I had the pleasure of speaking with Aziz Musa, the founder of Cush Digital, a leading digital marketing agency in North Africa.

Here are three key takeaways from our conversation:

1️⃣ Navigating Challenges in Emerging Countries: Aziz highlighted the difficulties of working in a nascent market like Sudan, from infrastructure issues to talent gaps. It's not an easy feat, but it's fascinating to hear how businesses like Cush Digital are overcoming these obstacles and thriving in such environments.

2️⃣ The Power of Adaptability: Aziz's journey to Egypt was unexpected, driven by the war in Sudan. This highlights the importance of adaptability in the face of unforeseen circumstances. Aziz's ability to pivot and make the best of the situation is truly inspiring.

3️⃣ North Africa's Untapped Potential: While sub-Saharan Africa often takes the spotlight, Aziz shed light on the opportunities and potential in North Africa. He emphasized the importance of exploring and understanding this region's unique market dynamics and consumer behavior for businesses looking to expand their presence.

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