BusinessDay Weekender 28th Edition

SATURDAY 6, FEBRUARY 2021

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EDITION 28 I 6, FEBRUARY 2021

LAGOS MUSINGS: LESSONS FROM A DANFO DRIVER BRANDS BRAND DIFFERENTIATION: MASTER KEY TO INCREASED MARKET SHARE

RELATIONSHIP PRIVILEGED ACCESS, SACRED CONVERSATIONS! Businessday.ng

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SATURDAY 6, FEBRUARY 2021

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Contents

SATURDAY 6, FEBRUARY 2021

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C O N T E N T S

8 COMMUNICATION Open Defecation Increases Violence, Other Gender-Based Health Inequalities in Women and Young Girls

11 LEAD STORY LAGOS MUSINGS: LESSONS FROM A DANFO DRIVER

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RELATIONSHIP PRIVILEGED ACCESS, SACRED CONVERSATIONS!

BRAND Brand Differentiation: Master Key to Increased Market Share

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ENTREPRENEUR Customer Resentment Syndrome – The Entrepreneurial Virus

BOOK REVIEW A Review of Stephanie Obi’s Knowledge is the New Gold

RECIPE HOW TO MAKE FRUIT INFUSED WATER

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21 RECIPE AT HOME MAC AND CHEESE RECIPE

SPORTS Revealed!! How Arsenal profited from just 8 players in 10 years

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Editorial

Editor’s Note SATURDAY 6, FEBRUARY 2021

Dear weekender readers, I hope you are doing well and reading this edition in good health.

February is already here, and I hope that you are settling in well into the new year and finding your feet and direction for the next 10 months. Many people want to go back to life before COVID19 but as we all know, that is impossible. As much as we yearn for a return to a sense of normalcy, we are in the midst of a global pandemic and must take care of ourselves while trying to protect people around us.

This week, our news roundup’s focuses on Nigeria drags as world speed up Covid-19 vaccination; Jeff Bezos steps down as Amazon chief executive; Oil is heading for $60; FG disburses N27 billion from MSMEs survival fund, last scheme portal opens last scheme portal; SSANU, NASU begins nationwide strike; Nigerian Businessman bags most inspiring immigrant in Canada; Nigeria’s Sparkle signs with Network International for virtual and physical payment cards; NIN deadline extended to April 6th; Ford to invest $1 billion for Ranger production in South Africa; US announces job opening for Hausa, Yoruba teachers with travel and housing benefits; South Africa candidate drops out of WTO race, opening the door for Okonjo-Iweala.

Inside today’s edition, we delve into branding and provide tips on how to differentiate your brand. Also read the article on customer resentment syndrome and how to overcome.

In our relationship column, you will enjoy learning about the sacred nature of having access to someone’s life.

Our places’ column takes us to Lagos musings with some insightful lessons from a Danfo driver.

Stephanie Obi’s Knowledge is the New Gold, is the focus of our book review. You will enjoy how the online educator flips the traditional entrepreneurial approach of first creating a product and then trying to find customers. Instead, she explains how it is about developing valuable content, defining your niche, building an audience around that content, creating a product for that audience, and then selling the product over and over again.

We also have some interesting articles on health, our usual sports round up, some delicious recipes and much more.

Have a great weekend.

-Kind regards . BD

Lehlé Baldé is the Editor of BusinessDay Weekender email: lehle.balde@businesssday.ng | social: @lehlelalumiere Businessday.ng

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SATURDAY 6, FEBRUARY 2021 PUBLISHER/EDITOR IN CHIEF Frank Aigbogun MANAGING DIRECTOR Ogho Okiti EDITOR BUSINESSDAY SATURDAY Lehlé Balde EXECUTIVE DIRECTOR, OPERATIONS Fabian Akagha MANAGER, CONFERENCES & EVENTS Obiora Onyeaso MANAGER, ADVERTS Ijeoma Ude COPY SALES MANAGER Florence Kadiri DIGITAL SALES MANAGER Linda Ochugbua HEAD OF DIGITAL SERVICES Onyinyechi Eze HEAD, HUMAN RESOURCES Adeola Obisesan DESIGN AND ART DIRECTION Tolulope Ayo-Olubiyo.

CONTRIBUTORS Dr. Monisola Adanijo FMCP Feyisitan Ijimakinwa Ibukun Akinbamijo Titilade Oyemade Chidindu Mmadu-Okoli Anthony Nlebem Mercy Ayodele PHOTO CREDIT Freepik, Google Images, Pexels ENQUIRIES lehle.balde@businessday.ng samuel.anyanwu@businessday.ng ADVERTS ' ' Ijeoma Ude +2348033225506 PUBLISHED BY BusinessDay Media Limited The Brook, 6 Point Road, GRA, Apapa, Lagos, Nigeria.

