AfricanOptimist - how we thrive against great odds

AfricanOptimist
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What does it take to survive and thrive in Africa? This and other questions are answered weekly as we dive into the worlds of dynamic doers and thinkers who are changing the future of the continent. Join Sanja Gohre in conversation with a wide range of people as they share their journeys of triumphs and tribulations, tips and tricks, analysis and insight, and most of all their inspiration on how and why they survive and thrive.  For the back story of all guests, transcripts and show notes, visit www.africanoptimist.co.za, where you can also sign up for the AfricanOptimist newsletter. The AfricanOptimist podcast is proudly hosted by Afripods, the world's Nr 1 podcast for African stories.

  1. May 26

    #17 Linda Mabhena Olagunju - 'Every Opportunity is an Audition.'

    Linda Mabhena-Olagunju saw the map of Africa when she was eight - all the gold, the oil, the diamonds - and couldn't understand why CNN kept telling her we were poor. That question never quite left her. Today she's on track to become Africa's largest Black female-owned independent power producer. A few things she said that I'm still thinking about: that every opportunity is an audition. That being underestimated has been her biggest power move. That business, at its core, is theatre - negotiation is posturing, deal-making is a dance, and the boardroom is just another stage. This is the story of a young girl from a village in the Eastern Cape, South Africa, who went to drama school, became a lawyer, helped take on Donald Trump in Aberdeen in her twenties, and is now quietly building an energy empire across the continent. Generous, sharp, and clear-eyed. Settle in.

  2. Apr 30

    #16 Melusi Mhlungu - From Soweto to the Super Bowl and back again.

    This episode is a behind the scenes look at the man behind the brand JozimyJozi and the unbelievable story of his rise to the top of the advertising industries in both South Africa and the United States before his return to home town Johannesburg to start a movement of hope and regeneration. In a candid conversation, Melusi speaks about his near-miss as a lawyer, early influences on his advertising career, and how 'stalking' local and international advertising heroes ultimately led him to work in the United States, where he continued his award-winning streak. He talks about his creative process, how 'letting go' of ideas is his secret to success, and that he once scored a perfect 10 out of 10 for his optimism in a psychometric test but was warned that could be considered 'dangerous'. It is in the second half where he tells the story behind the branding of JoziMyJozi, a movement 'of the people', with a vision to fix something that many had abandoned as 'broken', and the relationship between two men that gave birth to it. As a founding partner, Melusi Mhlungu describes the moment on Constitution Hill when the seeds were sewn for the creation of JoziMyJozi as a brand that nobody owns. He shares a love letter to his home town Johannesburg that inspired the branding of JoziMyJozi, and explains why the movement decided to 'start with the actions' (not bragging about what they were intending to do, but just 'getting shit done'). He explains why patience is the superpower of the motley crew of JoziMyJozi doers, and how when they got a no, they just carry on, not waiting to get a yes. The episode is infused with Melusi's infectious and enduring optimism, about life, South Africa's youth ('people who are not stuck in the reality of now') and ultimately, South Africa's City of Gold. If you feel down about Joburg, and the world in general, this episode is for you. People here can 'geshido'!™. For more information, show notes and time stamps, go to www.africanoptimist.co.za.

  3. Apr 11

    #15 Melusi Mhlungu. What do a Creative Optimist & a South African Optimist have to do with Jozi?

    After a long break, I am cranking up the AfricanOptimist podcast again. I have spent the last while working on the 'economic engine' (thanks coach Karl Gostner!) behind the podcast, my business 'StoryBanking'. But I have missed the people who are shaking things up all around us, so am back with the headphones, recording and listening to some pretty amazing stories. I waited quite a while for this first interview. The aim was to start with something that involves something bigger being built than a business or service. Something that could set the tone for the rest of the interviews going forward, based on community and a fighting spirit. When I stumbled upon JoziMyJozi, I knew I had found it. A movement 'of the people', with a vision to fix something that many had abandoned as 'broken'. And a relationship between two men, that gave birth to it. In this episode, founding partner Melusi Mhlungu describes the moment on Constitution Hill when the seeds were sewn for the creation of JoziMyJozi as a brand that nobody owns. He shares a love letter to his home town Johannesburg that inspired the branding of JoziMyJozi, and why the movement took a decision to 'start with the actions' (not brag about what they were intending to do, but to just 'get shit done'). He explains why patience is the superpower of the motley crew of JoziMyJozi doers, and how when they got a no, they just carry on, not waiting to get a yes. The episode is infused with Melusi's infectious and enduring optimism, about life, South Africa's youth ('people who are not stuck in the reality of now') and ultimately, South Africa's City of Gold. If you feel down about Joburg, and the world in general, this episode is for you. People here can 'geshido'!™ For the guest bio, show notes and the transcript, visit www.africanoptimist.co.za.

