In 2023, Kubic secured the title of Global Startup of the Year, and its founder, Kidus Asfaw was also recognized among the top 100 people contributing to climate initiatives in Time Magazine.

Kidus Asfaw's journey began when he left Ethiopia after completing high school, aspiring to become a hydroelectric engineer. Despite studying electrical and biomedical engineering, he shifted his focus toward public policy.

Securing a position at the World Bank was a turning point for Kidus. This opportunity led him to UNICEF, where he contributed to projects centered on recycling plastic waste for producing building materials.

The heartbreaking landslide in 2017 claimed over 116 lives in Koshe, a landfill waste disposal location in Addis Ababa, inspiring Kidus to start Kubic. Later, while working at UNICEF, he became connected with less fortunate people living alongside the avenue. This experience instilled in him a profound sense of humanity, shaping Kubic's vision to prioritize dignity.

Kubic focuses on transforming plastic waste into low-cost construction materials like blocks, beams, and columns. Beyond offering an eco-friendly alternative to traditional construction materials, Kubic addresses pollution issues, aligning with a commitment to making a positive impact.

Building a Team

Fortuitously, Kidus and his co-founder, Penda, had the opportunity to collaborate on a UNICEF project. Originated from Africa, Penda and Kidus share not only a professional bond but also a common dream for their children—creating a better world for them.

Kidus underscores the crucial role of complementary skills between co-founders, with Penda excelling in technical aspects and accelerating the business aspects. This different expertise has proven instrumental in Kubic's success.

Kidus approached the recruitment process with a unique perspective, focusing on whether potential team members shared Kubic’s mission for Africa and the world at large. The critical consideration was the alignment of values, as a lack of shared hopefulness could pose significant challenges for startups and prove to be mentally taxing.

The Power of Persistence

The early days of Kidus were marked by challenges, starting with the detailed development of a pitch deck over two to three months. Kidus faced skepticism about starting a company in Ethiopia during wartime, and his startup was labeled as late, too early, and not scalable. However, he saw it as an opportunity to make a difference amid crises. Investors initially hesitated, but his persistence and strategic communication about Ethiopia along with showcasing successful startups operating here, captured investor's attention.

Kidus participated in over 800 investor meetings for fundraising, encountering numerous rejections before securing funding. But, he systematically turned rejections into a long-term relationship strategy by consistently updating investors who rejected him on his progress. His experience as a disciplined information tracker of metrics proved valuable. Ultimately, Kubic raised $3.34 million, with 92% from referrals, most of which were from investors who initially said NO.

Considering his experience, Kidus emphasizes the importance of startups addressing real problems and practicing effective communication. He advises aspiring entrepreneurs to embrace chaos as an opportunity to learn while persisting in the process. He enthusiastically shares what Steve Jobs once said: 'The only difference between me and them is I persevered, anyone could create an Apple computer or iPhone, but what makes the difference is I never lost hope.'

The Art of Storytelling

According to Kidus, storytelling is key to effectiveness. He highlights three crucial elements for better storytelling:

1. Understand why you're talking about that topic.

2. Do not try to convince people, talk about why you've convinced yourself.

3. Start by discussing the problem to captivate people's attention.

Kidus said, 'People inquire why they should listen to the speaker. As being genuine is challenging when you lack knowledge, it's best not to talk about the things you don't know well. If you have to fabricate your stories, it's better to shut down your business.'

Reflecting on his journey, Kidus would offer advice to his younger self to embrace the gift of learning and the importance of avoiding the pitfalls associated with rushing through life without allowing time for profound lessons.

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