People who know me understand how deeply I am inspired by Steve Jobs — not only for his revolutionary work in technology but for his profound insights on creativity, leadership, and the power of storytelling. One of his most resonant statements, “the most powerful person in the world is the storyteller. The storyteller sets the vision, values, and agenda of an entire generation that is to come,” continues to shape how I view the role of narratives in the world, especially when it comes to the brand Africa. Jobs’ words are a call to action for anyone committed to shaping their own future, and for me, they are a guiding principle in the effort to redefine Africa’s global identity.
Africa’s narrative has, for too long, been written by external forces — colonial rulers, global media outlets, and international institutions that did not always have the continent’s best interests at heart. These stories have often painted Africa as a land of chaos and need, ignoring its rich cultural heritage, intellectual contributions, and potential as a rising global power. However, just as Steve Jobs transformed entire industries through innovation and a clear vision, so too can African storytellers — whether they are filmmakers, entrepreneurs, artists, or thought leaders — reclaim the narrative and set the continent’s vision for the future.
As Jobs pointed out, storytellers hold the keys to influence. In Africa’s case, this means that our storytellers are responsible for shaping the vision of the Africa we want, one that reflects the realities of our people’s resilience, creativity, and ambition. From the growing technological advancements in Kenya and Nigeria to the global recognition of African music, film, and fashion, Africa is steadily making its mark in multiple sectors. But the world needs to hear and see more stories of African innovation, leadership, and excellence. These are the stories that can reset the global agenda and reposition Africa in the minds of future generations as a continent of strength, innovation, and possibility.
When we talk about “brand Africa,” we’re talking about much more than just economic potential. We are talking about the intangible qualities — pride, identity, and a collective vision — that define a people and influence their place in the world. Storytelling, in this context, becomes a tool of empowerment. When Africans tell their own stories, they are shaping the cultural and economic destiny of the continent. They set the values that future generations will look up to, whether it’s the spirit of ubuntu, which emphasises community and shared humanity, or the bold, entrepreneurial spirit seen in the continent’s tech and creative industries.
Steve Jobs understood that storytellers are not just passive recorders of history; they are the architects of the future. For Africa, this means that those who have the platform and the vision to tell our stories must take on the responsibility to craft a narrative that reflects the full scope of our achievements and our aspirations. This is not just a cultural exercise, but a strategic one. The stories we tell today will influence how African businesses are perceived globally, how investments flow into the continent, and how our children see themselves and their future in the world.
For me, Jobs’ words are a constant reminder that as an African, I have a duty to contribute to this storytelling process. Whether through the projects I work on or the partnerships I build, I am committed to helping shape a narrative that is true to Africa’s reality and its boundless potential. It’s not just about changing perceptions; it’s about laying the groundwork for a future in which Africa’s contributions to the global community are fully recognized and celebrated. Like Jobs, I believe that the most powerful person in the world is the one who can tell their own story — and for Africa, that time is now.
Tujenge Afrika Pamoja! Let’s Build Africa Together.
Enjoy your weekend.
Saul Molobi (FCIM)
PUBLISHER: JAMBO AFRICA ONLINE
and
Group Chief Executive Officer and Chairman
Brandhill Africa™
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