Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Are We Truly Self-Made, or Just Lucky?
Transcript
- 0:00Hello and welcome. My name is Tavishima Aide.
- 0:04I saw sales and marketing challenges and I'm making
- 0:07today's podcast recording in my house.
- 0:09So expect to hear the usual interruptions because it's a
- 0:12weekend and everyone is home. Now.
- 0:14The goal of this podcast is business education.
- 0:16So please spread the word so that your friends and family
- 0:19members in Nigeria and abroad can benefit from the questions
- 0:22that we tackle over here. They can do that by subscribing
- 0:26on Spotify, YouTube, Apple, or any player of their choice.
- 0:31And if you'd love to connect, you can call me SMS or WhatsApp
- 0:34me on 08064662140. Now today on the podcast, I
- 0:42would like to continue with our book review.
- 0:46I know it's been months since I've done this, but let me just
- 0:49get back to it. And the book is Malcolm Gladwell
- 0:52Outliers. The subtitle, I'd be the subtext
- 0:56is The Story of Success. And let me be honest, we've
- 1:02entered chapter 1 now, and I don't like the way this book is
- 1:05going. I won't lie, I don't like it.
- 1:09But anyway, The thing is, since I promised you guys that is what
- 1:11we're going to do, I will finish the book.
- 1:13And The funny thing is, this is one of these ongoing arguments
- 1:18that I have with my wife because she's like, why are you watching
- 1:21this movie or why are you reading this book?
- 1:23Clearly, you're not enjoying this thing.
- 1:25If you don't like it, stop it. But for me, I just feel like,
- 1:29you know, I've already started, so I might as well finish.
- 1:32And it's also a conversation that even used to have my mom,
- 1:35because my mom is ruthless. Like she'll pick up a book,
- 1:37she'll give it 3 pages. If she's not feeling the book,
- 1:40she would drop it 3 pages. But for me, if I've started, I
- 1:44might as well just finish. So yeah, we will go ahead and we
- 1:50will finish this book no matter how long it will take.
- 1:54So chapter one of the book is called the Matthew Effect and
- 1:58that is where I even started. That's where the guy just
- 2:00started losing me. Now the reason why it's called
- 2:02the Matthew Effect is because of sayings of Jesus.
- 2:08That's the part where Jesus says in Matthew after one of the
- 2:11parables where Jesus said to he that has greater will be added
- 2:16and to he that has not even what he has will be taken away.
- 2:20So essentially Jesus Christ was at the end of the parable was
- 2:24explained to people. I said, look, this guy was a
- 2:26correct servant. And because it was diligent in
- 2:29what he did, and I'm going to add some more, and because this
- 2:32other guy was not diligent enough, the one that he even
- 2:35had, we will take away and we'll give to somebody else.
- 2:39And there's this modern trend where people look towards the
- 2:44Bible and they try to extrapolate business principles
- 2:48and all kinds of principles for life success and, you know,
- 2:51things like that. And it's not a bad thing to do.
- 2:54But to be honest, look, busy business partners.
- 2:56No worry, I'll leave the Bible soon.
- 2:58But I just want to make a point. The origins of the Bible are
- 3:02that, you know, the Bible was used for liturgical purposes.
- 3:06Liturgy just means public observance.
- 3:09The early Christian communities were using these writings in
- 3:13public celebrations as a tool of prayer and a tool of drawing us
- 3:19closer to God in the prayer and the sacraments.
- 3:24That's the whole point. It's not some textbook for you
- 3:27to use and try and extrapolate principles for business success,
- 3:30you know, even though you can find things like that not just
- 3:33in Matthew, but also in Proverbs and the wisdom literature and
- 3:37things like that. But anyway, let me not scare
- 3:40away those people who are not Christians.
- 3:42So this is what Malcolm Gladwell is trying to say.
- 3:46OK, Well, let me run you through the thought process anyway.
- 3:48So this is what Malcolm Gladwell says.
- 3:49Remember, the subtext about this book is the story of success.
- 3:54So in reading this book, Outliers, we're trying to figure
- 3:58out what is it that truly makes people successful.
