Anthropology in Business: Using insights into human behavior and culture to improve your business
“To succeed in the business of the future, we have to become the very people we’re trying to reach.” – Brian Solis Anthropology is the study of people or the human condition in order to gain insight into patterns of behavior or culture. Anthropologists have been practicing the art of cultural immersion for many years. Rather than simply observing from an outsider’s perspective, cultural immersion involves inserting oneself into and fully engaging with the culture of the group being studied. The goal of cultural immersion is to try to find answers to questions like, “How do people or groups construct meaning?”, “How does it function within the context of their daily lives?” As the world becomes increasingly globalised, there is a need to understand not just the people in our communities and those communities closest to us, but also people much farther away. You do not have to be an anthropologist to realise that to truly comprehend the reality of others’ lives, you must be able to view them through a lens that isn’t clouded by ethnocentricity. Put simply, to effectively communicate and engage with others we must be willing to put ourselves in their shoes and try to see the world from their perspective. This same principle is becoming increasingly relevant in the business world. What customers want vs. what they think they want Microsoft, Google, Intel, Procter & Gamble and Philips. Can you guess what all of these companies have in common? They all have a team of anthropologists on their payroll! Have you ever found yourself watching a commercial and having no clue what product was being advertised? But once the product was revealed, you realise that the commercial had somehow piqued your interest and succeeded in selling it to you. Have you stopped to wonder why more businesses are choosing to adopt this kind of indirect marketing and advertising approach? Well, businesses are catching on to the fact that that there is a divide between what customers want from a product and what companies think they want from the same product. As it turns out anthropology has a lot to say about human behaviour and cultural patterns. To remain competitive, both domestic and international businesses constantly rethink their strategies to better fit their environment. Being able to identify and explain patterns of consumer behaviour is essential to the success of any business. So to is knowing where within the wider cultural context these consumers are located. As anthropologists and market researchers Patricia Sunderland and Anita Denny stated in their 2007 report, “From our vantage point, markets are not constituted of segments of people with specific and profiled “needs”. Rather they are constituted by systems of interwoven meanings and practices that may or may not have resonance for a product, brand or experience”. What does this mean for your business? The key take away messages for all Motherland Moguls from this should be, Let anthropology guide and shape your marketing strategy. Facts and figures are important, but you must look beyond and strive to understand the relationship between your market(s) and the culture(s) in which it is situated. Use cultural immersion to your advantage by participating in the testing of your product, brand or experience. This is a surefire way to create a sustainable relationship with your clients and to ensure that you truly understand each other’s wants and needs. Did you find this article interesting? Please share your thoughts by leaving a comment below.
Tips to prevent workplace accidents
According to Lindsey Friedman, about 3 million workers a year in the US private sector are injured. The rate of injuries and illnesses are highest among small and medium-sized companies. Now, that is the US, imagine the current statistics in Africa. As some Nigerians may say, “It’s not my portion”, “God forbid”, “I’ve never had an accident before”, but precaution is better than cure. Accidents and other such incidents in the workplace are one of the ways businesses lose money and for an entrepreneur working on limited funds, this is not the way to go. It’s never too late to build a safety culture. It is important to invest in accident prevention because trust me, without adequate control measures in place, accidents will definitely cost you. Don’t worry though, here are some tips to help: Formal safety policy and procedures You need a defined Health and Safety policy, work procedures and actions to take in emergency situations. Determine upfront that you want a safe business and work towards it. Avoid shortcuts in work activities We understand you have deadlines to meet but hey, we would like to see you arrive at the end in one piece. Remember, you need to be alive and in good health to bring in the money. Hazard identification Hazard is anything with the potential to cause harm. You need to study your operations and identify likely hazards. This is a major step because identification makes you come up with ways to limit the effects of hazards on your business. Communication Free flow of effective communication between employers and employees keeps a workplace safe. Employers need to communicate safety procedures to their employees verbally and using appropriate signs. Employees on the other hand should report safety concerns because they are directly involved in the work process and experience things first hand. Provision of appropriate equipment When buying equipment for your operation, always buy the right one. Research to know what is best for your business. Remember, whatever is worth doing is worth doing well. Improvising has caused many workplace accidents. For example, if employees have to climb to reach material, please provide appropriate ladder so they do not have to use a stool. Provide Personal Protective Equipment (PPE) Depending on the hazard faced with each task your employees will have to do, provide relevant PPE. Protective equipment include gloves, coveralls, safety shoes, hard hats, safety goggles, ear