The "Sesame Street" Kid: Growing Up and Getting Paid in Nigeria

Hello and welcome to the podcast. Today on the podcast, we're going to be talking about a few things, sales and marketing related and also navigating careers. Now, the reason why we're going to be talking about this today, by the way, it's a freestyle something, not a very structured episode. The reason why is because a listener of the podcast reached out to me. My name is Joy Noni. Sorry, I'm not. I know I'm not pronouncing your synonym correctly because I

suspect she's Igbo from the eastern part of Nigeria. I suspect in fact, let me even go to LinkedIn profile now then be sure that I'm giving you guys the right information. Sorry, one moment I'm on my phone. I have to click through on her profile. OK. Yeah. So she is in a nugu state. Yeah. So she's in a nugu state. Well, let me assume that she's you both. Of course, you know, I might be wrong. So the listener of the podcast,

Join Noni reached out to me on LinkedIn. She is a brand strategist. So please, you guys, go follow her, show her some love, and tell her that you found her from the podcast because I gave her a shout out. So she's a brand strategist, and she helps businesses to stand out by revealing their true value. Oh, sorry, apologies. I'm in the parking lot as usual because, you know, I'm running to and fro. And I just saw this message from Joyce.

I said I'm just making this podcast recording Sharp, Sharp. So she's a brand strategist. He helps people to stand out by revealing their true value so that the right people can see them, can remember them and to choose them. So that is what Joy does. So follow her on LinkedIn, say hello, tell her that you heard from her over here on the podcast. So she reached out to me, we had a chat and I just thought it would be nice for me to come over here and make this podcast recording in case some of you have the same sort of questions that she has.

So she sent a message and I responded by saying thanks for connecting. It's a pleasure to be a part of your network. Now I answer everybody like that, or rather I send everybody that message who reaches out to me because actually I am quite honoured, you know, whenever people find out and reach out to me, you know, it's not like I'm A Celebrity or anything. So actually it is an ought to be a part of your network. You know, I'm not forming politeness or, or anything.

And so she responded. And from there, that's where the conversation started. Oh, by the way, my name is Tavishima Ayede. I'm the host of the podcast. I'm a former lawyer, now turned business consultant, and I make this podcast because I'm trying to solve business problems, especially business problems that can be solved by increasing your sales. So that's what this podcast is about. If this is your first time discovering the podcast, then please subscribe on Spotify, on YouTube, on Apple or any player of your choice.

And not only that, tell your friends and your family members and your enemies as well, because when your enemies progress, when they grow, your business will grow as well. You know, I'll explain the physics about it later, but just remember, network effects, OK? Network effects, If your enemies grow, you will grow as well. I'll explain that later. So tell your enemies about the podcast too. Then, if you'd like to connect with me, just like Joy Noni did,

my name is Tavishima Aidi. You can look for me on LinkedIn. I send a message out to everyone. And even if you don't receive a message from me, I'm sorry, you know, I'm human. Maybe one or two things fall through the cracks. Send me a message. I respond to everyone except if you are an idiot and you're rude, then I'll block you sharply. But really, I talk with anyone and I talk with everyone because I do not take this encouragement and I do not take this support for granted because of course,

you know, I'm trying to grow the podcast. I'm trying to promote the podcast on my own. So I'm always chasing people to see how I can get more visibility for the podcast. So believe me, I do not take it for granted when you guys find me organically. I think I didn't chase you. You're the one who found me and you're not reaching out to me. I do not take it for granted. I actually value the support and I value the encouragement.

So yeah, apart from LinkedIn, you can call me, send me a text message or a WhatsApp message on the 0806466 2140. If you have questions, you have comments, you have queries, you want us to collaborate on something or you want me to consult with you on something, then yeah, reach out to me. So Joyce said good morning Sir. I hope you're doing well. Me too. I hope I'm doing well. Actually. It's not bad, you know, generally just started, kids are back in school, paid school fees remaining small, now pay house rent no more.

