A tenet of entrepreneurship getting as close to the customer or end-user as possible, to best understand and implement solutions for them. But what does this look like across the continent, where the set of problems and opportunities are unique to the market and context in which entrepreneurs are operating?

In this episode, Justin speaks with founders who are building businesses by intimately understanding the problem and their end-users - by taking the worm's eye view.

3:39 - SafeBoda co-founder Ricky Rapa Thomson

10:46 - Lumkani co-founder and CEO David Gluckman

16:27 - Farmcrowdy founder Onyeka Akumah

23:25 - a conversation between Justin and The Flip's b-mic, Sayo Folawiyo.