#237: Meet The Man Solving The Unemployment Crisis In Africa By Creating Profitable Entrepreneurs In 5 Weeks… w/ Willem Gous

Beyond Curious ™

During Apartheid in South Africa, townships were created to segregate non-white populations from white-designated areas.

Today, they still exist, and are very impoverished areas where life is difficult.

On top of that…

South Africa has the highest unemployment rate in the world.

Today’s guest, Willem Gous, is doing something AMAZING in these areas.

Take Lovedonia for example.

Lovedonia was an unemployed mother of two that lived off of handouts from her family.

She had broken English, but enrolled in Willem’s class.

Four weeks later, she’s making 4,000 Rand per week after starting a hair salon.

According to my quick google search, the median income in a South African township is closer to 2,000 Rand per MONTH.

This completely changed Lovedonia’s life.

But it doesn’t stop with Lovedonia…

Willem is on a mission to solve the South African unemployment crisis by empowering them to create their own businesses.

Add on top of that the fact that Willem is absolutely a Beyond Curious human, having done things like:

• Created his first business to get a girlfriend (it worked)
• Celebrated his 33rd birthday by putting together a musical (despite the fact that he wasn’t a good singer) by writing songs and getting voice training coaching.
• Became a firewalking instructor

… just to name a few ;)

Can’t wait for you to listen!

Show Notes Generated With The Help of AI!

00:00 - Introduction to Beyond Curious and today's guest, Willem Gous

Brandon Fong kicks off the episode with enthusiasm, welcoming new and returning listeners to another inspiring conversation. He introduces today’s guest, Willem Gous, a South African entrepreneur making waves by empowering people in townships to become business owners. Brandon shares the story of how they met serendipitously on Focusmate and teases three major takeaways from the conversation: Willem’s humorous path to fame, his transformative work in South Africa’s townships, and how his approach to entrepreneurship can apply universally.

00:03:07 - The Focusmate story: serendipity leads to podcast magic

Brandon recounts how a random coworking session on Focusmate led to meeting Willem. Their instant connection and shared energy sparked deeper conversations and ultimately this podcast episode.

00:04:36 - Exploring South African townships and Willem’s mission

Brandon defines South African townships for listeners unfamiliar with them, sharing how Willem’s work enables individuals in high-unemployment areas to create businesses—often within a single day of attending his workshops.

00:06:46 - Business as a tool for self-discovery: lessons from Willem’s father

Willem reflects on his entrepreneurial upbringing and how his father, an inventor and academic, inspired him to use business not just for profit, but as a vehicle for personal growth and exploration.

00:08:33 - The unconventional business that helped Willem find love

Willem humorously recalls starting his first business as a way to become famous and attract a girlfriend—an approach that unexpectedly landed him in newspapers, radio, and TV.

00:12:25 - From photo comics to mobile content: Willem’s early ventures

Willem dives into the details of how he revived a dead photo comic genre, negotiated full-color newspaper placements, and distributed mobile content to 25,000 users per week.

00:14:32 - Creativity is about perspective, not quantity of ideas

The conversation shifts to creativity and mindset. Willem emphasizes how changing one’s perspective—not coming up with more ideas—is the true source of entrepreneurial creativity and innovation.

00:17:45 - The true meaning of diversity: a celebration of different perspectives

Willem challenges conventional DEI (diversity, equity, inclusion) narratives, arguing that the real power of diversity lies in the variety of lived experiences and perspectives people bring to the table.

00:23:30 - Bold moves require simply asking: the power of initiative

Willem shares that many of his biggest successes came simply from asking—asking for opportunities, dates, or deals—and that this courageous approach opens doors that preparation alone cannot.

00:24:55 - Willem’s musical on his 33rd birthday and creative self-expression

Brandon asks Willem about the musical he wrote, directed, and starred in to celebrate his 33rd birthday. Willem explains how he challenged himself to explore a new art form and found immense joy in the process.

00:29:41 - What it’s like inside a South African township

Willem describes the harsh living conditions in various townships—lack of sanitation, infrastructure, and resources—yet highlights the resilience and ingenuity of the people who live there.

00:35:26 - “I teach you how to create your own job”: Lovedonia’s deeper story

Returning to Lovedonia’s story, Willem breaks down how her mindset shifted when she realized she didn’t need a traditional job—just the perspective to see that she could create her own.

00:40:07 - From one tent to a rental business: another township success story

Willem tells the story of a woman who rented out her single party tent. With his guidance, she leveraged competitors’ unused tents and scaled up her business—eventually offering catering and chairs.

00:44:11 - Real entrepreneurs aren’t born—they’re made

Willem critiques elitist views of entrepreneurship and shares data from his programs: over 50% of participants remained profitable seven months after starting, and even more went on to start new ventures.

00:47:03 - From glassy eyes to action: breaking learned helplessness

Brandon asks how Willem facilitates such rapid mindset change. Willem explains how breaking the myth that you need money to start a business frees people to act. Often, attendees launch businesses the very same day.

00:52:44 - Facilitating entrepreneurship through storytelling

Willem describes how he teaches using relatable stories to convey business principles. These stories, like “don’t buy the bus” and “feed the baby,” help people internalize key lessons in an accessible way.

00:55:36 - Co-creating with your business: making yourself a customer

Willem debunks the romanticized idea of entrepreneurship and instead advocates a model where the entrepreneur, customer, and business all benefit—a balance that ensures long-term sustainability.

01:00:23 - Lessons for resourced entrepreneurs from township principles

Willem explains that even seasoned entrepreneurs can benefit from township-style thinking: enhancing their resourcefulness, shifting from external blame to internal control, and building mental resilience.

01:02:59 - A moonshot birthday idea: Brandon’s Curiosity Island vision

Brandon pitches his big dream—to host his 30th birthday on a private island—and Willem enthusiastically guides him through applying township entrepreneurial thinking to make the dream real.

01:05:32 - The power of “how might I?” questions

The episode ends on a high note with Willem and Brandon celebrating the transformative potential of “how might I?” questions, which spark creativity and allow others to co-create solutions.

Links & Resources:

• Focusmate – Brandon’s referral link: Try virtual coworking with a free 30-day account.
• Willem Gous’s book: Side Hustle Success: A practical guide to low-cost entrepreneurship in five steps
• The Human Entrepreneur: Willem’s program for empowering township entrepreneurs.