Unlocking the potential of Ethiopian talent by embracing Ethiopian cultural values

Recently, I participated in two informal coffee gatherings centered around "Replicating Korean corporate excellence" in Ethiopia. The primary focus of these discussions was on the challenges faced by companies that work with Ethiopian employees and their efforts to meet the expectations set before them. Leveraging my extensive professional background, which spans over thirteen years and encompasses both regular and middle-management roles, I shared my insights and engaged in a fruitful dialogue. This experience has further fueled my determination to disseminate my perspective to unlock the untapped potential and unique competitive advantage that can be achieved through collaboration with Ethiopians. I have identified three crucial elements that have consistently played a pivotal role in transforming businesses, which I will outline below.

From our early childhood, we are taught stories of our nation's triumphs and victories, of how we have managed to remain uncolonized and preserve our unique identity. With its lush green landscapes, majestic mountains, and a history spanning over 3000 years, Ethiopia holds a special place in the world. Our people are known for their warrior spirit and contributions to world civilization. Despite the economic challenges we face , the greatness of our heritage runs deep within our veins. Some fortunate individuals have had the opportunity to travel abroad and witness the realities of other nations, yet they still firmly believe in our exceptionalism. What is instilled in us during childhood remains forever. Those dedicated to restoring our nation's greatness hold a unique position in the hearts and minds of the people. Their ambition to initiate projects that are grand in scale or groundbreaking in nature has the power to captivate millions. They serve as a remedy for the collective dream of witnessing the greatness preached.

However, it is not enough for someone to express ambition through words to gain followers. They must prove themselves in the field of battle. There is a cultural expectation to follow a hero or genius in all aspects of life. Our families provide us with role models to emulate from a young age. This role model could be a family member, a neighbor, a biblical figure, or a historical hero. We grow up accepting their guidance without question and applying it to our daily lives. We seek to align ourselves with a hero or master in a specific field, someone who is an expert and is willing to get their hands dirty. A sense of heroism must complement the ambition to bring tangible achievements .

?While ambition and heroism are key for our leaders performance , they can't achieve lasting results without loyalty of others . And for this , empathy is absolutely essential . In Ethiopia, religious values hold great importance across all religions. Understanding and supporting others is seen as a highly valued trait. Helping individuals unlock their potential resonates deeply within people's hearts. An ambitious, heroic individual who possesses empathy can become an exceptional leader capable of winning the hearts and minds of others during his prime or even being held forever in the employees' memory.

In my past experiences in various middle management positions, I have intentionally chosen and prepared ambitious, confident, and empathetic first-line managers. The degree to which these characteristics vary may differ, but the primary trait in that realm was confidence, a quality acquired through education and practical experience. I recall a specific occasion where we were tasked with providing a comprehensive solution within four months, a deadline unfamiliar to our partners who had previously worked with numerous clients. The pursuit of greatness drove us to believe we could achieve the best results in record time.? The first-line managers required some level of commitment, so we invested in resources to assist them in delivering more efficiently. The outcome was exceptional. Microsoft expressed interest in featuring our accomplishments as a case study. The solution was the fastest implementation among customers of Sabre, a leading global Aviation technology provider. Sabre showed an interest in publishing an article in their digital publication. The article is also included in AFFRA magazine.? I was invited to present our achievements as a customer success story at the Sabre annual conference in Dallas. The ambition instilled in our team, the continuous learning, the highly dedicated first-line managers, and the preparation of an environment conducive to unlocking the potential of our staff were the key elements that enabled us to deliver an outstanding product on schedule. This is just one of the many success stories and exemplary solutions we were able to deliver with our exceptional team.

?Despite living on the other side of the world , here in Korea , i frequently found myself revisiting memories of our teams outstanding delivery . Especially when a Korean company reached out to me regarding challenges with their offshore team. Several months back, I was contacted by a Korean company facing challenges with their offshore team in Asia. About a year before this call, I discussed with the company's senior manager during an event where I highlighted how Ethiopian technology resources could be viable for their technology needs. I connected them with a suitable organization that has ambitious, confident, and empathetic leaders when they contacted me due to critical resource issues in their subcontracted project. I advised the local company to showcase its capabilities by delivering high-quality products within the specified time-frame, which it successfully did. This led to the company showing interest in establishing a team in Ethiopia. I assured them this was possible but emphasized the importance of appointing a manager with ambition, confidence, and empathy and ensuring they receive adequate support. I explained that these qualities and proper support can result in significant accomplishments.

Ethiopia's young and productive workforce, representing more than 60% of the population, offers a notable advantage for businesses seeking a competitive advantage. However, it is important to acknowledge the unique dynamics present in Ethiopia. Despite being a developing nation, leveraging this workforce with substantial financial incentives or successful organizational values in other countries does not guarantee success. Merely relying on monetary rewards to get the best out of employees is insufficient, as it cannot replace the deep-rooted sense of pride. While financial incentives may yield temporary results, they are not sustainable in the long term. Therefore, it is essential to prepare first-line managers who possess confidence, ambition, and empathy and to provide them with adequate support. By following this approach, significant accomplishments can be made in Ethiopia.

In conclusion, instead of attempting to imitate foreign cultures, which can be a lengthy and complex process, as evidenced by unsuccessful endeavors, utilizing Ethiopia's cultural values for distinctive positioning and branding provides a more efficient and effective solution.

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