'Your business is bound to sink if you fail to research and get new skills'

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Most businesses fail not because of poor planning, but because they lack the right structures and operate in highly competitive environments.

This is according to Maria Atimaku Opio, the host and convener of The CEO Business Conference 2026.

“With the existence of artificial intelligence and changing market trends, we have to dive into adaptability to ensure business sustainability,” she told business leaders in Kampala on Saturday.

This was during the third edition of conference held at Nican Resort in Sseguku.

"You need to build a robust business that aligns your team with strategic networking, effective communication, right structures and strong vision," said Opio on survival in today's economy.

This year’s conference was held under the theme: 'Adapt & Advance'.

According to the convener, it is a theme that challenges growing CEOs, founders, executives, and innovators to navigate an increasingly complex landscape defined by digital transformation, shifting market trends and geopolitical dynamics that have fundamentally destabilised global economic systems and traditional supply chains.

The gathering is a platform designed to equip business leaders with the mindset, tools, and networks needed to thrive in an era of rapid disruption.

Focus areas include establishing strategic partnerships, identifying new markets and revenue streams, improving leadership effectiveness, enhancing digital readiness, strengthening brand positioning access, and searching for new opportunities.

Dr Andrew Obara, managing Director of Friends Consult Limited addressing business leaders during the third edition of the CEO Business Conference 2026 held at Nican Resort in Seguku. (Photo by Juliet Kasirye)

In his keynote address, Dr Andrew Obara, who is the managing director of Friends Consult Limited, highlighted reasons behind the failure of start-up businesses: poor management, ineffective communication, lack of market demand, poverty, operational constraints and misunderstanding of core business dynamics.

“People switch from a job to a business so that they go from working for somebody else to themselves, but fail to transform into an entrepreneur," he said. 

"An entrepreneur sets up a business system that delivers goods or services to the client.

"As an entrepreneur, failing to learn, read, research and continuously acquire new skills on market trends means your business is bound to sink. You must rely on processes for financial and operational control as well as scalable systems for running your business and delivering value," said Obara.

Micheal Agaba, Zazu Africa Safaris CEO addresses journalists during the third edition of the CEO Business Conference 2026 at Nican Resort in Seguku. (Photo by Juliet Kasirye)

Micheal Agaba, the CEO of Zazu Africa Safaris, said most businesses don’t live long to see their first birthday because of poor research investment.

So, what to do to successfully sustain a business?

"You must be strategic, focused and forward-thinking. Run your business operations with clear vision and pay attention to detail by integrating the right methods, strategies and plans," said Agaba.