plugs etc. Good housekeeping This simply means a clean and orderly workplace where certain things are avoided. Unmopped spills, disorganised work spaces, loss of concentration, not putting away used items have led to workplace injuries. Therefore, cleanliness and orderliness in the workplace is very important. Training New employees need to be trained in work processes as research has shown that they are more likely to be involved in workplace accidents. Also, when new equipment or work processes are introduced, staff should be trained. Yes, we know you’re still working with those limited funds but the costs of accidents are even more. Be on the look out for cost effective training. Regular inspection Work processes and equipment must be inspected from time to time. Inspections reveal pitfalls in the system and give you the opportunity to tackle them before problems arise. Vehicle maintenance All vehicles used for business must undergo routine maintenance. Don’t say, “Oh, it’s still alright”, “Everything is still functioning well”. Regular maintenance ensures that you are safe every single time you get into a vehicle. We would absolutely love you to achieve your success story without any broken limbs. Tell us tips you use to prevent accidents in your workplace.
Defining your fabulous: how to develop personal and business authority in the age of mediocrity
For a small business, it’s almost impossible to separate the CEO’s personal brand from the business brand. These become indistinguishable given that the founder is the face of the business, and most likely the primary client-facing representative too. This can have both positive and negative connotations. Personal image and branding isn’t only represented by the outward appearance of the CEO. It is also in the values and the professionalism exhibited (or not) by the CEO in running the business. Current and prospective clients will judge the credibility of your brand based on the quality of their interaction with the founder and staff. They will also be concerned with the quality and responsiveness of your product, as well as the quality and consistency of your service. For the business owner and CEO, this brings home the need to reflect on, define and articulate your personal and business values right from the outset. Understand and define what you are trying to achieve with your business and what values are aligned with those personal and business aspirations. Then, commit to living those values through how you operate your business. This delivers you your business brand. How you choose and interact with clients, how you recruit and engage with staff. How you present yourself to the world, as well as your presentation, oratory and networking skills, and personal style. Let’s look at some “how to’s”; How to define your personal and/or business values Your business is an extension of you, your personality, your values. You need to complete the exercise of identifying or defining your values. What are you trying to achieve with your business? What values are aligned with these aspirations? Most clients in one way or the other will want a product or service from a particular service provider because they feel an affinity with that brand. Whether you know it or not, clients have already judged you before they come to your business premises based on the values you are exuding. Whether they stay with you or not is dependent on how well you consistently demonstrate those values in operating your business. How to ensure that your business values are evident in how you present yourself to the world How you present yourself to the world includes your outward appearance, but also your technical skills and abilities, your oratory and your presentation skills. How you present yourself involves aligning all of this with your vocation, without limiting your unique personality. The CEO is the heart and soul of the small business –when we think of buying your good or service, we usually think of you. Therefore, your physical outward appearance must demonstrate your brand essence. In this regard here are a few prerequisites: Upgrade your presentation and oratory skills This gives immense confidence and credibility. A lot of the time CEOs are pitching their business, whether on the golf course or at a conference. You need to be able to do this authentically and authoritatively so that in 2 or 3 minutes people ‘get’ your business and are persuaded to believe that you have a good or service that will be of interest to them. Be an authority Your staff and your clients are looking to you for leadership, give them leadership. Staff and clients want and need to be schooled in how to do things. That’s why clients come when they have that tricky business challenge, and it’s why graduates will chase your company for a job once they leave university. Both clients and staff believe you are an authority in your industry. Consistently demonstrate to them that you have that authority. Nothing demonstrates this more than knowledge, insight and creativity. You need to constantly be a thought leader in your industry so that your business is future forward and ready. Business services Business values also need to be evident in the operations of your business. How you recruit and select staff, how you choose and maintain clients, how you present your business, how you and your staff dress and the code of conduct of your business. You need to be concerned about the credibility and aesthetics of your business. Branding Finally, business values need to be evident in the branding of your business. What is your business’s corporate identity? What are your corporate colours, and why? Are staff aware of the brand identity, do they use it? More importantly, do they use it as they should? Is this identity easily translated by clients? Decide today to define your fabulous. Develop your personal and business values to a level strong enough to enable you positively dictate the experience of current and prospective clients with your business, the growth of your business, and the leadership experience with your staff. Good luck!
