Disrupting the norm, redefining the status quo and thinking “outside the box” have become mainstream in the tech space. In complex countries like South Africa, riddled with limitations and constraints, disruption alone is not enough. Designing technology without paying attention to this local context will result in failure. As technology visionaries and designers, we embrace our local challenges as an opportunity space that defines our own box. This box induces creativity and shapes our frugal, relevant and context driven innovations. We call our highly localized approach to innovation, the "Think Inside" principle.