The opportunity that Sub-Saharan Africa, or more specifically, countries in Sub-Saharan Africa offer is huge, but in order to capitalise on it, companies cannot simply follow their traditional approaches - they need to understand, appreciate and adapt to the continent. Africa is highly innovative and has been able to find solutions that meet the needs of people in a uniquely African way, and companies need to bring this spirit of "Kanju" into their own organisation, in order to succeed on the continent. The Truth about Africa uncovers fundamental myths about the continent, explores the different trends and influences that drive consumption and behaviour, and suggests strategic approaches to winning on the continent.