7 Career Lessons Lagos Driving Will Teach You Faster Than Any MBA

Posted on December 3, 2025February 17, 2026 by Lola Egboh

Key Takeaways

Stay focused, trust your judgment, and never let pressure push you into the wrong decisions.
The people you follow matter, so always choose guidance, leaders, and mentors with care.
Not every battle deserves your energy; wisdom is knowing when to push and when to let things go.

My daughter says I drive like a man. Like, what does that even mean? Do you have any idea what it takes to survive driving in Lagos? Madam, you may want to keep quiet there before I park this car and offload you to find your own way 😒.

Anyway.

As a military kid, I spent my growing-up years in different parts of Nigeria. Even though today my work takes me out of Nigeria frequently, Lagos has been home for most of the last 20 years or so. And if you’ve lived in Lagos, you know it’s not for the faint-hearted. In fact, Fisayo, my best friend from the University of Ibadan undergrad days, opted not to move to Lagos despite her husband working here.

How To Navigate Your Career, Lagos-Driving Style

Lagos is better experienced than described. The melting pot of cultures, the hustle, the noise, the traffic… and the driving, which honestly deserves its own national award category.

I know grown men and women who flat-out refuse to drive in Lagos; I mean, top executives who have conquered the business world. Because Lagos driving is not just driving. It is survival. Strategy. Psychology. Sometimes prayer. In between dodging potholes, calculating which danfo is about to cut in or where a keke might just appear from, and guessing whether that indicator actually means anything, you start to learn a few things from driving in Lagos.

Interestingly, many of those things translate neatly into career lessons. Here are 7 career lessons straight from navigating the streets of Lagos:

1. Never assume the other person has their act together

In Lagos, indicators lie. Drivers change lanes without warning. Someone can be cruising gently ahead of you and suddenly remember their grandmother lives on the next street.

Same thing at work: never assume everyone around you knows what they’re doing. Titles don’t equal competence. Seniority doesn’t always mean clarity. People are figuring things out on the go, just like you. Give yourself the freedom to ask questions, double-check, clarify, and build your own judgment.

2. Don’t let anyone rush you into making a wrong turn

There’s always that car behind you honking like your father owes them money. Ogbeni, ki lo de gangan? Mr, what exactly is the issue? But if you make a wrong turn just to “please” traffic, you will be the one looking for how to redirect yourself from some mysterious street. God help you if Google Maps chooses that day to have a tantrum and you are running behind schedule for a critical appointment.

Career-wise, pressure is also constant. Between deadlines, bosses, colleagues, and even your own expectations, there will always be things that keep breathing down your neck. However, decisions made in panic rarely end well. Pause. Breathe. Choose a direction you can live with, because you’re the one who will deal with the consequences, not the people shouting from the sidelines.

3. Follow who know road, but choose your “leaders” wisely

One of the greatest driving hacks in Lagos is to drive steadily behind someone who clearly knows the shortcuts. But follow the wrong person, and you may just find yourself in a one-way situation, praying for mercy and your vehicle papers from one traffic official or the other.

At work and in business, mentors matter. Role models matter. The people you pattern your career after can either accelerate your progress or derail you completely. Don’t follow popularity; rather, be intentional about following sense, integrity, and proven results.

4. There’s a time to be aggressive and a time to mellow.

Lagos driving can be a dance of controlled madness. If you’re too gentle, no one will let you into traffic. If you’re too aggressive, you’ll end up fighting someone in Ojota or getting your car damaged by some danfo driver who has nothing to offer you.

Same thing in your career.

Sometimes you need to speak up, push through, ask for that raise, or take that opportunity. And sometimes, the smart move is to relax, observe, and allow things to play out. Skill alone is never enough; you must also learn discretion, timing, and emotional intelligence.

5. Not every battle is worth fighting. Some battles cost too much

You can’t chase every car that annoyed you. You can’t argue with every danfo, keke or dispatch rider. You can’t descend to madness every time someone acts mad.

At work, not every disagreement deserves energy. Not every slight needs a reply. Not every challenge needs confrontation. Sometimes, peace is the real power, and you must learn to choose the battles that are truly worth fighting.

6. Know your route, but stay flexible

Even the most predictable Lagos roads can shock you with an unexpected roadblock, a broken-down trailer, or police checkpoint that appears from thin air. You must always plan for surprises that can spring up at any time.

