Let me tell you about 5 African Businessman (or woman) Archetypes. Get set because this is going to be quite a ride.
The 5 archetypes are:
- Ruthless
- Joyful
- Competent
- Hustler
- Spiritual
In my career, I have met them all, and learned a few lessons along the way.
Ruthless
The first archetype is Ruthless. You can probably visualize him if I ask you to name top businessmen in Africa. More than a few are in this category.
They are the bankers who serve as bagmen to presidents. Industrialists with enduring monopolies. Doyens of illegal mining, smuggling, and oil bunkering.
These guys win at all costs. If a rule can be bent, they’ll bend it. When they can plant a story in the press, they’ll do so. If a government official can be influenced, he will be. They know everyone everywhere. And, they understand power; constantly courting and amassing it.
One thing about the Ruthless – they rarely go through normal channels to get justice. If you steal from them, they might use the instruments of the state to take you to an undisclosed location. You will simply disappear until you pay back.
Sadly, many young Africans aspire to be this type of businessman. People who are tired of being oppressed while seeing the wicked prosper, and so they want to join them since they can’t beat them. But I’m here to tell you NOT to do it.
There’s a reason why mafia bosses sometimes go legit or why businessmen become pastors or philanthropists. They are seeking redemption.
The ruthless lifestyle wrecks your soul, spirit, and relationships. Too much blood is shed and lives destroyed. And though God may forgive, the families of the affected will keep crying out for justice, and God is just.
When the Ruthless approach old age, I think it finally dawns on them that there is an afterlife much longer than their lifetimes. They worry about reckoning and the legacy they’ve left behind. But many times, the allure of power proves too intoxicating to give up.
To be sure, this archetype also exists outside Africa. But it’s more sophisticated. In the West, if you offend the wrong people, regulatory authorities will suddenly start auditing your business.
They will come for a “random unscheduled inspection” that will keep you busy and send a very clear message.
You will also be denied access to certain industry roles and opportunities unless you play ball. So, you may need to find some other type of counterbalancing leverage. That’s why entertainment moguls can get away with stuff for decades without being indicted.
Joyful a.k.a Life of the Party
Interestingly, many women play the Life of the Party role very well, although I hazard that there are more men than women in this space.
This person knows where the party is, and how to get there. They bring joy and positivity everywhere they go and ensure drinks and food flow freely at events. For some reason, many media folks are adept at this role, as well as those who provide entertainment services to the rich & powerful.
This archetype is extremely well-connected and influential. It’s because they are always in the right “rooms,” presumably playing. But due to access and proximity, they hear about deals and opportunities that are privileged, and then quietly make money from them.
They also receive a lot of favours because of services rendered or friendships forged. People trust them because they are discreet. The powerful can be vulnerable with them knowing this won’t reduce the respect they are accorded. This archetype never crosses the line and knows their place. What happens behind closed doors stays there.
Many businessmen with this archetype are largely benign, so onlookers do not appreciate their scale of influence, favour, or wealth. But wait until their funerals; everyone will be there, from the high & mighty to the lowliest. They have helped so many people, and the tributes will be genuine.
The Life of the Party is probably the most enduring businessman archetype; relevant in every dispensation.
There’s a subset of this archetype that is NOT benign. These are the ones who are both the Life of the Party and the “suppliers.” They are the ones who organize busloads of fleshly treats and intoxicating substances at events for the rich & powerful. They are the mules who ship “items of interest” from place to place.
Sadly, some celebrities play this non-benign role. Although they are not the most talented, they are always relevant and successful, and never seem to run out of money. They have powerful patrons.
However, the suppliers are ultimately the fall guys when there’s trouble. Everything is in their names and not those they front for.
When stuff hits the fan, no one will pick up their call except they have leverage. And should they use it, their days might be numbered.
Competent
Competent people are the rarest archetype in certain parts of Africa. Those countries where the culture does not lend itself to meritocracy or excellence, or where effort is scarcely rewarded. Thus, people give up and only do what’s necessary.
If you find a competent businessman, you’ve found the holy grail. Anyone who’s consistently competent in Africa would probably do well in climes where excellence is recognized. So, they’re usually the first to “japa”.
Competent folks are indispensable in Africa. That’s because no matter how corrupt a system is, their skills are always needed.
Case in point – when a corrupt politician wants to build a home, they look for competent builders so those homes don’t collapse on them. Same thing when they are seeking schools for their kids. They choose good ones.
Furthermore, when political jobbers win contracts, to maintain appearances, they typically sub-contract to the Competent.
(Side note: If you get such sub-contracts, please don’t drag the credit with anyone. You’re supposed to be seen but not heard. Do your work quietly and move on.)
