What a helicopter pitch in the Lowveld taught me about seller credibility

Most founders assume credibility is something they bring to a transaction. A reputation. A track record. A successful business.

Buyers see it differently.

In a sale or capital raise, credibility is not inherited from past roles or industry standing—it is retested under pressure. The moment negotiations begin, the founder steps out of their home turf and into the buyer’s domain. From that point on, credibility is provisional, fragile, and constantly reassessed.

This is where many transactions quietly unravel. Not on price, but on confidence. Not on strategy, but on trust.

This article explores the Credibility Spiral—the subtle dynamic that erodes a seller’s standing long before a deal fails—and shows how disciplined founders can engineer credibility deliberately, before buyers start tightening terms, expanding diligence, and questioning execution risk.

Because in transactions, credibility is not a personality trait.

You can read the article here.

Launch of “nous”: Lessons and Insights from Dealmaking in Africa

We are pleased to announce the launch of nous: lessons and insights from dealmaking in Africa — a new Substack publication authored by Guy Addison, Founder and Lead Partner of ACCTS.

nous is a field journal for CEOs, investors, and board directors who lead and advise on corporate transactions across Africa. Drawing from two decades of dealmaking experience, it explores how strategy, capital, and leadership intersect to create (or destroy) value.

Each edition distils practical lessons from real-world engagements — from mergers, unbundling’s, and capital raises to post-deal integration and succession transitions. The tone is executive, analytical, and grounded in African realities.

The newsletter complements ACCTS’s broader advisory work in corporate finance, governance, and transaction execution. It offers a candid, practitioner’s view of what drives successful deals in emerging markets and how leaders can navigate complexity with confidence.

The first issue of nous launched in December 2025. Subscribe for updates and early access here → https://guyaddison.substack.com/

For more on ACCTS’s advisory services, visit www.accts.co.zaor contact info@accts.co.za