Same for your career: have a plan, but hold it loosely. Opportunities shift. Industries change. Life happens. Adaptability is one of the most underrated professional skills.

7. Keep your eyes on the road, but also on your mirrors

In Lagos traffic, you must know what’s happening ahead, behind, and beside you, all at the same time. One careless second could land you at the panel beater’s workshop.

Work is like that too. Focus on your goals, yes. But also be aware of office dynamics, team changes, emerging risks, and new opportunities. This might feel like paranoia, but it actually isn’t. Awareness is an important survival skill.

Conclusion

Lagos driving may test your patience and your blood pressure, but it also teaches you a certain sharpness. If you pay attention, the same instincts that keep you alive on the road can help you thrive in your career. It’s about honing your ability to read people, adapt quickly, and move with intentional confidence.

“No Budget, No Movement”: How To Avoid This Common Year-End Trap

Posted on November 27, 2025December 2, 2025 by Lola Egboh

Key Takeaways

You can still prepare for growth even when budgets are unclear or exhausted.
Planning, reviewing past performance, and tightening weak spots require zero spend.
Teams that stay proactive start the new year with momentum that others lack.

Every year between December and January, there tends to be an interesting quiet that shows up in many companies. Not in all cases, but plenty enough to inspire my writing this week. And that’s what I call the “no budget, no movement” trap.

Budgets are almost exhausted, and the numbers for the new year haven’t been approved yet. As a result, many teams are essentially on hold, waiting for clarity before making any real moves.

Advance Groundwork: A Key Strategic Advantage

While the “between years” lull is understandable, it’s also one of the biggest hidden productivity opportunities in many organisations. This period can easily become a default pause button, where some teams interpret no budget to mean no activity.

But the truth is, some of the most strategic groundwork happens before the new year officially kicks off. And teams that use this window well typically start the year sharper, faster, and far ahead of the pack.

Here’s how to hit the ground running, even before next year’s budget lands on your desk.

1. Review What Worked In The Current Year

This is the perfect moment to evaluate campaigns, processes, and partnerships without the pressure of monthly reporting rituals. Dig into the real drivers of performance and ask yourself, what genuinely moved the needle? Where did money leak quietly? What did your team spend too much time doing manually? By the time budgets are finalised, you’ll already know where to double down and what needs to be removed from your growth mix.

2. Clean and Consolidate Your Data

Your dashboards are only as clear as the data behind them. This period is perfect for some housekeeping. Clean up CRM entries; merge duplicate customer profiles; organise performance data into usable formats; identify tracking gaps you don’t want to carry into a fresh year etc. When the new year begins, you’ll be running with sharper insight instead of carrying over clutter.

3. Rebuild or Refine Your Processes

A surprising amount of inefficiency hides in workflows that “everyone just follows because that’s how we’ve always done it.” Year-end is a great time to document your actual processes (not the imagined ones), and remove redundant steps. Set up automations for tasks no one should still be doing manually, and identify dependency bottlenecks that need to be removed. Strong processes help your team move with purpose, even before new spending kicks in.

4. Align Your Team Early

This is when you talk strategy before the rush begins. Not in a big, formal retreat, but with simple, intentional conversations within the team. Some areas to cover could include asking what are our non-negotiables for next year? What opportunities did we miss this year? What skills do we need to strengthen in the team? What should we stop doing altogether? What this achieves is that when the budget finally arrives, everyone already knows the direction.

5. Re(Build) Relationships

Partnerships, vendors, regulators, internal stakeholders….relationship equity can be built without spending a dime. Now is the perfect time to reach out, sync, and reconnect. This smooths the runway for collaborations when the new year switches back to full speed.

Growth Marketing Hack? Start Strong, Start Early.

Budget or no budget, progress is still possible. Momentum doesn’t always come from money; it often comes from clarity, alignment, and being well prepared for what’s ahead. Teams that treat this crossover period as a strategic season don’t just start the new year… they launch into it.

If you’d like help shaping your marketing or growth readiness for the year ahead, whether it be around process, strategy or team capability, I’m always open to a conversation. Let’s ensure your next cycle starts on the strongest footing possible.

The Power of Consistency: How Showing Up Can Be A Game-Changer

Posted on May 8, 2025September 2, 2025 by Lola Egboh

The Power of Consistency: How Showing Up Can Be A Game-Changer

Key Takeaways

Reliability builds trust and opens doors to bigger opportunities.
Showing up regularly matters more than showing up perfectly.
A steady reputation beats occasional brilliance.

