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Is Your Silence Costing You? 

ByLynn Brown Reading Time: 4 minutes
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In boardrooms across the continent, brilliant ideas are dying in silence. For Elma Akob, founder of Elevate Africa Academy and an Anzisha BUILD program participant, the “African challenge” isn’t a lack of talent—it’s a lack of articulation. 
“Sometimes entrepreneurs sound like they do not trust their own businesses,” Elma observes. “Investors won’t back what you can’t communicate with confidence.” 


We sat down with Elma to discuss how she’s turning public speaking into a pan-African currency. 

What gap in youth communication led you to build Elevate Africa? 
I was attending a pitch competition and noticed that while businesses were innovative and out-of-the-box, investors weren’t biting. The issue wasn’t the product; it was the pitch. If an entrepreneur sounds unconfident, it leads to distrust. I also noticed many Africans judge their intelligence by their English proficiency. They shy away, stay quiet, and end up missing out on life-changing opportunities. I measure my impact by watching that individual grow—seeing them land the job or reach the milestone because they finally found the words. 

“The issue is not skills; it is articulation to get investors interested in your product enough for them to support it.” 

What were the biggest hurdles in establishing the academy? 

  • The Financial Barrier: We don’t speak enough about how “you need money to make money.” I spent years juggling a full-time job and reinvesting every cent of my salary into the company. Marketing is expensive; you cannot make money if you are not visible. 
  • The Credibility Tax: Walking into tall buildings as a young African woman was intimidating. I was often dismissed by older executives. To combat this, I had to strategically “age up” my appearance—dressing like a more mature version of myself just to get a seat at the table. 
  • Market Education: I had to find clientele for a product they didn’t know they needed. People aren’t often told that public speaking is their biggest bottleneck, so I had to pivot to educating the market on how this skill leads directly to promotions and funding. 

How did the Anzisha Build Program refine your approach? 
It forced me to stop thinking small. Before the program, I wanted to “train everyone.” My coach challenged me to segment my clientele and stop avoiding executive coaching out of fear. We worked through that. It also taught us strict discipline; when a deadline is due, it’s due. That structure helped me move from a side-hustle mindset to a CEO mindset. 


Key Takeaways: Elma’s Blueprint for Growth 
Through her partnership with the Mastercard Foundation and Anzisha, Elma has identified three pillars for scaling impact:

  • Segment Your Audience: Don’t market to everyone. By defining specific groups, you can tailor your value proposition—whether it’s for a nervous graduate or a seasoned executive. 
  • The Chain Reaction: To scale, you must train the trainers. Elma now manages a team of experts who deliver her curriculum in prestigious schools and academies when she can’t be there personally. 
  • Continuity is King: True success comes from long-term support. Elma credits foundations that stay with the entrepreneur through their journey rather than just providing a one-off scholarship. 

What is the ultimate goal for the Academy? 
I want Elevate Africa to be the leader in communication excellence across the continent. We can’t call ourselves “Elevate Africa” and only exist in South Africa; we’ve already trained in over eight countries. My goal is that when you hear someone speak with incredible command and wonder where they learned it, your first thought is: “It must be Elevate Africa.”