- 4:01And here Malcolm Gladwell starts laying out his argument that
- 4:05it's not really, how do I put it?
- 4:10Sometimes people look for commonalities.
- 4:12When you see people successful, you're looking for the things
- 4:15that they did that help them to be successful.
- 4:18And the assumption is that if I do the same things, I will be
- 4:21successful as well. Malcolm Gladwell is trying to
- 4:24say that no, that is not the case.
- 4:26That actually people who are successful have some hidden
- 4:30advantages that are not available to all of us.
- 4:33And those are the reasons why these people are successful in
- 4:36the 1st place. And you can see why I'm already
- 4:39beginning to quarrel with this book because The thing is, even
- 4:44if it were true now, the reason why somebody's successful is
- 4:48because he was destined to be successful by the virtue of his
- 4:51birth. You believing it.
- 4:52How would that help you while here trying to make some good
- 4:57money? We want our children to live a
- 5:00correct life. We want to give our spouses nice
- 5:03things. We want to be able to flex once
- 5:06in a while. I would like to have shawarma
- 5:08for breakfast every day, pounded yam with you know, maybe like 8
- 5:13meat and like 5 bottles of coke and then maybe pizza for dinner
- 5:20as in lavish lifestyle. So if these are your goals, how
- 5:25does it help you to wake up in the morning and now start
- 5:28believing that, oh, the reason why that guy or that babe is
- 5:32successful is because of the family she was born into or the
- 5:37decade that she was born? Or because of some advantage
- 5:41that Mumsy and Popsy gave her? Or because of some connections
- 5:45that the guy has because of who his Popsy is?
- 5:48I mean, I don't have it these things, to be honest.
- 5:53It might be true. But The thing is, how is it
- 5:55helping you? Do you think you're going to
- 5:58give your best if that's how you're walking through life?
- 6:01Like, oh, this guy's successful and it's because of his popsy
- 6:05now. Oh, she's successful as because
- 6:07of her mom. See, Oh, those children, all of
- 6:09them are successful as because they were born in the UK.
- 6:13How would I help you? Anyway, let me get back to what
- 6:16Malcolm Gladwell was saying. So he starts off his research by
- 6:20saying that if you look at hockey and different kinds of
- 6:23sports, athletic programs in the West, you know, Canada, America,
- 6:27that kind of thing, that you start looking at the statistics,
- 6:29you'll be able to figure out some kind coincidences.
- 6:33And one of them is that people who make it big in hockey in
- 6:39Canada and some other sports in America, it's because they
- 6:42happen to be born around particular months.
- 6:49So for hockey, he noted that date of their birth between
- 6:54January to March, 40% of the elite players in Canadian
- 6:59National leagues happen to be born between the months of
- 7:02January to March. And the reason why that's the
- 7:05case is because he says that there are arbitrary cut off
- 7:09dates. You know, you want to pick
- 7:10somebody, you want to pick children who are, you know, nine
- 7:13years old, ten years old, you know, stuff like that.
- 7:15Before the end of the season, I'll be before the beginning of
- 7:18the season. And so it just so happens that
- 7:21children who are born around, you know, January, February,
- 7:26March, of course, technically speaking, even though they are
- 7:29the same age as somebody who was born in December, Abby, is it
- 7:36December? And the point is that those
- 7:38people who are born early January, February, March, they
- 7:41have an advantage because they're going to be months older
- 7:44than their contemporaries. And so it gives them a physical
- 7:47advantage. And of course, yes, we know it's
- 7:48true because for those of us who are men listening to this
- 7:52podcast, you know, we know. We know that.
- 7:54Yeah, that just happens to be true.
- 7:57If you're a 10 year old boy, you know, the 11 year old usually
- 8:00stronger than you and faster than you.
- 8:01It's just one of those things, if you're an 8 year old boy, the
- 8:059 year old usually turns out to be stronger and faster than you.
- 8:08It's just one of those things. So it is the kind of rationale
- 8:12when you start doing statistical analysis on hockey leagues,
- 8:16which are the one they do again, baseball, excuse me, things like
- 8:20that. You now start saying that, oh,
- 8:21OK, champions in this league usually are bond between this
- 8:25month and this month. Now, when I'm looking at these
- 8:32things, I always say it's a matter of perspective because my
- 8:34father used to say, yeah, numbers don't lie.
