Magatte Wade on Cultural Branding: The Missing Piece in Global Business

As an entrepreneur, you know that building a successful business requires much more than just a great product. But have you considered how your brand might serve as a cultural ambassador? Senegalese entrepreneur Magatte Wade has built her career on this powerful insight, and her approach offers a fresh perspective for business owners looking to expand their impact.

Wade’s journey began with a simple observation: while young people across developing nations consistently name America as their dream destination, it’s not because of economic opportunity—at least, it’s not the only reason. It’s also America’s powerful cultural influence through its brands. From Nike to Apple, American brands have become global cultural touchpoints that shape how the world sees both the products and the country itself.

“Among the top 100 global consumer brands, there are no African brands,” Wade points out in her compelling TEDx presentation. This absence isn’t simply an economic gap—it’s a missed opportunity for cultural exchange and perception-shifting that could transform international business relationships.

This insight led Wade to create companies like Adina, a beverage company offering traditional Senegalese drinks as healthy alternatives to sugary sodas, and Tiossano, a skincare brand promoting what she calls “All Women” values. Through these ventures, she’s sharing cultural solutions to modern problems while building economic bridges.

You’re probably not running businesses in a developing nation, but the relevance for your business in today’s economic climate couldn’t be clearer. With global markets becoming increasingly interconnected yet culturally isolated, the brands that can authentically represent cultural values while solving universal problems have a distinct advantage. Wade’s “virtuous circle” theory suggests that strong brands change perceptions, which increases trust, leading to more trade and, ultimately, greater economic power.

This approach feels particularly timely as consumers increasingly seek meaning and authenticity from the companies they support. By thoughtfully incorporating cultural elements into your brand identity, you can differentiate your business and contribute to a richer global conversation.

Wade envisions the 21st century as the “century of meaning” where diverse voices contribute to solving our shared challenges. For entrepreneurs, this represents both an opportunity and a responsibility to consider how your brand might serve as a cultural bridge in an increasingly complex global marketplace.

Watch Wade’s full TEDx presentation below to explore how cultural branding might transform your business approach and perhaps even help shift perceptions of your industry or region.

Learn more about business, economics, and capitalism.

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Episode 236 – Avoiding the Coming Generational Storm (Podcast)

Today’s podcast is titled “Avoiding the Coming Generational Storm.” Recorded in 2006, Dennis McCuistion, former Clinical Professor of Corporate Governance and Executive Director of the Institute for Excellence in Corporate Governance at the University of Texas at Dallas, continues his conversation with syndicated financial columnist Scott Burns, co-author of the book The Coming Generational Storm, and Peter G. Peterson, co-founder of the Blackstone Group, about America’s fiscal challenges, particularly related to entitlement programs and government debt. Listen now, and don’t forget to subscribe to get updates each week for the Free To Choose Media Podcast.

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Does Capitalism Fuel Economic Inequality?

It’s common to want to divide the world into the “haves” and the “have-nots.” After all, it’s obvious that some people possess and earn more money than others. Some people live lives of luxurious indulgence while others have to choose between paying for rent or paying for medicine.

It’s perfectly reasonable—and very human—to look at that dichotomy and wonder about the disparity. Is it something systemic that’s leading to these widely differing outcomes? If capitalism is supposed to reward hard work, why does a cushy desk job pay more than manual labor? Is capitalism itself to blame for what is so frequently referred to as “economic inequality”?

These questions demonstrate an admirable attitude of concern for the wellbeing of our fellow humans, but they aren’t quite the right ones to ask if we genuinely want to improve economic outcomes for the least well-off among us.

First, let’s address a common economic misunderstanding: that simply because work is hard, it is inherently more valuable. Economists call this the labor theory of value. It’s the belief that because a task or product creation requires a lot of effort or time, it is inherently more valuable than one that requires less of those things.

Unfortunately, that simply isn’t true. But don’t feel too bad—even Adam Smith fell for that one.

Value doesn’t come from inputs alone. In fact, it’s completely subjective and changes all the time based on circumstances. 

The diamond-water paradox explains this pretty well: water is essential for life but often cheap, while diamonds are nonessential yet expensive. If someone asked you on a normal day which you would rather be given, a bottle of water or a sack of diamonds, you’d certainly choose the diamonds. But if you’d been lost in the desert for two days and were dying of thirst, that same offer would result in a very different choice. 

Ultimately, humans value everything—from objects to labor to ideas—only as much as they solve our problems or meet our desires.

Next, we have a semantic issue. Lots of people use the term “economic inequality” when what they’re really talking about is “economic inequity.” Those two words certainly look like they ought to be synonyms, but they aren’t.

A difference in wages, living standards, and so on is a matter of inequity. Economic inequity is a difference in outcome

A difference in requirements or standards is inequality. Economic inequality is a difference in opportunity

While it’s not a bad thing to want to improve the lives of the “have-nots,” using regulation and legislation to force markets and society toward decreased inequity creates a different problem. This approach, by its very nature, demands an increase in inequality

Individuals are, well, individuals. We all have unique sets of skills, talents, preferences, and needs. Capitalism, as a concept, and the rule-of-law system necessary to protect it apply the same requirements and restrictions to everyone equally—what political philosophy refers to as equality before the law.

