‘We’ll expand into Africa once the infrastructure is ready.’ Yet the businesses winning in Africa didn’t wait. They built the infrastructure, worked around it, or bypassed it entirely.
The ‘skills gap’ remains an enduring talking point in Africa. Not enough coders, not enough data scientists, not enough digital marketers. But as we argued in the Africa’s Beautiful Constraints white paper, the problem isn’t a shortage of skills, it’s a shortage of recognition.
Reaching consumers starts with understanding them in their real context and moment of need, which requires brands to set aside their assumptions.
A new white paper reveals how businesses with a challenger mindset are turning infrastructure gaps, skills shortages, and capital constraints into competitive advantage across Africa.
In the final session of the 2025 Marketing Masterclass series, eatbigfish Africa's David Blyth explored how marketers can cut through today's overwhelming clutter.