Catalyzing Mutual Value Creation in Africa
November 2024
By Alastair Colin-Jones,
Senior Director, Business Transformation & Learning,
Mutual Value Labs
Earlier this month, I had the joy and honor of speaking at the inaugural AVPA 2024 Conference in Nairobi, where I joined leaders from non-profits, corporates, SMEs, family offices, and development organisation seeking to catalyse Africa’s sustainable growth.
As I shared insights drawn from ten years of research and hands-on experience, the atmosphere was one of shared excitement and possibility—a fitting return to Nairobi, the place where our very first project, Maua, took shape in 2014. It’s incredible to come full circle and bring the conversation back to where our journey began.
My session focused on practical steps to put purpose into action by identifying and creating mutual value in the ecosystems that businesses operate within. This approach, however, is not simply about finding "quick win-win" solutions or ticking boxes on a checklist. True mutual value creation requires businesses to engage deeply with the problems they aim to solve. When you see clearly the complexity of the challenges we face, it is easy to how we need the whole spectrum of capital to play its role. It is one of the reasons I found the mix of people in the room so exciting and fascinating.
At Mutual Value Labs, we see our contribution specifically in helping businesses and investors to leverage market-based mechanisms that provide sustainable impact and financial return. To do this effectively, leaders must be willing to first take the time to “see” better and love the problem in front of them, more than the solution.
At the heart of this approach is the belief that businesses can become powerful drivers of positive change by connecting purpose with tangible action. Mutual value creation means moving beyond traditional business models, looking instead for ways to address the greatest needs in our communities through partnerships, innovations, and products that benefit both the business and society.
For African business leaders, the opportunity to make this vision a reality is significant. During the session, I encouraged leaders not just to listen and learn, but to launch their own experiments within their companies and ecosystems. By testing new ideas, partnering in unexpected ways, and staying committed to finding true mutual value, African companies can bring purpose to life in ways that resonate with their unique challenges and strengths.
Going forward, there is no doubt that Africa has a vital role to play in shaping the future of purpose-led business. I’m eager to see the ripple effects of this conference and to watch as companies across the continent start to embed purpose into strategy—not just as an idea, but as a core part of how they operate.
During my time in Nairobi, I had the opportunity to visit Enzi Motors (thanks for taking the picture!), whose CEO and Chief People Officer are alumni of our Executive Education program. They are actively applying the Economics of Mutuality framework in their business, bringing purpose-driven thinking to life in Kenya. Seeing their progress firsthand was a powerful reminder of what’s possible when companies commit to mutual value creation.
Thank you to whole team at AVPA for inviting me and being such incredibly warm and hospitable hosts. Frank Aswani Abu Okari Nasri Adam Inez Wakungwi Erick Macharia Aby Mokua
Great to be (re)connected with some new and old friends! Nikolaj Moesgaard Karim Harji Matt Ripley Shazia Shariff Seth Mulli Caroline Okong'o Caroline Omondi Olivia Byanyima Richard Hacking
