“I don’t chase the jobs everyone is fighting for. I don’t dream only of the countries everyone wants to move to. I always look for the opposite—because it’s better to be a fish in the pond than a big fish in the sea. In a small pond, you stand out.” – Fatoumata Doro
In today’s competitive world, many people run toward the same opportunities—popular jobs, trending business ideas, and “dream” countries. But those who choose what others overlook often find the greatest success.
For African women especially, this mindset can be life-changing.
Why You Should Take What No One Wants
1. Less Competition, More Opportunities
When everyone is chasing the same opportunities, the competition is brutal. But by focusing on less obvious paths, you increase your chances of thriving.
African Example:
- Aminata Kane, CEO of Orange Sierra Leone, left a comfortable corporate job in Europe to build a career in West Africa’s challenging telecom industry. Today, she is one of the youngest female CEOs in Africa’s telecom sector.
2. Visibility and Recognition
In a crowded field, even talented people struggle to stand out. But in a smaller, less competitive space, you become a pioneer.
African Example:
- Gifty Sunkutu, Zambia’s first female truck driver for a logistics company, gained national attention not because trucking is glamorous, but because she entered a male-dominated and overlooked field.
3. Unexplored Paths Lead to Bigger Impact
Many of Africa’s wealthiest entrepreneurs started in industries no one wanted.
African Example:
- Aliko Dangote became Africa’s richest man by focusing on cement, sugar, and salt—products that didn’t seem exciting but were essential for Africa’s development.
- Dr. Ola Brown, founder of Flying Doctors Nigeria, started air ambulance services when no one believed in the demand. Today, she is recognized globally.
4. The Numbers Support This Mindset
- According to the African Development Bank (AfDB), women own 58% of Africa’s micro-businesses, but most are in saturated markets like food and fashion. Women who venture into male-dominated industries earn 2–3 times more revenue.
- The International Labour Organization (ILO) reports that Africa has a shortage of 4.5 million skilled tradespeople, including plumbers, electricians, and mechanics—industries with very few women.
How to Apply This Mindset
✔ Find Gaps, Not Glamour: Look for industries people ignore but are essential (plumbing, waste management, renewable energy).
✔ Start in Emerging Towns: Instead of rushing to big cities, consider smaller towns where demand is high but supply is low.
✔ Be Bold: Don’t fear jobs that seem “unattractive.” Being the first female in that field might make you a pioneer.
Final Thoughts
The world rewards those who dare to be different. If you want to stand out, stop chasing what everyone else wants. Be the fish in the pond—own that pond, grow, and become the big fish others look up to.
What “unwanted” opportunity will you explore today?
