It’s all easy when you dream it. But do you actually have the potential to scale and leverage it? Anyone can become a CEO but if you’re not a visionary and a strategic thinker in 18 months you may regret and learn to fail forward.

William Asongwe is a qualified accountant and Founder of The Entrepreneur, a non-profit making organisation that seeks to promote entrepreneurship within Africa through content marketing and business support services.

Starting a business is not for the faint of heart, he told team Afro Hustler in an open discussion. It takes so much pushfulness, calmness, dynamism, etc., to stay in business successfully, William further stated.

To be a great CEO of a small business, you need to possess certain characteristics proposed here by William Asongwe:


A small business CEO has to stay focus and be filled with a colossal level of optimism. Tougher times will come and optimism is what you’ll need to sail through and not give up.

If you’re going to convince people about what you’re doing and attract investors, you need to believe in yourself. No matter how many people tell you how impossible it is, you need to believe and be optimistic.

This is very common when you’re bringing a new product to society. Many people will tell you how much time and money you’re wasting, which in their thinking would have been invested.

To be able to convince people about what you’re doing and attract investors, you need to believe in yourself. No matter how many people tell you how impossible it is, you need to believe and stay optimistic like Steve Jobs.

Beware of dream killers in your family and friends circle. Most people may not buy your vision and may look at it as a waste of time and money but you should stand your ground.


Starting up a business, there’s a lot you’ll have to do on your own. You will probably have to acquire further skills online.

Knowing how to juggle skills is important since you’ll not be able to hire many people or someone for some specific tasks.

Learning how to do many things, but focusing on what generates sales is imperative.


Despite your being dynamic, at some point, you’ll have to hire some people who can figure out what needs to be done without waiting to be told, and then do it. Your working lifestyle and managerial tactfulness should be able to influence your team members and attract their attention and admiration. Have confidence in them and give them the chance to do their jobs.

Hire people who will give 110% of themselves to your company. You might not be able to pay them their worth, but being inspirational, appreciative, trusting and being a great leader will encourage them to put in their best.

Have a common mission with them, and walk with them through the process, which somehow might be rough. Also, make them believe they own the business as well by allocating equity.

Customer obsession.

The way you treat customers has got a sensitive impact on your business. A customer can bypass other competitors to come to you just because you treat them well (customer care).

Being nice and understanding with your customers will keep them coming back.

On the other hand, no matter how cheap your product or service is if your customer service is bad, people are going to avoid you.

Adopting a great Know Your Customer (KYC) policy and sticking to it will keep you surviving even on rainy days.

These are but a few of what you need to possess to be an admirable CEO to your customers, employees, potential investors, and admirers.

”It’s difficult to pull through but you definitely can make it if you keep the fire burning, and kill excitement if there exists any” William concluded.


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