20 Years a Legend
10 things entrepreneurs can learn from Innocent Ujah Idibia
It had rained the night before. It was 2004. Oke-Olu Street, Ebute-Meta was wet and partly flooded (at least the part closer to the canal at the end of Oke-Olu).
About three years prior, along with Nathan K. Bawa, Peter O.Owoeye, Joe Dauda, and Ebenezer K. Landu, I had started my entrepreneurial journey in a quest to connect Nigeria with broadband access using a technology that was revolutionary at that time (I have since come to realize and pursue with a passion the “Wi-Fi first” Network as the panacea to Nigeria’s Broadband burden.) and a team that battled hunger, rejection, zero cash for months, dejection and possible ejection.
It was amazing how we picked ourselves up and how we survived those turbulent early years. It was an emotional roller-coaster (still is…I guess it will always be). Some things kept the hope alive: Prayer (Especially Peter, Bawa and Joe), Music (Gospel for Bawa and Joe, Secular for me, A mix of both for Peter), the few validation of our business Idea we got, friends like Micah, Ruben, Gracie, Audu (the eccentric), Dàpò Thompson (A.K.A ‘TOT’), Charles Badejo and Ifeanyi Ibeabuchi (he was a classmate in the University and has an extra ordinary ear for good music across the world. He had huge collection of music that cuts across all genres and is an incurable romantic. He is a great guy… a really great guy, the type we call BOSS) and some other good nature neighbors who don’t understand how we intend to take over the world but will listen again and again to our tales of fantastic internet speed and the implication for Nigeria.
Those were the days of Bola Ahmed Tinubu, the enigmatic Governor of Lagos State who rolled up his Sòkòtò and waded into the floods of Oke-Olu when the canal flooded over. That defined him for me. Meeting him in a flight years later where we had the most amazing conversation about his vision for Lagos State and Nigeria was another defining moment.
That morning in 2004, I had to meet up with a friend who lived a Hundred and Fifty Naira (return) away. For me, the thing that constantly kept me going was music. It was my anti-depressant; my alternative to food, my prayer, my high, my love expressed, my troubles explained, and my vision captured.
In the deep lines of SEAL and STING and AIR SUPPLY and the haunting sounds of DOROTHEE PESCH I found solace, comfort and hope. I knew things would be better. I knew I would build Nigeria’s best broadband Company. As I walked on that morning and cheerily said hello to a few familiar faces on the street, I heard a faint sound of some music playing somewhere at the beginning of the street close to Ìpònrí Bus stop. I picked up a familiar tune-it was one of those gospel artiste from the Eastern part of Nigeria. There’s a peculiarity about their style of Gospel-almost nasal, high pitched and unmistakable. Definitely not my brand.
As I walked towards the Fúunsó William Avenue, I saw the source of the music. It was some sort of record store on wheels (actually a cart with a loud speaker, Compact Disc in hundreds and sometimes a TV). Just as I was about to get level with him he changed the song…and changed my life.
I heard a cacophony of some irritating sounds which gave way to a heavy beat that was arresting and then the next set of words I heard got me rooted to the spot in front of the woman selling Àkàrà:
“Some People be acting like dem know it all,
When everybody know say people rise and fall
Some rise up again just to stand up tall and wiser and stronger
No matter how long you live you cannot learn it all
You go only do your best because you no go fit do all
So if you want to criticize me talk small small
Cos you no holy pass my brother”
Those words hit me like a car traveling at 200Mph and then suddenly applying the brakes. I was stunned! Those lines and the things he went on to say after that got me completely hooked to whatever he had to say.
I asked the fellow behind the cart how much a compact disc was, he said “a Hundred and Fifty Naira.”
I didn’t think about my friend I was going to see or the fact that the money on me was the last notes and the only one in months (it was borrowed).
All I could think about was what that man was saying. I wanted more. I wanted to be a part of him, to feel his depth, his pain and anguish. I knew I had found an entrepreneur who understood, who knew; without hating. I was heady as I turned back home — CD in hand and the hopes of what the album had to offer.
