“innovation only matters if people can understand it. Since then, I’ve learned to communicate simply, visually, and directly and to let the product speak for itself. The most effective explanation might not be a paragraph but a knock on the block.”

I had the pleasure of interviewing female entrepreneur from Uganda, Rhona Atugonza as part of our Social Impact Heroes series. Rhona is part of beVisioneers: the Mercedes Benz fellowship. beVisioneers is a global fellowship program funded by Mercedes-Benz that empowers young people aged 16–28 to develop and launch environmental projects. The program provides a 12-month intensive hybrid learning experience with training, coaching, mentoring, and resources, including potential scholarship funding up to €20,000 for projects that promote sustainability and societal well-being.

Can you tell us a story about what brought you to this specific career path?

My journey into sustainable engineering began long before I even knew what the word “sustainability” meant. I spent my childhood around my father’s garage, surrounded by piles of discarded tyres. I noticed how they were often burned in the environment, dumped on the streets or simply left to accumulate in public spaces, and I became aware of how much waste accumulated simply because there was no proper disposal system. I didn’t have the language for it then, but that early exposure created a quiet awareness about environmental challenges around me.

Years later, in my final year of mechanical engineering at Makerere University, that curiosity found a direction. Around the same time, I became aware of another pressing issue: sand mining for construction, which is environmentally damaging and unsustainable. That’s when the question came to me what if we could turn these discarded tyres into construction materials, providing an alternative to sand while also tackling the waste problem? With guidance from my university supervisor, I took on a research project to explore whether discarded tyres could be transformed into durable construction paving blocks. What I thought would be just an academic exercise quickly revealed something much bigger, a solution with environmental, social, and economic potential. That project laid the foundation for ReTyre Blocks LTD. Transitioning from student researcher to founder felt natural once I saw how relevant and scalable this idea could be in Uganda. Today, I’m driven by a simple belief: innovation doesn’t always start with a business plan, it starts with noticing a problem,asking the right question, and having the courage to act.

Can you share the most interesting story that happened to you since you began at your company or organization?

One of the most exciting moments at ReTyre Blocks LTD came when we gave our first rubberised paving blocks to early adopters and community members for testing. People had never seen anything like them before some were skeptical, others curious.

As they tested the blocks on small projects, their doubts quickly turned to surprise. “They’re actually strong!” one person said, while another was amazed by the texture and durability. The feedback was immediate, honest, and invaluable. Watching people interact with a product they once doubted and seeing their reactions shift in real time was unforgettable.These early tests didn’t just validate the blocks they taught me how communities respond to innovation. Moments like this remind me why I started ReTyre: to turn discarded tyres into practical, sustainable solutions that people can see, touch, and trust.

It has been said that our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? What lesson did you learn from it?

When I was starting out, I made the classic “engineer mistake” I assumed everyone spoke the same technical language I did. During one of my first demonstrations, I confidently explained the curing process, temperature profiles, density variations… only to realize halfway through that the client’s eyes had completely glazed over. The funny part? When I finally stopped talking, he picked up the block, knocked on it twice, and said, “So basically… it’s strong?”

That moment humbled me in the best way. It taught me that innovation only matters if people can understand it. Since then, I’ve learned to communicate simply, visually, and directly and to let the product speak for itself. The most effective explanation might not be a paragraph but a knock on the block.

Can you describe how you or your organization is making a significant social impact?

At ReTyre Blocks LTD, our impact sits at the intersection of environment, affordability, and community development. We take a waste product that causes pollution across Uganda, discarded car tyres and transform it into durable, affordable paving blocks. By doing this, we reduce open burning, lower pressure on sand mining, and offer a sustainable alternative for construction. But the impact goes beyond the product. We’re creating a pathway for green jobs for young people and showing communities that innovation can come from local waste, not only imported solutions. Every block we produce is a reminder that environmental problems can be turned into practical opportunities. For me, the most meaningful part is seeing how people react when they realize the blocks are both eco-friendly and affordable. It gives them hope that sustainability doesn’t have to be a luxury, it can be accessible, local, and built by us.

What are your “5 things I wish someone told me when I first started”? And why?

1. People won’t instantly understand your idea, and that’s okay.

I expected everyone to “get it” right away. They didn’t. I learned to be patient and let people experience the product themselves, it helps you get honest feedback which can help you build your idea to realisation.

2. Feedback is not criticism, it’s direction.

Early testers told me everything from “it’s too heavy” to “the finishing needs improvement” At first I felt defensive, but I soon realized feedback is the fastest way to improve. It guided the evolution of ReTyre Blocks Ltd more than any research I had read.

3. Start before you feel ready.

If I waited for the “perfect moment,” ReTyre would still be an idea on paper. Taking the research off campus and into the real world even with uncertainties is what created actual momentum.

4. Your network will open more doors than your CV.

Find a community, you don’t have to do it all alone. The opportunities that changed everything for ReTyre Blocks like beVisioneers: The Mercedes Benz fellowship, it’s mentorship and support really shaped who we are today. Showing up and sharing my work boldly made the biggest difference.

5. You don’t need to scale immediately , you need to start small and get it right.

In the beginning, I thought success meant producing thousands of blocks instantly. But small pilot projects, early adopters, and real-world testing taught me that validation comes before expansion. Slow and steady has actually moved us faster.

Can you please give us your favourite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

One quote that has guided me deeply is: “Start where you are. Use what you have. Do what you can.” — Arthur Ashe.

It resonates with my entire journey. ReTyre Blocks Ltd didn’t begin with perfect funding, a big workshop, or advanced equipment. It started with a simple question, a university project, basic tools, and a determination to solve a local problem. This quote is a reminder that impact doesn’t wait for ideal conditions, it grows from taking the first small step with whatever resources you have, and we’ve been able to collect and repurpose over 500 waste tyres from the environment in our first year, impacting both people and the environment.Whenever I feel overwhelmed or uncertain about the next stage, I return to this reminder: progress doesn’t require everything to be in place. It just requires starting.

Social Impact Heroes: Why & How Rhona Atugonza Is Helping To Change Our World was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.