I want to begin with a memory that is not mine but has been told to me many times. A dispute between two families has dragged on for a year. The elders call an indaba. They sit in a circle from morning until dusk. The elders speak last. By nightfall, the dispute is resolved — not because anyone won, but because everyone has been heard. Whether or not it ever happened, the memory teaches what Indaba is — better than any definition does. Indaba in Marketing? The story is the answer.
What Indaba Actually Means
The most commonly cited definition: Indaba is a Zulu and Xhosa word for a council meeting — historically of elders, today of any group that needs to make a decision worth keeping. The form has been borrowed by international climate negotiators, corporate boards, and community organisations because of one quality: it produces decisions that hold. It does this by refusing the Western meeting model — the loudest voice, the rushed vote, the unread minutes — in favour of structured listening, ritualised speech, and visible consensus. That sentence is true, as far as it goes. It is also incomplete. Indaba is held inside a wider Zulu / Xhosa grammar — a set of related concepts, social practices, and proverbs — that the standalone definition cannot carry.
Two heads are better than one.African proverb
The Question This Post Is About
Marketing that respects Indaba: more invitation, less interruption. The question is worth taking seriously, because Indaba is one of those concepts that loses its shape when handled carelessly — and recovers it as soon as the reader is willing to slow down and listen.
There is a specific application of Indaba that managers rediscover every few years and act surprised to find: the practice of asking, before any consequential decision, who has not yet been heard from. The question seems procedural. It is not. It is a small Indaba act, repeated, that changes the temperature of an organisation over years. No decision of consequence is made in a meeting under one hour, and no one speaks twice before everyone has spoken once.
A Second Angle
Parenting through Indaba is not soft parenting. The phrase 'it takes a village' has been so domesticated in English that it now means almost nothing. The Zulu / Southern African version is sharper: the child is not yours alone, and the discipline of raising them well is not yours alone either. No decision of consequence is made in a meeting under one hour, and no one speaks twice before everyone has spoken once.
Where the Concept Resists
There is a real risk in romanticising Indaba. The Zulu / Southern African traditions that produced it have always also produced internal critics — voices warning against the misuse of communal philosophy to demand conformity, to silence the young, to protect bad behaviour by elders. The honest defender of Indaba keeps those critics at the table.
What to Do With This
If you are new to Indaba, the most useful place to start is not with a study or a course but with a question, asked of yourself, at the end of an ordinary day: who held me up today, and whom did I hold? Sit with the answer. Do not improve it yet. The concept will deepen on its own, repeated, over weeks. This is how Indaba actually enters a life.
The full philosophy, as a book
How to run meetings where everyone is heard — and the decisions you make actually stick.
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