By Francis

Copyright thebftonline

When people talk about Africa’s exports, the usual suspects come up: cocoa from Ghana, coffee from Ethiopia, oil from Nigeria, diamonds from Botswana, and of course Afrobeats from everywhere.

But let me propose something even more valuable than minerals or melodies: leaders who can communicate with confidence.

Yes, the future may very well belong to nations that don’t just ship out raw materials but also export raw charisma and clear communication.

Think about it. What is the biggest frustration when you listen to some leaders? They drone on like a generator with bad fuel, or they hide behind jargon thicker than Lagos traffic.

You leave their speeches not enlightened, but exhausted. Now imagine the opposite: leaders who speak simply, powerfully, and persuasively. That is not just leadership—it’s currency.

1. The world is listening, but are we speaking well?

Africa has the youngest population on the planet. Investors, innovators, and international partners know this is the place where the future is being written. But here’s the catch: if we can’t clearly communicate our vision, policies, or opportunities, we’ll remain in the waiting room while others take the deals.

A leader who speaks with confidence is like a good market woman in Makola or Kariakoo. She doesn’t just sell tomatoes; she sells trust, energy, and urgency. Her voice makes you part with your last cedi, naira, or shilling. In the same way, leaders who master communication sell not just their ideas but also their continent.

2. Confidence is not volume

Let’s clear up a myth: speaking with confidence does not mean shouting into the microphone until the sound system begs for mercy. Confidence is calm clarity. It’s the ability to look an audience in the eye, explain complex issues in simple language, and leave people feeling empowered, not confused.

Remember, Nelson Mandela didn’t need to scream to inspire a nation. Ellen Johnson Sirleaf didn’t need theatrics to command respect. They used words with purpose.

3. The ripple effect

Here’s the beautiful part: when leaders communicate well, it cascades downwards. Teams in companies work better. Governments earn more trust. Communities engage more actively. And young people finally see role models worth imitating.

Africa doesn’t just need engineers, doctors, and tech founders; it needs leaders at every level who can paint a vision with words. That’s how you mobilize a startup team in Nairobi, inspire a classroom in Accra, or close a billion-dollar deal in Johannesburg.

4. Training the next export

So, how do we prepare this new export? By investing in communication training with the same seriousness we invest in STEM. Imagine if every MBA program on the continent had a compulsory module called How Not to Bore Your Audience 101. Or if every new manager got coaching in how to deliver feedback without causing HR emergencies.

From boardrooms to community meetings, we should be raising a generation of leaders who can stand up, speak out, and win hearts without needing a 50-slide PowerPoint crutch.

5. Why it matters now

The 21st century is Africa’s century, we’re told. But centuries don’t just belong to regions because of resources; they belong to regions because of voices. If Asia has mastered manufacturing and Europe sells culture, then Africa can lead by shaping global conversations—through leaders who can communicate confidently across cultures.

The next time you think about exports, don’t just picture cocoa beans or barrels of oil. Picture a young African leader standing on a global stage, speaking with clarity, humor, and vision—and leaving the audience ready to invest, collaborate, or simply believe.

That’s the export the world is waiting for. And unlike gold, this resource never runs out.

>>> Kafui Dey helps business leaders to communicate better. For one-to-one coaching, call +233 240 299 122 or email [email protected]