TED Business

4 myths about doing business in Africa | Nomava Zanazo

We’re taking some time off while we prepare for our next season. In the meantime, this bonus episode amplifies an important call to brands who do business in Africa.
Emerging markets expert Nomava Zanazo says many international companies underestimate their African customers and make costly assumptions about their diversity, preferences and buying power. Sharing the basics about what companies need to know to succeed on the continent, Zanazo debunks four myths and misunderstandings about Africa and its citizens—and invites businesses from overseas to share in its wealth ... once they've done their research.

Whatever your business conundrum, there’s a TED Talk for that—whether you want to learn how to land that promotion, set smart goals, undo injustice at work, or unlock the next big innovation. Every Monday, host Modupe Akinola of Columbia Business School presents the most powerful and surprising ideas that illuminate the business world. After the talk, you'll get a mini-lesson from Modupe on how to apply the ideas in your own life. Because business evolves every day, and our ideas about it should, too.