Africa Builds Businesses on Hard Mode

 

We are in a world brimming with choices, and human behavior often boils down to a simple principle: we tend to pick the path that demands the least from us.

This is known as the Law of Least Effort, a concept rooted in psychology and behavioral science, which posits that when faced with similar options, individuals naturally gravitate toward the one requiring minimal energy, physical, mental, or emotional. It can come in various forms across disciplines, from evolutionary biology to decision-making theory, explaining why we'd rather scroll through social media than tackle a complex project, or opt for fast food over cooking a nutritious meal. At its core, this law reflects our innate drive to conserve resources, a survival mechanism that has been practiced for centuries.

But what happens when this tendency clashes with pursuits that inherently demand more effort, like entrepreneurship? Starting a business isn't just about ideas; it's about grit, risk, and relentless hustle. Globally, and particularly in Africa, we entrepreneurs face a gauntlet of challenges that amplify this human inclination to choose the easier road.

The Law of Least Effort in Everyday Decision-Making

Imagine you are at a crossroads: a stable 9-to-5 job with predictable paychecks versus launching your own venture, full of uncertainty. According to the Law of Least Effort, most people will lean toward the former because it minimizes immediate stress and cognitive load. This isn't laziness; it's efficiency. Behavioral economist Daniel Kahneman's work on cognitive biases highlights how our "System 1" thinking, fast, intuitive, and effort-averse, dominates daily choices, often at the expense of long-term gains.

In entrepreneurship, this manifests in subtle ways. Potential founders might procrastinate on market research because it feels tedious, or abandon innovative ideas when early setbacks arise, opting instead for safer gigs. The principle extends to consumers, too. Why support a fledgling startup when established brands offer hassle-free alternatives? This creates a feedback loop where entrepreneurs must not only build products but also combat the collective preference for ease.

But Entrepreneurship is tough everywhere…  

With failure rates hovering around 90% for startups within the first few years. The Global Entrepreneurship Monitor (GEM) 2024/2025 report reveals a stark reality: nearly half of aspiring entrepreneurs cite a rising fear of failure as a deterrent, up from previous years amid economic volatility. Geopolitical conflicts disrupt supply chains, forcing founders to pivot unpredictably, while inflation and resource constraints squeeze margins.

Key challenges cited globally include

• Access to Funding: Bootstrapping is romanticized, but reality bites. Many entrepreneurs struggle with high-interest loans or investor skepticism, especially in uncertain economies.
• Talent Acquisition and Team Building: Assembling a skilled team is a Herculean task. Strong markets demand adaptability, yet finding reliable partners amid global talent shortages is exhausting.
• Marketing and Customer Acquisition: Standing out requires sophisticated strategies in saturated digital marketplaces. Poor marketing vision can doom even brilliant ideas.
• Regulatory and Economic Hurdles: Bureaucracy, tariffs, and shifting policies add layers of complexity, pushing many toward less regulated paths like freelancing over full-scale businesses.

These obstacles align perfectly with the Law of Least Effort: why endure funding pitches or regulatory mazes when a corporate job offers stability with far less hassle? Yet, in 2025, opportunities abound, AI tools and remote work democratize access, but only for those willing to invest the effort.

Entrepreneurship in Africa: Amplified Barriers and Untapped Potential

Africa's entrepreneurial environment is a paradox: immense potential fueled by a youthful population and resource-rich economies, yet hampered by systemic challenges that make the "least effort" path even more appealing. With over 1.4 billion people and a burgeoning tech scene, the continent could be a global innovation hub. However, studies show that bureaucratic red tape, corruption, and infrastructure deficits systematically stifle business creation and innovation.

Specific hurdles include

• Funding Gaps: African entrepreneurs often face sky-high interest rates and limited venture capital. In many countries, banks prioritize established firms, leaving startups to rely on personal savings or informal networks. Actually, as late as this year, in Kenya alone, banks were still found to be lending more to the government than businesses. The Brookings Institution notes that these barriers exacerbate income inequality and slow economic growth.
• Infrastructure Deficits: Unreliable power, poor roads, and limited internet access turn simple operations into ordeals. For instance, e-commerce founders in rural areas battle logistics nightmares that global counterparts take for granted.
• Political and Economic Instability: Corruption and policy flip-flops, such as unpredictable tax policies, create an unpredictable environment. Multinationals are exiting some markets due to these issues, leaving local entrepreneurs to fill voids amid heightened risks.
• Skills and Ecosystem Shortfalls: Gaps in education and mentorship mean many lack the tools to scale. While hubs like Lagos and Nairobi thrive, broader access to incubators and networks is uneven.
• Market Access and Cultural Factors: Limited global reach and cultural norms favoring traditional employment over risky ventures reinforce the Law of Least Effort. Why battle export regulations when local jobs promise quicker security?

These challenges make entrepreneurship in Africa feel disproportionately effort-intensive, deterring many from pursuing it. Yet, the continent's growth story is compelling. Africa's GDP is projected to double by 2050, driven by entrepreneurial ventures if barriers are addressed.

But despite all these, some African Entrepreneurs defied the odds. Did they choose the Harder Path?

Take Jason Njoku, founder of iROKOtv, often dubbed "Africa's Netflix." Starting with $150,000 in seed funding, he managed to build an $80 million empire by streaming Nollywood films globally. His journey involved relentless pitching and adapting to piracy issues,efforts that paid off handsomely.

In Kenya, Brenda Sang'anyi Founded Brees Bees.