- 8:36But the problem is people have to interpret numbers.
- 8:39If you notice, it is 40% of elite players that happen to be
- 8:43born between January and March and Malcolm Gladwell and
- 8:47everybody, they're paying attention to this 40% what
- 8:49happened to the other people, the 60% that don't happen to be
- 8:52born within this choice month but are still making it.
- 8:57This problem I have with the work agenda.
- 8:59Somehow they never seem to look at the statistics in an even
- 9:03manner. So 40% of people are born
- 9:05between January and March. Oh, so therefore it means if
- 9:07you're born between January and March or when you be successful
- 9:09in sports, I mean, come on, It's not the only factor.
- 9:16And that's the reason why already I'm beginning to not
- 9:18like this book. We want people to read this
- 9:20thing believing that an important factor of your success
- 9:23determines on is based upon when you are born.
- 9:28So if you're born between January and March, correct, I'm
- 9:30a success, I'm an overcomer. But if they born me in November,
- 9:34December, Oh no, I am down, I am cast out.
- 9:38I am dejected. I am for long.
- 9:39Nothing for me now. I locked me that.
- 9:44I mean, come on. Anyway, the statistics are
- 9:48impressive. They look at hockey leagues,
- 9:49they look at baseball leagues. What again?
- 9:51Which one did they look at? But summary Well, Malcolm
- 9:54Gladwell is trying to say is that people don't rise from
- 9:57nothing, that anybody who is successful owes his success
- 10:02either to parentage or patronage.
- 10:05That's what he's trying to say. If you're successful because of
- 10:08who your parents are or if you're successful is because of
- 10:13who your parents know or because of who you know.
- 10:17So who your parents are and the patronage that you have give you
- 10:21hidden advantages and give you opportunities that are not
- 10:24accessible to everybody else. Now, like I said, I'm not going
- 10:28to sit up here and be naive and say these things don't matter.
- 10:31Yeah, it matters who your mom's here and Pop sees.
- 10:33It matters who you know. It matters.
- 10:36I'm just trying to tell you that don't believe all these work
- 10:38bears, that this is the most important reasons why some
- 10:42people are successful. Remember in the hockey thing,
- 10:45they say 40% of elite players are born between January and
- 10:49March. There's still 60% of people who
- 10:51were born in the bad month and who still made it.
- 10:55So I beg, don't let this kind of literature color.
- 10:58Don't let it blind your eyes. Yes, you might be the children
- 11:02of nobody, and yes, you have no patronage.
- 11:05Yes, you have no connection. Yes, you have no education.
- 11:09Yes, you have nothing. Yes, it's possible.
- 11:13We are born on the wrong. You are born in the wrong
- 11:16family, in the wrong part of the country, on the wrong side of
- 11:19the track, on the wrong everything.
- 11:21It does not mean that your life is going to end up in 0.
- 11:26It doesn't mean I really wish people would stop spouting this
- 11:33kind of things. It might be true, but it's not
- 11:39the sole determinant to our success.
- 11:42It doesn't mean that because somebody is born with the right
- 11:46parents or the right circumstances or the right
- 11:49patronage that they are going to be successful.
- 11:51It doesn't mean I appreciate one part of his argument, though.
- 11:57He's trying to say that when it comes to athletics and other
- 11:59stuff, because we have arbitrary cut off dates, we're giving some
- 12:03people some kind advantage if it's like that.
- 12:05I understand because he also points out in Scandinavia that
- 12:08they don't start making these decisions until the children are
- 12:11much older. You know, when people have
- 12:13entered puberty, then you give everybody a fighting shot
- 12:16because now and speaking from the point of view of a of a guy,
- 12:19because like I said, you know, I used to play some sports.
- 12:21And the truth of the matter is just that if you're a nine year
- 12:24old, the 10 year old is faster than you, he's stronger than
- 12:26you. He's just giving on average.