Need capital to grow your business? UnoEth’s crowdfunding story
Hey there budding entrepreneur, are you finding yourself looking for ways to grow your business?Are you telling yourself, “If I just had more inventory or more capital, my business could…?” Me too! The search for ways to fund your business can be overwhelming and intimidating. There is a wide selection of grants and loans that can leave a business owner confused and unsure of which path to take. Yet, the number of grants that your business qualifies for may be limited and applying for a traditional small business loan may have you jumping through more hoops than you can qualify for. Pitching my business to an investor was another thought, I considered. But was I really willing to give up part of my business so early in the game? No. As a co-owner of a year-and-a-half old leather goods business, UnoEth, I found myself at a crossroads, weighing out our options for funding our young business. Scrolling through the Oakland Small Business Assistance Center’s website one day, I stumbled upon information about a non-profit organization called Kiva. Kiva is the first and largest micro-lending service in the world that has distributed $709 million over 10 years, in 85 different countries (almost 30 countries in Africa), among 1.5 million small businesses. I was delighted to find that many philanthropic foundations, Fortune 500 CEOs, small business owners like myself, and giving individuals contribute to many loans on Kiva. I was also inspired by the giving community on Kiva where lenders and entrepreneurs support one another to reach their goals. After reviewing the terms and qualifications, I thought, “Hey, I think this may be the right path for my business.” I applied immediately. Several days later, I received a call informing me that we had been approved and our private funding round started immediately! In the private funding round, each entrepreneur needs to have a certain amount of lenders contribute to their loan in 15 days in order to qualify to the next round. After reaching out to close friends and family, we reached our goal before the deadline. We are currently in the public round of our crowdfund and are over 20% funded—woo hoo! Reaching out personally in our network and social media has helped us gain momentum in raising funds. In addition, contributions from the Kiva network has greatly helped as well. With less than 3 weeks left, we are confident in reaching our goal so that we can support our artisans and vendors in Ethiopia, increase our inventory, and market our business. Click here to contribute to our Kiva loan! Should you wish to follow our example and start your own crowdfund, take some time to research. There are crowdfunds that can help take your business to the next level such as Kiva, Indiegogo or Fundable. Find out which is the best fit for your business and go with it. Don’t underestimate the power of word of mouth, social media, and the giving personalities of those who may be moved by your business’ mission as well. If you don’t take the risk, you’ll never know what amazing opportunities the adventure may lead!
Making sense of cents: Quick tips to improve your financial literacy
In an increasingly consumerist society it is very easy to get swept up in the barrage of not-so-gentle persuasions on how to spend your money. It ranges from the seemingly harmless dine-out options you yearn for all month long, the glitzy red bottom heels, to a new gadget that you just have to have. Financial literacy is muscle, the more you engage it the stronger and better skilled it becomes. It is important to practice intense amounts of self discipline. It sounds daunting, doesn’t it? Growing up, having a job, earning your own money and then be told be disciplined with how you spend it. Very few people are raised to understand finances beyond what they spend. It is much like not ever teaching children how to read then expecting them to be able to fully engage with a highly literate world as adults. No fair, right? Don’t worry though, help is at hand. We are going to learn this financial alphabet together. Here are a few tools that are easy to understand and implement, provided you’ve got that discipline we spoke of. Draw up a budget It isn’t as scary as it sounds. First, you write down a list of what you need to spend money on for the month. Then, you take out the cost of those items from the amount of your income. When you see just how you want to spend money you may reconsider what you thought was a necessity. Put together a list of your short and long term goals Whatever your goals, they need to be financed to become a reality. Arrange them in order of importance and find space for them in your monthly budget. While having to say, pay for a course module vs. a really expensive night out with the girls may hurt, in the long run it works out. Once you’ve graduated, you will be able to afford many girls’ nights out. Review previous month’s expenditure Once you’ve given your brave new budget a whirl, go over your expenses. Have a hard look at where you spent money wisely and where you did not. Look closely at where you spent most, check whether you spent money on things that tie into your short and/or long term goals. Then review your habits so that moving forward, you make decisions that give you long lasting value for your money. Save 10% of income It is important to save. Life happens, a family member could pass away, a car could be involved in an accident or a job may be lost. There are plethora of unforeseen circumstances that could hurtle themselves into one’s life. It is always wiser to be on the right side of caution. As your spending and saving habits grow, you could even increase that amount from 10%. It is key to note that knowing you can change your habits makes you the boss of your finances. Join a free online financial literacy class The internet is your friend. There are a many resources available to you, should you want to exercise that financial muscle we mentioned above. Ultimately, financial literacy is about attaining freedom, autonomy and peace of mind. There is a life that exists without ponzi schemes and loan sharks. It can be accessed the moment positive, informed decisions are made. In South Africa at least, there are 95 men for every 100 women, that means we ladies have more… um… manpower. The power to change the trajectory of African women is ours.
