The message of this marketing guide is simple: the correct interpretation of cultural signals is the most important part of opening new territories and entering niche markets. Providing an overview of the basic South African mindset and its regional variations, the book explains that South Africans have had to break down many doors to succeed, and they enjoy being treated like chiefs—whether in parliament, the boardroom, in church, or on the street—and all marketing strategies should be tailored accordingly.

Muzi Kuzwayo is the creative director of an advertising agency in South Africa and the author of Marketing through Mud and Dust.