Designing for Scale in Complex Markets
This week's guest
Adia Sowho
Adia Sowho is a business leader and growth strategist with over two decades of experience building and scaling technology-driven companies across Africa. She has held leadership roles at MTN Nigeria, ThriveAgric, Migo, and Etisalat, driving growth across telecommunications, fintech, and agritech.
As former Chief Marketing Officer of MTN Nigeria and interim CEO of ThriveAgric, she led major transformation initiatives, including the launch of Nigeria's first 5G network and the turnaround of one of Africa's leading agritech companies. Today, she advises startups and investors on scaling resilient businesses in complex and fast-changing markets.
Known for her systems-thinking approach, Adia is passionate about innovation, growth, and building sustainable businesses that create lasting impact.
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About This episode
In this episode, Lola Masha speaks with Adia Sowho, growth strategist and former executive at MTN Nigeria, ThriveAgric, Migo, and Etisalat, about what it truly takes to build businesses that scale and endure in complex markets. They explore the difference between growth and scale, the systems and structures required for sustainable expansion, and the common mistakes founders make when scaling too quickly. The conversation also covers leadership during business turnarounds, the role of data and marketing in driving growth, and how organizations can stay resilient and aligned in an AI-driven future.
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