Key steps to finding your voice
Like many girls and young women growing up in a patriarchal culture, I embodied this “less than” attitude as I grew up. While women are leaders in many regards, there is still a shadow that we live under. Women may have the education, the experience and the drive to successfully guide a team of people but still lack a well defined voice (and no, not “voice” as in Tenor and Bass). Voice in this case is an extension of the person. It’s their brand, their way of doing things, their expertise and how it is communicated. Those who show strong leadership skills have often developed this sense of voice throughout their careers. For those who haven’t, it may be time to examine it further. Determine your voice A women, we need to be familiar enough with our voices to know how we come across to peers, staff and clients. Our personal set of values is directly connected to this, what we stand for, our values, what people can learn from us. There is a need to be clear and concise about your voice, your stance and your ideas, and be sure that everything you do and say aligns with that. Look for inspiration There’s no shame in admiring the qualities of others, whether it’s a family member, a mentor, an industry leader, an iconic figure or a celebrity. Observe them closely. Have conversations with those you have access to. For those whom you don’t have access to, watch their public appearances and read their writing. Find them wherever they are, in business, politics, sports, TV and note down the characteristics that appeal to you. It is not enough to just admire someone, figure out what it is about them specifically that draws you in. Note their confidence, their ability to build relationships, their network, their charisma, their intense knowledge of a particular area. Identify what intrigues you and roll with it. There’s no need to reinvent the wheel. Experience matters All the important lessons learned throughout the beginning and progression of your career are a part of your professional voice. The decisions you’ve made, the wins and the losses, they help to make up who you are. One of the common mistakes women make is we feel that because we have a seat at the table and we say something, everything is good. It’s important for us to know that having a voice really means having a track record of success and accomplishments. That people want to listen to what you have to say because you’re saying something of value. So, use your voice and use it strategically. Experiment For those women leaders looking to evolve, especially those in the younger end of the workforce spectrum, it might be time for experimentation. Identify low-risk scenarios in which different approaches are feasible. For this experiment, try to make a decision with consensus, then in an authoritative tone and then one in the middle. After doing this, it will become clear what style fits you. You don’t have to do this in a high-risk client situation or in front of venture capitalists who will determine your funding future. Try making a plan with friends, getting your children to do what you need them to do, or sitting on a non-profit committee. Practice with your spouse, your friends, or your network. Just like building a business, this is a process. The earlier you are in your career, the more latitude you have to experiment. Your voice and leadership matters. When you begin to speak out for what you believe in and use your voice without apology, you not only empower yourself but all women and girls. You become a role model, and girls everywhere can begin to see themselves as leaders. You might not get it right in the first year, the first business, the first finance pitch, the first launch, or maybe even the second or third. But awareness is the first step.
