Startups don’t die—they adapt with purpose

First published 02 Feb, 2025

The world of startups has always been high-stakes. Economic turbulence like currency devaluation in Nigeria and Kenya’s tax hikes to meet its debt obligations, add an extra layer of pressure for African startups. Amid these challenges, resilience has become their defining trait.

While large corporations with deep pockets and established infrastructure can weather storms, startups rely on another important feature: adaptability. Yet, the prevailing narrative that startups must constantly adapt is only part of the story. Adaptability is critical, yet it risks becoming a crutch if it isn’t grounded in a clear vision and solid market understanding.

Take Paystack, for instance, which centres its growth on enabling SMEs, strategically solving a key pain point on the continent, integrating with global platforms and focusing on scalable digital onboarding. Paystack’s success wasn’t just about reacting to market changes; it was about a calculated response to market needs, based on a deep understanding of its core mission.

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Resilience, in this case, isn’t about surviving through luck—it’s about robust execution. But resilience also goes beyond sheer adaptability. Too often, startups are told that in order to succeed, they must pivot and embrace change at every turn. But what if constant adaptation is a double-edged sword?

Excessive adaptability can also dilute vision. While flexibility and agility are valuable traits, startups need more than just a willingness to change direction at a moment’s notice. History shows there’s merit in stubbornness—a commitment to a core idea, even in the face of market resistance. In fact, sticking to a rigid vision can differentiate a startup and attract investors looking for a company with a clear, unwavering purpose.

The question, then, isn’t simply “adapt or die,” but “adapt with purpose or die.” Startups that flit between trends or constantly change direction without clear strategy risk losing their identity, wasting time, and, ultimately, failing.

Failure isn’t just a closed website; it’s the shattered dreams of founders, the lost livelihoods of employees, and the unfulfilled potential of an idea. The stakes are higher for African startups that operate with limited resources and in challenging environments. Failure here means significant debt, a damaged reputation, and repercussions for future investment in the local ecosystem.

Of course, some startups pivot into new ventures or merge with other entities, but this is often the exception. For most, failure is final—a painful chapter that ends a journey. The pressure to constantly adapt can lead to a loss of focus and undermine the initial vision, eventually killing the startup’s original idea.

Is constant adaptation the best strategy? Or would a more measured approach, balancing agility with a strong core vision, be more sustainable? Perhaps fewer startups would “die” if they adapted with purpose, based on a long-term vision, rather than simply reacting to every passing trend.

If resilient startups understand one thing, it’s that they can’t succeed in isolation. Success isn’t just about internal strategies; it’s also about tapping into external support. Startups thrive when they connect with entrepreneurial networks—both physical and digital—that provide resources, knowledge, and opportunities otherwise out of reach.

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In the past, building these networks meant attending industry conferences or joining local business associations. Today, the game has changed. Startups can now leverage online platforms like LinkedIn, Slack communities, and crowdfunding sites to build global connections. These networks offer mentorship, partnerships, and investor access—critical lifelines that allow startups to navigate uncertainty with greater ease.

Innovation isn’t just about creating groundbreaking products; it’s about responding to change faster than the competition. Resilient startups don’t just innovate—they integrate innovation into their DNA. Consider M-KOPA, the Kenyan credit startup. Founder Jesse Moore identified a critical gap: millions of people lacked electricity but had mobile phones. By offering pay-as-you-go solar systems that could be paid for in small installments via mobile money (M-PESA), M-KOPA provided an innovative solution to an urgent problem. Moore didn’t chase flashy features; he focused on affordability and accessibility. The result? Over 3 million customers and a revenue model that scaled sustainably.

Innovation, though, doesn’t always have to be about creating the next big thing. In fact, the most successful startups often find new ways to solve old problems. The challenge is to innovate adaptively, responding to market shifts before the competition can. For example, during the pandemic, many food delivery startups pivoted to offer grocery delivery services, a trend that continues to grow today.

The world is only becoming less predictable, but uncertainty doesn’t have to spell doom for startups. Those that adapt, innovate with purpose, and build strong networks will not only survive economic uncertainty—they’ll emerge stronger. The real question isn’t whether startups should adapt to survive; it’s how they can adapt with purpose, staying true to their mission, and navigating change in a way that’s sustainable.

Startups rely on wit, but another argument comes into play: whether these firms need to adapt or wither away. Focusing on the same argument may create a false dichotomy. Startups need deep industry knowledge and a sustainable business model. However, a startup constantly pivoting without understanding its market or path to growth risks aimless wandering.

Kenn Abuya

Senior Reporter, TechCabal

Thank you for reading this far. Feel free to email kenn[at]bigcabal.com, with your thoughts about this edition of NextWave. Or just click reply to share your thoughts and feedback.