Africa is not one market. It’s 54 – each with its own politics, history, and expectations. That’s why some of the boldest expansion strategies stall, not because the opportunity isn’t real, but because ambition outruns understanding.
Our new booklet 12 Trade Truths: How to Earn Your Place in Africa’s Growth Story brings together the lessons we’ve seen prove themselves time and again. These are not tips from afar. They are earned on the ground – in boardrooms where protocol matters, in communities where presence is judged by contribution, and in markets where government is always a stakeholder.
From the risks of overpromising, to the importance of paying your taxes and understanding history, these truths are the foundation of long-term legitimacy. They show why trust is not a by-product of business in Africa, but the currency that unlocks it.
If you are serious about investing or expanding across the continent, start here.
