In this episode, I sat down with Pretty Kubyane, a multi-award-winning tech entrepreneur and co-founder of eFama, an app revolutionising Africa’s agricultural supply chain. From humble beginnings in a South African village to leading a pan-African tech movement, Pretty shares how growing up with impact-driven parents shaped her conviction to build businesses that serve both community and innovation.

A self-proclaimed introvert, Pretty opens up about navigating the tech world as a woman of colour, facing underestimation in boardrooms, and how compassion—not bitterness—fuels her leadership. You’ll hear how her hatred of poverty, deep spiritual grounding, and fierce belief in dignity over hustle gave her the courage to speak up, stay consistent, and lead with vision.

In this episode, we explore:

• What Pretty learned about leadership and purpose from her father’s woodcutting business
   
• How eFama started as a response to systemic barriers for small producers
   
• The 3 C’s of entrepreneurial growth: Conviction, Consistency, and Clarity 
   
• Cultural intelligence in working across African communities
   
• The power of social fasting to protect your energy and mental health
   
• Why introverts should build on their strengths, not chase extroverted norms
   
• How faith and vision sustain Pretty’s entrepreneurial mission
  
  

This episode is a masterclass in quiet conviction, community-focused innovation, and redefining what leadership can look like when it’s grounded in both substance and soul.

Resources & Links:

• Learn more about eFama and their work with African farmers:https://efama.africa

• Follow Pretty Kubyane on LinkedIn: https://www.linkedin.com/in/prettykubyane/

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This episode was edited by Aura House Productions