Media businesses that fail to embrace business innovation will not survive the digital disruption reshaping the global economy.
That was the central message delivered by Osah Thompson-Mensah, Founder and Chairman of the ThirdWell Inclusive Business Centre (IBC), at the Afrika Radio Business Mixer held on Friday, February 13, 2026, at the Ghana-India Kofi Annan Centre of Excellence in ICT.
Speaking on the theme “Building Sustainable Media Businesses in a Disrupted Economy,” Osah painted a stark picture of a rapidly evolving world driven by digital innovation.
“The world as we knew it 10 years ago, even 5 years ago, has changed forever. And the world we know today will change again in the next few years,” he stated.
Digital Innovation Is Not Enough
According to Osah, while digital innovation is transforming industries at unprecedented speed, many businesses mistakenly equate digital innovation with business sustainability.
He stressed that digital tools alone do not guarantee profitability.
“Digital innovation is an enabler. It does not generate revenue and profit by itself. Business innovation is what determines survival,” he explained.
He cautioned that traditional media houses—radio and television in particular—are under significant pressure as younger audiences increasingly consume content from digital platforms.
Although many traditional media organisations have expanded into the digital space, Osah questioned whether mere digital presence is enough to ensure long-term sustainability.
Not All Media Businesses Will Survive
In a sobering assessment, he noted that not all traditional media businesses will withstand the disruption.
Only those that deliberately implement business innovation strategies—focused on efficiency, value creation, and new revenue models—will thrive.
He also highlighted complacency among entrepreneurs as a major obstacle.
“Once a business becomes successful, it is easy to assume you still have the capacity to innovate. Complacency kills headroom for new ideas,” he warned.
The 5 Pillars of Business Innovation
Osah outlined what he described as his Five Pillars of Business Innovation for sustainable growth:
1. Flexibility in Thought – Be open to questioning the very purpose of your business.
2. Strategic Management Capacity – Assess ideas realistically and prepare for failure.
3. Piloting – Test new ideas through small-scale pilots before full implementation.
4. Succession Planning – Create clear career progression paths and ownership opportunities for employees.
5. Cooperative Strategy – Build strategic alliances to manage growth sustainably, with competition as a backup strategy.
He emphasized that many Ghanaian businesses fail to design deliberate succession plans, often limiting long-term sustainability and staff retention.
Beyond Airtime Sales: A New Revenue Mindset
Osah challenged traditional media operators to rethink their revenue models.
Historically, media houses have relied heavily on airtime sales. However, cheaper and more accessible digital advertising options have disrupted this model, particularly affecting smaller stations.
He urged media businesses to recognize themselves as enablers within the broader economy.
“If your media business is an enabler, then ask yourself: how do I enable other businesses and share in their revenue and profits?” he posed.
Rather than depending solely on advertising, he encouraged media organisations to pursue strategic partnerships and revenue-sharing arrangements with profitable sectors of the economy.
Seek Strategic Guidance
Osah further advised entrepreneurs to seek guidance from experienced business strategists—coaches who have personally built, tested, succeeded, and failed in innovative ventures.
He distinguished between consultants and seasoned business coaches who bring real-world innovation experience.
A Call for Sustainable Impact
Beyond media sustainability, Osah reaffirmed his commitment to inclusive business models as a pathway to economic transformation in Ghana.
As Founder of ThirdWell Commodities and Chairman of IBC, he continues to champion inclusive businesses that integrate low-income populations into value chains as customers, suppliers, distributors, or employees.
He described inclusive businesses as one of the most sustainable approaches to reducing poverty while ensuring commercial viability.
Conclusion
In closing, Osah Thompson-Mensah reiterated that in a disrupted economy filled with uncertainty and options, survival depends on deliberate business innovation—driven by partnerships, strategic alliances, strong leadership, and succession planning.
“Innovation must be continuous,” he concluded. “That is the only way to thrive in a rapidly changing world.”
