In 2006, I was fortunate enough to land a job that enabled me to put my academic research into practice. Not that unusual maybe, but it seemed so at the time, given that I had conducted much of my research (for a doctorate in public health) camped in public latrines in Senegal and East Timor observing people’s behavior as they used public sanitary facilities, and the job I landed was with a multinational corporation which at the time had a market capitalization of 60 billion euros.