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Nobuntu Webster is Director of African Pursuit, a social enterprise using media and story for economic and social development and Avad Media, a content production, content distribution, and content marketing company.

She has extensive leadership experience in development organizations such as the International Women’s Forum, Businesswomen’s Association of SA and KZN Youth Chamber of Commerce.

She holds a BPhil Honours degree and postgraduate qualifications in Strategic Leadership and International Trade Management.

Nobuntu Webster expresses her joy of living out her purpose through her business and career and contributing to meaningful work on the continent.

In this interview, we asked her how other aspiring Motherland Moguls can use their businesses and careers to do work that fulfills them and impacts lives.


 What is your purpose and how are you using your career and business to fulfill it?

I’m a storyteller and I am moved by injustice. I want to see economic justice, economic equality, and social justice.

You’ll find me using stories to create narratives for justice and to bring in new thinking and ideas. I develop Media strategies and content for social justice and economic inclusion through African Pursuit.

I am also perturbed by distorted narratives. With Avad Media, we create content that challenges people to question the narratives that we have been taught.

My heart is for Africa, so we create platforms and content to engage, grow and build Africa.

We are building towards an Africa that has enough for its people - @NobuntuSA Click To Tweet

What steps did you take to turn your career and business to fulfill a purpose?

My faith drove me to pursue purpose. The first step was looking to God and growing my faith.

The second step was to sacrifice. I had to let go of the parts of my business that were not aligned with my purpose and values.

The next step was going for it! I discovered that where my purpose would be fulfilled is in Media. I had to make the bold, courageous steps towards Media.

Go boldly into what and where your purpose is. Be humble and willing to learn from others if you’re getting into a new craft.

Learn the technicalities of the craft, and know what your specialty is. Also, know what the business model looks like in that craft and then think about how you turn that craft into a profitable business.

Using business for a purpose is a long journey, you have to be willing to be in it for the long-haul. It is going to unravel layer by layer, you just have to keep taking the steps as you discover them.

Learn the technicalities of your craft, and know what your specialty is - @NobuntuSA Click To Tweet

What meaningful work on the continent have you been able to contribute to and which have you found most fulfilling? 

One of the projects I am working on currently is Abundant Africa. We are building a narrative for a restorative economy in Africa; saying, ‘how do we create an economy that is influenced by our own unique African values?

How do we go back to Ubuntu and create an economy that is good for people; to making sure that the poor are given opportunities to pull out of poverty?’

I am part of building teams that create content that moves from policy ideas to stories that people can relate to. We are building towards an Africa that has enough for its people and that protects its environment.

How does one discover their purpose and identify meaningful work they can contribute to, as a business?

The clues to knowing your purpose are in the things that you do without trying hard; things that you would be willing to do for free.

To identify meaningful work you can contribute to, you have to know your calling. Ask yourself, ‘what moves me?’ What can you not ignore? What do you want to change?

There is so much need on the continent and that need is an opportunity - @NobuntuSA Click To Tweet

How do we grow from a survival and profit mindset to a service and purpose mindset?

There is so much need on the continent and that need is an opportunity, and you can still have a profitable business. Every entrepreneur should have a service and purpose mindset.

As Africans, we are people of ‘Ubuntu’. If we go back to who we are and we go back to the need around us, we easily move to a service and purpose mindset and build sustainable businesses that contribute to the continent.

How do you turn your business to fulfill purpose without losing profitability and your current clients?

I had to let go of clients whose work did not align with my values. There is always a risk in these kinds of bold and courageous steps. The greatest rewards in life come with sacrifice. There are things that you are likely to lose.

How do you secure your team’s buy-in into the new purpose and vision of your business?

A great leader is someone who is able to bring the people that they lead with them on the journey and get them to buy into the vision and own it.

People though are also on their own journey. Give them the option to come along on the journey or not. The new direction of the business might not feed into their purpose and career.

I had to relocate anyway so I had to start new teams that are passionate and that buy into the new vision.

Go boldly into what and where your purpose is - @NobuntuSA Click To Tweet

“I have the blessing of living my childhood dream… It looks completely different than I thought it would but it is so much more meaningful!” – Nobuntu Webster 


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