It's OK, we're alive and well. So that's good. So she said she wanted to ask me something if I don't mind. Yeah, sure. I have no problem. Ask your questions. I'll respond whenever I am free. And that's actually one of the reasons why I say send me a WhatsApp message, because if you try to call, I might be on the move. I might be in the middle of coaching engagement or in the middle of teaching classes or something. But if you send a WhatsApp message when I'm done, I can't respond.

Now, I don't respond. I don't promise that I'm going to respond immediately, but in all past 48 hours, you hear from me, you will hear from me because I respond to all my messages. Remember, provided you're a reasonable human being, I you're not rude. You know, if you're rude or I think you're a 4 niner, you're a hot star or something, I'll block you sharply. I had to block somebody this week. Well, anyway, so Joy continues.

She says you are a master at marketing. I know from listening to your podcast. However, you studied something entirely different in school. Now those of you who are trying to reach out to people that you respect online or people you think are influencers or even if you want to reach out to somebody in the flesh because right now, you know, those of you who listen regularly, you know, I told you guys yesterday was the day before yesterday that I want to be on other regular radio stations.

And for one popular radio station chain that has stations in the east in Abuja and in Lagos, what? They're charging me for a 30 minute segment. They're charging me to M 2,000,000 per month, 2 point something million at the end of the year I need like is it 24.8 million? I'll be 28.4 million. I can't remember sure, but that's how much they're charging me So myself I define money. So because of that, there's one of these guys from my popsies village I have to go and greet.

You know how it is how to go and greet that guy. Let me see if I can raise some millions from him. So, you know, I've been telling you guys that look, flattery or being polite or whatever, it goes a long way because so many of you tried to reach out to me. And then your message is also, hello, my name is Judy. You know, I'm doing some business, blah, blah, blah. These are my problems. What is the top five ways to grow my business?

Like, relax, some of you guys are just too abrupt. But you see this lady Joy, you see her approach? She started with flash, with flattery. She said I'm a master at marketing. Am I not a human being? How would I be flattered and open the message and continue to read. You can see that there's some simple principles that apply here. So you know when I say be human, be conversational. You know, a little bit of a flattery or talking about the other person never robbed you off the wrong way.

So just like this guy from my property village now to go and greet. So I'm flattery too. Now before we settle down to business, I'm trying to raise like 28 M here so I can be on the radio if I just go in and say good morning, Sir, I'm from you know, your father and my father are from the same village. I need 28 million. How is that going to work? How? Anyway, let me continue. So she says your master marketing. So thank you very much for toasting me, Joy.

It's nice to hear that if I want to go home, I'm going to show my wife this message. I'll say, babe, see this message. Can you see in this house you don't rate me, but outside people rate me. So I was like, so yeah, she said I studied something entirely different in school. And yes, she's correct. She's really, really correct. I studied law at Obafemi at World War University, so just the same normal law degree that everybody in Niger does.

Then after that, I went to law school and then I served in keno for a bit, stayed behind for a while. Yeah. So that's it professionally. That's what I studied. Now later on, I would do my master's degree at the University of from Aberdeen in Scotland. And my master's was in oil and gas law and that's where I met my wife who's studied, I think she studied sustainable energy or renewable energy or something like that. So she was my senior by one year.

So I like to tease my wife. I'm actually older than how, but when it comes to school, she actually, she's a sharp girl, so she ran through school quickly. So I actually tease my wife. I tell her that she likes her younger boys because she married her junior, because, you know, in law we have this seniority thing based on where you graduated. So my wife graduated ahead of me. So she's my senior even though I Senior High in age.

So yeah, I like to tell her, I mean, I like older women, wink, wink. All right, where was I? So yes, Noni, you are correct. I actually studied something else. But it's something that you should know, especially people of our generation, you know, like I like to say I'm a Sesame Street kid, NT and Sesame Street. And that's because people who are born late 70s, early 80s, that's like that was our life. You know, you go to school, you come back home, you run around a bit, you run around a bit.

