Entrepreneur Eva Muraya applies ‘the principles of the harvest’ to business
Eva Muraya had an
illustrious career working with leading corporate firms, but after 15
years she was restless and wanted a new challenge. In 1999 she quit her
job and co-founded branded merchandise company Color Creations Africa.
The business has been a success, both winning awards and expanding
regionally.
Over the next decade her entrepreneurial accomplishments were celebrated in Kenya
and globally. In 2008 she was selected to represent Kenya in the
Fortune/State Department International Women Leaders Mentoring
Partnership
and was a co-recipient of the inaugural Goldman
Sachs-Fortune Global Women Leaders Award.
In 2009, she stepped aside from her award-winning enterprise to start
another business, Brand Strategy and Design (BSD). The East
Africa-focused BSD group offers various services under four companies:
BSD (brand strategy management), Whiteboard (advertising), Avid PR
(public relations) and BrandQuad Africa (brand training).
Focusing on her strengths
A journalism graduate, Muraya says Color Creations and BSD are both
aligned with her passion to build brands. “I have found it more
worthwhile to stay with what I best understand. I am in my comfort zone
in terms of energy, in terms of experience, in terms of skill and
competence.
“I bet I would have loved to run a pharmacy but really that is out of
my stable. I would have loved perhaps to do something that is outside
of familiar, but the bottom line is, I’m good at this.”
Looking back she says she wishes she had quit her job sooner and
pursued entrepreneurship. “I won’t call it a mistake because I learnt a
lot, but maybe I should have ventured out earlier.” She adds that in
those early days she should have been less shy about her dreams.
“I wish I had dreamt earlier about what I am achieving today. I
should have been a lot more audacious at 25 and 28 but I have no
regrets. Perhaps if I had been a lot more audacious about my continent
then maybe I would have saved 10 years.”
Muraya says applying the “principles of the harvest” is one of the
key reasons why she has been successful in business. The BSD boss argues
that today many ambitious youth want “a microwave experience of
success” which is neither attainable nor sustainable.
“I would apply the principles of the harvest which is you must dig,
clear the land, plant, water the crops… and then hopefully there will be
a harvest and sometimes that harvest might be a little bit
disappointing. But it doesn’t mean that you can’t go back and sow
again.”
Muraya notes that entrepreneurs should try to align their skill to
their passion, but still not be afraid to venture in to new things.
Whether it is going back to school for a degree, reading books and
magazines or enrolling for short courses, Muraya says entrepreneurs need
to “arm themselves with the capability necessary”. It is for this
reason she has undertaken business studies at the IESE Business School
of the University of Navarra (Spain) and Strathmore University (Kenya).
Africa needs its entrepreneurs
The brand-building guru advises entrepreneurs to “employ a sense of
strong character”, and not be associated with vices that have dogged
leaders in Africa in the past. This, she says, will go a long way in
changing the brand awareness and brand recognition of Africa.
“You need the understanding that this continent really needs us to
love it. So employ a lens of compassion. Africa has huge needs ranging
from infrastructure, dignified housing, food security, strong
institutions and visionary leadership… the list is endless,” says
Muraya. “It is this generation that is going to be held accountable for
delivering the next quality of life for Africa.”
She notes that enterprise will play a central role in transforming
African economies and addressing decade long challenges in areas such as
health, education, food security and leadership.
“Who is going to feed Africa? Who will ensure Africans are educated?
Across the board, the entrepreneurs are the ones carrying this continent
to the next season.”
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