Nobuntu Webster: I let go of the parts of my business that were not aligned with my purpose and values

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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Rebecca Rwakabukoza: Stay humble, Stay hungry!

It actually gives hope to have media see women as more than the boxes they have ticked us on Click To Tweet

Rebecca Rwakabukoza is a Ugandan feminist blogger and freelance journalist who writes at the intersection of gender, feminism, health, and social justice. She is currently co-organising dialogue initiatives to improve gender equity in the Ugandan media sphere. As a 2014-2015 Global Health Corps fellow at ACODEV in Uganda, she led efforts to improve knowledge management and communications for the organization.

Rebecca completed her undergraduate studies at Amherst College where she was a United States Student Achiever’s Program Scholar and Koenig Scholar. She spent her summers during college with the Uganda Village Project in Iganga, Uganda Rural Fund in Masaka, and interning at the national daily newspaper, Daily Monitor.


As someone who majored English in college, are you surprised to find yourself working in the global health space? What drew you to the field?

I was lucky that I studied in a liberal arts curriculum so while I majored in English, I took classes across several fields. I was not surprised to find myself in the global health space because while public health was not offered as a major at Amherst College, I was able to take plenty of classes in the field, both at Amherst and at the other colleges in the 5-college area. Also, I interned in the field.

Global health was one of the fields that I knew I would always end up in because it just felt natural. My mother is a nurse, and I grew up knowing that conversations about health were especially important outside the doctor’s room.

You’ve spoken widely on global health and social justice, including at TEDx Live in Kampala. For so many of us, public speaking can be overwhelming.

Why is it important that we raise our voices for what we believe in? Any advice on how to stay calm on stage?

For me too! It was very scary to stand on the stage. I had practiced several times with friends, and the TEDx organizers in Kampala. Some friends in GHC had also filmed me while I practiced and I got to watch myself before. I went over my script several times and was afraid it would sound practiced, so definitely getting to watch myself before braving the stage was good.

This might sound cliche but I think ultimately what helped was choosing a topic I was most passionate about. Speaking from the heart should be scary, but it does have a way of calming you when on a stage. Because you know, if anything, at least I was true to myself.

Rebecca Rwakabukoza 1

What is your major source of inspiration in the face of challenges and obstacles?

I draw inspiration from so many places, depending on the gravity of the challenge. If it feels like Rwenzori Mountain level stuff, then I have to call in the big guns: my mother and grans. They field many calls and sometimes we don’t even talk about what the issue is, but just speaking to them about something random helps.

I am really big on history so I suspect some of my attachment to them is the stories they tell. Plus they are pretty incredible women. I also get a lot of inspiration from archives so I listen to a lot of history podcasts and visit the Uganda Society library to read old books. Digging through history is my happy place. But also, food. I am a stress eater.

Can you tell us about a mentor or advisor who really made a positive impact on your life?

There are so many! There has always been someone holding my hand through life, from primary school to now, seeing a better, more hardworking, more focused, smarter, more empowered version of me and helping me work towards her.

If I had to pick just one, I would say my college advisor, Professor Rhonda Cobham-Sander. I don’t know how she believed in me or why, but she did and it made all the difference.

Rebecca Rwakabukoza says better media coverage is good for women’s health Click To Tweet

You’re currently working on improving gender equity and representation of women in the media in Uganda -so cool! What’s the tie in with health?

Health ties into everything. Some of the biggest issues women face right now are health-related: access to family planning, gender-based violence, maternal health. The most direct answer, therefore, is better coverage is good for women’s health. But the project I am co-organising however, is more than health and the specific women-related issues. It actually gives hope to have media see women as more than the boxes they have ticked us on -boxes that either have to do with our reproductive health or that see us as caregivers in society.

Media that allows for the presence, and wisdom, of women in their coverage and sourcing is good media. It is what media should be period. Anything else is a disservice to the community.

Rebecca Rwakabukoza 3

And you recently became a mother -congrats! As a woman who is identified as a feminist, what are your hopes and dreams for your daughter’s future?

Thank you! My wish for her is that she gets to choose. To choose how she wants to live her life, to choose who she would like to be, and how she would like to contribute to the universe. And if she doesn’t want to contribute, that’s fine too.

Now, the hardest part I suspect is going to be my role in this. I hope I am able to teach her enough and may she -goddesses willing- be an even better, stronger, more badass feminist than I will ever be.

Which accomplishment -personal or professional- are you most proud of?

I am yet to do something and look at it and think of it as my biggest, or best, achievement. I am still working on things and it all only goes higher. My next one is my biggest.

What is one leadership mantra that you live by?

“Stay humble. Stay hungry.”


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