Feyi Olubudun’s new book, The Villager: How Africans Consume Brands, puts forward a lens for helping Africa-focussed brands and businesses achieve commercial success by correcting their perception of the African Consumer, or as he posits, “The Villager”.

Feyi is the CEO of Insight Publicis Nigeria, one of West Africa’s leading creative agencies, and in this chat with Andile Masuku he unpacks insights gleaned from observing many brands fail to crack "the African opportunity". Listen in to hear him share some of the most common mistakes that foreign international businesses make in approaching African markets and how you might avoid making the same ones yourself.