  4. 08/04/2025

    #14 Lita Miti-Qamata - How African Entrepreneurs & Creatives Can Protect Their Ideas and Commercialise Them

    Masterclass on intellectual property with IP lawyer Lita Miti-Qamata from law firm Adams & Adams. Two years ago, Mita stood up at an IP workshop in Johannesburg, pulled out a Coke can, and made intellectual property law make sense to me for the first time. 'Everything you need to know about IP is right here on this can,' she said, and then delivered the clearest explanation of trademark law probably everyone in that room had ever heard. I knew right then I had to get her on the podcast. Here's something that might surprise you: while 'protect your IP' has become a rallying cry among African entrepreneurs and business owners, African brands account for just 2% of the world's 11.6 million trademark filings. There's clearly a gap between knowing we should protect our intellectual property and actually doing it. In this conversation, IP lawyer Lita Miti-Qamata from Adams and Adams walks us through why that Coke can holds the key to understanding intellectual property protection. She explains why Coca-Cola's CEO would grab the company's trademark certificates before anything else if their building was on fire, and tells us how bizarre it can get - somebody actually managed to trademark the smell of freshly cut grass. This is the first episode in our IP series. Lita breaks down the five types of intellectual property you can protect, then takes us deep into trademarks: what they are, how to apply for them, how to think strategically about international protection, and why having a long-term IP strategy isn't just legal housekeeping—it's essential for building real wealth over time from your ideas. If you've ever felt overwhelmed by intellectual property law or wondered whether it's worth the effort, this conversation will change how you think about protecting the intangible assets that could—and should—become your most valuable business assets. For more info on Lita, a transcript and show notes, visit Lita's guest page on the AfricanOptimist website (africanoptimist.co.za). TIME STAMPS 00:26 – What is Intellectual Property (IP)? 00:53 – Africa's share of registered trademarks 01:15 – Guest Introduction: Lita Miti-Qamata 02:40 – Workshop for creatives and IP 05:25 – The Five Types of Intellectual Property 08:51 – Trademarks vs. Brands 11:17 – Copyright explained 12:21 – Trade secrets and confidential information 14:43 – Patents and designs 16:45 – How long does IP protection last? 19:31 – Registering and protecting your trademark 22:00 – The value of a registered trademark 25:20 – Trademarks as business assets 27:55 – Enforcing your rights without registration 31:20 – How to start the trademark application process 34:20 – Choosing the right owner for your trademark 36:13 – What can be trademarked? 38:20 – The Nice Classification system 41:00 – Prioritizing what to protect 44:09 – Staggering protection as your business grows 47:08 – Trademark ownership and rights 50:59 – Registering in other countries and regions 54:02 – WIPO and international registration 57:36 – First to file vs. first to use 01:00:14 – Working with Thebe Magugu (fashion designer) 01:08:26 – Cultural appropriation and IP 01:13:48 – Can you trademark common terms? 01:17:12 – What fails to get registered? 01:21:25 – The state of trademark registration in Africa 01:24:48 – Closing remarks and where to find more information

  5. 07/18/2025

    #13 Claudia Castellanos - How you dust off an old family recipe and build it into a super hot brand

    AfricanOptimist #13 Claudia Castellanos - How you dust off an old family recipe and build it into a super hot brand, while being fair to suppliers and the planet. We hold a delightful conversation with entrepreneur and self-proclaimed food rebel Claudia Castellanos who takes us on the rollercoaster ride of growing an international business that started with her and her husband's first sell out of 400 bottles of chilli sauce from a tiny stand at a music festival in Eswatini, southern Africa.  What follows is nothing short of a gutsy tale of what it really takes to turn a single recipe, on a fat-stained paper, into an international, super hot brand with a venomous bite. This, despite insisting on local production, permaculture training, organic certification, glass bottles, pure ingredients, and facing revolving staff at retailers, naysayers who don't get it, crazy deadlines and serious competition from rows and rows of other chilli sauces sitting neatly on supermarket shelves. Claudia was very generous in her sharing of every detail. It is a rare insight into how a couple who knew nothing about retail, and manufacturing, in a country not known for its chillies, managed to build something truly special. If you need a touch of inspiration, and a load of really well-earned and practical business advice - this episode is for you! For more info on Claudia, a transcript and show notes, visit Claudia's guest page on the africanoptimist website (africanoptimist.co.za). TIME STAMPS 00:00 Introduction to the African Optimist Podcast 00:23 Claudia Castanos: The Birth of Black Mamba 01:21 Values Over Profit: The Philosophy Behind Black Mamba 02:52 Claudia's Journey: From Colombia to Eswatini 12:04 The First Recipe and Launch at Bushfire Festival 21:19 Building the Brand: Challenges and Successes 31:01 Expanding Distribution and Overcoming Obstacles 39:34 Sourcing Chillies from Smallholder Farmers 42:36 High Value Crops and Farmer Partnerships 43:59 Initial Farmer Reactions and Market Access 46:38 Challenges and Solutions in Crop Production 54:50 Scaling Production and Food Safety 01:09:41 Recipe Development and Product Innovation 01:17:10 Future Challenges and Optimism

  6. 12/05/2024

    #12 Dr Thebe Ikalafeng - 'The African who travelled from his small town in Kimberley, to the top of Kilimanjaro, to the rest of the continent.'