When people talk about consistency, it often sounds like a motivational poster. You know, those “aspire to perspire to inspire to perspire” type statements that pump you up to “Keep going!” or “Don’t quit!” What I have found over time, however, is that the magic of consistency isn’t about grinding harder, but building a reputation people can rely on.

Think about it. Who do you trust more: the friend who always shows up when they say they will, or the one who’s always “five minutes away” but never arrives on time? Or is it the member of your team who always raises issues early enough to address them before they derail a project? Or the one who waits until the due date to start giving excuses? Reliability is rare, and that’s exactly why it’s so powerful.

Consistency = Reliability = Trust

Consistency creates trust, and trust is the currency that gets you opportunities. At work, in business, or even in relationships with family and friends, showing up consistently tells people they can count on you:

As an entrepreneur, it means your clients don’t wonder if you’ll deliver, because they know you will.
As a career professional, it means your boss or team can hand you bigger responsibilities without having to check, check, and check again.
As a person, it means your word actually means something.

Want to Grow? Show Up.

I once consulted for an e-commerce startup where the seemingly most brilliant staff was also the least reliable. Let’s call her Mary. Mary’s ideas were really great and she always had something new to suggest, but she never followed through. Not even on her “business as usual” tasks. There was always an excuse, a reason why a task was not done.

Meanwhile, there was another less vocal lady on the team, let’s call her Janet, who always went above and beyond to deliver on her tasks. I recall a particular instance where the company was dealing with severe service delays due to a logistics issue that affected hundreds of orders. Janet not only worked through her own work, she mobilized the rest of the team. Over time, slowly became the one everyone leaned on. Guess who ended up being a supervisor when a new role opened? Yep, Janet. Because reliability beats brilliance, any time, any day.

Conclusion

The world is full of people who start strong and fizzle out. If you want to stand out, be the person who follows through. Show up when you say you will. Deliver even on the things that seem small.

Consistency doesn’t mean you’re perfect or that you never mess up. It means you keep showing up in your work, in your commitments, and in how you treat people. Over time, that’s what builds your reputation. And once people see you as reliable, more doors of opportunity open for you, bringing with it more trust, more responsibility, and more rewards.

Keeping to Time Is Not a Superpower: Here’s How Anyone Can Do It

Posted on March 13, 2025April 17, 2025 by Lola Egboh

Key Takeaways

Time management is a learnable skill, not a special talent.
Simple habits like adding buffers and prepping early make a real difference.
Being on time builds trust, reduces stress, and gives you breathing room.

One thing people say a lot about me is: “You’re so good with time!” or “When I saw you’re the one leading the prayers, I knew we would finish on time”. I hear it so often, you’d think I have some hidden talent for bending the clock.

Not to be falsely modest or anything, even I know that I’m a star when it comes to being punctual (if I dare say so myself 😎) – I start meetings on time (so long as it’s my meeting, I always say). I wrap things up ahead of schedule. And yes, I tend to deliver work faster than expected. People notice, and they often say it like I was born with this magic skill.

The honest truth is that there’s no magic here. No hidden talent, no superpower, no secret formula that only a few of us know. Keeping to time is a skill, and like any other skill, it can be learnt by anyone. And once you do, it changes everything.

Here’s how I see it.

Punctuality Is Not About Being Gifted

I think there’s this idea that some people are just “naturally punctual.” Like they popped out of the womb already five minutes early for life. Abegi! That’s not the case.

I wasn’t always like this. Early on in my life, the “African time” bug bit me, too. Not just showing up late at meetings, but scrambling to finish tasks, and feeling like there just weren’t enough hours in the day. It was stressful and, honestly, I personally found it very embarrassing. Even though everyone around seemed to think it was normal (after all, surviving Lagos stress every day is worth an Olympic gold medal), I wasn’t comfortable with that type of lifestyle.

What turned things around for me was a simple realisation: managing time well is about choices, not talent. Choices like preparing ahead, being realistic about how long things take, and the big one — respecting not just my time, but everyone else’s too.

It Starts With Mindset

Time is a finite resource; no matter how much money you have, you can never get time back once you’ve lost it. It’s also never just about you, because time is a shared resource in many cases.

When you’re late or miss deadlines, it doesn’t just impact you. It slows things down for your team, your clients, and anyone relying on you. But when you’re on time, things flow better. Everyone feels a bit less stressed.

