Business in Africa is booming -- but international companies are missing out, says emerging markets expert Nomava Zanazo. Rushing in without knowing their customers, businesses underestimate Africans and make costly assumptions about their diversity, preferences and buying power. Sharing the basics about what companies need to know to succeed on the continent, Zanazo debunks four myths and misunderstandings about Africa and its citizens -- and invites businesses from overseas to share in its wealth ... once they've done their research. After the talk, Modupe talks with Ndidi Nwuneli, the co-founder of Aace Foods, a producer and distributor of West African food products. Aace Foods is a great example of a company that is following Zanazo's advice for how American companies can do business well with African consumers.