As we step into 2025, I find myself reflecting on a profound lesson I recently encountered while reading The Art of Scale, a book by Jason Goldberg. The book revisits the fall of South Vietnam to the North in 1975—a pivotal moment in history that marked not only the end of a 20-year war but also one of the most striking failures of modern military strategy. Despite America’s unmatched technological superiority and vast resources, they lost to a nation far smaller and less equipped. Why? Because they fought the war they wanted to fight, not the war they were in.
In Vietnam, American forces leveraged their might, technology, and firepower, hoping to overwhelm their adversary. Yet, the guerrilla tactics of the Viet Cong rendered all that strength ineffective. Similarly, during the Iraq War, General Stanley McChrystal faced a critical moment of reckoning. Drawing lessons from Vietnam, he recognised that conventional strategies would not work against an unconventional enemy. To win, the military had to adapt and fight the war as it existed, not as they wished it to be.
This resonates deeply as I think about where we stand today. Reflecting on South Africa’s 30 years of democracy and Corporate Social Investment (CSI), I find myself asking: Are we, too, fighting the war we wish to be in, instead of addressing the realities of the one before us?
We remain one of the most unequal nations in the world, plagued by unemployment, poverty, and inequality. While we dream of a future filled with solutions, are we adequately addressing the immediate battles affecting communities today? Are our efforts, resources, and investments targeting the urgent struggles, or are they lost in aspirations of a reality that has yet to materialise?
As we embark on this new year, we have named 2025 The Year of Numbers. Before we take ambitious leaps forward, we must pause to assess where we truly stand. Last year, we reflected on the past—on the strides and setbacks of three decades of democracy and CSI. This year, we must take stock of our resources, our efforts, and our impact. Only by understanding the numbers can we truly fight the battles that matter most.
The submissions for the CSI Legacy Awards last year offered a glimpse of hope and inspiration. From over 190 applicants, we recognised 15 outstanding companies whose work demonstrates the power of intentional, focused investment in tackling the challenges we face today. This year, we are committed to sharpening our focus, ensuring that every initiative, every rand, and every collaboration is directed toward the war our communities are actually fighting.
Our journey continues with renewed energy. The CSI Legacy Awards on 27 February will celebrate those making a tangible impact. Meanwhile, the next issue of Matter Magazine will be released on Freedom Day, exploring CSI transformation in all its forms. We are also introducing Mighty Reads, a series of reflections and resources designed to inspire and guide us as we navigate this challenging yet hopeful road ahead.
As we rebrand, expand our podcast conversations, and launch exciting new projects, we invite you to join us on this journey. Together, let us focus our resources and efforts where they are needed most. Let us fight the war we are in, and through our collective action, build the future we dream of.
Here’s to 2025—a year of clarity, purpose, and impact.
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