Then 4:00, that's when they open the TV station with national anthem. After that, Sesame Street. Then, you know, you watch that for a while. Then I think like 5:00 they start sports and then your uncles take over the TV or you children, you go outside and play, you go and play football or, you know, climb trees or whatever. So I don't think you guys have to understand that, you know, nowadays people talk about doing what you love and blah, blah,

blah, blah, blah. For us, when we're growing up, that was not the atmosphere in the air because, OK, the the military was in power. Things didn't seem to be going too well in Nigeria and on the African continent economically. How many it comes to civic rights and you know, things like that. So the future seemed bleak, or at least that is the that's the kind of thing that people used to push out that the future was bleak.

So for people who could Jack by early, you know, they would like that. Some of my classmates who after primary school, yeah, they cut out, they left. There's some people who left in like junior secondary school, but you know, shark people Jack by. So this Jack by thing is not a new thing. You know, since I've been more people have been Jack by Jack by. So it's not new. So for us, you know, for me and my wife's generation, trying to decide on what to study was a much more pragmatic thing.

Wasn't a matter of what's your passion, what do you love, blah, blah, blah. Because I was a quite a kid, but I also was a very talented kid. So I had some physical talents. Coach invited me to try out for the football team, but then somebody broke my nose. Well, not really broke my nose, but there was plenty of blood. And I said no, I'm not like, no, I love football, but it's not as much. But I had some physical skill,

then I could draw a bit and I could rap a bit. And, you know, there are lots of things that I could do. But at the end of the day, I had to tell myself that, look, you know, looking around that environment at the time, I was like, OK, so you can rap and people respect you because, you know, you have flows. But you know, like on to what? I'll become a musician in Nigeria. OK, I can draw and people respect my skills, but I was like, OK, So what?

I'm going to become an artist in Nigeria. And then, you know, obviously I was not in any football Academy or something, so athletics was out of the question. So I started thinking very pragmatically about what I was going to do when I grow up. And since I like philosophy and stuff like that, I thought I would study politics, philosophy, and economics. That was #1 or #2 I was going to study Canon law, but later on I would learn from my father that Canon law is mostly a Catholic thing.

So if I study Canon law, you know, my, my employment opportunities would be limited. Then I will learn from my mom later on that if I studied politics, philosophy, and economics, that's really what I wanted to study. Mumsy told me that I would die a poor lecturer. That's what she said, because back then lecturers used to be poor. I mean, right now lecturers are bawling, flossing, especially private schools around now, but back then, you know, lecturers were poor and mom, she said that I would die a poor lecturer.

So to be honest, my studying law was just, you know, how for do you know, you look around, what else will I do? So that's how I ended up studying law. So there was no passion, there was no love. There was no what's my greatest purpose? What did they put me on this earth to do? Something, something, something. So for for people in my generation, me, my wife, my classmates was a very practical or something. So those also ended up in law or accounting or medicine or engineering or geology or whatever.

It was very, you know, fact based, practical based. As per this is where Niger is heading. Where can we locate ourselves? So that's the sort of thing. So yes, join on you. You're absolutely correct. I did not study marketing in school. My brother, however, studied business administration. So yes, he did have some marketing courses. So let's see. Yeah, I studied something entirely different in school and she said she in a similar situation.

So I told her to send me a WhatsApp message so that we can keep on chatting because I already checked my my LinkedIn inbox. So she wanted to know how I found my way to marketing and how I discovered that I liked it and how I got started. So let's see. OK, so this is my response to her. So first of all, I told her, I responded, I said my story wahala. The reason why I say wahala is because I don't like. So excuse me, I don't like talking about my story.

Well, first of all, because I don't think there's a story to tell. And also I think in business circles we have over glamorized this whole rags to riches something, something, something. So everybody wants to come up with an angle like, oh, I was abandoned as a child or oh, my parents got divorced or oh, I was abused as a child. Or oh, from rags to riches or oh, I came to Lagos with 500 and my pocket today I'm a millionaire and blah, blah,

blah, blah, blah. And quite frankly, I think that's what we're done now. There are some people who have had significant difficulties and in fact we will make it harder for people who have significant difficulties to tell their story. So I'm not going to join that bandwagon. So there is no sob story. There is none. My childhood was happy and fine. Nobody sexually abused me, well, at least none that I know of. I didn't grow up in abject poverty.

