Business is not for the passive. You are watching a football match. It’s the 85th minute, and your team is locked at 2:2 in a high-stake game. Does the coach standby, hoping for a lucky break, or do you make the bold move needed to secure the win? Is the coach going to watch from the sidelines, hoping for a miracle, or he is going to step up and make the call that changes everything?
Right now, many leaders are still sitting on their hands, watching opportunities slip by, stuck in a rut of indecision. If you are feeling “unsure” about the next bold move, let’s be clear. Uncertainty is normal, but inaction is not. Business is a game of value creation, and if you are not rewriting the playbook, you are losing.
Let’s take you back in time. Nakumatt, the once-mighty retail chain that dominated East Africa with operations in Kenya, Uganda, Tanzania, and Rwanda. They had it all: a loyal customer base, prime locations, and name recognition. Yet, they hesitated to adapt to a changing retail landscape. Instead of exploring e-commerce, investing in customer experience, or even tightening internal efficiencies, they stood still. While they watched, other players were moving in, offering what Nakumatt could not: value that resonated with modern consumers.
Today, Nakumatt is gone from Uganda and much of East Africa. Why? Because in the critical moments, they failed to act. They clung to outdated practices, hoping customers would keep coming back purely out of loyalty. In a business world that rewards adaptation, Nakumatt became a cautionary tale.
Creating value is not a one-time move
Here’s the reality: you are only as good as the value you create today. Value isn’t a fixed asset; it’s a dynamic force. Customers do not care if you “once delivered great service.” They care about what you are delivering right now. Think about that football match-no one remembers the players who played “well enough” for 85 minutes. They remember the ones who clinched victory in the final moments.
To win in business, you need to be the coach who’s willing to shake things up in the last five minutes. Are you offering something your competitors can’t or won’t? Are you anticipating customer needs before they ask? That’s where real value is created-by doing what others are too cautious to try.
Creating value means rethinking what customers want. Nakumatt’s failure wasn’t about products on the shelves or store layout; it was about missing the evolution in customer expectations. As online shopping options grew and competitors like Carrefour brought fresh ideas to the region, Nakumatt, like Shoprite, stayed rooted in the past. They didn’t change their value proposition to match the modern customer, who demanded more convenience, variety, freshness and price transparency.
Let’s take an example from the same region that tells the other side of the story: Jumia. When e-commerce was still a budding concept in East Africa, Jumia stepped in and built an online platform that catered to the increasing digital-savviness of the market. While Nakumatt was struggling to maintain its traditional model, Jumia was creating value that spoke to a new generation of consumers. Jumia’s leaders saw the shift and adapted accordingly. They realized the modern East African consumer valued the convenience of browsing, buying, and having products delivered-all online.
You are only as bold as your willingness to pivot
Imagine your business as the team on the field. If you are deadlocked with the competition, a passive approach won’t break the tie. This is the time to pivot, not cling to what you have always done or the way you have been playing. Sure, a risky move could backfire, but so could doing nothing. The world is full of business leaders who waited for the “perfect” move and got benched permanently.
Right now, you might need to introduce a new product, re-evaluate your pricing, or overhaul your entire customer experience. Sound drastic? It’s supposed to. Winning the game isn’t about inching forward cautiously; it’s about taking calculated risks when they matter most.
Anticipate, don’t react. Nakumatt’s story is a clear lesson. The leaders at the top chose to stick with the familiar, ignoring signs of change. Their competitors, on the other hand, took the leap. Carrefour and other players seized the opportunity to capture market share, offering a fresher experience that Nakumatt couldn’t match. While Nakumatt held tight to the status quo, Carrefour diversified its offerings, streamlined operations, and even introduced an app that allows customers to shop online and pick up in-store. Now, think of your own business. Are you Nakumatt, clinging to a dated playbook? Or are you Carrefour, proactively building for the future?
The final minutes demand decisive action
The last moments of a match are where legends are made. The same goes for your business. Hesitate now, and you have handed the victory to your competitor. But make the right move? You are the hero who saw the opportunity, seized it, and delivered results when it counted.
So, ask yourself: Do you want to be remembered as the leader who made the call to win or the one who sat on the bench, paralyzed by uncertainty? You’re here to play, not spectate. Change the game plan, create new value, and push your business across the finish line. After all, business rewards the bold, not the bystanders.
Are you ready to make your move?
In the end, boldness is remembered; stagnation is forgotten. Nakumatt’s fall wasn’t inevitable. They had a choice-to take the bold moves or sit back. They chose to wait, hoping loyalty and familiarity would carry them. The result? They are now a footnote in East Africa’s retail history, a name most customers remember with nostalgia, not relevance.
If you are hoping that doing the same old thing will keep you in the game, it won’t. Your customers are evolving, your competitors are adapting, and the landscape is changing. You are either making the call to secure the win, or you are headed for the sidelines like Nakumatt. Don’t wait. Adapt now. Define your value for today’s customer, not yesterday’s. The 85th minute is here, and the choice is yours. Make your move, or someone else will and win at your expense.
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