How African founders can frame their stories for scale

Some founders and leadership teams are lucky enough to understand framing from the start—without the need for training or having a senior team member to manage it. I will argue that your ability to build the right narrative around a needed innovation is an integral part of the recipe for scale. This is because it will affect how stakeholders view how to engage with your brand (product/service)—should they invest? Do you fit into their plan or strategy? Are you a threat or a partner? How do you fit into the culture of the market you are trying to solve?

So, sometimes, beyond just having a solid and quality product, you should also be thinking of the best possible ways to strategically frame your offering in a way that brings you the most value. And more often than not, because it naturally comes to some of the most ambitious people in the business and startup space, it is something that can be easily ignored, as an integral subconscious part of how businesses win. 

And like I always say, narrative cannot survive alone. It needs to work with a level of substance (financial management—cash flow, budgeting, and capital allocation, operations & execution, product development & innovation, governance & compliance, government support, etc.). However, if you’re good on the business front with strong stakeholder involvement, locked-in buying customers and all, and you are entering the market with the right framing? Many of the right metrics will see an uptick. And even if you are in a growth phase where things are slow, it’s only a matter of time. 

You know, at one point, there was a major conversation about the Yabacon valley? And that location became the centre of some of the most exciting innovations of the ecosystem at the time. Were you here then? As I said, it takes a lot more than the right stories, but it is an important part of the mix. Today is not the day to discuss what prevented this from taking off, but I will argue that the narratives and framing of that period served its purpose for that stage—especially in terms of setting up the building blocks for where we are today as an ecosystem. 

How is framing important to your scaling as a business?

Investor Confidence

Investors rarely buy into raw technology; they buy into stories of impact and scalability. A fintech framed as financial inclusion for the unbanked, like M-Pesa, becomes irresistible because it positions itself as solving a systemic problem rather than offering a niche product. Similarly, a logistics startup framed as saving lives through medical delivery, like Zipline, transforms drones from gadgets into critical infrastructure. The framing makes investors see not just a product, but a scalable solution with global relevance.

Community Adoption

People adopt solutions they see as relevant to their lives. Framing solar energy as lighting schools and powering healthcare resonates deeply because it connects technology to everyday needs. Communities are more likely to embrace innovations when they are presented as tools for empowerment rather than abstract commodities. Adoption accelerates when the narrative is rooted in lived experiences, showing how the innovation improves education, health, or livelihoods.

Policy Alignment

Governments support innovations that align with national development goals. Framing agriculture technology as feeding the nation rather than “AI for crops” secures regulatory goodwill because it speaks directly to policy priorities. Builders who frame their solutions as nation-building tools gain access to subsidies, partnerships, and smoother regulatory pathways. Policy alignment through framing ensures that innovations are not seen as private ventures alone, but as contributors to the public good. And you don’t want to unknowingly pitch yourself against certain interests when you are in some sectors. 

Media Amplification

Journalists and PR outlets thrive on compelling narratives. A startup framed as unlocking Africa’s talent for the global economy, like Andela, gets global headlines, while one framed as outsourcing developers risks being overlooked. Media amplification depends on how well the story connects to broader themes of transformation, empowerment, and global relevance. When framed effectively, media coverage magnifies visibility, attracts partners, and accelerates scale.

At this point, you can take a pause. Do you think that the prevailing stories or narratives about your business are what is required for your next level of scale? Is your framing right? Do you think that the stories people believe about your brand now will help you scale? 

Framing as the Foundation for Scale

Framing is not decoration—it’s infrastructure. It’s the invisible scaffolding that supports scale. African innovators who master framing in communication, PR, and branding can transform their ventures from local solutions into global movements. A good reference point for me will always be Andela. When they launched, the media could have easily dismissed it as an outsourcing firm. Instead, it was consistently framed as unlocking Africa’s talent for the global economy. That narrative was picked up by international outlets like CNN, Forbes, and The New York Times, which amplified its story far beyond Nigeria. The framing made Andela a symbol of Africa’s role in the future of work, not just a service provider.

As a founder, you should pause and ask yourself: Does my investor pitch frame impact before features, or am I still talking in technical jargon? Does my community messaging connect to everyday life, or is it abstract and transactional? Does my policy narrative align with national priorities, or could it be misinterpreted as competing with government interests? Does my media story highlight transformation and empowerment, or is it stuck in the language of outsourcing and efficiency? These questions form a practical checklist that helps you evaluate whether your framing is strong enough to drive scale.