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Our business philosophy is based on Kawaida Theory and the Nguzo Saba (The Seven Principles of Blackness), created by Dr. Maluana Karenga. The concept of Afrocentricity, created by Dr. Molefi Asante, is another key theory informing our business model.

The Nguzo Saba value system emerged out of Kawaida Theory. The Nguzo Saba (Seven Principles) are:


  1. Umoja (Unity)

  2. Kujichagulia (Self-Determination),

  3. Ujima (Collective Work and Responsibility),

  4. Ujamaa (Cooperative Economics),

  5. Nia (Purpose),

  6. Kuumba (Creativity), and

  7. Imani (Faith)


The principles represent the value system our family lives by and the value system that governs our business and operations.


Kawaida Theory and Afrocentricity are aligned and seek to connect us to our African roots. Kawaida Theory provides us with a framework and philosophy from which to draw on the best of what it means to be Black people of African descent. Afrocentricity provides the framework for us to center Africa as well as emphasize African culture, traditions and contributions. 

As people of African descent, we believe our source of identity, purpose and direction should start with our cultural heritage and traditions in Africa as suggested by Kawaida. In every aspect of life, Kawaida and Afrocentricity indicate that we should be engaged in an ongoing search for excellence and possibilities by drawing from our cultural heritage and traditions in Africa.


Perhaps more importantly, these African-centered frameworks allow us to position Black history, our history, at its true point of origin: Africa. Our narrative started long before the enslavement of African people. Our history and contributions stretch back farther than anyone else’s. We come from something greater than loss and destruction. Each new generation must understand this fact. All of our publications, in one way or another, promote this understanding.


Kujichagulia Press, LLC is committed to serving our people through education and community engagement. We are also committed to organizing and/or supporting community events and institutions that seek to positively uplift our people. Please do not hesitate to connect with us. We would love to learn about and perhaps even be a part of your educational, social and cultural events. Together, we can do the work necessary for our children, our people, our communities.


Your Support is Greatly Appreciated!


Baba Sekou,  Monkoum Tchie    and  Sekou Afrika



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