Ready to crowdfund using social media? Read this first
Crowdfunding is no longer the buzzword it was in 2006. Social media has undeniably taken over and changed the way we interact and connect online. Gone are the days when discussion forums were the go to tool for getting numerous opinions. Crowdfunding by definition is, “the practice of funding a project or venture by raising small amounts of money from a large number of people, typically via the Internet.” This is basically asking strangers around the world to help you get your project or campaign off the ground by financing it as a collective. Not only does this mean you’ll have the necessary capital to get going, but you will also have peace of mind. Through the indirect market research crowdfunding provides, you’ll know that a community of backers believe in your service or product. The average person has 5 social media accounts, this means you have a few options on how to get your message across. Sometimes, all you need is a quick update on any platform and you will be flooded with an array of responses from your followers, catapulting your crowdfunding plans into the stratosphere. The next step is knowing how to harness the power of those platforms to bolster your crowd funding efforts. However, there are dos and don’ts when it comes to crowdfunding. You’ll need to ensure that people don’t view your suspiciously while ensuring long term success beyond the initial campaign. Build a good foundation before the launch 30% of your donations will come from people you know. With this in mind, you need a solid network of people you have already been connecting and engaging with online before launching your campaign. This could take months so make sure you are ready to put in the work. There is no shortcut to a strong social following of engaged users. Even more important is to ensure that you have the ‘right’ kind of followers. Through a great social media strategy, you can discover people who have shared interests. These are those will be more likely to support your cause. Don’t rely on one platform It’s very easily to rely on one platform. You may think your Facebook friends know you well and will support you but avoid putting all your eggs in one basket. Pick the right platform based on where your audience is, where you receive the most engagement and where you will be able to monitor things easily. Rather than using your personal profile (which could get spam-like towards your friends and family), start a separate page for your campaign and get people to like and follow it for updates. You can also have a separate page for yourself. This way people can see the woman behind the campaign, you never know, it will probably be one of many projects you undertake. Content is king You need consistent and engaging content in order to stay current and pull in the crowds. Your copy should be punchy, to the point and shareable in order for the word to spread. Use rich imagery where you can, as well as other content types such as infographics, videos, podcasts etc. Share updates and milestones in order to keep the excitement going among your backers. Keeping content consistent and frequently updating will ensure you stay on top of people’s minds. Don’t jump the gun Asking for money right away makes you seem greedy and desperate. These two words can taint your campaign. How you frame your requests also matters, no one wants to feel like you are begging them to send money your way. Refrain from, “Please give 30 dollars to my campaign.” Instead go for subtle ways of encouraging support such as, “Could you be my next backer?” Listing the amount of money you require in your update might seem daunting to someone who only has a little to give. Rather, post a link to your landing page where people can decide for themselves how much to give. At the end of the day, even if you don’t reach your required amount through crowdfunding, you will still have a great community of people who believe in your ideas. Don’t ditch them. Instead, thank everyone for their efforts and keep doing what hooked them in the first place (consistency, remember?). You never know when your next bright idea might come and you need them again. Have you run a successful crowd funding campaign? Let us know in the comments section below.
Why Motherland Moguls need to master the marketplace
One speaker at the recently concluded TEDxAccra 2016 spoke passionately about the ills of the entrepreneurial journey. This is an aspect of entrepreneurship that we often don’t like to talk about, or don’t want to admit. He spoke about the uncertainty that is associated with being an entrepreneur, as well as the depression that comes with that for many entrepreneurs. This speaker addressed the need for openness and honesty in the entrepreneurial narrative. Entrepreneurs need to have a supportive community of other entrepreneurs around them to engage and share lessons with. Passion is not enough As he spoke, I was reminded of one thing I often hear from and about entrepreneurs. That is the need for a deep compelling passion for what you are doing. I don’t disagree with that, I will just add that passion alone will not sustain you on the entrepreneurial journey. You need strong knowledge and understanding of the marketplace in your field of work. You also need a deep appreciation of what that marketplace needs, for you to operate successfully and efficiently in the medium to long term. To elaborate further, it’s rather like a parent saying of their newborn; “I am going to bring this child up with so much love, that s/he is going to be a gift to this world.” The child may be a gift to this world the child. But whilst a foundation of love is a vital ingredient for raising a child, it alone will not prevent the child from being bullied at school, for instance. It will not stop the child from failing at Math. That love foundation will not protect a child from the negative externalities of this world that we live in. Love may