From 2020 – 2024, I was involved in several startup pitch assessments and I witnessed a good number of “Uber for X” and “Netflix for Y” type solutions.
Its not news that we’ve been so preoccupied with localizing Western solutions that we have forgotten to optimize our local solutions.
Localization creates the assumption that a model built for San Francisco just needs a local payout channel and an African brand identity system to be termed a “local solution”.
But true innovation doesn’t start with a successful template from the West. It starts with the person standing in front or beside you.
Shift from “Copycats” to “Architects”
People-centred problem solving is the radical act of engaging the people you want to serve before you write a single line of code.
It’s moving away from “How do I make this app work here?” to “What is the specific friction in this person’s day?” When we solve for the person, not the trend, we move from being “copycats” to “architects” of our own infrastructure.
Leaders in Audience Insight
Thankfully, the tide is shifting. In 2026, we are seeing a “second wave” of African startups that treat cultural fluency as a core technical requirement, e.g
Awarri (Nigeria): While global giants focus on English-centric LLMs, Awarri is building AI models trained on Nigerian languages. They understood that for AI to be useful, it must speak the language of the people, literally.
M-KOPA (Kenya): Rather than trying to “disrupt” traditional banking, they recognized that the real barrier was asset ownership. By using IoT and micro-payments, they’ve turned everyday essentials into accessible credit for millions.
mPharma (Ghana): Instead of just an “Amazon for drugs,” they redesigned the pharmaceutical supply chain to solve the specific problem of drug stock-outs and price volatility in local pharmacies.
The Way Forward
The most resilient businesses on the continent aren’t the ones with the flashiest Western-style pitch decks; they are the ones built on grounded application.
If we want to build a digital future that lasts, we must stop looking across the ocean for answers and start looking across the street. Innovation isn’t about the biggest model; it’s about the most relevant solution.
Let’s stop localizing and start listening.
How are you integrating direct user insight into your product roadmap? I’d love to hear your thoughts in the comments.