I decided to go against the current wave of reading and talking about international entrepreneurs and look for local entrepreneurs that have made an impact. The problem I see is that younger South Africans focus on the impact that Richard Branson, The Google Guys (Larry and Sergey) and many other international entrepreneurs have made. I understand, as most of these are well known and there is a fair amount of literature available about them and their successes. The problem I have is that the South African market and economy is totally different. The principles are the same but I do feel that local market knowledge needs to be talked about. Being in an developing market has it’s own challenges and cannot for one moment be seen as the same as a developed market.

A well known case is Anton Rupert and the Rupert Family. I had the privilege of reading his biography (the Afrikaans version written by Ebbe Domisse). Anton Rupert made himself an international icon by being market savvy and a man that could sign deals with handshakes (leaving his attorneys to sort out all the paper work), something which is an tribute the man Anton Rupert was. A gentleman and having the ability to be a tough negotiator.

His story is one which gives hope to all South Africans and should be read not once but a few times. You will see things in different light – giving back, being creative and most of all living with certain ideals.

His childhood is a normal one, as he was part of South Africa’s depression and saw that education would be the way that he would be able to help himself. What I found interesting is that he had the gut feeling  to walk away from politics at university and post university. This decision lead him to being able to go into business.

The book chronicles his ventures which he started with almost nothing and that he saw a gap in the smoking and alcohol industries. He was taught some severe lessons early on – not having proper machinery,  improper packaging and most interesting the effect of brand names. After all the initial branding and naming issues, he took sole responsibility for them and created Rembrand cigarettes and various other brands. The thing which I found interesting is that he forced his sales stuff to only use the products which he sold. Employers in my mind should see staff as their first line of brand advocates as the deal with it more than the customer.

As the years went on, he became the saviour of a British tobacco manufacturer after they denied him buying a majority stake in the business. However as luck would have it, Rupert did buy the rights to the manufacturing of Dunhill cigarettes. The other interesting ability that he had was being able to create relationships during the height of apartheid with individual all over the world. In one specific case he took a behind the scenes role for a deal, as he was scared that the seller might retract the offer if he knew that the business is operated by a South African based group. He also never moved out of his Stellenbosch home in order to accommodate his family, something which only Warren Buffett is known to have done. (At least that I am aware of).

He also created something like a venture capital business in which he wanted to invest in small business who was struggling to find finance for their business. So he never forgot his roots and struggles, something which I see other successful entrepreneurs have done.

He had a passion for his country and his language and never walked away from it. He in my opinion, is a great role model for young South African entrepreneurs. He wanted apartheid to be taken away prior to 1994 as he saw the damage it did. He made a point to working hard and being a consistent performer. This was done so that he could be a good role model for his staff. He made sure that they were properly remunerated and productive to the point that they became loyal to the various Rupert businesses.

When his son Johann wanted to experience business, he told him to go work abroad. He went to Chase Manhattan in the United States and started at the bottom of the bank. I think this is a good lesson for any parent – give children the opportunities and contribute to their growth but place no pressure on the child.

When Anton Rupert saw that the liquor and tobacco business was beginning to become controlled by legislation, he took his Rembrandt Group in another direction, luxury goods. He put all of these assets under one company Richemont. I believe it takes real market feeling and intellect to be able to see that the walls around you are closing in.

He had tragedies as well, his one son passed away in a motor vehicle accident and his daughter had some health issues. So it was not all moonshine and roses. He rose above these challenges with the support of his wife (his biggest confidant).

I enjoyed this book for various reasons

• A South African who was the architect of this own dynasty. Not everyone can say they created a dynasty.
• He was socially responsible even before it became the corporate buzzword, it is today.
• He made a contribution to South Africa in many ways – nature parks all over the world and in places of conflict which he used as a place to bring people together.
• He inspired many non-South Africans by being a gentleman and being brand cognisant.

I can only recommend it – it will inspire..