- 12:29So they wait until everybody don't mature, everybody has
- 12:31entire puberty before we now start selecting everybody into
- 12:35different leagues, you know, top ten, first league, Syria, A
- 12:40this, that, that, that. So, yeah, I understand what he's
- 12:45trying to say now. Those of us who are in a policy,
- 12:49in a position to affect public policy, we have to be careful to
- 12:52be sure that we are separating people at the right time and
- 12:55we're separating people fairly so that everybody can compete
- 12:58fairly to that extent. I appreciate the argument he's
- 13:02making. And for that, I would say, yes,
- 13:04Malcolm Gladwell and you know, the rest of the people, you
- 13:06know, on our political spectrum, yes, continue to say that
- 13:09because we should be mindful about the kind of structures
- 13:13that we're putting up in place and how they affect people's
- 13:18ability or people's propensity to to rise and to make something
- 13:21of themselves in this light in this life.
- 13:25But now let's come down to business.
- 13:27Let's think about it. What are the implications for
- 13:29business? Because here, you know, this
- 13:30podcast, that's all we talk about sales and marketing
- 13:32business. So implications for business.
- 13:38Some people think it is. So last week I saw some idiot on
- 13:43LinkedIn guy guy begin to rat. The guy was talking anyhow, the
- 13:47guy said that OK, well I shouldn't call him an idiot,
- 13:50sorry, because he has a different point of view.
- 13:51I shouldn't call him an idiot. But I was just ranting about how
- 13:54Dangote is not a role model or Ted Dollar is not a role model.
- 13:58Da Vidu is not a role model. He calls from other people and
- 14:01the reason why he says because those people were born into
- 14:04wealth and so because they were born into wealth, they didn't
- 14:06have to struggle like the rest of us and were not born into
- 14:08wealth. And the guy just they rant, just
- 14:10they rant, just they rant. There are some people who
- 14:13believe that Dangote is where he is because he was born that way.
- 14:18He was born into the Dantata family.
- 14:20He was born into millions. They gave him millions and so he
- 14:23continued to has me to have millions.
- 14:25Some people believe that oh Davido.
- 14:27The reason why Davido is big is because Davido was born into
- 14:30wealth. His father gave him wealth, his
- 14:33uncle gave him wealth and he will continue in wealth and
- 14:35prosperity. There are people who believe
- 14:37that so they say OK Dangote born into a wealthy family, his uncle
- 14:42had correct pepper and gave him C capital.
- 14:44They say young man take this thing go and buy 3 trucks start
- 14:48your business. So Dangote had the advantage of
- 14:50wealth and the wealthy uncle who gave him money.
- 14:54I say go and buy 3 trucks to start your business.
- 14:58That's what the guy claimed on LinkedIn.
- 15:02But think about it, is Dangote, the first person to come from a
- 15:05wealthy family is down with a the first person to have a three
- 15:09truck advantage. I've seen people who have been
- 15:12given an advantage take this fleet, 5 cars start this
- 15:16business and they run the business into the ground.
- 15:19I have seen that happen. I'm related to this person so I
- 15:23don't want to say anything more than that, but I've seen it
- 15:26happen. Somebody has been given 5 car
- 15:29advantage and the person who ran the business to the ground
- 15:35because somebody dashed you 3 trucks or five cars is not a
- 15:38guarantee that the business will succeed.
- 15:41It is not. If that were the case, every
- 15:46single person in down with his family should be incredibly
- 15:51wealthy as he is. But is everybody in his lineage
- 15:56or his cousins, are they all as bastard wealthy as he is?
- 16:02In our families, We know our families now, some of us are
- 16:06born in the middle class section.
- 16:07There's some people that are born in the poor section and
- 16:10there's some people that are born in the wealthy section in
- 16:12the family. One of my aunties used to tell
- 16:14me, Terry Schumer, no condition is permanent.
- 16:16You're looking down on these people now.
- 16:18No condition is permanent as we're growing up now.
- 16:20I'm seeing that. Yeah, Auntie was correct.
- 16:22There's some people who are born in the quote, Paul, part of the
- 16:26family who now they're the ones on top.
- 16:29They don't hammer large, big boy, big girl.
