Do we really know what Africa needs next?
I believe the most successful future businesses to come out of the continent will not, contrary to popular belief, be those that "innovate" or "disrupt" by copying the blueprint of famous tech businesses in the western world, but ones that effectively anticipate future needs and satisfy them by creating entirely new experiences in niche spaces they can monopolise. Beyond that, the ones that will really stand the test of time are those that are able to build strong and powerful brands. In Africa, the onus is on the agency to help companies identify such a space. How can we ensure that we are helping new businesses create durable brands that identify and monopolise such a niche?