What do you do when the business you’ve poured your heart into starts slipping—and you’re forced to confront the hardest leadership question of all: Do I keep going, or is it time to let go? And what if letting go becomes the most courageous decision you can make?

This episode is a grounded, honest, and deeply human conversation about leading through hard seasons, navigating entrepreneurial uncertainty, and finding the courage to release control. It’s not a highlight reel. It’s a real exploration of what it feels like when growth stalls, pressure intensifies, and the path forward becomes unclear.

If you’re an entrepreneur, founder, or senior leader who has ever felt tired, unsure, or quietly overwhelmed, this conversation will meet you with empathy and clarity. You’ll gain practical ways to think through tough decisions, a renewed understanding of what strong leadership looks like in crisis, and reassurance that you’re not alone in the questions you’re carrying. Expect insight, reflection, and a steady voice reminding you that difficult seasons don’t have to define the end of your story.

George Nuthu is joined once again by Murefu Barasa, Founder and Executive Chair of EED Advisory, a Pan-African consulting firm he launched in 2013. With experience across development, policy, and strategy—including work with the World Bank and the African Development Bank—Murefu brings both depth and vulnerability to this conversation.

When he first appeared on the podcast in 2021, he shared a raw account of navigating one of the toughest chapters of his entrepreneurial journey. Four years later, he returns with perspective—having led a turnaround, expanded EED’s footprint across Africa, and intentionally transitioned out of the Managing Partner role to focus on governance, long-term vision, and the next horizon.

Murefu revisits the early days of EED, when growth was rapid, confidence was high, and the team felt unstoppable. Then came the shock: revenues dropped, uncertainty crept in, and the business entered what many founders quietly fear—the “valley of death.”

Rather than offering neat conclusions, he sits with the truth of that season. He speaks candidly about confusion, loneliness, and the emotional weight of watching something you’ve built begin to falter. He challenges the simplistic “never quit” mantra and offers a more grounded alternative: the wisdom to discern when to persevere and how to evaluate when it might be time to step back.

One pivotal moment came from a seasoned entrepreneur who asked him a single clarifying question: “Are you still signing business?” That question became a lifeline—a practical way to assess whether the organization still had momentum and potential.

The conversation then widens into leadership. Murefu describes his role during the crisis as becoming the “chief of assurance”—not pretending everything was fine, but staying steady, communicating openly, and giving his team confidence through presence and honesty. Transparency, clarity, and truth-telling became anchors when outcomes were uncertain.

You’ll also hear how EED made a bold strategic shift—from a primarily regional focus to a truly Pan-African presence—and how that decision created resilience and renewed growth. And then comes one of the most profound parts of the episode: succession.

Murefu shares how he set a “maturity date” for the business, prepared the organization for leadership beyond himself, and gradually handed over responsibility to leaders he had mentored. He speaks openly about the emotional cost—sadness, grief, and the identity questions that surfaced when he stepped away from the Managing Partner title.

With time, clarity emerged. Today, he speaks with peace about watching new leaders thrive, having space to think and reflect, and trusting the future of what he built.

He closes with a powerful reflection: once our basic needs are met, leadership invites a deeper question—not “How do I get more?” but “What is truly meaningful?”