In a previous post I explained the importance of understanding the latticework, or mental model, for the industry you’re entering, before you enter it.

In Africa, an important mental model is that pseudonymity is more important than anonymity.

Africans don’t want privacy, see previous article.

But they do want pseudonimity. People want the freedom to choose their own identity.

Pseudonimity doesn’t mean choosing a different identity every day. It means choosing one different identity and then building a personality and online presence around that identity over many years.

Pseudonimity allows people that feel trapped in their religion, or race, or suburb, to be whoever they want to be, dropping all the “baggage” that comes from their background.

Build product that allows customers to build online characters around pseudonyms.