    Meet the founder of Brand Africa, Dr Thebe Ikalafeng. Once decked out in immaculate corporate suits, he is now a walking celebration of African creativity and haute couture, a mentor to many a young talented creative bubbling up through the entrepreneurial ranks and a passionate promoter and protector of all things branded African. Much is written and broadcast about this award-winning marketer. But now he has written a book in which he is the teller of his marketing tales and his turn away from corporate and big brand marketing towards marketing an entire continent. This episode delves into some of the key moments that marked this journey. We cover his pursuit of excellence from an early age, his 'almost career' as an accountant, studies in the United States before South Africa became a democracy and why when destiny calls, your only job is to listen and follow. We explore his time as Nike's Chief Marketing Officer for Africa, and why he turned his back on some big money in the corporate world to focus solely on promoting African brands.  We then dig deeper into what a brand-led African Renaissance means, how you can market a continent through brands, and why it is so important for African leaders to 'put Africa first'. We also cover the founding of his organisation Brand Africa, and the insights of its flagship programme, the Brand Africa 100 survey (and how he created it from scratch) and why the survey consistently has shown 'how Africans say one thing, and do another' instead of buying African products. He emphasizes the importance of visiting African countries for oneself, and why he decided to visit every single country on the continent following a conversation with Samsung Africa CEO KK Parks.  Thebe does not suffer fools lightly and looks to a future filled with action, rather than backward, in regret. Asked about where he gets the energy from to do what he does, he laughed and said, 'You sleep when you're dead.' He is a whirlwind of action, who epitomises his own mantra. Through his travels, his organisations, his insights and regular talks, Thebe has shown us all another side of what happens up and down the continent, and is one of the most passionate and knowledgeable advocates for African brands you will ever meet. Settle in for a fantastic listen to the life of the African Traveller, Dr Thebe Ikalafeng. For more info on Thebe, a transcript and show notes, visit Thebe's guest page on the africanoptimist website (africanoptimist.co.za) Time Stamps: 00:00 Introduction to the African Optimist Podcast 00:25 Meet the Guest: Intro to a Marketing Icon 01:33 Affirmations of African Identity 02:25 The Journey of Self-Discovery 02:55 The Book: A Different Perspective on Africa 03:31 Marketing Mastery with Nike 05:16 Iconic Campaigns and Creative Risks 07:41 A Passion for Marketing 09:32 Life and Studies Abroad 11:04 Returning to a New South Africa 12:36 Following One's Destiny 16:39 Corporate Offers and Entrepreneurial Decisions 20:23 Building African Brands 26:06 Branding Africa: The World Cup and Beyond 27:06 Redefining Africa's Agenda Through Branding 28:20 The Power of Brands in Shaping National Identity 29:54 Challenges and Opportunities in Branding Africa 32:11 Establishing the Brand Africa 100 Metric 34:51 The Gap Between Trust in African Products and Buying African Products 37:58 The Importance of Intra-Africa Trade 40:00 Learning from Global Branding Success Stories 43:21 The Role of Intellectual Property in African Branding 45:11 Personal Contributions to African Branding 48:28 The Need for Political Will and Local Agenda-Setting 56:03 Thebe's Journey Across Africa and Its Impact on him 59:53 Countering Negative Narratives with Optimism 01:01:51 Conclusion

  7. 09/04/2024

    #11 Sarah Dusek - on becoming an entrepreneur who thinks BIG, and a VC who helps African women think BIGGER

