Building a digital business in an emerging market often means developing the talent, infrastructure and systems the company needs while trying to grow at the same time.
In this episode from the Emerging Markets Today archive, I speak with Aziz Musa, founder of Cush Digital, about building a digital marketing company in Sudan and later moving its operations to Egypt.
We discuss how Cush Digital trained young people in digital skills, why Aziz hired for potential rather than experience, and what it takes to run a company amid unreliable internet, electricity cuts and political instability.
Aziz also shares the difficult decision to leave Sudan, rebuild the business in Egypt and explore new opportunities across the Middle East, including Saudi Arabia.
Originally published in 2023, this conversation still raises important questions about entrepreneurship, talent development and how businesses adapt when the market around them changes almost overnight.
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