Yagba – The Discipline of Problem Definition explores one of the most critical yet often overlooked aspects of entrepreneurship: defining the problem correctly before building the solution.
Why Problem Definition Matters
Many founders believe they are solving broad issues such as access to finance, youth unemployment, market access, energy poverty, or digitization gaps. However, these are not specific problems—they are categories.
This book argues that a viable startup begins with precise problem definition. Before building a product or service, founders must answer key diagnostic questions such as:
- Who exactly experiences the problem?
- How frequently does the problem occur?
- What economic, operational, or psychological cost does it impose?
- What alternatives are people currently using?
- Is there evidence that customers are willing to pay for a better solution?
By answering these questions, entrepreneurs move from assumptions to evidence-based innovation.
Understanding the Real Competition
A key concept introduced in the book is Alternative Mapping. In many African markets, founders assume that if no formal competitor exists, then there is no competition. In reality, competition often comes from informal and invisible systems, such as:
- Manual processes
- Trusted intermediaries
- Informal savings groups
- Family credit networks
- Cash-based transactions
- Long-standing trading relationships
These alternatives may be inefficient, but they often work “well enough.” Understanding them is critical because customer switching costs can be very high unless a new solution offers significantly greater value.
A Framework Built for African Markets
The framework presented in Yagba is grounded in the structural realities of African economies. It considers factors such as:
- Informal economic systems
- Low purchasing power
- Payment inconsistencies
- Fragmented supply chains
- Donor-driven market distortions
- Operational pressures faced by founders in fragile ecosystems
The book also introduces practical analytical tools including:
- Willingness-to-pay validation
- Behavioral observation techniques
- Problem-frequency mapping
- Value-anchor analysis
These tools help entrepreneurs evaluate whether a perceived problem has enough economic gravity to support a sustainable business model.
Supporting Investor-Ready Startups
Another goal of the book is to help founders become more investor-ready. Investors in African ecosystems are often cautious because many startups are built on weak problem definitions or artificial traction driven by grant funding.
A well-defined problem strengthens the entire investment narrative. It demonstrates urgency, validates real customer demand, and clarifies the pathway to scalable revenue.
A Discipline for Sustainable Entrepreneurship
Ultimately, Yagba – The Discipline of Problem Definition is about entrepreneurial discipline. While resilience is essential, resilience without analytical clarity often leads to burnout, endless pivots, and unsustainable ventures.
By improving how founders diagnose problems before building solutions, the book aims to increase the likelihood that African startups can grow beyond grant cycles and become lasting enterprises.
Execution scales clarity. This book is about building that clarity first.
Get the Book
The book is now available on Amazon:
https://www.amazon.co.uk/dp/B0GR5FKYN6