In view of the long, drown out struggle to portray the positive side of the continent, one might wonder why it is such a challenge to change the global perspective of the continent and why it matters so much to many people. An answer to why it is important to highlight the positive side of the continent was offered during the TED Africa conference by Euvin Naidoo, president of the South African Chamber of Commerce. 
"Jinsi walivyo wabunifu, kwa mfano kutuma pesa kwa kutumia simu za mkononi, kukusanya habari inayotumiwa kutengeneza ramani ya sehemu ambako kuna ghasia, hizo ndizo nizipendazo kuhusu Afrika