It’s not about being rigid or living by the stopwatch. It’s about being intentional.

You plan a little better because you see time as something worth guarding. And once you start thinking like that, you naturally begin to manage it better.

Small Habits That Make A Big Difference

Now, you might be wondering — how exactly do you do this? How do you master your time to the point that people think you have one secret sauce that you have refused to share with the rest of the world?

Here’s what’s worked for me (and no, it doesn’t require a productivity coach or fancy tools):

Define a clear start and finish time: Every meeting I host has a clearly defined start and finish time. This might seem like a small thing until you consider how some meetings just seem to take on a life of their own and drag on endlessly. I find that setting an agenda in advance and sharing important pre-reads can make a big difference. This applies to work, as well, as I set precise time blocks for working on tasks to ensure I can use my time in the most efficient and productive manner.

Add buffer time: I aim to be ready at least 20 minutes before anything starts. That way, even if there’s a hiccup, I’m still on track. I remember I was once the host at an awards event, and I had a wardrobe malfunction just as I was about to step out of home! I had to dash back and do some nicks and tucks on the outfit (thank God for Home Economics back in the day!), which was only possible because I had built in adequate buffer time

Break- and write things down: I don’t try to do everything at once. I work in small, focused time blocks. I also write things down as I move along my day, setting alarms, putting entries in my calendar, and making notes of things needing attention. All of these keep me moving steadily without feeling overwhelmed or losing track of what I need to get donw, when.

Prep the night before: Before I end my day, I glance at my calendar for the next day to know what’s coming. Sometimes, I see I would need to get up earlier than usual to close out on something before a meeting or schedule a quick meeting before another one holds. Prepping the night before gives me a head start, and I sleep better knowing I’m ready.

Aim to finish early: This is still work in progress, even for me, but if a deadline is Friday, I work towards finishing it up by Thursday at most. It gives me breathing space, and I’m not panicking at the last minute. This also impacts the quality of your work, because you have time to look things over and make any edits that might be needed.

Conclusion: The Payoff? It’s Worth It

Once you get into the habit of keeping to time, people start trusting you more. Deadlines stop feeling like panic moments, and meetings don’t drag on endlessly. More than that, you feel more in control of your day. You’re not rushing or constantly apologising for running late. You actually have time to breathe, think, and even enjoy your work a bit more.

It’s not about being perfect. It’s just about being intentional and respectful with your time, and you’ll be amazed at how far that gets you.

Creativity Hack: Expose Yourself to More and Think Bigger

Posted on February 7, 2025April 17, 2025 by Lola Egboh

Key Takeaways:

The best ideas come from what you expose yourself to.
Switch up your routine and embrace new content, new conversations, new experiences.
You don’t have to travel the world to gain new perspectives; small changes can make a big difference.

One of the best pieces of advice I ever got came from my very first boss, Kenneth Ezaga. He used to say, “You can only be as creative as what you are exposed to.”

That simple statement has shaped the way I work, think, and approach challenges. I dare say, it sparked the love I have for travel and exploring how people live, interact and even do marketing in different parts of the world.

Feed Your Mind, Expand Your Creativity

Creativity isn’t just about sitting at your desk and waiting for a lightbulb moment. It comes from feeding your mind with new experiences, perspectives, and ideas. The more you expose yourself to different ways of thinking, the sharper and more innovative you become.

But let’s be real—not everyone has the time (or budget) to book a flight just to see how things are done in another country. So how do you broaden your exposure and keep your creativity sharp right from your desk? Here are a few simple ways.

1. Follow What’s Happening Beyond Where You’re At

It’s easy to get stuck in the same routine—reading the same blogs, following the same industry news, and interacting with the same group of people. Try looking outside your usual sources. For instance, I follow marketing campaigns from different parts of the world and try to attend conferences and other networking events, in person or virtually. You can also check out trends on Twitter (X) from countries you’ve never paid attention to. Sometimes, the best ideas come from places you least expect.

2. Change What You Consume

If you only read business books, try a sci-fi or horror novel. If you always watch action movies, throw in a documentary. The brain connects ideas in rather unusual ways, and exposing yourself to different types of content can help you see patterns and solutions you wouldn’t have thought of otherwise.