I didn't have only one pair of slippers. I didn't come to Lagos with only 500 naira in my pocket. Like there's no sob story. So apart from the things that come out normally, you know, when I'm on stage or like now when people are talking to me one-on-one, there is no story to be told. Actually none. So that's what I told her. That's why I say my story, Wahala, because I have no story to tell. I'm just like you. You're Nigerian, right?

I'm Nigerian. I'm just like you. You had loving parents, right? I had loving parents. I'm just like you. Did my parents struggle? Oh yeah, yeah, sure, sure, sure they did. Just like your parents did. I'm just like you. You schooled in Nigeria? Oh, yeah, I schooled in Nigeria too. I'm just like you. If you're those part of those Nigerians who schooled abroad, eventually I schooled abroad. I'm just like you. You're able to get a bit of an education.

Yeah, sure. I got a bit of an education. I'm just like you. You're not thoroughly educated. I understand perfectly well. My father stopped at national diploma. So in a sense, you know, kind of I'm just like you. I also have cousins who decided they're not going to go to school anymore. And you know, we're still in the middle of some of those things because it has implications. So on whatever yardstick or whatever criteria or whatever,

I'm just like you. I am you. That's the reason why I make the podcast and that's the reason why I'm flooring direct with you because I'm like you, I'm your brother. We can relate. So there's no need for me to have a story. And you know, you won't hear any story. What is important is what I know about sales and marketing and I'll do my best to continue talking about that once in a while. Some personal no gets you drop when they drop, no problem.

But apart from that, I have no story and I'm not going on stage for some rags to riches something. Now, God willing, if I achieve my aim and I become a certified big boy, as in like me, Antonio Lumelu and Dan Gote, like all of us on the first name basis, you know, maybe when Dan Gote is, you know, in a bind, like he needs to be in Switzerland quick, quick. Like he can call me up. And I said, oh, damn, it's not a problem.

You can have my private jet. It's all right. It's cool, you know, Or maybe Tony Alumelu wants to host his birthday bash, but maybe Tony's house is too small. And then Tony Alumelu wants to use my own house. I said, oh, yeah, Tony, no problem. Now we boys, we cool, you can use my house on the island. It's not a problem. It's not a problem. But don't worry, I'll take care of it. Just just go ahead, just use it. So if my plan works out and I

come and certify big boy, I'm still not going to do that whole, you know, this is my story thing. You know, there is no story. What I know about sales and marketing, that's the most important thing. So my answer to her was there's no personal story. I didn't find sales and marketing. Sales and marketing found me and this is how it found me. For those of you who listen to the podcast, you already know my brother and I, we started trying to do a couple of businesses and we realized that we were struggling.

The reason why I was struggling quite simply was because we could not sell or market ourselves. It is that simple. That is how sales and marketing found me. That's all. That is what began the journey. I was doing a couple of things correct and my brother kept trying to give me material to say read this thing. But I looked at it and I said this is Brian Tracy. Now what does a white boy have to teach me about selling and marketing Nigeria?

I will not read this thing and I caught you doing my thing. After three years, I listened to The Psychology of Selling and I realized that oh, OK, my brother is actually correct. There are a couple of things that I can learn from this guy, even though he's a white dude and the guy is old guy is old as you know, as he's old. Even back then I thought he was old not to talk about now because Uncle Brian is still alive. I listen 2026.

So that was when I now realized that como this thing that you say sales and marketing, even though there's an audible person who is talking about these things, this principle is actually apply in Niger. So the challenge now, yeah, the the the focus now is these things that they are saying that they are doing in America, in in Canada, in the UK, how we go apply these things in the Nigerian context, that's all. So that is what I started doing.