- 16:32Confirm. Meanwhile, they were born in the
- 16:35poor section of the family. The part of the family that way
- 16:39you see them is just like, you know, you just look at them
- 16:42anyhow. And then also people who are
- 16:45born in the rich part of the family, holidays abroad,
- 16:51shopping at Harold's, vacations in Switzerland, vacations in
- 16:56America. But now you look at them, you
- 16:59know, it's not as if they're poor.
- 17:01But life did not to arrange these things happen.
- 17:09It's not every single person that was born rich that is rich
- 17:12today. It's not every single person
- 17:14that was born poor that is poor today.
- 17:18Yes, these things might help. Let's not use it to call our
- 17:20perspective. So please, if you are born with
- 17:24a silver spoon, don't take it as a guarantee, as a short thing
- 17:27that you will hammer, that you will make it.
- 17:29No, don't. It's not a given for you and I
- 17:34can tell you from my own family's experience, if you are
- 17:39born in the poor side of the family, it doesn't mean you will
- 17:42remain in the poor side of the family forever.
- 17:45You will elevate. Don't worry, you will.
- 17:49We pray as our hard work. Dangote is not the first person
- 17:54to have a three truck advantage or A5 car advantage or a wealthy
- 17:58uncle advantage or a wealthy grandfather advantage or a
- 18:01wealthy whatever advantage. Now even me, small boy, I
- 18:05haven't arrived yet, but I will arrive in Jesus name and you
- 18:08guys will feel it when I arrive. Some people look at me and they
- 18:12say, oh it's obvious and I say it's obvious how they say you
- 18:16know you're from media, family know Popsy was an NTA.
- 18:20Mumsy started off an NTA, Popsy was in radio productions, Momsy
- 18:23was in TV productions. You are around that whole thing
- 18:27of TV production, video production, radio production.
- 18:31Later on, Momsy became a marketing executive.
- 18:33So I've always been around marketing, public relations,
- 18:36advertising consulting. Moms used to buy, have a
- 18:40business review when we're in secondary school.
- 18:42Just believe it in the house, you know, So that's where I got
- 18:44my first stage of reading some of these things.
- 18:46So some people look at me and they say is a given now is
- 18:48because of your family background?
- 18:51Oh really? It's a giving because I'm the
- 18:55first person to be born in a media house.
- 18:58So when I say media house, it's not big, big, big like that.
- 19:00What I just mean is my Popsy was in radio productions, my Mumsy
- 19:03was in TV productions. Mumsy later on became a
- 19:07marketing comms professional. So I've been around some ideas
- 19:10like this. Is it a giving?
- 19:12Was my brother not in the same space?
- 19:14Why is my brother in academia now?
- 19:16And then me, I'm here. It's not a giving.
- 19:20My parents raised seven of us. Why am I the only one who's
- 19:23doing this thing now? Why is it not a given that is
- 19:25seven of us that are all into this thing?
- 19:27Why is it not a given? It's not like that.
- 19:31Doesn't interest have is a role to say about it?
- 19:34Don't passions have a role here? What about resilience?
- 19:42I mean, come on. I had close to 1000 podcast
- 19:46episodes before I got my radio show.
- 19:52That was me. That was my own effort.
- 19:55I haven't been able to get the TV show yet, but by the time I
- 19:58get the TV show, I would have put in a certain number of reps
- 20:02on the radio show. I mean, some of his work.
- 20:07I mean, who knows? Maybe me, born into the family
- 20:11that I was born to, will be responsible for whatever success
- 20:13that I'm going to achieve. But a certain part of it is also
- 20:17going to be me as well. So please, if you're one of
- 20:20these people that has read Malcolm Gladwell from beginning
- 20:23to the end, please, this is just chapter one.
- 20:25Oh, so maybe he will change the tenor of his argument as the
- 20:28book goes. But so far in chapter 1, I won't
- 20:29lie, I'm not feeling this book, but I'll continue.
- 20:33I will review it until the end because I promised you guys.
- 20:37Now please, it's not as simple as people try and make it out to
- 20:41be. Remember the statistics that
- 20:44Malcolm Gladwell is quoting? Yes, 40% of elite players in
- 20:49elite Canadian National leagues and elite American leagues and
- 20:54whatnot happened to be born between January to March.