That man is Innocent Ujah Idibia (A.K.A 2baba), Africa’s Iconic Musicpreneur and Philanthropist; and that Album is the 2004 Face 2 Face album, his first studio album. That album broke the charts and had the evergreen love song extolling the beauty of an African Queen he was in Love with. The song went on to become a movie soundtrack for the movies “Phat Girlz” and “Ten days in Sun City”. The album introduced the man, the entrepreneur to the world.
It’s been 20 years since the voice of 2baba serenades us with socially conscious provocative lyrics that makes us pause and think. His singles “E be like say “ Holy Holy” and “For Instance” will make him look like a prophet when it’s played on air especially during this election year. He has a song and sound for every human emotion imaginable. He has continually and consistently added to our street vocabulary with coinages like “nothing dey happen” “na so” e.t.c New Kids on the block like the brilliant Folárìn Fálànà (A.k.A “Falz The Bahd Guy”) are stepping in the big shoes of this legend who is not retiring anytime soon.
Here is one very successful Entrepreneur who has ruled our hearts (and still does) for 20 years. I am not close to him by any stretch of the imagination, but here are 10 things I learned from him that can help Entrepreneurs achieve the sort of longevity that his Brand has enjoyed.
1. Stay grounded. Humility counts. It always does. 2Baba with all his fame and wealth (and women) has kept his head remarkably well. I have been described in the past as proud and arrogant by investors and I paid dearly for it. From 2Baba I have learnt not to take myself too seriously. It has opened countless doors and new connections. Nobody likes anyone arrogant. Whatever value you offer…stay humble.
20 years is a long time but he is still relevant. The competition will come but your customers will stick with an easy to deal with entrepreneur. It embodies a lot of things and says a lot about your character. It has helped 2Baba build an unassailable brand.
2. Keep reinventing yourself. Don’t ever stop. This is closely tied to humility. 2Baba’s contemporaries are either completely irrelevant or are struggling for it. He appears to be effortlessly reinventing himself but we all know the hard work it takes to be relevant for 20 years amid stiff opposition. It is as if he has a Blue Ocean play book because he has never been in competition with anyone in the industry. Your brand will be affected by many things in the years to come. Reinvent…stay relevant.
3. Pay your dues. This is closely related to the first one but comes with the quality of modesty. Paying your dues involves learning the ropes and taking concrete steps to success. Don’t rush it. 2Baba learned from some industry greats such as Nelson Brown, Kenny Ògúngbè and Dáyò Adénéye (the duo are the grandfather of contemporary Nigeria music). He eventually set up his own record label but that was after he got critical acclaim for his talent. The wealth came thereafter. Learn the ropes. Institutions like the Founder Institute helps you fine tune your idea and takes you through a rigorous process that helps you on your way to success. Be modest. Nothing is too little to know or learn or try.
4. Work pretty hard. Sweat it. No short cuts. In one of his songs (“No shaking”) he said: “nobody wan kpai but dem wan go heaven”. He is heavy with figure of speech as you will find in most of his songs. In other words “people want the very best of life but are constantly looking for short cuts.” Don’t look for the easy way out. Follow through on a strategy, process or documentation. The hard work pays eventually and you’ll find that the road becomes easier thereafter. If you want to go to “heaven”, be prepared to “die”.
5. Relax. In the track “Dance in the rain” 2Baba extols the value of relaxation and avoiding anxiety.
He says, “forget about to tomorrow…live in today. Tomorrow will be fine…so don’t let your worries take away the beauty of today…”
The entrepreneurial journey is filled with uncertainties and the erroneous believe that if you are not there, nothing will work. Take that time out. Rejuvenate. Take a step back and appreciate you especially when you are beginning to feel overwhelmed. Confide in a trusted friend or experienced entrepreneur and let them help you take that break. Do something you really enjoy doing: sing, dance, race, watch a movie with friends, make love, or just gist. Take that break.
