Dear Founder
Are You Solving a Real Problem or Just Another Scattergun Ops?
Over the years, I’ve had the privilege of working directly with founders and business managers alike. And through these experiences, a question has kept me up at night: How many are genuinely building products to solve real problems, and how many are simply running what amounts to a - ”scattergun op shop”? Let’s get straight to it—too many African founders are creating “products” without building actual digital product businesses.
Welcome to Episode 13 of Product with JnrJose
You hire product managers because the industry says you should. You bring on “designers” without a clear understanding of what design for a product entails. And what happens next? You turn a product manager into a project manager on steroids, saddling him with roles from sales and marketing to operations, sometimes even chief chauffeur duties. This may sound absurd to some readers outside Africa, but trust me, it’s the reality here.
Build Real Solutions, Not Just Digital Projects
Many of you may not want to hear this. Still, suppose you’re treating your business like a scattergun operation with no real strategy. In that case, you’re not in the business of building digital products for the 21st century—you’re in a modern-day version of a servitude cycle, wasting talent, time, and potential.
Before you venture any further, it’s time to go back to the drawing board, rethink your approach, and build with intention. Let’s talk about how to build a product that doesn’t just check the box for having a “product,” but actually meets a genuine need in Africa.
1. Start with the Problem, Not the Product
One of the biggest missteps I’ve seen many founders make is jumping straight into product development without a deep understanding of the problem they’re trying to solve. If you can’t articulate the problem your product will solve in one clear sentence, then you may need to rethink your starting point. Real digital product businesses focus on problems first because that’s what customers buy solutions for. Your shiny new app or service doesn’t matter if it doesn’t solve a real problem for your target audience.
Pro Tip: Conduct genuine market research. Spend time talking to people, immersing yourself in their experiences, and understanding their pain points. Get familiar with the realities of the people you’re building for—not from a boardroom, but from the field.
2. Understand What It Means to Build a Digital Product Business
Building a “digital product business” is a mindset shift. It means understanding that you’re not just producing a digital asset; you’re creating a valuable, scalable entity that should work on its own, provide genuine value, and adapt over time. Ask yourself, do you have a clear vision, a sustainable business model, and a focused strategy?
This isn’t about developing a bunch of random features because it sounds cool. It’s about a deep commitment to user-centricity—understanding and anticipating user needs, iterating based on feedback, and providing real, long-term solutions. The goal is not to have “a product,” but to build a business around a meaningful product.
3. Hire Talent with Clear Roles in Mind
Too often, founders bring on roles without a clear understanding of what they should do. You bring in product managers but quickly expect them to handle every possible operational task under the sun. You hire designers but lack clarity on whether they’re expected to design user experiences or brand logos. This lack of role clarity leads to confusion, demotivation, and ultimately, burnout.
What to Do Instead: Define each role clearly. Understand that product managers aren’t sales agents or social media managers. They are strategists, responsible for the product’s roadmap, user research, and feedback integration. Similarly, product designers focus on creating intuitive and meaningful user experiences, not just aesthetics.
4. Cultivate a Product-Driven Culture
Building a strong product isn’t just about hiring the right people; it’s about fostering a culture where product thinking is at the forefront. Your team should feel empowered to think about the product beyond just features and code. Encourage open discussions about user feedback, market shifts, and competitor moves. Cultivate a culture where everyone, from engineering to customer support, understands their role in delivering a unified product experience.
Tip: Make room for regular product review sessions. Let everyone have a voice, and make feedback a core part of your product evolution. Building a great product is rarely a one-person show.
5. Embrace Learning and Iteration
If there’s one thing that defines successful product businesses, it’s their commitment to learning and iteration. Your product will likely not be perfect at launch; in fact, it shouldn’t be. A good product business treats the initial release as a learning opportunity, not a finished product. It’s only through real user feedback that you’ll see what’s working, what’s not, and where you need to adapt.
Instead of fearing failure, embrace it. A pivot or change in strategy is not a failure; it’s part of the growth process. And in Africa’s dynamic markets, your willingness to adapt and iterate could be the very thing that sets you apart.
6. Measure Impact, Not Just Output
In a real product business, it’s not about how many features you ship, but about the impact those features have. Does your product save time, reduce costs, or improve user experiences in a meaningful way? Measure success not by vanity metrics but by how well your product meets user needs and drives business value.
Practical Step: Define clear KPIs that reflect value and impact, not just activity. Track user satisfaction, retention rates, and how many people actively use and benefit from your product. These insights will guide your growth and show you what matters most.
7. Build for Longevity, Not Quick Gains
Africa’s markets are vast and varied, and building a successful product in this landscape means thinking long-term. Yes, funding is important, but if you’re only building with the next round in mind, you risk losing sight of your core mission. Focus on creating sustainable value. Short-term wins may make headlines, but long-term impact builds a legacy.
Mindset Shift: Real success is about creating a product that withstands market changes, meets evolving customer needs, and becomes an essential part of your users’ lives.
Finally, Build Solutions, Not Just Products
Dear African founder, let’s change the narrative. Let’s move from building flashy products for the sake of it to building meaningful, problem-solving, and sustainable solutions. The continent has enough digital noise; what it needs are real solutions for real problems.
It’s time to build with purpose, focus, and a relentless commitment to solving the genuine challenges that affect people every day. The market is ripe with opportunity, but only for those who take the time to understand, strategize, and commit to creating value that matters. Africa deserves better than superficial digital offerings. Let’s rise to the occasion and create products that will stand the test of time and make a real difference.
With clarity, focus, and a bit of grit, you have the potential to lead the next wave of impactful African innovations. Are you ready to stop building private dev garages and start building real solutions? The choice is yours.
Recommended Resources
Books
Inspired: How to Create Tech Products Customers Love (Silicon Valley Product Group)
Escaping the Build Trap: How Effective Product Management Creates Real Value
Continuous Discovery Habits: Discover Products that Create Customer Value and Business Value