# People Don’t Buy Software to Win , They Buy It to Stop the Pain

An episode of [MSASA Podcast](https://invisiblenetwork.ai/podcast/1722645120), 26 Oct 2025, 1 h 06 min.

Audio: https://www.buzzsprout.com/2288412/episodes/18074894-people-don-t-buy-software-to-win-they-buy-it-to-stop-the-pain.mp3

Send us Fan Mail Beyond code and connectivity, it’s about people, purpose, and progress. From Tanzania to the rest of the continent, @tahajiwaji , Founder and CEO of @beem.africa is redefining how businesses communicate, grow, and build lasting relationships through technology. But “You can’t build a big business just relying on technology.” In this episode of Msasa, we go beyond the buzzwords, exploring what it really takes to scale, adapt, and empower others in markets that are still finding their digital rhythm.

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