Q and A with Farouk Mark Mukiibi Managing Partner at Gatsby Marketing Agency and Author of The African Startups Playbook

1. What is your name? 

Farouk Mark Mukiibi — Managing Partner at Gatsby Marketing Agency, Author of The African Startups Playbook, and Founder of African Market OS. 

2. Tell us a little bit about your education. Where did you go to school? University?

I hold a Bachelor’s degree in Business Administration and a Diploma in Retail Management. I am also an alumnus of the Harvard Crossroads Program and a member of the Aspire Institute by Harvard University. Over the years, I have completed multiple executive certifications through HarvardX, particularly around leadership, strategy, and emerging markets. 

3. Was excited to find out that you are a writer. What is your book about? 

My debut book, The African Startups Playbook, introduces the concept of Minimum Viable Relationships (MVR) — a framework that argues that in Africa, ventures don’t scale because of Minimum Viable Products (MVPs), but because of relationships that create trust, belonging, and cultural embeddedness. The Playbook is a practical and culturally attuned guide for founders, investors, and global partners who want to build resilient ventures in African markets. 

4. I came across quite a number of insightful pieces that you have authored on LinkedIn about, for example, the challenges that some retail stores have faced in Uganda. Could you please summarize some of these ideas and let readers know how they can access your work?

I often write long-form essays on LinkedIn about African markets — retail, startups, and legacy businesses. For example, I’ve explored why many global brands struggle in East Africa even after investing heavily, and why African business legacies rarely last beyond one generation. These pieces have gone viral because they connect local realities with deeper, esoteric insights that professionals resonate with. Readers can access my work by following me on LinkedIn, or visiting my upcoming platform AfricanMarketOS.com, which is being built as a definitive knowledge hub for African entrepreneurship and investment. 

5. Curious about your profile. I see marketing, consultancy, brand strategy, and some real estate work as well. Shed some light on these areas and what your work involves? 

I wear a few hats that all connect to the same vision: unlocking Africa’s market potential. Through Gatsby Marketing Agency, I lead brand strategy and execution for major international and regional brands like LC Waikiki, Skechers, MAC Cosmetics, Optica, and Tecno. In real estate and retail consultancy, I advise malls, property owners, and retailers on how to create consumer-centric spaces and retail strategies that actually work in African contexts. On the thought-leadership side, my writing and frameworks distill these experiences into insights that help startups, corporates, and investors navigate Africa’s complexities with clarity. 

6. Tell us about Gatsby Marketing Agency? You are a managing partner? 

Yes, I am the Managing Partner of Gatsby Marketing Agency, a Kampala-based firm specializing in retail marketing, branding, digital strategy, and activations. Gatsby has built a strong portfolio across fashion, lifestyle, FMCG, and tech. What makes us unique is our ability to translate global brand standards into locally resonant campaigns that drive both visibility and sales. We sit at the intersection of creativity, retail, and cultural intelligence. 

7. What are some experiences that you went through in your formative years that have shaped who you are and what you are doing? 

Three things stand out: Retail Exposure Early On – I grew up observing how people shop, trade, and relate to brands in Uganda, which shaped my obsession with consumer behavior. Resilience Through Challenges – I’ve faced personal health and career crossroads, which gave me the discipline to focus on what truly matters and to build ventures with long-term perspective. Cross-Cultural Learning – My Harvard exposure and regional work taught me that Africa is not “hard,” it is just not Googleable. You need to respect rhythm, nuance, and relationships if you want to succeed.