My new book is now available in bookshops:
Kesho Business – Why Africa must become the pioneer market of the European economy
(sorry, only in German for now)
Kesho is the Swahili word for “tomorrow.” I use the term Kesho Business to describe the evolving landscape of African-European commercial relations – a sector I believe holds the most significant business potential for the coming decades.
Demystifying “Africa”
This book is for those ready to trade clichés for reality. We often cling to a romanticized vision of Africa as a sanctuary of “natural living” and “vital communities” set against a backdrop of breathtaking nature.
The reality? People in Africa’s growing urban centers long for the same things we do: security, freedom, and prosperity. They are driven to do business, innovate, and steadily improve their quality of life. It is time we stop viewing the continent through a lens of nostalgia and start seeing it as a modern economic peer.
Interconnected global society
The data tells a clear story: Sub-Saharan Africa’s real economic output has more than doubled over the last twenty years, and poverty rates are declining. African nations are now integral players in our interconnected global society.
Contrary to common European perception, migration is not fueled by worsening poverty. Instead, it is a byproduct of increasing wealth and the global mobility that defines our era. People move because they have the means to do so and because they are connected to the world like never before.
Africa as Europe’s Catalyst
I believe that deeping our relations with Africa is the key to jolting Europe out of its current economic lethargy. I urge European companies to invest in African markets – not as an act of aid, but as a strategic necessity to:
- Secure global longevity: Scale your operations in the world’s fastest-growing markets to remain competitive.
- Create value: Leverage European expertise to build products and services that meet the specific needs of African consumers.
- Access innovations built closer to human needs: Be present where digital solutions are being built from scratch, not hindered by legacy systems.
- Lead the energy transition: Partner on large-scale renewable projects to accelerate the global phase-out of fossil fuels.
- Achieve technology leadership: Co-develop the next generation of global technological standards in a dynamic environment.