I read Brian Tracy, the guy says this, is this OK, good. What's the corollary? How do we apply to Niger? I hear Grandka, don't say something. No problem. What's the levels? How do you apply to Niger? I read a book about sales and marketing. This is what they are saying in London, in New York, no problem. How are we going to apply that thing in Niger? That's how the thing started. I need fine sales and marketing. Sales and marketing found me.

Two boys were trying to be in business or trying to set up their family right. And we realized that sales and marketing is the way. And that's why I keep saying that you people should stop deceiving yourselves. I started off after legal. I started off as a wedding photographer. Too many of you wedding photographers, you lie in love with cameras. Stop buying the most expensive camera on the market. It's not the camera that is keeping your career.

Excuse me, Go online sales and marketing. Some of you think that you know, because your father quarreled with your uncle before he died or something, something undecided or the family doesn't like you. It's not spiritual forces that are holding you back. Go and learn sales or marketing, even if it's spiritual forces that are holding you back, but you learn sales and marketing. You learn the proper thing to do and then unite yourself with God who can hold you back.

Who? It's not your family that is keeping you back. Then there's some people who think, oh, they don't have the right connects, they don't have the right education, you know, blah, blah, blah. No problem. Learn the little that you can about sales and marketing and then who can hold you back? I mean, I'm in Abuja, every day when I'm ready to go and drop my wife, I drive by. This passes guys building, what's his name? Cosmos.

Cosmos. Cosmos. Maduka is in Maduka or Maducha. Sorry, forgive me Cos charis Cos cha. He did come from the right background. When learn sales and marketing, you can make something of yourself. So excuse me, how small? Qatar? Go and learn sales, go and learn marketing. So that's what started this, the journey of the podcast because lots of Nigerians don't know that it is that simple. Go and learn sales, go and learn marketing.

If they're in photography, they'll start looking for a better camera. If they're in baking, they'll start looking for a better oven. If they're in retail, OK, well, location is good in retail, yes. Then retail. Don't start looking for the expensive storefront or whatever it is. All those things are good. Buy the camera if you can, rent the biggest shop in the best space in Abuja or in Lagos or nature if you can afford it, but go online sales and marketing.

This is where a lot of us are struggling. That's what began the journey. Lots of Nigerians don't know that it is this simple. OK, well, let me not say it's this simple. I'm not trying to give the impression that you don't want to do any work. You have to do work. But this is the beginning. And that is how I started promoting this this gospel on the podcast. And it is a gospel. It's good news. Please, Christians, no vex.

I'm not trying to say that Jesus and money are the same. Yeah, I'm being metaphorical here. That's how I started promoting this gospel. And I also told Joy that I'm really, really thankful. Very, very, very, very, very thankful because since I've been promoting this gospel, it's not been easy. The reason why this gospel, the reason why this podcast is catching on small, small is because of people like you, Joy, people like you who reach out and who encourage me, who say,

oh boy, we cite you. Keep up the good work. That's why I continue. It's because of those of you who listen and those of you who say, ah, this is the correct guy and then we actually collaborate on one or two things and then I make some coins is because of people like you. Then there also people like you who never reach out to me, but who share it in different forums. That's how one day I was minding my business. One of my friends sent me a screenshot.

I said, Hey, where did you see this? He said some guy, some random guy just shared this in my podcast. He said that these guys the way and the truth that all of when I listen to this podcast, the guy never reached out to me. He just discovered the podcast and he said that this thing is solid. He now shared it. I was ranting about my podcast that people should follow somebody who is now group who knows me now screenshot and sent it to me.

So because of people argue that this podcast is really catching on and because of that, I said thank you very much for the encouragement. That's the reason why I asked all of you, even if it takes me 48 hours, even if it takes me one week, I'll respond to all the messages. And that's the reason why I give up my contact details. And I told you, Noni, send me a message on WhatsApp 08064662140. Well, let's let's continue to relate because, you know, I want to know some more about her situation.

