Africa is not a market. It is a test. And most companies fail it before they even start.

In this episode of Continent DNA, I sit down with John Kourkoutas, an operator who works on the ground across African markets, to dismantle the myths European boardrooms still rely on.

We talk about why Africa cannot be approached through timelines, dashboards, or email-driven execution and why physical presence, local partners, and patience matter more than strategy decks.

This is not a conversation about hype or opportunity slides.
It is about what actually works when capital, cargo, and reputation are on the line.

We cover:
• Why Africa is not one market and never was
• The hidden reasons many European expansions fail
• Nigeria as a high-reward but unforgiving test case
• Corruption, compliance, and how professionals actually navigate it
• China vs Europe and why price is the wrong battlefield
• Why “quick wins” thinking destroys long-term outcomes
• How to choose local partners without losing control
• Why Africa rewards presence, not PowerPoint

This episode is for executives, founders, and investors who want realism over reassurance and execution over illusion.

This opening episode lays the foundation for Continent DNA. Tobe Duru shares the story behind the podcast and explains why Africa’s next decade will redefine global opportunity. The episode introduces the core frameworks used throughout the series, explores the true scale of Africa’s economy, and highlights the human engine driving transformation across the continent. It is a clear, data-driven starting point for anyone seeking a deeper understanding of Africa’s markets, momentum, and future.

Welcome to Continent DNA. The podcast decoding the forces, frameworks, and people shaping Africa’s next growth era.