Creating brand stories and content that resonates requires many different perspectives, where harnessing a creative process can lead to concepts win minds and hearts. In this episode of The Lead Creative podcast, we are joined by the former Editor of Destiny Man, a seasoned content creator, strategist, keynote speaker, Kojo Baffoe. Kojo was also the host of Life with Kojo on KayaFM among many other roles. “The starting point is; ‘who is your community, who are you and what do you stand for’ , then being able to communicate that consistently. It’s also understanding that that community is diverse, Africa is a diverse continent.” - Kojo Baffoe Our conversation includes the importance of context and nuance in telling both media and brand stories, where inclusivity is significant. He talks about some of the content decisions and creative processes during his tenure at Destiny Man, as well as other content creation strategies. While thinking of brands that tell Africa’s stories in a way that resonates, Kojo mentions Shoprite as one of the retailers that carry products from specific countries on their shelves. He mentions that most brands do it from an operational and business perspective, not always on the ground.