6. Be realistic. Often times we tend to be too optimistic. It is a good trait and that’s why you are an entrepreneur.
However in his hit single “Amaka” 2Baba said, “I like Truth but I dey rock Rumors”.
Like I said earlier, he is at home with figures of speech.
“Truth” is the make believe super night club established and run by the fictional character James St. Patrick (Ghost) in the hit TV series “Power”
“Rumors” is the real life nightclub owned by 2Baba at locations in Lagos, Nigeria.
While he’ll like to have “Truth” he’ll rather contend (rock) the Reality of “Rumors”.
Let’s leave the deep words and context play and focus on what this means for you as an entrepreneur. Start with what is viable. Test, Iterate, bootstrap by all means if you can. Grow organically. Don’t chase “Truth” because you think “Rumors” is beneath you. You may never make the cast. Turn your “Rumors” to “Truths”.
7. Be sure about what you stand for each step of the way. Don’t follow the twitter herd. In his track “Oh Papa” 2Baba asks, “Are you part of the game or is it that you are just part of the plan?” Do you. Be a thought leader in your rights. Don’t suck up to anyone. Be part of the game and not just a part of the plan. Be a “rebel” if you must but define your space.
Don’t be drawn into needless industry controversies or political debates and arguments…that’s you being part of their plan. Spend your time online wisely. Choose your words carefully and define your persona online. Let it match you offline.
8. Build an enduring and endearing brand. My first taste of 2Baba got me hooked. I wasn’t surprised. He had done a “Beta” test with Plantashun Boiz and the customer feedback was good. He then went into product development and gave us upgrades of his product. Each new version came with something amazing; always exceeding our expectations.
Use your customers especially the very first sets to test new products and get critical feedback from them before you launch. Exceed expectations each and every time. Let your product DNA be “customer experience”; not the revenue, not the fame, not the awards. The customer. That has kept 2Baba going. It will keep you relevant.
9. Collaborate. The best collaboration ever (in my opinion) is 9ice’s Collaboration with 2Baba in the critically acclaimed single “Street Credibility”. It took over the street and is still resonates when played 11 years after. Sometimes the best things come from collaboration within your industry or across verticals. Don’t be hung up on your idea or proprietary solution. Find a way to adapt and sell across verticals by collaborating. When you do, you open opportunities that hitherto did not exist and may well be creating a new product or redefining an industry or more significantly creating a new one.
10. The competition does not wait. Are you ready? In his song: “Jungle don Mature”, 2Baba critically x-rays what it takes to compete. In one line he says, “See that the jungle is ready for you, start to check if you are ready for the jungle too…..You will be greatly deceived if you’re not sensible. To greatly achieve you must be Mr. Capable”.
You cannot be in your cocoon or bask in your current trajectory. Your revenues today that got you that villa in Santa Barbra and Malibu and that Yacht in Morocco can be eroded all too suddenly by the competition. The competition isn’t Netflix as in the case of Iroko TV, nor is it Amazon as in the case of Yudala. The competition really resides in the head of your customer. That product or brand that he would rather spend his money on other than your product or Brand. The competition is for his pocket. Why should he give you his money 1 year, 2 years, 5 years…20 years from now?
Remember those lines, “you’ll be greatly deceived if you’re not sensible”.
What global trend can suddenly create a whole new industry, product or service that can erode your market share significantly?
What level of convergence amongst competing products will create a significant problem for you?
What environmental factors do you discern will emerge and have significant impact?
How will AI, electric cars, 3D, e.t.c affect you?
“Check to see if you are ready for the jungle too”.
To all Entrepreneurs: May your road be rough but right. I am passionately interested in your success stories.
To Innocent Ujah Idibia (A Very Good Bad Guy)…..Thank you for making music that stimulates the soul. We look forward to next 20 years of amazing poetry, word plays, rhymes and good music.
