CREATING WIN-WIN ALLIANCES: KEY PRACTICES FOR SUCCESSFULL PARTNERSHIP IN AFRICA (AND A FEW MEMORABLE STORIES FROM MY EXPERIENCE)

The names of the companies and individuals involved have not been disclosed to respect confidentiality and everyone's privacy.

Welcome to the fascinating world of partnerships in Africa, where every handshake is a diplomatic dance, and a smile can open more doors than a million dollars. Building win-win alliances on the continent is an art that blends strategy, culture, and, at times, a good dose of patience. Here are some best practices—and a few anecdotes to make you smile—that will help you succeed in this unique landscape.

1. Know Your Ground: It All Starts with Culture

In Africa, relationships often come before business. A successful partnership is built first and foremost on trust, which might mean spending an evening talking about football or sampling local delicacies. If you think you can seal a deal while skipping this step… let’s just say you’ve probably never tried negotiating in Kinshasa on a Friday night during an Africa Cup of Nations match.

Anecdote:

On an exploratory mission in Ghana, I ended up spending an entire night sharing skewers with my Ghanaian counterparts. The result? By dawn, we had reached common ground—thanks to our shared passion for French gourmet cuisine—and the decision to move forward with a contractual agreement was made."Turns out, a lively debate on French culinary art is far more effective than a 30-slide PowerPoint!"

2. Invest in Transparency: Adhering to Local Regulations is Key

A strong partnership is built on a clear foundation: understanding and respecting local laws and regulations. This includes local content policies, which are often essential in countries like Congo, the DRC, or Uganda. If you try to "play by European rules," expect some surprises.

Anecdote:

One of my expatriate acquaintances, freshly arrived in Uganda for a business prospecting trip, shared a mishap he experienced with a foreign recruitment agency. This firm, specialized in human resources, had landed a golden contract with a Ugandan company looking to hire executives for a project in a rural area. Brimming with confidence, the consultants got to work: they crafted a detailed and professional job posting, published it online on LinkedIn and all the major recruitment platforms.

And then… they waited.

A week went by, and still nothing. Not a single application, not a single CV. Nada.

Perplexed, my friend turned to me for advice. I couldn't help but chuckle before gently explaining:"You know, in this region, LinkedIn is great… but the real job boards are the local WhatsApp groups and radio ads in the local language!"

A little taken aback but determined, the consultants quickly adjusted their strategy. They recorded an audio job announcement—this time in the local language—and broadcast it on regional radio stations. At the same time, they posted the job offer text in community WhatsApp groups. The result? Within just a few days, a flood of applications came in, including several highly qualified candidates.

During the interviews, one of the applicants couldn’t resist laughing and saying:"Honestly, if you had kept your job posting online, you would have recruited… but only people from Kampala!"

Moral of the story:

In Africa, knowing where to post a job offer is just as crucial as the job description itself. Sometimes, finding local talent means thinking outside the box—or rather, beyond traditional networks—and embracing the realities on the ground. After all, here, even a local radio station can outperform LinkedIn! 😉

3. Be prepared to handle the unexpected: Flexibility and creativity

Plan A rarely works in Africa. And often, neither does Plan B. But that’s exactly what makes partnerships here so unique: your ability to improvise is your greatest asset.

Anecdote:

In Congo, a team from a major oil company was holding a crucial strategic meeting… when the power went out (as usual). Instead of waiting for hours, they turned the situation into a "barbecue meeting" in the garden of the General Manager’s residence. The result? The discussions became more relaxed, and the participants committed to collaborating more closely than initially planned.

4. Turn your local partners into ambassadors

A partnership in Africa goes beyond just a contract. It’s about building a long-term relationship where your local partners become your strongest ambassadors. Invest in their success, and they will invest in yours.

Anecdote:

During a project in Angola, an oilfield services company was working with a local partner to organize a community awareness event. Eager to demonstrate its commitment, the partner had planned a grand opening ceremony featuring speeches, a local buffet… and a traditional dance troupe. Everything seemed perfectly arranged.

However, on the day of the event, the expatriate team was in for a little surprise: the dance troupe had decided to include them in the performance—without any prior warning! Before they could protest, the expats found themselves wrapped in traditional loincloths, awkwardly trying to follow the energetic dance steps in sync with the pounding drums.

The audience, made up of villagers and local partners, was in stitches, and the expats earned immense respect for their “cultural effort.” This unexpected episode turned their local partner into an enthusiastic ambassador, who never missed a chance to sing their praises at every community meeting: "These folks? They’re not afraid to get their hands— or their feet—dirty!"

Moral of the story:

Sometimes, embracing the unexpected and laughing at yourself is the best way to strengthen a bond. And who knows? You might even become a local legend—for your skills… or your lack of skill in African dance! 💃🏿🕺🏿

5. Don't forget humor: The key to diffusing tension

A frustrated partner? A negotiation at a standstill? Try a good joke. Humor is universal, and in Africa, it’s an underrated tool for breaking the deadlock.

Anecdote:

In Gabon, a project manager used a story about "unexpected field challenges" to defuse a dispute over deadlines. He recounted how, one day, they had to postpone a construction project because a herd of elephants had settled on the site. The Gabonese partner laughed and replied, "Well, at least your elephants didn’t block the Wi-Fi!"

In conclusion: A win-win partnership is a marathon, not a sprint

Building alliances in Africa requires a blend of patience, adaptability, and a good dose of humility. But the rewards are immense. By following these practices and learning to embrace the challenges (and the amusing anecdotes) that come your way, you won’t just be forging partnerships—you’ll be building lasting relationships and shared success.

So, are you ready to create win-win alliances? You know where to find us. And remember: a smile and a good joke about African football can open far more doors than you might think! 😉