3. Talk to People Who See the World Differently

Some of the most eye-opening insights come from random conversations. Chat with people outside your industry. Ask your younger cousins what apps they’re using. Have lunch with someone from a completely different background. Fresh perspectives force you to challenge your assumptions and see new angles.

4. Step Outside—Literally

Ever noticed how your best ideas often come when you’re NOT actively trying to think of them? There’s a reason for that. Taking a walk, going to the cinema, trying a new restaurant—these little changes in environment reset your brain and spark creativity without effort.

5. Say Yes to Something New

Attend a webinar you’d usually ignore. Try a different approach to a project. Even small shifts in routine can lead to unexpected discoveries. The goal isn’t to force creativity but to create an environment where new ideas can naturally pop up.

So, what’s one new thing you’ll try this week?

Note to Self: Write More. For Real This Time.

Posted on January 30, 2025April 17, 2025 by Lola Egboh

Key Takeaways:

If it’s not scheduled, it’s not happening. Treat personal goals like work deadlines.
Start small, then build up. It doesn’t have to be perfect—just consistent.
Use tools and accountability. Make it as easy as possible to stick to it.

Sometime last year, I made a promise to myself: I was going to write more. Blog posts, thought leadership articles, maybe even a newsletter. I had plans—big, big plans. I was ready to put my ideas out there, share insights from my work as a digital marketing and growth consultant, inspire the younger folks and just generally give my personal brand the attention it deserved.

Fast forward to the end of the year, and most of those plans? They remained plans.

It wasn’t for lack of ideas, though. Life just happened – as it always does. Between juggling clients across different time zones, pitching new business, and trying to have some sort of work-life balance, writing just kept getting pushed down the list. I told myself I’d do it when things “calmed down” and I had a bit more time. Spoiler alert: they never did. I never did.

When You Keep Pushing Things Off

My inspiration to write this post was the realisation that this isn’t just about writing—it happens with a lot of things. That online course you signed up for but never started. The side hustle you keep meaning to launch. Being deliberate about building your personal brand. The gym membership that’s basically a donation at this point….all of it.

You plan to start “next week,” but next week turns into next month, and suddenly, another year is gone.

For me, writing isn’t just about getting words on a page. It’s about sharing what I know, building credibility, opening up new opportunities and, hopefully, inspiring someone else. And yet, I wasn’t making time for it. Does that sound familiar?

So, How Am I Finally Fixing This?

This year, I’m switching things up. Instead of just saying I’ll write more, I’m putting actual steps in place to make sure I follow through.

1. Blocking Out Time Like It’s a Client Meeting

Those who know me well (professionally and personally) know my calendar and I are tight😂If an activity is not on my calendar, it’s not happening. So, I’m scheduling writing time just like I would for a work call. I’ve blocked 1-hour twice every week and it’s non-negotiable.

2. Writing in Small Bits

One of my biggest mistakes was thinking I needed to write long, polished pieces every time (ah, the life of a recovering perfectionist! 😂). Now, I’m okay with jotting down quick thoughts or short blog posts. Not every time long-form content, short can be amazing, too. Plus, some progress is better than none.

3. Using Voice Notes and AI to Make It Easier

Some days, typing feels like too much work. So now, I record voice notes when ideas hit and use AI to clean up rough drafts. The goal is to lower the effort, not the quality.

4. Getting an Accountability System

I’m telling people (like you, reading this) so I can’t quietly back out. I’m also considering a writing accountability buddy—someone to call me out if I start slacking.

5. Starting Small, Then Building Up

Instead of overwhelming myself with a rigid content plan, I’m starting with two posts a month. If that goes well, I’ll increase.

Conclusion? Just Do It.

It’s easy to let personal goals slide when work gets busy. But if something matters, you make time for it. Writing is one of those things for me.

If you’ve been putting something off—whether it’s writing, networking, or finally launching that idea—maybe this is your sign to stop waiting. You can make it happen by making a commitment to start small and stay consistent. Who knows? That just might take you even farther than you expected.

So, what’s that one thing you keep meaning to do but never get around to? It’s time to start. I’m rooting for you and for me, too.

Here’s to making it happen. 🥂

Ready to Flex Your Naija Entrepreneur Wings? Here’s How to Get Customers for a New Business

Posted on December 12, 2024January 27, 2025 by Lola Egboh

Starting a new business in Nigeria is exciting, challenging, and, let’s face it, not for the faint-hearted. You’ve got your product or service ready, maybe even a few rave reviews from friends or family, but now comes the real test: finding paying customers. In a country where competition is fierce, the economy unpredictable, and consumer behavior unique, you’ll need a solid plan. Here’s how to position your new business to attract customers and thrive in the Nigerian market.

