Harnessing the Power of Storytelling: How African Diaspora Entrepreneurs Can Drive Success and Social Change – Dr Shungu Hilda M’gadzah
What if the story you’ve been telling yourself—about your heritage, your business, and your vision—was the key to unlocking not just your success but a larger, more impactful movement? What if the narrative of who you are and where you come from could be the force that drives you and your community to a new level of achievement and social transformation? This isn’t just hypothetical; it’s a powerful reality, one that Dr. Shungu Hilda M’gadzah, an expert in diversity, inclusion, and emotional intelligence, explores in her groundbreaking work.
Learn How to Leverage Your Story through our Story To Asset Framework.
In this episode of the Obehi Podcast, Dr. Shungu reveals how intentional storytelling can be a powerful tool, not just for business growth, but for fostering deeper connections within the African diaspora and driving meaningful, real-world change.
As an African diaspora entrepreneur, you’re already part of a vibrant global community, one filled with diverse experiences, challenges, and opportunities. Whether you run a small startup or a growing digital empire, understanding how to leverage your unique narrative can help you attract the right audience, build your brand, and even contribute to broader societal transformation.
See the full podcast interview with Dr. Shungu Hilda M’gadzah
But how can you do that? And why should you care? The answer lies in the storytelling techniques that power social impact-based businesses.
The African Diaspora: A Rich History of Stories Waiting to Be Told
The African diaspora is one of the most influential and rapidly growing global communities. Today, over 200 million people worldwide are part of the African diaspora, spread across the Americas, Europe, and beyond. With its diverse cultural traditions, historical experiences, and collective challenges, the diaspora represents a powerful force for economic, political, and social change.
According to the United Nations, the African diaspora remits more than $50 billion annually, with the majority of funds directed to sub-Saharan Africa, making it one of the largest financial transfers globally.
Yet, despite this significant economic impact, many African diaspora entrepreneurs are still navigating an environment of underrepresentation, stereotyping, and systemic challenges. The key to overcoming these hurdles lies in harnessing the power of storytelling.
By sharing authentic narratives—both personal and professional—you can tap into the power of your identity to foster inclusivity, attract like-minded customers, and drive sustainable business growth.
The Power of Authentic Storytelling for African Diaspora Entrepreneurs
As Dr. Shungu Hilda M’gadzah explains in her influential Six Stages Framework, storytelling is more than just a marketing strategy; it’s an essential tool for building inclusivity, empathy, and connection.
According to Dr. M’gadzah, one of the key challenges faced by African diaspora entrepreneurs is navigating racism and the process of cultural assimilation, which often erodes one’s sense of identity and self-worth.
Many Black individuals in the UK, for example, report that their culture and identity are undervalued in comparison to the dominant white society, a phenomenon that can have profound mental health implications.
But here’s the good news: storytelling can change that. When you tell your story—whether it’s about your entrepreneurial journey, your struggles, or your cultural heritage—you create a powerful narrative that resonates with both your audience and your own sense of purpose.
Your story becomes a bridge to your community, a reflection of shared experiences, and a vehicle for inclusivity.
For instance, you might have heard of Afrobeats, a musical genre that has risen from African street corners to dominate global charts. This is a clear example of how the African diaspora is reshaping global culture through the power of storytelling.
Afrobeats, with its infectious rhythms and profound cultural themes, has inspired millions worldwide, proving that when the diaspora tells its story, the world listens.
Dr. Shungu Hilda M’gadzah: Leading the Conversation on Inclusivity
Dr. Shungu Hilda M’gadzah is an expert in emotional intelligence, diversity, and inclusion, and she’s dedicated her career to helping organizations and individuals understand how to foster inclusivity in meaningful ways.
With over 30 years of experience as a psychologist and a pioneer in the field of diversity training, Dr. M’gadzah has developed a Six Stages Framework—a comprehensive approach that helps individuals and organizations engage with issues of racism and bias in a safe, constructive environment.
In this episode of the Obehi Podcast, Dr. M’gadzah discussed the importance of inclusivity and community engagement, focusing on how these principles can be used to drive business success for African diaspora entrepreneurs. According to Dr. M’gadzah, one of the key elements in building inclusivity is recognizing the importance of cultural identity.
The Obehi Podcast, founded in 2019 by Nigerian content creator Obehi Ewanfoh in Verona, Italy, showcases a diverse range of experts and community leaders from across the African diaspora, offering insightful perspectives and inspiring stories.
For African diaspora entrepreneurs, this means embracing your heritage and using it as a source of strength in both your personal and professional life. When you incorporate inclusivity into your brand storytelling, you can foster deeper connections with your audience, leading to greater customer loyalty and brand impact.
As an entrepreneur, one of your most powerful tools is your ability to tell your story in a way that reflects your values. By aligning your business goals with your cultural identity, you not only build trust with your community but also create a unique, authentic brand that stands out in a crowded market.
The Six Stages Framework: A Blueprint for Social Change
Dr. M’gadzah’s Six Stages Framework provides a clear roadmap for individuals and organizations who want to engage in meaningful conversations about race, identity, and inclusivity.
This framework is designed to guide people through a process of self-awareness, education, and action, ultimately leading to a more inclusive and empathetic society. The stages are as follows:
- Stage One: Lack of awareness and being in denial about racism.
- Stage Two: Being dismissive and avoidant of issues of racism.
- Stage Three: Engagement and becoming aware of issues or race—Confronting prejudice and starting the work of self-reflection.
- Stage Four: Being open to learning and taking action.
- Stage Five: Transformation—Creating meaningful, lasting change.
- Stage Six: Advocacy—Becoming leaders who promote racial justice and inclusivity.
For African diaspora entrepreneurs, these stages are not just theoretical; they’re actionable steps that can be integrated into your business strategies.
By promoting inclusivity within your organization and using your platform to advocate for social justice, you are positioning yourself as a leader who drives both business success and societal transformation.
Building an Impactful Business: The Role of Community Engagement
One of the most powerful aspects of the African diaspora community is its sense of solidarity. For entrepreneurs, this presents an incredible opportunity to build businesses that serve not just individual goals but also collective ones.
See also Toheeb Jimoh: A Rising Star Shaping the African Diaspora Narrative in Film
Community engagement is vital to creating a sustainable business, and this goes beyond selling products or services. It involves building relationships, understanding your audience’s needs, and using your platform to make a positive impact.
For example, African diaspora entrepreneurs who engage with social issues—whether through storytelling, community initiatives, or advocacy—are often seen as more trustworthy and authentic.
According to a 2020 survey by Nielsen, 66% of global consumers are willing to spend more on brands that are committed to social good. This underscores the power of using your business as a platform for positive change. By incorporating inclusivity into your storytelling and business practices, you can build a brand that stands for something bigger than just profits.
Conclusion: Shaping the Future with Storytelling
The African diaspora has always been a community defined by its resilience, creativity, and the power of its collective voice. By harnessing the power of storytelling, you, as an entrepreneur, have the ability to not only grow your business but also to shape the future of your community.
Dr. M’gadzah’s insights offer a valuable framework for how to engage with issues of race, identity, and inclusivity in a way that can drive lasting change.
As you move forward in your entrepreneurial journey, remember that your story matters. It is the key to unlocking connections, building empathy, and creating a more inclusive world. Embrace your narrative and use it to inspire others, because the world is ready to listen.
Check out Dr M’gadzah’s new book If Racism Was A Virus
