Why Westerners Fail in Africa – And What They Refuse to Learn
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An American reached out to me recently. He’s based in Kenya, runs a business there, and wanted to expand into DRC. He called Congo “opaque,” asked for an introduction to a major grocery chain, and was ready with a PowerPoint.
I told him no. Not because I’m unhelpful – because I knew he was going to fail. And he didn’t even know it yet.
In this episode of The Nohemie & Co. podcast, Diaspora Playbook, I break down why Westerners (Americans, Europeans) consistently fail in markets like DRC and parts of Kenya – and what they refuse to learn from the Lebanese, Indians, and even the Chinese.
We cover:
1. The cultural blindness that keeps them outsiders
2. The transaction trap: why contracts don’t work without trust
3. The corruption debate – reframed as the “cost of doing business”
4. A pragmatic framework for anyone who wants to actually succeed
If you’re investing in Africa, or thinking about it – this episode is essential listening.
Listen now (Nohemie and Co) on Spotify, Apple Podcasts, and everywhere you get your podcasts.
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