This kind of equality allows for every individual to rise to the level of their ability and ambition. Or, at least, that’s the idea. We already discussed ways in which cronyism and other top-down interventions skew results and insert dysfunction into markets.

But not every person has the same abilities or ambitions. What you can do well and what you want out of life are never going to be exactly the same as your next-door neighbor.

Enforcing equal outcomes requires treating different people unequally, giving some people advantages while putting restrictions on others, which is simply an alternative—and more insidious—flavor of the unfairness people see when they call out economic inequity.

So, in a way, yes. Capitalism does result in a certain amount of inequity. But in the ways we’ve clarified our definitions here, that’s a feature, not a bug, and removing it would cause more harm than benefit, particularly to the very people we’d be trying to help.

If we really want to improve the outcomes for the “have-nots” of the world, a better solution looks more like what we covered last month—expanding opportunity by actually leveling the playing fields instead of putting a governmental thumb on the scales of success.

The path to prosperity isn’t paved with policies that guarantee equal results regardless of input. Rather, it’s built on systems that protect equal rights and opportunities for all individuals to create, innovate, and exchange freely according to their own unique abilities and preferences.

Learn more about capitalism here.

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Episode 235 – “The Coming Generational Storm” (Podcast)

Today’s podcast is titled “The Coming Generational Storm.” Recorded in 2006, Dennis McCuistion, former Clinical Professor of Corporate Governance and Executive Director of the Institute for Excellence in Corporate Governance at the University of Texas at Dallas, syndicated financial columnist Scott Burns, co-author of the book The Coming Generational Storm, and Peter G. Peterson, co-founder of the Blackstone Group, discuss America’s looming financial crisis due to unfunded liabilities in Social Security and Medicare. Listen now, and don’t forget to subscribe to get updates each week for the Free To Choose Media Podcast.

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Is There a Better Way to Regulate Markets?

In our last post, we explored how many frustrating market situations aren’t examples of capitalism failing, but rather of capitalism being prevented from working through cronyism and regulatory capture. This raises an important question: If excessive government regulation creates problems, does that mean we should have no rules at all? Not quite. The issue isn’t regulation itself. It’s who does the regulating and how it happens. Consider healthcare, which perfectly illustrates our point about heavily regulated industries. It’s plagued by sky-high prices, limited options, and often poor patient satisfaction. It’s also one of America’s most heavily regulated sectors. At the …

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Tyler Perry’s Rule: Never Change Your Market

From homelessness to a multi-billion dollar entertainment empire, Tyler Perry’s entrepreneurial journey is nothing short of extraordinary. In a revealing conversation about his path to success, which you can watch below, Perry shares insights that every business owner should hear about understanding your market and staying true to your vision. Perhaps the most striking aspect of Perry’s success is his unwavering commitment to his core audience. “I never succumb to [pressure to change who you are to attract someone or something],” he explains. “I always believe in serving my audience, super-serving them.” This dedication to understanding and meeting the needs …

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Is Capitalism an Inherently Rigged System?

“The system is rigged.”  It’s a common complaint, and at first glance, it’s hard to argue with. We’ve all experienced it: the internet service provider with terrible service but no real competition. The airline that loses your luggage but faces no consequences. The big tech platform that seems immune to user complaints. If capitalism is supposed to be about competition and consumer choice, why do these situations persist? The answer is pretty simple: many of these frustrating scenarios aren’t actually examples of capitalism at work—they’re examples of capitalism being prevented from working. Remember what we established in our earlier discussions …

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Episode 234 – “Classical Liberalism” (Podcast)

Today’s podcast is titled “Classical Liberalism.” Recorded in 2024, Dennis McCuistion, former Clinical Professor of Corporate Governance and Executive Director of the Institute for Excellence in Corporate Governance at the University of Texas at Dallas, and Richard Epstein, Tisch Professor of Law at NYU, Senior Fellow at the Hoover Institution, and Professor of Law at the University of Chicago, discuss the historical origins of classical liberalism, what it means, and why it’s important to understand. Listen now, and don’t forget to subscribe to get updates each week for the Free To Choose Media Podcast.

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Where Did Capitalism Come From?

When we talk about economic “systems,” it’s easy to imagine them as grand designs, carefully plotted out and implemented from the top down. But capitalism isn’t like that at all. Remember what we established in our last post: capitalism is fundamentally about individuals owning and controlling their property. And if individuals truly own something, only they get to decide what to do with it. This raises an interesting question: If capitalism is based on individual decisions, how could it possibly be imposed by anyone, government or otherwise? The answer is simple—it isn’t. Long before anyone coined the term “capitalism,” people …

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Reid Hoffman’s AI Strategy for Business Owners: Why Moving Fast Creates Value and Reduces Risk

In a compelling address at the University of Bologna, Reid Hoffman challenges a common misconception about AI adoption: that waiting for perfect solutions is the safest path forward. Instead, the LinkedIn co-founder and venture capitalist argues that engaging with AI now is crucial for business success—and that managing risk comes through active engagement, not cautious observation. Drawing from history, Hoffman offers an illuminating parallel: Imagine if early automobile pioneers had waited to solve every potential traffic problem before developing cars. “The answer is not to slow down technology, but to accelerate it,” he emphasizes. “Technology is a tool. And the …

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