Nevertheless, the Competent tend to be victims of three self-inflicted issues: Lack of cultural intelligence, a deficit of emotional quotient (EQ), and arrogance.
Lack of cultural intelligence means they lack the wisdom and political savvy to promote themselves, so people know they exist.
Low EQ and arrogance mean they lack self-awareness and invariably alienate people who then stand in their way, just to prove a point.
In particular, the arrogant tend to talk too much – explaining things no one asked them in the first place. So, they rub people the wrong way and get into trouble often.
However, if they have goodwill, they will be saved by those who believe in them – family, friends, mentors, sponsors, and even God. Sadly, because they are not aware of this hidden grace, they assume they are special, hence more pride.
Surprisingly, one of the greatest sponsors of the Competent is the Joyful (a k.a Life of the Party) who find them fascinating for some reason. Perhaps, they wonder at their quality, consistency, and character. (Many competent people tend to be quite self-effacing and well-mannered.) And since the Life of the Party is very loyal to a fault, there’s a kinship there.
As a Competent person, if you have the Life of the Party as a sponsor or develop cultural intelligence and EQ, many doors will open up for you in business.
Now, let’s move on to the Hustler.
Hustler
The Hustler has many irons in the fire. They are everywhere doing everything. Their energy is unmatched and their ideas are unparalleled.
This archetype is typically involved in some sort of sales scheme. I think Hustlers are like Venture Capitalists (but with no money). If you pursue many things, at least one will presumably succeed. So, to them, it’s a matter of time.
To their credit, Hustlers make a lot of money in government circles. They excel at in-person interactions and attend lots of events. After a while, they are given something.
If the Hustler can partner with a Competent person, they can parlay this access into multiple streams of sustainable income.
The main challenge for a Hustler, however, is resisting the temptation to delve into fraudulent schemes. They also need to learn to ask for help when they are in over their heads.
Spiritual
Now, this is where things get spooky.
In Africa, there are broadly two variants of the Spiritual Businessman Archetype – those who believe in and practice “Juju” (dark magic), and those who embrace religion.
First, some context.
For the purpose of this article, please understand that in Africa, juju is deemed to be real. And it is considered distinct from traditional African religion. Also, when talking about religion, I will use Christianity as my example. This is because it’s the only predominant religion on the continent that I’m familiar with.
So, let’s dive in.
The Spiritual person has chosen to create a business power base through alternative means, and this is what presumably fuels their success.
Generally speaking, juju is the use of nefarious dark magic to assert control or to advance a cause. In business, it is often used as a way to attract favor and money or to attack enemies.
The shaman casting the spell or developing charms and potions on behalf of the businessman typically requires money and faith in return.
The businessman will be asked to do increasingly more difficult, expensive, and objectionable things to demonstrate their faith. (To generalize, finding a spotless goat, dancing naked in public, going mad for three days, sacrificing loved ones are not easy to do.) Many juju practitioners even fast regularly to sustain “power.”
It’s not a simple or peaceful way of life, and is rather diabolical and exhausting, to be honest. I’ve also heard that the spirits that are invoked usually demand the businessman’s life or destiny at the end of the transaction. Seems quite expensive, in my opinion.
Anyway, those who opt for religion choose another route. As discussed, in this article, I’ll focus on Christianity. But please note I am not writing about nominal Christians. Instead, I write about those who deploy power in business.
The Christian businessman archetype largely believes in grace. So while they may practice spiritual disciplines, they rely on the help of the Holy Spirit to do them. They are also very mission-oriented. Their business belongs to God.
This businessman will receive instructions from the Holy Spirit before setting out for the day. Many times, they have a to-do list of priorities and focus on those items first.
Depending on their spiritual gifts, they may deploy Prophecy to know trends before they become popular, Word of Knowledge to negotiate effectively, and Discernment of Spirits to know which deals to avoid. They are also unusually wise or creative.
If the Spiritual businessman embodies the fruit of the Spirit, then they are also kind, generous, and service-oriented, which brings them tremendous goodwill. People defend them a lot and they have helpers in life.
When enemies come against them, their first response is to get on their knees in humility to ask God, the Deliverer, to save them. They know where their power comes from.
Interesting point – at a certain level of business, the juju folks and Christians always clash. It’s a territorial thing, and power, after all, is power.
The juju guys first look to see what side the Christian is on before approaching. In Western climes, the Christian might receive an invitation to join a fraternity they didn’t know existed. (There are fraternities in Africa too.)
Ultimately, life is never easy for the Christian businessman who deploys power. They are soldiers in a war between good and evil that started long before they were born and will continue after they die.
In addition to normal business issues, they also deal with spiritual ones they rarely bargained for. But if they are humble and dependent on God, they will be okay.
And so, this ends my article on the 5 African Businessman Archetypes. Which one are you?
Thank you for reading.
