Cultural Nuances: The Unseen Forces That Shape Business Success in Africa

There is a popular Yoruba adage: “Tí a bá rán ní’se eru, a fi t’omo je ni” – loosely translated, it means, “When you’re sent on an errand as a slave, deliver it as if you were the child of the family.” In essence, when given a task, especially in unfamiliar environments, you must approach it with care, respect, and intelligence—because, oftentimes, it’s not just what you do but how you do it that defines the outcome. This wisdom rings particularly true when engaging in business across Africa, where cultural nuances can be the thin line between success and failure.

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Understanding the African Context

To operate effectively in Africa, it's not enough to arrive with fancy suits, glossy PowerPoint presentations, and talk of shareholder value. Africa is a continent as vast as its diversity—both geographically and culturally. As Chinua Achebe once pointed out, “Until the lions have their own historians, the history of the hunt will always glorify the hunter.” Many international businesspeople who come to Africa with a Westernized approach often miss out on a critical element of success: cultural intelligence.

Everywhere you turn on this continent, you will find traditions, customs, and social norms that shape how people relate to one another and, by extension, how they do business. In some African societies, success is not just about profit margins and efficiency. It's about relationships, trust, and showing that you respect the local ways of life. If you fail to grasp these nuances, your well-intentioned business venture might become the proverbial "beautiful nonsense"—well-crafted but ultimately irrelevant.

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The Power of Respect for Elders

Let me start with an anecdote. A few years ago, a well-known multinational sought to establish its presence in Nigeria. The company had a brilliant product, the market demand was clear, and their marketing team had crafted an impressive launch strategy. However, after several months of back-and-forth meetings, the deals they anticipated never materialized. Why? They hadn't realized that in many Nigerian business settings—especially in more traditional parts of the country—decisions are rarely made in isolation from community elders or highly respected individuals.

In Yoruba land, for example, it is said, “Agba kii wa loja, ki ori omo tuntun wo”—meaning, an elder does not sit in the marketplace and watch as a young child’s head goes askew. Elders are the custodians of wisdom, and their counsel is sought before making major decisions, whether in families, villages, or businesses. In the case of the multinational, had they first sought the blessing or endorsement of key local influencers, their efforts might have been better received. Ignoring such figures was seen as disrespect, which slowed down the entire process.

This pattern of deference to elders is not unique to Nigeria. Across many African countries, the role of elders in business negotiations, conflict resolution, and decision-making cannot be overstated. Understanding and respecting the hierarchy within communities—whether familial or organizational—can open doors that no amount of money or marketing can.

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The Social Value of Humility and Reciprocity

In many parts of Africa, there is another unwritten rule that guides successful business dealings: humility and reciprocity. It’s one thing to show up in a fancy car with an air of self-importance, but as we say in Nigeria, “A pe p’eja l’oko kekere, a ma nfe l’odo nla”— a small fish caught in a small stream will grow into a big one if it’s treated right in a big river. In other words, those you treat with kindness and respect today may become your most valuable partners tomorrow.

This brings me to a story I heard in Ghana. A visiting business executive from Europe arrived in Accra to secure a contract with a local company. During the negotiation process, he was introduced to the Chief of the area where the company was based. The chief welcomed him but extended the meeting with casual conversation, asking about his family, his journey, and his thoughts on Ghana. The executive, focused on his goals, became visibly impatient and tried to rush the conversation to the business deal at hand. To his surprise, the chief abruptly ended the meeting.

Unbeknownst to the visitor, he had failed a critical cultural test. In Ghana, as in many African countries, business is deeply personal. The chief wasn’t interested in just signing a contract; he wanted to know who the visitor was, what his values were, and if he could trust him. Had the executive taken the time to build rapport, showing humility and a genuine interest in the community, the outcome might have been different. It was a reminder that in Africa, business is never just business—it’s about relationships.

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Community and the Importance of Consensus

Another aspect of African business culture that cannot be overlooked is the importance of community and consensus-building. The Zulu people in South Africa have a saying: “Umuntu ngumuntu ngabantu”—a person is a person through other people. This philosophy, known as Ubuntu, emphasizes the interconnectedness of individuals within a community. Business decisions are often seen as community decisions.

I recall a case in Kenya where a foreign company tried to acquire land for a new manufacturing plant. They followed all the legal procedures and obtained the necessary permits from the government. However, the project stalled when local communities protested, saying they hadn’t been properly consulted. In many African countries, especially in rural areas, land is not just a commodity—it’s tied to the community’s identity and heritage. The failure to engage the local community in Kenya was not just a legal misstep but a violation of their social norms.

In African business culture, it is not enough to get legal approval from authorities; you must secure the social approval of the community. Successful companies take the time to understand the local dynamics and involve communities in the decision-making process, recognizing that the "people's voice" is often more influential than that of governments or businesses.

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Gifts, Hospitality, and the Role of Time

Let me also touch on an area where many outsiders often trip up: gift-giving and hospitality. In several African cultures, exchanging gifts is not seen as bribery but as a sign of goodwill and respect. When visiting someone’s home or office, particularly for the first time, it is customary to bring a token of appreciation—whether it’s a bottle of wine, local crafts, or even just a warm expression of gratitude. This small gesture can go a long way in solidifying business relationships.

Hospitality is another critical element. In Nigeria, for instance, when a host offers you food or drink, it’s considered rude to decline. Refusing hospitality can be perceived as a rejection of the host themselves. It’s said, “Eni ti o ba je iyokan, ko ni je meji"—whoever does not eat with one, will not eat with two. Accepting hospitality shows that you are willing to build a relationship beyond the transactional, which is vital in the long-term success of any venture in Africa.

Finally, there's the concept of time. In many African cultures, time is viewed more fluidly than in the West. Meetings may not start exactly at the scheduled hour, and discussions may go longer than planned. However, patience is key. The time spent in these interactions is often about more than just the agenda—it’s about understanding each other, building trust, and aligning values. As the Igbo say, “O bu so anu gburu eze, eze l’aju”—if a king must kill an animal for a feast, it’s not done in a hurry. Patience and perseverance are virtues in African business environments.

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Key Takeaways: Success Beyond the Bottom Line

To succeed in business in Africa, you must look beyond spreadsheets and profit margins. You must embrace the intangible yet powerful forces of culture, tradition, and human relationships. As Africans, we hold our customs dear because they are the blueprint of our existence, and if you wish to engage in this dynamic market, you must learn to respect, understand, and honor them.

So, when next you embark on a business venture across this vibrant and diverse continent, remember: "The tortoise moves slowly, but with purpose it arrives at its destination." Understanding the cultural nuances of Africa is your key to moving forward—not just fast, but sustainably.