- 20:56But that is only 40% big. There is still 60% of people who
- 21:01were born in the wrong month and who still end up playing in the
- 21:06National League and collecting that juicy, you know, nice,
- 21:12correct money. Be careful what you read.
- 21:19I guess that's just what I want to say with today's podcast
- 21:22episode. I will finish the book review or
- 21:24please, please, I beg, be careful what you read.
- 21:27Sometimes some things might be true, but it's not helping you.
- 21:32It's not helping you at all. In Nigeria, we have this
- 21:34narrative of, you know, corn off and Yoruba.
- 21:39Let me not talk too much, but you know, we have that thing
- 21:41going on here in Nigeria. I'm Steve.
- 21:45According to 791979 census, we are the 4th largest tribe in
- 21:49Nigeria. But then there's this whole gist
- 21:52of, you know, northern hedge money going on.
- 21:56And so because of that key people will never reach or never
- 21:59thrive or never go beyond a certain threshold.
- 22:03There's not undercurrent there. If I believe nothing, how will
- 22:06you help me to achieve the things that I want to achieve?
- 22:09How will you help me even if it's true?
- 22:15Will me and my people, the Tea people, the Tea Nation, will we
- 22:18have any odds for growth if we believe this thing?
- 22:22Even if it's true, it's not by striving against our odds that
- 22:25we'd even stand a chance to break beyond these certain
- 22:29limitations, whether it is true or not.
- 22:32And whatever tribe that you are in Nigeria, because you all have
- 22:35this thing going on, you know, you say, oh, OK, you're able.
- 22:39No, I'm not able. Actually, I'm in Donnie and the
- 22:40Ebo people are oppressing also in Donnie people.
- 22:43I mean, we all have these things depending on the region.
- 22:45And I beg, let me stop here before Spotify deletes my
- 22:49podcast because I'm saying controversial stuff.
- 22:52So let me just leave it like that.
- 22:54But bottom line, be careful what you read and the circumstances
- 22:58of your birth and your patronage is not the only thing that will
- 23:01determine your success. Please.
- 23:03There are too many people out there saying all this crap.
- 23:05Do not believe it. Yes, it is important.
- 23:08It is nice if you have a rich daddy and a rich auntie, but the
- 23:11fact that you are born poor does not mean you will not, you will
- 23:16not make it. Keep listening to this podcast.
- 23:18Keep listening to other podcasts where people are devoted to
- 23:21trying to figure out the principles for business growth,
- 23:25the principles for personal development, the principles for
- 23:28achievement and just give it your best shot.
- 23:32And then continue to pray and then to work hard and give it
- 23:35your best shot. It's not all of us that become
- 23:39billionaires. But I firmly believe that if you
- 23:42are born at 0, it doesn't mean you have to remain at zero.
- 23:46With some hard work, even if you don't get to 100, at least you
- 23:48can enter 20 or 30. And going back to this whole
- 23:53argument thing, if you were born at zero, were you able to
- 23:57achieve to 20 or 30? Level 20, level 30, by the time
- 24:01your children are born at level 20, level 30, at least they now
- 24:06they're also having their first advantage.
- 24:08Because even these language itself is not as if if we track
- 24:11their family lineage, that they were all rich from the beginning
- 24:14of time. It had to have started somewhere
- 24:16with someone. They had to have been one person
- 24:19who took the bold step and started establishing that
- 24:21lineage. Anyway, let me go off your mic.
- 24:25I beg before I say something I'm not supposed to.
- 24:27So that's all, if you'd love to connect, call me, SMS me,
- 24:33WhatsApp me on 08064662140. Again, the book that we're
- 24:38looking at is Malcolm Gladwell, The Called Outliers, The Story
- 24:41of Success. You know, read it if you want to
- 24:44read for yourself because it's possible that maybe I'm getting
- 24:47angry about something and I'm missing the main point that the
- 24:49guy is trying to say. So read it for yourself.
- 24:51So thank you very much for your time and attention.
- 24:53I will catch you next time. Same place in your headphones or
- 24:57in your speakers.