A Kenyan natural wellness brand built on a simple idea: when nature already provides what the body needs, the smartest work is to preserve, not complicate it. By producing raw honey and gently infused wellness products using locally sourced ingredients, the brand demonstrates how value can be created by working with nature rather than against it. Its model minimizes excess processing, long supply chains, and artificial inputs, allowing quality, trust, and impact to flow organically.

Brees Bees began not with grand infrastructure but with clear intention and disciplined consistency. Instead of forcing scale, the business grew by refining what already worked: pure honey, honest sourcing, and direct access to consumers. I bought my first dawa from Brenda during COVID when we were clutching on anything to stay ‘ahead of death,’ and yes, it was different, it was a real fix. It was just raw and good. I know that the company grew quite a lot during the COVID period because Brenda’s products were magical! Think of it this way: In practice, Brees Bees reflects the Law of Least Effort: sustainable success emerges when effort aligns with natural strengths, existing ecosystems, and authentic demand, rather than constant strain or overengineering.

Lorna Rutto founded Ecopost, turning plastic waste into fencing posts. Facing initial ridicule and logistical hurdles, she secured grants and scaled to create jobs while addressing environmental issues.

 BRCK, founded by Juliana Rotich, Erik Hersman, and others, created rugged, solar-powered internet devices to bridge Kenya's connectivity gaps. Launched during unreliable power and internet eras, it powered education and businesses in remote areas, attracting global investment and partnerships. Rotich's grit in navigating tech ecosystem shortfalls highlights how Kenyan innovators build solutions for real-world African problems.

Tabitha Karanja's journey with Keroche Breweries is a testament to unyielding determination in the face of overwhelming odds. In 1997, alongside her husband Joseph Karanja, she co-founded the company in Naivasha, Kenya, starting modestly with fortified wines produced in a small facility using just KSh 500,000 from their previous hardware business savings. At the time, the Kenyan beer market was dominated by East African Breweries Limited (EABL), a multinational giant with an 80-year monopoly, making entry nearly impossible for local players. Undeterred, Tabitha expanded into beer production in 2008, introducing Summit Lager to challenge the status quo in a male-dominated, heavily regulated industry plagued by high taxes, excise duties, and bureaucratic hurdles. Keroche faced relentless challenges: government raids on their facilities, protracted legal battles over tax disputes amounting to billions of shillings, and aggressive competition that included alleged sabotage and market exclusion tactics. Despite these, Tabitha scaled the business through innovation, such as investing in a state-of-the-art production line capable of 600,000 bottles per day and diversifying into spirits like Vienna Ice and Crescent Vodka. By 2025, Keroche has grown into Kenya's second-largest alcoholic beverage manufacturer, holding about 20% market share, employing over 1,000 people directly and supporting thousands more in its supply chain. The company now exports to neighboring countries like Uganda and Tanzania, contributing significantly to Kenya's economy with annual revenues exceeding KSh 10 billion. Tabitha could have as well chosen the easy path, where less effort is required, but instead chose to fight monopolies and systemic barriers rather than settling for easier ventures, ultimately creating a legacy of indigenous industrial success. And people love underdogs, by the way. So I love Tabitha. Her spirit. Just to be precise.

 One other lady who gives me business goosebumps is Wandia Gichuru.

She co-founded Vivo Fashion Group in 2011 with Ann-Marie Burugu, Vivo began as an online store addressing a personal frustration: the lack of affordable, stylish activewear for African women that fit diverse body types and lifestyles. Starting with a modest investment and no physical stores, the duo bootstrapped the business amid Kenya's nascent e-commerce scene, grappling with supply chain disruptions, high import duties on fabrics, and limited access to capital in a market favoring international brands. By turning to local manufacturing and opening brick-and-mortar outlets, Vivo expanded rapidly, launching sub-brands like Vivo Activewear for athleisure and Shop Zetu as an online marketplace aggregating African designers. Despite challenges like the COVID-19 pandemic's impact on retail and rising production costs, Wandia secured investments from global funds, including a significant round in 2022 that fueled growth. As of today, 2025, Vivo operates over 20 stores across Kenya, Uganda, and Rwanda, with an online presence reaching the US market through partnerships in Atlanta and beyond. She could have as well chosen the easy path, yet her success gives a different story, that defies the easy path by embracing retail complexities, cultural relevance, and global expansion, creating a brand that not only profits but also promotes body positivity and economic inclusion.

 Practical Strategies for Aspiring Entrepreneurs

The good news? Awareness is the first step to countering this bias. To thrive in entrepreneurship, globally or in Africa, consider these tactics:

1.    Break Tasks into Micro-Steps: Reduce cognitive load by tackling one small action at a time, research one investor today, not the whole funding round.

2.    Build Support Systems: Join ecosystems like accelerators or networks to share the effort. In Africa, initiatives like the African Business Angel Network provide crucial backing.

3.    Leverage Technology: Tools for automation (e.g., AI-driven marketing) minimize grunt work, aligning innovation with ease.

4.    Cultivate Grit: Habits like daily journaling or mentorship can rewire your brain toward long-term rewards over short-term comfort.

5.    Policy Advocacy: On a broader scale, pushing for reforms in funding and infrastructure can lower barriers for all.

The Law of Least Effort is a powerful force, but it's not destiny. Entrepreneurs can harness their willpower to pursue paths of greater impact. In Africa and beyond, the next wave of innovation will come from those who choose effort over ease, creating not just businesses, but legacies.