Thoughts on marketing,
growth, and building.
Essays and observations on digital marketing, performance campaigns, fintech, and growing businesses in Africa.
Rich Dad Poor Dad sounds Great..... Until you try it in Nigeria
Discover why Rich Dad Poor Dad's principles fail in Nigeria, where reality clashes with financial theory, making wealth-building a daunting task.
Life Is Luck. The Rest Is Just Timing and Hustle
Discover how luck, timing, and hustle shape life's successes and failures, and why hard work isn't always enough to guarantee success.
Nigeria is not anti-subscription. Nigeria is pro-survival.
Unlock the truth behind Nigeria's subscription market: it's not about bad UX, but survival priorities, competing with basic needs like food and rent.
The most important feature you can build for the Nigerian market is an exit.
Unlock the key to succeeding in Nigeria's unpredictable market: building an easy exit for users.
Why First-Party Data is the Only Data Strategy That Matters Now
Third-party targeting is collapsing. Here's how to build a first-party data foundation that survives whatever comes next.
Performance Marketing in Emerging Markets: What Works Differently
The playbooks built for US and European markets don't translate directly to Nigeria and Africa. Here's what you need to adapt.
The Importance of Having a Good Marketing Department
Marketing is often the last function to get proper investment in Nigerian businesses. Here's why that's a costly mistake.
3 Steps to Creating a Social Media Marketing Strategy
Most social media strategies fail because they skip the fundamentals. Here's a practical framework that actually works.
Digital Privacy Changes and The Impact on Advertising
How the collapse of third-party cookies and evolving privacy regulations are forcing a smarter, first-party future for digital marketers.