Read More: Are You Buying What You Are Selling?

1. Know Your Customer

And, no, this has nothing to do with banking or anti-financial crime😀 Before you sell anything, you have to know your market like the back of your hand. Understand who you’re selling to, as Nigeria’s market is incredibly diverse—what works in Lagos might not work in Kano. Conduct research to understand your target audience’s needs, pain points, and spending habits.

For example:

In terms of demographics, are your customers millennials in tech hubs like Yaba or middle-aged professionals in Abuja?
What’s their buying power – can they afford premium services, or do you need a value-for-money offering?
What are their cultural preferences, and how do their traditions or values influence their buying decisions?

These are just examples, but a full understanding of these factors helps you design a product that is relevant and a message that resonates with your target market.

2. Leverage Word-of-Mouth Marketing

Nigerians are humans, and generally, humans tend to trust recommendations from friends, family, and influencers more than ads or paid promotions. Your goal is to get people talking about your business. Start with your immediate network—church members, old schoolmates, WhatsApp groups, any and everywhere you can find someone willing to put in a word for you and encourage them to spread that word!

Take it further by encouraging satisfied customers to leave reviews or testimonials. Offering referral discounts or incentives, as well as partnering with influencers who resonate with your audience can also help.

3. Build a Strong Online Presence

Brooooooo…it’s the 21st Century, you know. How can you not have online presence for your business? 😮In today’s world, if your business isn’t online, it may as well not exist, as you’re invisible to many potential customers. Nigerians are heavy social media users, so platforms like Instagram, Facebook, Twitter (or X), and TikTok are goldmines.

It’s not just enough to have an online presence, however, you have to stand out of the clutter. A few things that can help you include:

Post content that informs, entertains, or solves a problem for your audience. If you sell fashion, showcase style tips. If you’re in tech, share hacks or trends.
Reply to comments and DMs promptly. You know us Nigerians, ever impatient for a business to respond even in the middle of the night😂.
Run targeted paid ads on platforms like Facebook, Instagram, Google etc to amplify your reach.

4. Hustle!

It’s hard to imagine if any other folks respect and respond to hustle like Nigerians. If you’re just starting, you can’t sit back and wait for customers to find you. Take your product to where your audience is. Visit marketplaces, offices, or residential areas. You can even get a stand at trade fairs or pop-up events, and also join online communities, groups, industry forums etc to showcase your expertise and offerings.

5. Partner with Other Businesses

Collaboration can be a game-changer, especially for new businesses. Look for established brands that target a similar audience and propose a partnership. For instance, if you sell skincare products, you could partner with a beauty salon. Launching a catering business? Collaborate with event planners or wedding vendors. Offer cross-promotions, bundle deals, or joint events to reach a wider audience.

6. Offer Unbeatable Customer Service

Let’s be honest, customer service in Nigeria leaves a lot to be desired. That’s why great customer service can really set you apart in the competitive market. If your business offers personalized attention, prompt responses, and goes the extra mile, you’ll build loyalty quickly. Some simple ways to delight your customers include following up with first-time buyers to ask about their experience, resolving complaints swiftly or even celebrating milestones like birthdays or anniversaries for loyal customers.

7. Use Pricing to Your Advantage

Nigerian consumers are price-sensitive but also value-conscious. While it’s tempting to compete by slashing prices, focus on offering value for money. Make sure your customers feel they’re getting more than they paid for. Some strategies you could adopt include offering tiered pricing for different budgets, creating bundle deals that look like a steal, and introducing limited-time discounts or promotions to attract first-time buyers.

8. Keep an Eye on Feedback

Feedback is free insight. Whether it’s a glowing testimonial or a complaint, take every piece of feedback seriously. It tells you what’s working and what needs improvement. You can encourage customers to give feedback by sending post-purchase surveys, adding review sections to your social media or website or by speaking to customers directly to understand their experiences.

How to get customers in your business in Nigeria might not exactly be a stroll in the park, but strategy, patience, and adaptability can make a big difference. When you approach it with a clear plan and a customer-first attitude, you’re bound to make the market notice you. So, are you ready to spread those Naija entrepreneur wings and soar? Your customers are waiting!

