South Africa, Sept. 18 -- That's the feeling relevant market creation gives a consumer - something they didn't know they needed, but absolutely did. This kind of thinking shows up at every level of life on this continent, from stokvels to fintech unicorns. When the options on offer don't fit, someone eventually stops choosing between them and builds a third path instead. There's a real difference between fighting for a slice of an existing pie and baking one nobody's tasted yet. Fighting for a slice in highly penetrated markets can cap growth, as you're contending for a thin sliver against a competitor defending just as hard as you are attacking. Market creation, however, is slower to start and harder to get right. But when it works, ther...