sustain, it helps in going through and coming out of many uncertain times, but it will not prevent uncertainty. Likewise the entrepreneur. The entrepreneur’s marketplace For the entrepreneur, mastering the marketplace is a continuous necessity for going the long haul in business. The marketplace is that space you operate in, that space that comprises your product, your clients, your suppliers, your team, your financing, and your intellectual property. That space is intangible for some, but for the more successful and the more resilient entrepreneur it is very tangible. This is because successful entrepreneurs make it their business to know, understand, assess, learn from and develop that marketplace. It is their passion for their service and/or product that leads them to a relentless, almost incomprehensible obsession to understand their unique marketplace. The marketplace is different for everyone. For each business, no matter how similar, there will be nuances that make you, your brand, your service and your product distinctive. However, if you have not studied or thought deeply about the marketplace, you will not know your nuance. Passion alone will not sustain you. The key is to learn Peter Senge in his decisive work, The Fifth Discipline, alluded that; “The only sustainable competitive advantage is an organization’s ability to learn faster than the competition.” And there you have the operative word, learn. Learning must become a way of life for the entrepreneur. It is not enough to create Instagram, Facebook and Twitter pages, engineer likes and exhibit your products and selfies with celebrities on social media. The viable marketplace is less trivial. The world needs a compelling reason to buy your product. It takes learning, engagement with like-minded people, conscious conversations, mentoring and a truly informed engaged network to reach the peak of entrepreneurship. What all of that does is change you, it strengthens and grooms you to be the leader you need to be for your business, your clients, and your team. Selfies with personalities and social media likes will not get you there. Senge also said, “Business and human endeavors are systems…we tend to focus on snapshots of isolated parts of the system. And wonder why our deepest problems never get solved.” By focusing on our passion alone, we focus on snapshots and in doing so may fail to really respond to the opportunity and the value of our business idea to the outside world. We need to master the marketplace. My own response to this dilemma is a master class called “Mastering the Marketplace”. This class outlines a framework for fine-tuning a business concept. It also helps with developing a responsive business strategy and roadmap that will meet the needs of your preferred clientele and your business as a whole.
Top quotes from SheHive Nairobi
SheHive Nairobi brought together aspiring Motherland Moguls and established speakers and personalities from diverse sectors. Those who missed can only hope for next time. In the meanwhile, these choice quotes from speakers are sure to inspire and motivate. Wanjira Longaeur, Radio and Television host Wanjira is a well-known radio host with Capital FM Kenya and television host with EbonyLife TV’s Moments Kenya. On the last day of SheHive, she spoke on the business of the entertainment industry. – “Do your best you never know who is watching.” – “Mindset helps. I chose to see opportunities everywhere and in everything I do.” – “If people want to tear you down, kill them with kindness.” – “One of the worst things a director can do is to leave their audience bored.” – “Entertainment keeps moving but the camera doesn’t play.” – “Ignorance is a choice. We are in 2016 for Pete’s sake! We have the internet!” Hilda Moraa, Founder and former CEO of Weza Tele Ltd Weza Tele’s industry is tech and at SheHive Nairobi, its founder Hilda shared tips on how to get started in the tech business. – “Failure has been the key ingredient in my success.” – “If you are sitting and thinking that you are a woman in business. Then you have to be at your best to compete.” – “Don’t fear sharing your ideas, sharing could give you much needed feedback. However, protect the uniqueness of your idea, Protect your team, talent, data and execution from competition.” Dr. Helen Gichoci, Managing Director, Equity Group Foundation As an ecologist Helen dished out insights from her experience being president of the African Conservation centre and African Wildlife Foundation. – “You got to have (thick) skin in the game for anything to be of value to you.” – “Form follows function in a business. Find the problem, opportunity and the service you want to offer and the business will follow suit.” Bob Collymore, CEO Safaricom Bob heads East Africa’s fastest growing company. His talk focused specifically on gender equality and inclusion in the workplace. – “Find your purpose, and then you won’t have to work for the rest of your life.” – “What is my personal drive? Trying to make a difference and leaving a positive footprint.” Lindsay Caldwell, Founder One Acre Fund Among her achievements, Lindsay is also an operations management specialist. – “You have to co-opt other ideas for your business to work.” Winnie Mwangi, VC fund Winnie has established her career working with investment companies. At SheHive Nairobi she talked about what investors look for in a business when deciding whether or not they will invest in it, – “When pitching to investors, under promise and over deliver.” – “Gerald George Patton said, ‘If everyone is thinking alike, then someone is not thinking.’” Eunice Nyala, Executive Coach, Etiquette Xllent Company At SheHive Nairobi, Eunice used her coaching experience to teach the audience how to develop leadership styles and how women leaders behave. – “We admire people who have etiquette. If you don’t have it, work on it. Start working on your tone.” – “Women should dress the part, it’s one of the most important visuals we are judged upon.”
