Millions of entrepreneurs across Africa start off every year to launch new business ventures or to add novel products or services to their existing firms. In our quest to grow sustainably profitable enterprises, we often rush and jump to conclusions and make assumptions about what other people may purchase.
Maybe we wake up one morning with an exciting idea about a mobile application that can provide some sort of banking service, as an example. Then many entrepreneurs would go forward and make the mistake of only asking their friends and family about their new business idea.
