The Power of Authenticity in Business: A Lesson from an Unusual Encounter
Jean Claude AGBORTEM
An Experienced Business Development Consultant / Marketing and Communication Specialist who understands the African business landscape, focusing on West and Central Africa.
Recently, I had an experience that left me pondering some critical aspects of business culture and authenticity.
As part of my role as marketing manager for the International Tea and Coffee Festival 2025, scheduled for April 25–27, 2025, in Cotonou, Benin, I’ve been traveling across Africa to connect with potential exhibitors and partners. On one of these trips, I reached out to a LinkedIn contact who runs a business in his country. Since I was planning to visit his region, I thought it was the perfect opportunity to meet in person and explore synergies.
Initially, he seemed enthusiastic, providing me with his office address and asking me to call upon my arrival. However, things took an unexpected turn. Despite numerous calls, he never picked up. With the help of a local taxi driver, I visited the provided address—only to discover there was no office at that location.
Despite being active on LinkedIn and posting about his business and success, this person was absent for over a week.
The Disconnect Between Online Presence and Offline Reality
This experience highlights a growing issue: many young African entrepreneurs believe that business starts and ends online, focusing on curating a perfect digital image without the substance to back it up.
But ask yourself:
- What is the point of impressing others with a façade when your actual business doesn’t exist or isn’t operational?
- Wouldn’t it be better to focus on building a genuine foundation rather than faking success to gain fleeting admiration?
Authenticity: The Key to Long-Term Success
In today’s interconnected world, your authenticity matters. Customers, partners, and stakeholders are drawn to genuine efforts and real impact. Faking it may bring momentary recognition, but it doesn’t create lasting value.
Here’s why being authentic is crucial:
1. Trust and Credibility: People are more likely to do business with those they can trust.
2. Opportunities for Growth: Being transparent about where you are allows others to offer help or collaboration opportunities.
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3. Sustainable Relationships: Real partnerships are built on truth, not pretense.
A Call for Change
As African entrepreneurs, we must embrace authenticity both online and offline. Instead of focusing on appearances, let’s invest in building real businesses that make an impact. The internet is a powerful tool, but it’s only effective when used as a bridge to connect people to real-world solutions.
To all business owners:
Join Us at the International Tea and Coffee Festival
At the International Tea and Coffee Festival 2025, we celebrate real businesses and the hardworking individuals behind them. This is an opportunity to network, showcase your brand, and connect with others who value authenticity and innovation in the tea and coffee industry.
📅 Date: April 25–27, 2025
📍 Location: Cotonou, Benin, West Africa
📞 Contact: +229 59319731
✉️ Email: festival@maisonduthetisane.com
🌐 Website: www.maisonduthetisane.com/festival
Let’s make authenticity the standard, both online and offline.
Training Sales Trainers for Expo & Event Vendors that distribute products & services at pop-up markets, malls, trade shows, festivals & conferences; Seeking Event Industry Co-Hosts & JV Referral Partners; Public Speaker.
1wI’ve discovered a huge cultural difference between entrepreneurs in the United States and Ghana (where I’m hoping to relocate soon). My advisors tell me that I’ll have to open an office to get respect in Ghana, eventhough my sales training academy for vendors is virtual. In Cincinnati, Ohio where I am now, there is a vibrant start up community that typically uses office sharing facilities called coworking spaces and/or have meetings in cafes and libraries. Nobody expects a small business to have their own office, unless they need one for practical reasons, not to impress people. It’s perfectly acceptable for 2-4 entrepreneurs to work together in somebody’s home office. Is this dynamic in Ghana typical in other regions of Africa?
Training Sales Trainers for Expo & Event Vendors that distribute products & services at pop-up markets, malls, trade shows, festivals & conferences; Seeking Event Industry Co-Hosts & JV Referral Partners; Public Speaker.
1wWhat concerns me most is that he gave you a fake address. That’s not only inauthentic but it’s downright deceptive, and should be illegal in my opinion.