Questing helps you understand how the best entrepreneurs, operators and businesses in Africa think.
African operators are making high-stakes decisions without honest precedent. The wins get celebrated but rarely explained. The hard calls, the near-misses, the things that nearly killed a company before they saved it, almost none of that gets documented anywhere.
Questing exists to change that.
I’m Daniel Adeyemi, a journalist and growth operator. Each edition reconstructs a real decision made by someone doing the actual work inside one of Africa’s best-run companies. Not the founder announcement, not the funding press release. The specific call: what the constraints were, how different people inside the company experienced it, and what it cost.
Some editions are built around interviews. Others reconstruct decisions entirely from public record — enough documentation, enough editorial judgment to get beneath what was reported. The format varies. The question is always the same: how did someone decide, under pressure, with incomplete information, in a market that doesn’t forgive easily?
If you’re a founder, an operator, or someone who will lead a company one day and wants to make better decisions when it matters, this is for you.
👋🏾 Know someone (including yourself) with a decision worth documenting — a hard call, a near-miss, something that nearly broke the company before it saved it?
📝Tell me about them
