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Research-backed insights for founders, managers and marketing professionals building businesses across Africa.
The Convergence Argument: Why ACT Expo Changed the Sector
There is a threshold that trade platforms cross when they stop being events and start…
What ACT Expo 2026 Said to the African Coffee and Tea Sector
A first-hand account of what happened in Kigali from 8 to 10 July, what the Opening…
The AfCFTA Tea and Coffee Opportunity Is Behavioral, Not Logistical
Everyone who has followed the AfCFTA conversation for the last five years has heard the…
Blending Africa’s Finesse: 5 Decisions That Build Premium
The expo theme this year is Blending Africa’s Finesse with Global Business. That…
The Extraction Reflex: Why Africa Sells Coffee Raw
Africa grows some of the most sought-after coffee on earth. Ethiopian Yirgacheffe and…
Beyond Certification: The Buyer Trust Strategy Rwanda Needs
Rwanda’s tea sector has spent years building the right foundations: certified…
Why Rwanda Tea Tops Mombasa: Lessons for African Producers
There is a number that should stop every coffee and tea producer on this continent. That…
Why Rwanda’s Export Growth Depends on Buyer Psychology
Rwanda produces some of the finest tea and specialty coffee on the continent. The…
Why African Business Leaders Cannot Say No to New Ideas
Most businesses that fail on innovation did not fail because the idea was bad. They…
How to Build a Business That Can Think New Without Losing What Works
In the first article in this series, I named a specific behavioral trap: innovation…
The Strategy Illusion: Why Most African Agribusiness SMEs Are Playing Without a Real Game
Across Africa, particularly in agribusiness, most SMEs believe they are operating with a…
Creativity in Marketing: Why Small Offences Against the System Unlock Opportunity
In business environments obsessed with structure, compliance, and process, creativity is…
Explore Before You Exploit: Why African Businesses Need a Loose Marketing Strategy
Our businesses are becoming more structured, more measured, more process-driven yet…
What Marketers Know That Economists Don’t?
In business, what we call “strategy” is often retrospective storytelling. We design…
Why Africa’s Business Growth Requires Behavioral Marketing Freedom
Across Africa, I observe a recurring mistake in business strategy: the belief that…
The Human Engine: How Staff Culture Shapes the Passenger’s Emotional Journey
Airlines spend millions on aircraft, systems, and marketing yet the most powerful…
The Psychological Mistakes That Keep Airline Customers Away
Air travel is often misunderstood as a technical business, a matter of aircraft, fuel,…
Pennywise and Pound Foolish: How Misguided Cost Cutting Is Slowing Down Rwandan Businesses
In Rwanda and across East Africa, many businesses are unknowingly undermining their own…
Why Marketing Works Better With a Limited Budget, The Hidden Power of Perception Over Reality
Introduction: The Paradox of Marketing Power In business, it seems logical that the…
Your First Customer Should Be Your Employees, How Real and Feasible Is It?
It sounds poetic “Your first customer is your employees.” But beyond the quote, there’s…
Turning Payroll Data into Strategy: The Untapped Goldmine in HR Software
Most businesses see HR and payroll software as operational tools systems that calculate…
The Silent Strategy: What Your HR System Knows That Leadership Doesn’t
In every organization, there’s a silent strategist at work unnoticed, often underused,…
Why City-Centric Development Weakens Nations and How to Build Prosperity Everywhere
Across the developing world, cities are expanding at an unprecedented pace. Governments,…
The Secret Behind Long-Lasting Family Businesses: An Obsession with Customers
Across Africa, many family businesses fail to survive beyond the first generation not…
Why Africa’s Family Businesses Rarely Survive a Generation and How to Change That
Across Africa, thousands of family businesses start with passion, vision, and…
Why Clients Don’t Just “Get It” And What to Do About It
In business, one of the biggest frustrations is this: Clients don’t always do what we…
How Marketing Can Create Human Happiness
Introduction: Marketing Beyond Sales Most people see marketing as flashy ads or…
When Ads Are Forbidden: How to Build a Lifestyle Brand Through Psychology and Human Behavior
Imagine trying to sell in a world where advertising is forbidden. No billboards, no…
Beyond the Numbers: How Human Intelligence and Collaboration Make Marketing Data Truly Powerful
In today’s business world, marketing and data mining are often treated as silver…
Why Comparing Individual Efforts Can Sabotage Business Success And What to Do Instead
In today’s competitive business environment, many leaders fall into the trap of…
Dr MAWO Martin
I decode human behavior to transform marketing for African businesses.
Behavioral Marketing · Kuala Lumpur, Malaysia · 15+ Years Research