Red Flags in Business: Lessons from a Naïve Dreamer

When I arrived in Lusaka in December 2016, I looked at the city with fresh, untested eyes. This was my first time coming to this city to stay.

I had the bright-eyed naivety of a man who believed nothing could stop him. The kind of optimism that, if I had landed in Johannesburg, would have seen me mugged at Park Station before I even found my way.

But I puffed up my chest and told myself: "I am going to make it. Come rain, come sun, come snow, Lusaka is going to feel me."

Now, let's take inventory of what I actually had to my name as I boldly walked into this new life: a small gym bag, containing every piece of clothing I owned that wasn't already on my back. K200 in my pocket (about $20 at the time), which, in hindsight, was less of a starting budget and more of a test of faith. And a Nokia E60-something phone, a true survivor. It barely supported WhatsApp, and due to space issues, it would freeze after every two messages. I had to remove the battery, reboot, delete the last two messages just to receive the next two.

And yet, I stepped into 2017 with a spring in my step. I took my last K200 and spent it, on a brand-new pair of shoes and some fresh pants from Sally's Boutique. (If you know, you know.)

Then, dressed for success, I walked into a prospective client's office and boldly proclaimed that I was there to fix his business. How did that go? Well, that's a story for another day.

What I want you to take away is this: I was a severely unprepared young man. I had ambition but no knowledge of the market. I had energy but barely any experience. I didn't understand the demographics of the city, let alone the country. I was a walking, fast-talking red flag. I didn't see it. But I'm sure some of the people who turned me away did.

The Red Flags We Ignore in Business

As consultants, brand strategists, or marketing professionals, we often don't look at our clients' red flags. We tell ourselves: "Business is business, right?" Wrong. The wrong client, no matter their size, can cost you. And sometimes, that cost is financial.

Here are six major red flags to watch for when choosing to take on a client.

1. They Have No Idea What They Want

If a client cannot clearly articulate what they want from you, they are not ready for your services. If they can't explain it to a four-year-old, then they can't explain it to you, which means you'll be trying to hit a moving target. You will end up frustrated, overworked, and underpaid for something that wasn't clear in the first place. Before you start, ask them: "What problem are we solving?" If they can't answer, proceed with caution.

2. They Have No Clear Leadership Structure

If a business has uncertain leadership, decision-making will be slow, chaotic, and full of contradictions. One person hires you. Another person wants to change the project. A third person suddenly appears with a different vision. If nobody is truly in charge, your work will always be up for debate. And guess what? You will never get paid on time because financial decisions will also be a mess. Work with businesses where someone can make the call, and make it stick.

3. They Can't Tell You How Your Work Fits Into Their Bigger Picture

If a client has no vision beyond the current task, you are not building a brand, you are fixing temporary problems. Clients who see how your work fits into their future growth will value your input, respect your strategy, and be willing to invest long-term. Clients who only think in the short term will constantly question your decisions, try to micromanage your process, and drop you as soon as they feel they no longer "need" you. You want clients who are building something sustainable, not just patching holes.

4. No Checks and Balances

If a client doesn't check in while you work but suddenly tears your work apart at the end, you have a problem. Feedback is essential. Regular feedback. Without it, you will find yourself redoing work because their expectations weren't clear from the beginning. Set a system where they review progress at key points, give feedback before the final stage, and can't blame you for "not getting it right" when they were absent from the process.

5. They Do Not Respect Your Company Structure or Time

Some clients don't hire your company, they hire you. At first, it seems flattering. "We just love your work!" But soon, you realize they want you to personally handle every small detail, they ignore your team despite your business being built to scale, and they expect instant responses at all hours, regardless of boundaries. If a client won't respect your systems, team, or structure, they don't want a consultant, they want an employee without the benefits. Set boundaries early. You work because your team works.

6. They See You as an Expense, Not an Investment

Clients either see your work as a cost or a return on investment. Red flag clients ask for discounts before they even see results, constantly question your pricing, and don't understand why great work costs money. Ideal clients know that strategy has value, trust the long-term impact of your work, and invest because they know they will see returns. A client who fights you on price from the start will fight you every step of the way.

Final Thoughts

I'd love to end this story by saying that the young man in 2016 became an overnight success. But this is real life. I walked away from that experience with a lot of lessons, and just enough trauma to make me write this today.