In the early days of building, it’s easy to get excited
You’ve found a big idea. You see the potential. You’re ready to launch.
But in that rush, many founders make mistakes that quietly ruin the business before it ever has a chance.
I’ve seen it. I’ve lived it.
And I’ve learned that most African startups don’t fail because of bad ideas — they fail because of avoidable mistakes.
If you’re building something right now, this is for you.
1. Falling in Love With the Solution Instead of the Problem
Most founders start with a solution in their head.
A new app. A payment tool. A platform.
But here’s the thing: no one cares about your solution if it’s not solving a real problem in a real way.
During my time at the Founder Institute, one lesson stood out:
Fall in love with the problem — not your product.
It sounds simple. But it changes everything.
When you obsess over the problem, you ask better questions. You talk to users more. You uncover things no pitch deck can show you.
If you’re more attached to your idea than to the problem it should solve, you’re building on sand.
2. Building Too Fast Without Testing Relentlessly
Speed is tempting. But speed without direction is just noise.
One of the biggest mistakes I made early on was rushing to build features I hadn’t tested — assuming I already knew what users wanted.
I was wrong.
Now, I test everything. I’ve learned to talk to users weekly. To build in small loops. To launch ugly versions and collect real feedback before scaling.
Don’t try to impress the market. Learn from it. Fast.
If you’re not testing, you’re assuming. And assumptions are expensive.
3. Not Staying Close to the Users
The further you are from your users, the worse your product will be.
Real users will teach you:
What matters to them (it’s rarely what you think)
How they actually behave
What they’re willing to pay for
You can’t build for people you don’t talk to.
Every week, I try to speak to at least a few users — not just to get feedback, but to stay grounded. Their experiences are more useful than any market report.
Stay close to your users. They’re your best advisors.
4. Ignoring the Local Context
This is the one many people overlook.
You’re not just building a product — you’re building it inside a unique environment.
In Nigeria, for example:
Power is inconsistent.
Trust is low.
Cash is still king in many places.
People prioritize affordability over features.
If your product doesn’t fit into the realities of the people you’re building for, it won’t work — no matter how brilliant the idea is.
Context is not a constraint. It’s your unfair advantage.
When you understand how people live, earn, and decide, you can build something that actually fits.
Final Thoughts: Build With Discipline, Not Hype
Being a founder in Africa is not easy.
But it’s also one of the most exciting opportunities in the world.
If you can avoid these four mistakes — and build with honesty, curiosity, and discipline — you’ll be miles ahead of the noise.
TL;DR:
Fall in love with the problem, not your idea
Test fast, test often
Stay close to your users
Respect the context you’re building in
That’s how I’m building.
And if you’re building too, I hope this helps you avoid a few unnecessary setbacks.
Let’s build well.
