가정.
→If+주어+had+pp. . . , 주어+조동사과거+have+pp. . .
ex. 직설법: We did not miss such opportunities, and it was not a shame.
→ 가정법: If we had missed such opportunities, it would have been a shame.
cf. 혼합가정법: 조건절과 귀결절의 가정법이 다른 경우.
ex. If these opportunities existed, someone would have found them by now.
(조건절은 가정법과거, 귀결절은 가정법과거완료)
[만약 이런 기회들이 존재한다면 누군가가 지금쯤은 그런 기회를 발견하였을 것이다].
- It would be a shame . . . for their best ideas.→ 모두 가정법과거 문장들.

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Beyond finding new markets and developing new products, companies sometimes can benefit by providing the poor with heavily discounted access to products. Industries like software and pharmaceuticals, for example, have very low production costs, so you can come out ahead by selling your product for a bigger profit in rich markets and for a smaller profit, or at cost, in poor ones. Businesses in other industries can't do this tiered pricing, but they can benefit from the public recognition and enhanced reputation that come from serving those who can't pay. The companies involved in the (RED) campaign draw in new customers who want to be associated with a good cause. That might be the tipping point that leads people to pick one product over another.
There's another crucial benefit that accrues to businesses that do good work. They will find it easier to recruit and retain great employees. Young people today all over the world want to work for organizations that they can feel good about. Show them that a company is applying its expertise to help the poorest, and they will repay that commitment with their own dedication.

A. 어휘
beyond ...이상으로, ...를 넘어서. benefit 이득을 보다. access 접근.
pharmaceuticals 제약. tiered 층층으로 된. pricing 값 매기기. recognition 인정.
enhance 강화하다, 올리다. reputation 명성, 평판. tip 기울이다.
a good cause 훌륭한 목적(대의명분). the tipping point 分岐點(분기점).
crucial 결정적인. benefit 이익, 혜택.
accrue to 결과로서 생기다, 증가하다. recruit 모집하다. retain 보유하다.
employee 종업원. expertise 전문지식(기술). commitment 헌신, 위임, 위탁.
dedication 헌신.