This episode highlights the significant potential of doing business in Africa. At the same time, several multinational corporations attribute to the failure to adapt their Western business models to the continent's unique economic and social contexts. We highlight the diverse and often informal nature of African markets, emphasizing the need for localization strategies, investment in local talent, and long-term commitments rather than short-term profit maximization. This episode also argues that successful businesses in Africa must prioritize understanding and working within the existing local conditions and value chains. Ultimately, there's a suggestion that adapting to Africa's specific realities is crucial for multinational success and sustainable growth on the continent.