When I started M&J, I was a walking advert. Literally.
My first business card wasn’t even a card—it was a mini flyer.
It listed everything we could possibly do: accounting, tax, HR, CR14s, CR6s, company secretarial, software, market research…
If someone had asked me if we did boreholes or wedding catering, I might’ve nodded.
Because I thought the more I advertised, the more business I’d get.
Even our company car was a moving CV.
Name, website, email, every single service, and three phone numbers—including one for emergencies.
The only thing missing was my grandmother’s maiden name and maybe my O-Level results.
But as the company grew, I started noticing something strange.
Big brands don’t do that.
I began studying billboards. Especially the ones from Coca-Cola, Nike, Samsung, and other global brands.
I saw a pattern:
They say less—but you remember more.
Have you ever seen Coca-Cola advertise Coca-Cola, Sprite, Fanta, Bonaqua, and Schweppes all on the same billboard?
Never.
They know something most of us small business owners haven’t figured out yet:
Focus sells. Simplicity sticks.
Meanwhile, we’re out here with banners that scream:
“We fix phones | Sell accessories | Offer airtime | Print IDs | Wi-Fi available | Come inside and get a haircut while you wait!”
All on one sign. In font size 2.
You don’t know whether to call them or pray for them.
And don’t get me started on car branding.
Big companies?
Logo.
Simple. Bold. Memorable.
Small companies?
It’s a full eBook on the rear window:
“XYZ Enterprises – groceries, gas, funeral policies, airtime, forex, car rentals, coffin hire, wedding planning, passport photos.”
By the time you finish reading it, the car has already overtaken you—and now you’re left with anxiety and no idea what they actually do.
Let me tell you what I’ve learned over the past 10+ years in business:
Simplicity is a signal of confidence.
Focus builds memory.
Clarity is magnetic.
When you try to say everything, people remember nothing.
Your marketing shouldn’t look like a CV. It should look like a statement.
As a vendor, I used to shout:
“Tomatoes, onions, green peppers, jiggies, sweets, cooking oil, airtime, Mazoe—come now!”
Now?
All I needed to say was:
“Fresh Tomatoes. $1 a pack.”
And the serious buyers came running.
That’s the evolution.
That’s the shift from vendor to brand.
From shouting… to commanding attention without saying much.
As we prepare for the launch of my next book in 2026—Marketing Like a Vendor—I want you to remember this:
Even vendors graduate.
Your brand should grow with you.
Drop the clutter.
Keep it clean.
Let the brand speak louder than the words.
And if you’re still printing flyers that say, “We do everything”…
we need to talk. Seriously.
What’s the funniest or busiest billboard you’ve ever seen in Zimbabwe?
Hit reply—I want to see it.
And don’t forget—“Why Businesses in Africa Die Young” launches before June 2025. Let’s rewrite the future of African entrepreneurship.
Jerry.
