Be Worthy of Emulation: Creating Meaningful Business Growth with Vodacom's Andisa Ntsubane

Opinion Party: the marketing podcastbrought to you by BAV Group & IRG Season 2: Episode 8Be Worthy of Emulation: Creating Meaningful Business Growth with Vodacom's Andisa NtsubaneSUMMARYChallenging the myth that "it's not personal, it's business," Andisa Ntsubane, Executive Director of Vodacom Africa Brand Marketing and Communications, shares with Laura Jones (Global CEO, BAV Group) how purpose-driven marketing delivers measurable business results. His "worthy of emulation" leadership philosophy has transformed Vodacom's approach to solving market challenges, resulting in innovations like M-Pesa, which processes $1.2 billion in daily transactions. As the first African president of Cannes Lions' B2B jury, Andisa demonstrates how diversity in leadership changes which work gets recognized globally. The conversation reveals a powerful framework for creating shared value: addressing critical customer needs while driving business growth, with Africa positioned not as a challenge but as the world's greatest laboratory for business innovation.LINKSLaura Jones: https://www.linkedin.com/in/lapjones/   BAV Group: https://www.bavgroup.comAndisa Ntsubane: https://www.linkedin.com/in/andisa-ntsubane-cm-sa-fcxp-cx-i-6b258177/Africa 2063: https://www.nepad.org/agenda2063Vodacom: https://www.vodacom.co.zaM-Pesa: https://www.vodafone.com/about-vodafone/what-we-do/m-pesa Cannes Lions: https://www.canneslions.com/awards/jury/andisa-ntsubane-392222Moodset Tedx Talk: https://www.youtube.com/watch?v=PaEz5AXpgUkInstitute for Real Growth: https://instituteforrealgrowth.orgIkigai of Marketing: https://instituteforrealgrowth.com/pdf/TheFounderPerspectiveTheIkigaiofMarketing.pdfTAKEAWAYSPurpose as profit driver: Funding vaccines for customers during COVID wasn't charity—it ensured business sustainabilityReframe developing markets: Africa's challenges represent your greatest opportunity for innovation and profitSimple innovations create massive value: M-Pesa's $1.2B daily transactions came from solving basic payment frictionB2B brands have untapped power: DP World's 3° temperature adjustment removed emissions of 3.8M carsLeadership mindset matters: Creating intentional "mood sets" measurably drives team performancePersonal transformation drives business transformation: Deep purpose work unlocks leadership breakthroughsRepresentation changes outcomes: Having Africans on Cannes juries meant African work finally won"Worthy of emulation" provides a powerful decision filter for both business and personal choicesBuilding cross-industry leadership communities creates tangible competitive advantageSolve problems profitably: The most successful businesses make significant money addressing real needsCHAPTERS00:10 Busting the Myth: "It's Not Personal, It's Business" 01:45 Introducing Andisa Ntsubane: The Afro-Optimist 03:20 The Transformative Impact of the IRG Community 06:11 The Panama Retreat: Finding Personal Purpose 10:06 The "Worthy of Emulation" Philosophy 14:01 Representation Matters: Driving African Presence at Cannes 16:48 B2B Brands Solving the World's Biggest Problems 19:42 The Success Story of M-Pesa: Mobile Money Innovation 22:33 Africa as the Greatest Business Opportunity 24:54 Humanized Growth in Action: Vaccines During COVID 28:34 Different Perspectives, Same OpportunityOpinion Party: the marketing podcastFor season two, we asked twelve marketing leaders from a world class set of organizations to join host Laura Jones, Global CEO of BAV Group, to talk marketing myths, trends, data, and opinions. Filmed live on site at the Institute for Real Growth Summit in Cannes, summer 2025. Find us at https://www.theopinionparty.com or wherever you get your podcasts. Season 2 of Opinion Party: the marketing podcast is brought to you by: BAV Group, the world’s leading authority on data-driven branding.™️Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results. Learn more at https://www.bavgroup.comInstitute for Real GrowthWe inspire CMOs to increase their personal, business, and societal impact by driving more Humanized Growth. Learn more at: https://instituteforrealgrowth.comCREDITSHost & Executive Producer: Laura JonesExecutive Producer: Ketzirah LesserProduction & Still Photography: Bronac McNeill Photography & FilmCo-director, Camera, Sound, Edit: Natalie BarrassPhotos © Bronac McNeil Photography & Film