African Indigenous Knowledge (IK) is labeled variously and misconceived at international discussions and in modern literature. The most commonly used phrases are "static," "low-value-added" and "prior art", primarily in the context of the Trade Related Aspects of Intellectual Property Rights (TRIPS), of the World Trade Organization. Frequently one finds expressions like mystery, charlatan, irrational, or miracle in relation to traditional medicine, for instance. Achievements of traditional medicine are considered anecdotal or beyond scientific validation. The misconception is further aggravated by the little or no growth in the sector and a lack of understanding of the context in which practitioners apply traditional medicine. Yet the literature produced on this sector has not given much attention to the factors that underpin these misconceptions is further aggravated by the little or no growth in the sector and a lack of understanding of the context in which practitioners apply traditional medicine.