Are You Buying What You Are Selling?

Posted on May 19, 2024April 17, 2025 by Lola Egboh

Marketing professionals are often so focused on crafting and sharing stories for clients or audiences that we forget the power of telling our own stories. Today, I had a reminder of the impact of personal storytelling when a gentleman complimented the pair of shoes I was wearing at church.

Apparently, he saw me from a distance and just had to come over to tell me he loved the shoes. Jokingly, he added that if he were female, he would have asked me for them. We laughed about it, and I reminded him that I co-own a shoe shop (yep, I do, alongside all the amazing marketing work I do). I also let him know that we would love to have his wife over to get some of our beautiful shoes.

This encounter got me thinking about the power of unique stories and how important it is for marketing professionals to showcase their skills through their own personal narratives.

The Power of Stories

According to a study by Dr. Jennifer Aaker at the Stanford Graduate School of Business, stories are up to 22 times more memorable than facts alone. This highlights the importance of weaving personal narratives into your content to capture and retain audience attention.

Wearing unique shoes got the attention of a prospective new customer for my shoe shop. Similarly, adopting storytelling and content management principles for themselves can help marketing professionals attract interest in their skills. Essentially, they need to buy what they themselves are selling.

Tips for Effective Personal Storytelling

Be Relatable and Authentic: Share genuine experiences and emotions to create a connection with your audience. This builds trust and credibility. A good story should be engaging and easy to read. Use a conversational tone and include elements of humor or surprise.
Identify Opportune Moments to Highlight Your Skills: Mentioning my shoe shop in the context of receiving a compliment about the shoes I was wearing was a natural sales pitch moment. Use your stories to showcase your expertise at the right time.
Engage with Visuals: Visuals can make your stories more compelling and memorable. According to HubSpot, content with relevant images gets 94% more views than content without.
Encourage Action: End your stories with a call to action. Encourage your readers to take the next step, whether it’s visiting your website, checking out your products, or engaging with your content.

The Impact of Personal Storytelling in Marketing

Stories are more than just anecdotes; they are powerful tools that can make your content more relatable and engaging. It also applies to your personal brand as a marketing professional. By telling your own stories, you humanize your personal brand and make it more relatable. A Nielsen study found that consumers are more likely to purchase from a brand they feel connected to. As a marketing professional, your stories can create that connection. Embrace your personal experiences, showcase your skills through them and let your authenticity shine through.

Conquering the fail of failure as a social media manager

If He Fails, The World Will End.

Posted on April 26, 2024April 17, 2025 by Lola Egboh

A few days ago, I had a conversation with a member of my client’s team about a task he had been assigned. As a marketing consultant, I’d been working with the team for a few weeks already, with the goal to enhance the output and efficiency of their social media marketing.

Anyway, back to my conversation with this gentleman, who we will refer to as Edward. I found that in our brainstorming meetings and sessions, Edward had some of the most creative ideas. He also had a really engaging approach to community management. However, whenever he was directly assigned a task to execute, he seemed to default to the “tried and trusted” ways of doing things.

Now, this was a major issue. Because the usual ways of doing things were not delivering the desired results. Key performance metrics were low and falling; engagement was less than 0.35%, social traffic to the company’s site was non-existent, even content reach was nothing to write home about.

The question was: why was Edward’s brilliance in brainstorming sessions not translating into brilliance in reality? It turned out, Edward was afraid to fail. He had convinced himself that the consequences of trying and not succeeding were too dire. If he failed, the world would end.

The Fear of Failure: How It Affects Social Media Marketing

Fear of failing is a common challenge in social media marketing, where the pressure to deliver impactful content and achieve measurable results can be intense. Here was Edward dealing with the day-to-day challenges of Lagos living, and suddenly finding these significant expectations of transforming social media performance placed on his shoulders. Where to start from? What if things didn’t go as planned? What if his ideas were just great in a room full of people but were actually crap when executed? How would he cope if he became a laughingstock? The fear of failure had become Edward’s BFF!

Conquering the Fear of Failure in Social Media Marketing

The fear of failure is natural and quite commonplace, especially in a country like Nigeria where a lot of companies do not understand the concept of psychological safety and how this is an important contributor to high-performing teams.

