iAfrica 3 months ago 3 min read Share with your network! The World Economic Forum has started The Great Reset initiative to urgently facilitate cooperation between global stakeholders in managing the consequences of the Covid-19 crisis. In such context, no-one can predict what 2021 holds. However, the one thing we do know for sure, is that how we make business decisions has to change and that those who challenge the complacency, the conventions, the contradictions and asymmetries in the categories in which they operate, are better set for success. Here are five brands we believe are worth watching in 2021. Lift In a year that grounded the global aviation industry, a brand new player welcomed the opportunity to reimagine the category and build a demand-driven business model that flies in the face over-supply. Rather than focus on price, Lift has set its sights on addressing the inflexibility in the category, from the customer’s perspective. The ability to change flights multiple times, cancel flights or update flyer details at no cost (up to 24 hours before flying) might seem like simple things but they are fundamental customer pain points in the low cost, value end of category. Reimagining the in-flight experience through partnerships,