Success in Africa

June 10, 2013
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.

November 15, 2013

Africa comprises 54 states, 15 ethnolinguistic groups, eight official languages, and five regional trading blocks. It is a land of contradictions, myths, and great potential. Here consultant Berman (partner, Dalberg Global Development Advisors) provides insiders' views of the continent. With six of the world's ten fastest growing markets and the planet's youngest population, Africa is a place of opportunity and ambition; it needs everything, and success can be driven by seeing opportunity in that need. The author interviews CEOs of both large and small companies thriving in Africa and shares their inspiring and useful messages. This title is not a comprehensive view of the continent nor is it a complete portrait of the participating CEOs. It is, however, a look at what has led companies toward commercial achievement. The book also examines the role that China and the United States have played in the continent's development. Africa is not without its blemishes, and Berman's work does not ignore risk; however, it shows that the continent is moving forward at an amazing rate. VERDICT For anyone thinking about investing in or starting a business on the "dark" continent where the light is starting to shine brightly.--Bonnie Tollefson, Cleveland Bradley Cty. P.L., TN

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