Entrepreneurship is often presented as the solution to South Africa’s unemployment crisis. For Adriaan Grové, a self-taught entrepreneur, this is true — but it comes with a dose of realism. “As we observe World Entrepreneur Day on 21 August, let’s be honest about what entrepreneurship really involves. It’s tough. It demands sacrifice, resilience, and learning from failure,” he says.
The Entrepreneurial Mindset
In Grové’s experience, entrepreneurship attracts people who think differently. “Entrepreneurs aren’t looking for permission; they’re looking for opportunity – and they are doers,” he notes. Yet too often, those opportunities are blocked by bureaucracy.
“If I were president for a day, I’d cut through the red tape and replace it with tax incentives and targeted support,” Grové says. “Entrepreneurs don’t need the government to build for them – they need the freedom and space to build for themselves.”
The Realities of Building a Business
Success, Grové emphasises, is rarely linear. “In the early days, I thought hard work would be enough,” he recalls. “But effort alone isn’t enough – timing, networks, market conditions, and the resilience of your team all play a critical role.”
“I’ve faced many moments of questioning my decisions- especially in months when cash flow dried up and I wasn’t sure we’d make payroll,” he admits. But those challenges forced smarter, more focused decision-making. “Resilience isn’t built in comfort – it’s forged in the moments you feel like quitting,” he says.
“Building a company with no external funding, even to this day, changes your perception of what is possible. It makes a business incredibly frugal and far more focused on creating real value for customers. It has also taught me to eliminate risk from the business as far as possible.”
Lessons for Aspiring Entrepreneurs
From his own experience, Grové shares the following lessons that has shaped his journey:
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Expect setbacks. They’re not the end, they’re part of the process.
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Focus on real solutions for customers, not just your own ideas. A business that solves real problems is a business that survives.
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Know your ‘why’. Success isn’t about the size of your team or external factors like funding. It’s about having the right people beside you who share your journey and vision.
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Stay lean. Building without external funding teaches you to be frugal, eliminate unnecessary risk, and concentrate on what truly matters.
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Build trust. Networks of loyal clients and word-of-mouth are the most powerful growth engines you’ll ever have.
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Leverage AI. It has leveled the playing field for entrepreneurs, giving access to expert knowledge, insights, and tools that were once out of reach. Nothing stops you from competing with larger competitors.
Building for the Future of South Africa
Grové also stresses that entrepreneurship is not a solo act. “Some will thrive as salespeople, others as managers, and some as business owners. The key is to choose with accountability,” he says.
At a national level, Grové believes more support is needed. “For South Africa to thrive, we need an ecosystem that works, from financial literacy education to tax breaks for start-ups,” he argues. “We must also break down age-old barriers that hold back innovation, particularly around access to data – a resource that is absolutely critical in the AI era we are entering.”
A Call to Action this World Entrepreneur Day
For Grové, Entrepreneur Day is a reminder that South Africa’s future will be built by entrepreneurs who choose to act, even when the odds are stacked against them. “We don’t need to wait for perfect conditions or government approval. We need builders, risk-takers, and problem-solvers who create real value for customers and communities. If enough of us commit to that path – with resilience, trust, and the smart use of technology – we can shape an economy that works for more South Africans.”
