Character Assets

Sometime last year, I contracted a tour and travel company called Karama Expeditions Limited to organise a family trip during the Christmas holidays. I had known the proprietor, Mr. Mwanje Kavuma Yosia, for some time and felt confident he would do the job. We paid the quoted price in full, and the entire family was quite excited.

But as the trip approached, the stories started. First, there were scheduling issues. Then came logistical excuses. Communication became erratic. Eventually, the trip didn’t happen. No flights, no bookings, no Christmas getaway. We were all deeply disappointed. What was supposed to be a joyful, shared experience turned into a painful lesson—and now, a legal and police battle to recover our money.

This experience stirred in me a deep reflection on an often overlooked but critically important concept in life and business: character assets.

Character assets are the intangible, often unspoken traits that form the foundation of trust in any relationship – business or personal. These include integrity, honesty, reliability, humility, accountability, and follow-through. They’re not listed on a balance sheet. You won’t find them in pitch decks or annual reports. But when character assets are strong, they translate directly into trust, loyalty, and repeat business. And when they’re absent? The results can be devastating, even if everything else looks good on the surface.

There’s a common assumption that if someone is skilled or competent at what they do, that’s enough. But my experience with Karama Expeditions reminded me that competence without character is dangerous. A person may know how to book flights, craft itineraries, or manage logistics. But if they don’t have the moral compass to follow through on commitments, own up to failures, or take responsibility for mistakes, then that competence becomes a liability. Character is what ensures that people will do what they say—especially when no one is watching, or when it becomes inconvenient to do so.

When someone lacks character assets, the loss isn’t just financial. It’s relational. It damages trust and reputation. It affects families, disrupts plans, and leaves emotional wounds. For businesses, every decision is a trust transaction. Your brand, your referrals, your goodwill—they all depend on the trust your customers place in you. Once that trust is broken, recovery is painfully slow, if not impossible. In my case, this company lost far more than just one transaction. They lost the trust of a family and potentially every single person who hears our story. That is the silent but powerful cost of poor character.

If you’re in business—or even just in community—you need to invest in your character assets as intentionally as you do your skills, marketing, or networking. Do what you say. Follow through on promises, no matter how small. Own your mistakes. Communicate honestly. Don’t tell lies. Don’t sugar-coat. Don’t disappear. Say the hard truths. Be consistent. Show up the same way every time—with sincerity and reliability. Think long-term. Protect your reputation more fiercely than your revenue.

My story is still unfolding, and I hope for a just resolution. But even more, I hope it prompts others to reflect on how they’re showing up in the world—not just with their skills, but with their character. Because in the end, your greatest asset isn’t your title, your degree, or even your business. It’s your character. Invest in it. Guard it. Let it speak louder than your CV.