Terser Adamu, Unlocking Africa Podcast
This week we interview Terser Adamu, Africa Business Strategist, International Trade Adviser, Director at ETK Group, and host of the award-nominated Unlocking Africa Podcast. In the interview, Terser gave insights into his personal life, discussing how he comes from a family of journalists and how his professional background led him to highlight the unique and exciting stories of African businesses, where he focuses on the impact and the opportunities. Terser emphasised his belief in the potential of Africa and how telling the stories is pivotal in catalysing further investment and understanding of the continent’s business landscape. Enjoy the read!
What led you into journalism, and what would you be doing if you weren’t a journalist?
If asked, I wouldn’t necessarily class myself as a journalist; even though I come from a family of journalists and one would say it’s inherently in my DNA. My sister is a journalist as was my grandfather – which is what brought him over from Nigeria to the UK in the 1950s.
I have a background in business and international trade and one of my key interests has always been in understanding the power of communication and giving people a platform to highlight and showcase what they are doing – not necessarily people who need a platform (because many of the people I speak to are already quite established in what they do); but more about me adding to that conversation and playing a small part in positively sharing those stories and achievements especially with a business focus on Africa.
I always knew that I wanted to focus on business in Africa, whether that was through supporting companies to do business on the continent or showcasing the continent’s unique stories.
However, back in the day (say 20 odd years ago), it was difficult to see the opportunity to make a living out of this line of work or to build the network and client base needed for success.
Hence, outside of the Unlocking Africa podcast, which for the last 2 and a half years has told the stories of over 140 companies and individuals, I’m also the Director of ETK Group, where we act as trusted partners for firms entering and expanding into the African market by providing strategic advice as well as practical on-the-ground local support to our international client base through our unique and trusted consulting services, training, project management, and skills management.
As a fun fact to my roundabout journey, when I was younger I used to work in music and events – on the business side of things (working with unsigned artists). So whatever the case, I would have always ended up in the world of business to some extent.
When you’re researching stories, what compels you to work on sharing a particular story with your audience? Any hot trends we should look out for in the coming months?
I don’t necessarily focus on trends but I’m more interested in the story itself and the demonstrated impact that is being made by individuals and companies rather than trends. Of course, trends are unavoidable at times. For example when African tech was in its “infancy” and gaining momentum, it was all about fintech (which continues to be a staple). But there have been several sectors which have grown in popularity and of course ideas which are innovative and fresh. AI for example is obviously the hot topic at the moment.
Why is African business so unique and what makes it so exciting to report on?
I believe uniqueness comes out of fresh and new opportunities that are coming out of the continent. Work that sees people forging a path and witnessing how that is implemented and the impact that it makes.
Many markets on the continent aren’t as saturated as they are in for example Europe and the US and it’s always fascinating to see how first entrants into a new sector work – with the opportunities and the growth that they bring with them.
It is always exciting to share stories of people and companies that have been successful and see what they have done to overcome those challenges. Anything that people can take learnings from is always exciting and worth it.
Which sectors or industries do you like to cover most and why?
One thing I’ve been very keen on is job creation – witnessing the growth of brick and mortar businesses from the ground up and seeing how these create opportunities to provide employment at scale. Sectors such as agriculture, manufacturing, infrastructure development lend themselves very well to this.
Tech that also helps people in some way and makes a tangible difference in the lives of those using it is also a treat to cover.
Why is it important that people around the world get to hear about young, growing companies on the continent?
I have been in this space for over a decade now; and it feels like everyone is reaching a point of understanding. There are individuals and companies who are considering Africa as a business opportunity for the first time. Therefore it is important to highlight what is happening with young businesses and reinforce the message that Africa is a viable business destination. That there is growth and stability.
Yes, there are risks as with anything and any destination, but these are often overstated in the case of Africa. It is important to balance things out and demonstrate things in as factual a manner as possible with data and of course, case studies and the stories of people who are actually doing business, employing people etc. and doing real things that are quantifiable.
How can we encourage more people to join the writing community and dedicate their energy to telling stories about African tech and business?
Most people don’t have the confidence in their writing ability and are very self-conscious about what they are doing. My advice is – don’t be so self-conscious. The focus should always be first and foremost on the message.
In terms of the ability to write and to write correctly, (I probably shouldn’t be saying this [!], but there are loads of tools out there that can help with this).
The most important thing is to just get started and put your message out there. Start small and build your community – there will be people interested in what you have to say.
If you have an interest, don’t be afraid to put yourself out there. You’ll never know what you are doing right and what could be improved until you start!