Here are some strategies to tackle this fear:

Identify the Source: Pinpoint specific fears, which could include negative feedback, wasting budget or causing harm to the brand reputation.
Adopt a Growth Mindset: Accept failure as part of the learning process, and view challenges as opportunities for growth. Nobody became a master of anything from the first day. Rather than see failure as a death knell, view it as an opportunity to learn and improve.
Start Small and Define Clear Goals: Launch smaller campaigns to build confidence and learn. Ensure you define clear and realistic goals, and track performance as you execute.
Research, Analyze and Test: Understand your audience through thorough market research. Compare different content versions and conduct A/B tests to determine what works best for your audience.
Embrace Feedback and Collaboration: Feedback from the audience and even members of your team can be invaluable. Use feedback constructively to improve strategies. Seek advice and collaborate with experienced members of the team, a mentor or even other professionals around you.
Continuous Learning: Nothing helps you stay in the game stronger and more confidently than being up to date with industry knowledge. Keep up with trends and developments in the social media marketing space, read credible blogs, join communities and soak up the right information.

Conclusion

Regardless of whether you work in one of the top social media marketing companies in Nigeria or elsewhere, or are an in-house social media manager. The reality is that there are so many challenges social media managers face on a day-to-day basis. The fear of failure is real and hits even the best social media managers. Implementing the strategies outlines above can help to mitigate the fear of failing and build a more confident approach to social media marketing. Never forget that, regardless of its outcome, each effort contributes to overall learning, growth and success.

Dear Nigerian Employer, Psychological Safety Is A Thing. And It Matters

Posted on April 10, 2024April 17, 2025 by Lola Egboh

Ever wondered why some teams seem to effortlessly hit their targets, while others struggle? It’s not always just about talent or resources; there is a not so little thing called “psychological safety” that can impact team performance in a major way. From my interactions with clients in Nigeria, psychological safety is not a concept that seems to be commonly taken into account in aiming for better performing teams. That’s a pity, really, given how much of a difference it can make.

What is Psychological Safety?

Imagine a work environment where you can speak your mind without fear of judgement or retaliation. That’s psychological safety in a nutshell. It’s about feeling safe to take risks, ask questions, and share ideas. Of course, in many Nigerian workplaces, this still seems very alien. Hierarchical structures and cultural norms around age, authority and even influence can make it challenging for employees to be heard.

Building Trust and Loyalty

Trust is the foundation of any high-performing team. Psychological safety fosters an environment of trust where employees feel respected and valued. This can be a great way to increase loyalty and retention, as team members are more likely to stay with a company where they feel secure and supported.

Boosting Innovation and Creativity

In a workplace where employees feel psychologically safe, creativity flourishes. Team members aren’t afraid to propose bold ideas or challenge the status quo. This is particularly important in the fast-evolving business landscape in Nigeria today, where innovation can set a company apart. When everyone feels their voice matters, brilliant ideas emerge, and problem-solving becomes a collective effort.

Enhancing Team Collaboration

Have you ever been in a meeting where only a few people dominate the conversation? When I worked in Nigerian companies, that was usually the case more often than not. However, when a company deliberately builds psychological safety, it ensures everyone has a chance to contribute. This inclusiveness leads to better decision-making and a stronger sense of team cohesion. When team members know their input is valued, they are more engaged and motivated to work towards common goals.

Reducing Stress and Burnout

Living in Nigeria is no joke! Lagos stress alone is on another level, from traffic jams to fuel queues to bad roads. You now add workplace stress to it? Ahhh, It’s plenty! However, a psychologically safe environment can mitigate its impact. When employees are not worried about making mistakes or being unfairly criticised, their stress levels decrease. This not only improves individual well-being but also reduces burnout, leading to higher productivity and job satisfaction.

How Can Companies Foster Psychological Safety?

“Omode gbon, agba gbon, lafi da ile ife” is one of my favourite Yoruba sayings. It translates to “the wisdom of the young ones and the wisdom of the elders led to the establishment of Ile Ife”. Basically, this saying encourages both the old and young to contribute their wisdom. The only way the wisdom of the young could have contributed to establishing the great Ile Ife, is if their voice was heard.

Psychological safety in any team starts with open communication. Encourage feedback, actively listen to concerns, and create a culture where mistakes are viewed as learning opportunities rather than failures. It’s also key for leaders to model vulnerability and show that it’s okay to be human. Prioritising psychological safety can help more companies in Nigeria unlock the full potential of their teams.

Get your people out of the “us versus them” mode, and see innovation, collaboration and success grow.