Samchi Group Founder Esther Muchemi Coins ‘Ostrich Moment’ in Leadership
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By John Kariuki
Samchi Group founder Esther Muchemi, popularly known as Madam CEO, has introduced a new phrase into leadership vocabulary: the “Ostrich Moment.”
Speaking from her own experience, Muchemi described the Ostrich Moment as a period when leaders recognize a pressing issue but delay making a decision—much like an ostrich burying its head in the sand.
She recounted a recent episode in which she struggled for nearly three weeks over a management decision, an unusual departure from her reputation for decisiveness. Known for her guiding principle—“What can possibly go wrong? If I can live with the worst-case scenario, I move forward”—Muchemi admitted that, in this case, she found herself immobilized.
“It may have given me temporary sanity at a point of crossroads, but the reality is that a decision still had to be made,” she said, adding that once she acted, she felt “a great sense of relief.”
Muchemi emphasized that the Ostrich Moment should not be mistaken for denial or reflection but rather acknowledged as part of the leadership journey. “Postponing decisions does not eliminate problems,” she noted.
Her reflection has resonated widely, sparking debate among entrepreneurs and executives about whether hesitation can serve a useful role in decision-making.
By openly sharing her vulnerability, Muchemi reinforces her role not only as a trailblazing entrepreneur but also as a mentor whose lived experiences offer lessons in courage, resilience, and leadership authenticity.
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