    #11 Sarah Dusek - on becoming an entrepreneur who thinks BIG, and a venture capitalist who helps African women think BIGGER - an insider's guide to scaling and pitching your business. Take a wild entrepreneurial ride with Sarah Dusek, entrepreneur, venture capitalist and author of Thinking Bigger, a powerful guide to growing a business, scaling a business and pitching a business for more money than most women dare to imagine. In this episode, Sarah shares tactical advice on the shift in mindset that is required to grow big businesses as a female entrepreneur, and candidly speaks about how she had to come unstuck from outdated notions on motherhood and a woman's traditional 'helper' role in order to build her business - which she sold for a whopping $100 million ten years after she launched it. In her book, Sarah highlights the fact that currently less than 2 percent of women-owned businesses do more than $1 million in revenue annually and only 2 percent of all venture capital dollars yearly goes towards funding female entrepreneurs. The book, and this interview, are part of Sarah's mission to demystify the world of fundraising and the basic building blocks needed to systematically and tenaciously pivot and push until a minimum viable product is created that can ultimately scale. If you read one entrepreneur book this year, let it be Thinking Bigger, and if you only listen to one entrepreneur's intrepid and inspiring journey, let it be this episode. Sarah masterfully weaves her thoughts on why female entrepreneurs play too small, with practical advice on how to draft a winning pitch deck for something big, all the while sharing her personal success story of growing a business from four tents on a family farm to an international luxury lifestyle brand known for pioneering glamping. For more information on Sarah Dusek, visit her page on the AfricanOptimist website, where you can find her bio, show notes and episode transcript. Never want to miss an episode? Visit our website and subscribe to the AfricanOptimist newsletter.  Time Stamps 00:00 Introduction to the AfricanOptimist Podcast 01:18 Sarah Dusek's Journey: From Zimbabwe to Montana 06:00 The Birth of Under Canvas 09:57 Challenges and Pivots in Entrepreneurship 20:16 Overcoming Doubts and Embracing Risks 29:24 The Tent Rental Business 33:10 Creating a Tented Hotel Experience 36:57 Overcoming Initial Challenges 37:48 Living Conditions and Staff Dynamics 38:37 Realizing the Business Potential that Can Scale 41:14 Understanding Venture Capital 42:47 Shifting Mindsets and Building Value 49:56 The Importance of a Pitch Deck 54:44 Facing the VC World 01:02:02 Embracing Thoughtful Capitalism 01:05:41 Empowering Female Entrepreneurs 01:11:58 Conclusion

  8. 06/18/2024

    #10 Gus Le Breton - On influencing EU law, the challenges of processing wild-harvested fruit, the future power of baobab harvesters and the need for 'courage, my son'

    AfricanOptimist Episode #10 Gus Le Breton - On influencing EU law, the challenges of processing wild-harvested fruit, the future power of baobab harvesters and the need for 'courage, my son'  It is hard not to think of the Greek myth of Sisyphus when you listen to Gus le Breton tell the unfolding story of the production and sale of the African indigenous baobab fruit. Much like the Greek king Sisyphus who was condemned by the Greek god Zeus to keep rolling a stone up a hill only to see it roll back down again when he reaches the top, Gus seems to face a new challenge just as he deals with an old one in this telling of his baobab tale. At face value, this episode seems like an entrepreneur's story of how to create and export an indigenous food. But it is so much more than that.  It is the open account of the struggles and successes of an almost 30-year journey to make the unique African baobabs (a keystone species of the planet) economically viable, in the hope that this can reduce poverty for its wild harvesters and lead to the long-term preservation of this ancient resource. It is also a masterclass in the details of what it takes to get to market, influence legislation and create demand for what nature has to offer, but many take for granted. And unlike Sisyphus, Gus did manage to successfully push some big boulders over the hill, and also loves his work and does not see it as punishment. But his cautionary tale still holds. Perseverance is key. For more information on Gus Le Breton, visit his page on the AfricanOptimist website, where you can find his bio, show notes and episode transcript. Never want to miss an episode? Visit our website and subscribe to the AfricanOptimist newsletter.  TIME STAMPS 00:00 Introduction to Baobab and Initial Reactions 00:38 Welcome to the African Optimist Podcast 00:51 The Baobab Tree: A Natural Marvel 02:06 Gus le Breton: The African Plant Hunter 03:52 Challenges in Commercializing Baobab 05:23 Early Efforts and Setbacks 07:11 The Struggle with Industrial Agriculture 10:31 The Journey to Market Baobab 20:16 Navigating Regulatory Hurdles 31:46 The Importance of Wild Harvesting 34:04 Processing Baobab: Challenges and Solutions 38:36 Challenges of Traditional Baobab Processing 39:43 Ensuring Quality and Standardization 40:35 Formation of the African Baobab Alliance 42:11 Collaboration vs. Competition 44:11 Creating Demand for Baobab 48:14 Marketing Challenges and Success Stories 54:37 The Superfood Debate 57:13 Importance of Research and Consumer Awareness 59:25 Fair Trade and Value Distribution 01:07:29 Future Prospects and Investor Insights 01:08:38 Final Thoughts and Encouragement

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What does it take to survive and thrive in Africa? This and other questions are answered weekly as we dive into the worlds of dynamic doers and thinkers who are changing the future of the continent. Join Sanja Gohre in conversation with a wide range of people as they share their journeys of triumphs and tribulations, tips and tricks, analysis and insight, and most of all their inspiration on how and why they survive and thrive.  For the back story of all guests, transcripts and show notes, visit www.africanoptimist.co.za, where you can also sign up for the AfricanOptimist newsletter. The AfricanOptimist podcast is proudly hosted by Afripods, the world's Nr 1 podcast for African stories.

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