cover image Success in Africa: CEO Insights from a Continent on the Rise

Success in Africa: CEO Insights from a Continent on the Rise

Jonathan Berman. Bibliomotion (Pathway, dist.), $26.95 (224p) ISBN 978-1-937134-46-4

As strategy consultant Berman explains in his first book, the 54 countries on the African continent contain six of the 10 fastest-growing markets in the world, and 60% of the world’s future farming potential. There are more than 150 $1 billion companies in Africa, and more than 500 with annual sales of $100 million. Here, Berman, who has lived and worked in Asia and worked in Africa, informs readers about perspectives on Africa, who works there (including budding CEOs), and why. However, despite the book’s great premise, Berman only skims the surface: “Africa needs everything, and success in Africa comes from filling it.” Berman touches on ways to address these needs in terms of understanding the different countries and languages, parsing out governance, creating new infrastructure in an unknown culture, dealing with government, and competing with Chinese companies that realized the African potential long ago. Berman is most effective when he identifies the massive perception problem that Africa faces, but he fails to make a convincing argument that global companies should be working harder to identify these opportunities. Despite his worthy message, the book is not helped by the author’s self-conscious, awkward tone. (Sept.)