How uncertainty in your business can drive success
Entrepreneurs are especially vulnerable to uncertainty. It was the late Anita Roddick, founder of the Body Shop, who said; “nobody talks about entrepreneurship as a survival skill, but that is exactly what it is – and what nurtures creative thinking”. Entrepreneurs are not readily assured of a monthly salary. This even while saddled with monthly costs and expenditures of running a business. All such incidences can make the times uncertain and it can be tough. All times are uncertain as we all live in the moment. Today, a business can enjoy increased sales and better client engagement. Yet, that doesn’t mean that the business future we desire is certain. The price and the prize of entrepreneurship The price of entrepreneurship is uncertainty, and the prize is a vision fulfilled, success even in the midst of uncertainty. Much of the process of entrepreneurship involves tremendous risk taking. Risk that is buoyed with competency, skills, ability, networking, service excellence and then good fortune. It is often the uncertainty in those moments that fuels your drive to success. I think that is what Anita meant when she said that the survival nature of entrepreneurship fuels creativity. Uncertainty, the fuel for the drive to success It has been said that the best way to predict the future is to create it. In other words, create your own certainties. What are those things that you are certain of in your business? Could it be your expertise? Could your certainty be the adaptable leadership of your organisation? Whatever you’re sure of can enable you to better anticipate black swans. Black swans are those rare, high impact and unpredictable events that bring serious consequences. We can’t predict tough times, but we can develop the resilience to cope with them. A case study of resilience How is that resilience developed? That goes to the heart of why a business exists. It goes into how a business is operated, knowing how to look uncertainty in the eye and knowing its limits. Imagine the amount of businesses across West Africa that were affected by the Ebola crisis of two years ago. One such business was the The Radisson Blu. The Radisson Blu had just opened in Freetown, Sierra Leone. The city’s only international hotel chain, its owners must have looked forward to a surge of business. There was a scarcity of high quality international hotels in Sierra Leone, and the Radisson Blu was tipped to take advantage of the growing number of business travellers coming into Freetown –from mining companies, to UN and NGO staff, to professional services firms. Recently refurbished, the hotel was ready for business. And then Ebola happened. A major exodus of nationals and expatriates followed, as did an extreme decline in business travellers. Even nationals who might have enjoyed an evening meal or Sunday lunch with the family at Radisson Blu shied away fearing the dangers of coming in contact with bodily fluids from others. Staring uncertainty in the eye, the GM of Radisson Blu was decisive. Committed to his position as a leader, when everyone was leaving Freetown, he stayed -instilling trust, loyalty and confidence from his team as he did so. With the dip in business, Radisson Blu was forced to consider the inevitable –laying off the very staff they had invested massively in through hospitality and wellness training. Relying on the support of unions, the issues at hand were discussed with staff. Everyone agreed to remain in their positions whilst taking a salary cut. What that lead to was tremendous team spirit, motivation and increased loyalty. Then when the international public health and disease control experts started coming into Freetown to manage Ebola, many checked into the Radisson Blu. Best practice There is something to be said for strong leadership and best practice, those standards and practices that govern how an entity or a professional service is operated. Deciding to deploy those standards in the operations of your business from day one, or as early as possible, is a plus. Whilst others may think you are creating unnecessary bottlenecks for your business, best practice can stand you out in the long term. For Radisson Blu, I imagine it must have been this best practice that rendered them the first choice hotel for those health workers, international reporters and international administrators that flew into Freetown to respond to the Ebola crisis. We can’t always prevent uncertainties –otherwise they would not be called that– but we can develop our resilience and capacity to cope better with them. And we can do this through a process that I call “paying attention to the way you pay attention”.