Success starts with cultural identity: insights from Thebe Ikalafeng's 'Rooted and Rising'

Thebe Ikalafeng is recognised across the continent as a leading African branding authority.

Ikalafeng lives in Johannesburg and has spent much of his career studying how identity shapes the way nations, people and brands present themselves.

His newest book, “Rooted and Rising”, argues that the path to real progress begins with cultural grounding rather than the abandonment of heritage.

Ikalafeng has travelled to every African country and worked in more than twenty-five countries around the world. These journeys have shaped his understanding of people and leadership.

In the book, he introduces a people-centred Seven Ps framework drawn from African knowledge and lived experience.

He explains that culture is not a barrier to progress but a foundation for authenticity, confidence and meaningful achievement.

“Rooted and Rising” positions itself as both a manifesto and a practical guide. It encourages Africans and people of African descent to embrace their heritage in a world that often rewards conformity to global standards.

Ikalafeng challenges approaches to personal branding and leadership that are shaped by Western norms and that often overlook the strengths found in collective identity.

Instead, he draws from African values, including the principle of Ubuntu, which teaches that a person exists through connection with others.

He argues that this worldview offers direction for those seeking to rise while remaining grounded. 

On Instagram, Ikalafeng reflected on why the book matters to him.

“One of the tragedies of colonialism, slavery and apartheid is how our culture has been reduced to a spectacle and an event, rather than a way of life and our distinctive competitive advantage,” he wrote.

He described the book as a blend of his experiences across Africa and his intention to reclaim culture with purpose.

He noted that the project includes music curated by Grammy Award-winning artist Lebo M and features a foreword by Professor Toyin Falola, whom he described as one of the world's leading African thinkers.

Ikalafeng said that the book is his gift to the continent. “It is my gift back to the continent that shaped my purpose and gave me a deep identity. It is a reminder that to soar we must deepen our roots,” he said.

He closed his post by expressing his anticipation for the launch and added, “Shall we?”

The new book follows his debut, “The Traveller", which traced his life journey across Africa. That earlier work introduced readers to the experiences that influenced his understanding of the continent and his commitment to African identity.

With “Rooted and Rising”, Ikalafeng expands on those ideas and offers a clearer framework for those seeking success built on cultural grounding.