Africa has shown strong shoots of economic growth in the new millennium, but its reputation remains rooted in the last century. The global media prefers to hone in on negative stories about the continent, and there are not enough positive ones coming through from our own businesses to counteract this bias. If Africa is to revamp its image, increase the GDP of its individual nations, and transform its trajectory, it cannot rely on government organisations and think tanks alone. The private sector needs to step-up and play its part in better communicating African business success.