Earlier this week, Discovery CEO Adrian Gore issued a stark but vital reminder: in emerging markets like South Africa, narrative drives reality. This is not just an elegant turn of phrase. It is how markets function — and a warning that the stories we tell about our country can either attract or repel the investment, talent, and trust we so desperately need.
“The flywheel has to turn, and if you get it wrong at any point, it’s problematic,” Gore cautioned the audience. When narrative spins virtuous, it creates a reinforcing cycle: positive perception invites capital inflows, tourism, innovation, and confidence. But when it spins vicious, perception deters investment, erodes trust, and makes even incremental progress invisible.
Narrative as Causality
South Africa’s fundamentals are not as dire as the prevailing commentary…