And that's just why I said send a WhatsApp message. If I'm busy, no problem. But eventually I'll be free, I'll be able to respond and we hope to continue the chat. So for those of you who've been along with me for the journey, as long as I reach out, Dad has been listening for three years. Thanks. I really love you guys, those of you who are discovering me, discovering me new or you find value in this thing. I mean, thanks.

I still love you guys all the same. You are responsible for the growth of this podcast because believe I have tried to promote it on other avenues. There are some people who have podcast podcast syndication networks, you know, they come together and promote themselves. You know, I've tried, I reach out to a couple of people and I say, what's up? How can I get in, you know, but then it doesn't work out. In fact, there's one lady I

reached out to. She has, I think, a newsletter that makes podcast recommendations and all or not, you know what I tried, I said, what's up? I see what you do is real nice. This is what I do. And so what's the what's the criteria I'd like to apply? If I even if he's paying himself, I'll pay. So I've been trying, I've been doing other avenues, but I've noticed that you know, different podcasts, promotion networks, different podcasts, creating lists and things like that, you know, somewhere I don't get on it or actually to be honest,

maybe I've not been chasing them hard enough. Well, sure. What I'm just trying to say is that the reason why the podcast is growing is because of everyday all night Nigerians like Joy and you listening to the podcast. So I really value, I really value your support. I really do. So thank you very much for everyone who reaches out, everyone who loves the show, everyone who shares the show. So just in case you are like Joy and you are wondering who is this guy?

What's the background? Yeah, that's the reason why I'm making today's podcast episode. But ordinarily I've done over 1300 episodes. I think it's only two where there's been a dedicated episode where I'm talking about myself. Ordinarily, I don't do this because you know, who I am or how I got here is not important. What I know is the most important thing. So that's why I come up here. I keep on sharing all these podcast episodes every other day.

So thanks again, Joy Nani for reaching out. Remember, she's a brand strategist. Reach out to her on LinkedIn. Show us some love. You know, follow her. Who knows, maybe she might be able to help you with your brand. Bashar. Thanks to everyone who discovers the podcast and who supports me and who reaches out. Today's episode is dedicated to all of you. So if you want to be like Joy and you want to reach out to me, yeah, you can reach out on LinkedIn, but I respond quicker on WhatsApp and the phone number is 08064662140.

So if you have a question, you have a comment, you have a query, you want us to collaborate on something, you want me to train your team, you want me to comes up with you on something, reach out, let's have a chat. Even if all you want to do is you want to say good morning, Sir, I, you know, I appreciate your work. Even if that is all you want to do, even even even that is much, much, much, much, much loved, much appreciated because somebody helped me this morning and that was all he came to say.

His name is George. I'll use his son name because, you know, I didn't ask permission or anything, but that's all George's. George's reach out, say hey, what's up? Been listening to the podcast. You delivering value like I love what you do. Keep up the good work. Anyway, let me now turn this into a love fest. Basha, thank you to all of you who reach out. I'll do my best to keep the show going and I'll do my best to keep on dropping those Nuggets.

So that's it. And that's all for today. Remember to subscribe Spotify, YouTube, Apple, any player of your choice, and also recommend the podcast. Oh, sorry for that whistling noise. That was one guy just reversing and he didn't fix his car. Wow, fix your car. Wow, oil those wheels. So what was that? I lost my train of thought. And Risha, thank you all very much for reaching out to subscribe. And then let your friends and family members know and let your enemies know as well.

And this is the reason why it's called network effects. If you're hanging out with a group of let's say like 8 boys and then all 8 of you are broke, you know, the chances of all of you, all of you remaining broke, you know, is high. But if you're hanging out with eight boys and then four of you hammer and become billionaires, the fact that four of you don't hammer, the chances of the rest of you elevating, you know, it's now high.

So that's the reason why you should actually let your enemies know when you discover good stuff. Because if your enemy succeeds you self, you also succeed. It's called network effects. The pool, the environment everywhere is upgrading. And then you you're in the environment, you self, you go to upgrade. So let your enemies know about this as well. If your enemies get rich, you get rich as well. So that's it. Thank you very much for listening.

I'll catch you all some other time.