Focusing on investors rather than the market can be harmful. Here's why.
Our research shows what might be responsible for these disparate outcomes. Between 2022 and 2023, we studied more than 200 senior-level executives in one of Africa’s fastest-growing industries: fintech. We found that the secret might lie not in investor readiness, but in: “the ability to continuously initiate and respond to change in ways that create advantage, minimize risk, and sustain performance.
In the case of Payhippo, the company always focused on direct-to-customer communication and leveraged direct sales techniques for the first two years. In the third year, they decided it was time to start telling their brand story through online and offline advertising. From video-led content to event sponsorships and sales activation campaigns dubbed “market storms,” their approach has always been direct-to-customer.
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