01-2799100 www.businessday.ng LEGAL ADVISERS The Law Union

News Roundup

FEBRUARY 2021 SATURDAY 6,

Nigeria drags as world speed up Covid-19 vaccination MERCY AYODELE

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igeria along side a host of other countries are batting the second wave of the pandemic but while others are speeding up vaccination against the virus, Nigeria seems to be dragging its feet as no single vaccination has been carried out in the country. over 50 other countries across Europe, America and Africa have vaccinated some percentage of their citizens against the pandemic. South Africa received the first batch of Covid-19 vaccines, more than 126,000 received

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SSANU, NASU begins nationwide strike

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their first doses of COVID-19 vaccines in Morocco, Egypt has received the first batch of the AstraZeneca COVID-19 vaccine consisting of 50,000 doses.

he Senior Staff Association of Nigerian Universities (SSANU) and Non-Academic Staff Union of the Universities (NASU) kicked off a nationwide strike on February 5 to compel the Federal Government to address their demands.

The demands included, rectifying inconsistencies in the Integrated Payroll Personnel Information System (IPPIS), non-payment of arrears of minimum wage, delay in renegotiation with government, NASU and SSANU 2009 agreement, among others.

FG disburses N27 billion from MSMEs survival fund, last scheme portal opens last scheme portal

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he Federal Government on Thursday, disbursed N27 billion to Micro Small and Medium Enterprises (MSMEs) as part of the MSMEs Survival Fund Scheme. The Federal Government is also set to roll out the last two schemes of the MSMEs Survival Fund component of the National Economic Sustainability Plan (NESP) namely, the Guaranteed Offtake Scheme (GOS) and the General MSMEs Grant. The purpose of GOS is to stimulate direct local production by enabling 100,000 MSMEs in the production sector with funds to produce post-Covid lockdown

NIN deadline extended to April 6th

stimulus products. The government would open portal for the last phase on February 9.

Oil price is heading for $60

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n Thursday, the price of a barrel of Brent crude moved closer to $60 after the Organisation of Petroleum Exporting Countries (OPEC) and other alliances of major producers committed to maintaining reduced oil output to balance fuel demand.

This is good news for Nigeria and other oil-dependent economies languishing under ballooning debt and lower government revenues.

Nigeria needs the oil price to rise and in the worst case, remain steady at any price above the $40 benchmark

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fter much appeal for an extension of the deadline for Subscriber Identity Module (SIM) registration to the National Identification Number (NIN), the Nigerian government has extended the integration by eight weeks to April 6. This decision was necessitated by the difficulties in enrolling for the NIN amidst Nigeria's rising coronavirus cases.

of the 2021 budget, this means more funds will be available to fund the budget.

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News Roundup

SATURDAY 6, FEBRUARY 2021

Nigerian Businessman bags most inspiring immigrant in Canada

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Ni ge r i a n - C a n a d i a n b a s e d businessman/ International trade expert, Kenneth Oguzie has been honoured as one of the most inspiring immigrants in Eastern Canada for his contributions to the region, and also actively supporting immigrants from different parts of the world to settle in Canada. Being a masters graduate of social policy and development from the London school of economics Oguzie is presently the CEO of Africa Canada trade and invest- motes international trade and business ment venture an organization that pro- between Canada and West Africa, both

Nigeria’s Sparkle signs with Network International for virtual and physical payment cards

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parkle, a mobile-first digital ecosystem providing financial, lifestyle and business support services to Nigerians across the globe, has partnered with Network International, the enabler of digital commerce across Africa and the Middle East, to power its recently launched payment card offering. Sparkle’s new virtual and plastic debit cards are targeted at SMEs and upwardly mobile, unbanked consumers across Nigeria, bringing them the convenience, flexibility, safety and security of cashless payments across

various channels. The cards will enable Sparkle customers to make in-app purchases as well as pay for e-commerce and m-commerce transactions.

US announces job opening for Hausa, Yoruba teacher with travel and housing benefits

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n amazing opportunity has stipend, housing allowance, health inopened up for qualified Nigeri- surance, and a tuition scholarship for ans wishing to teach Hausa or their coursework.

Yoruba languages and cultures to American students in US universities and colleges by the Public Affairs Section of the US Mission Nigeria. The program also allows participants to refine their teaching skills, increase their English language proficiency and extend their knowledge of the cultures and customs of the United States. The grant covers the grantee's round-trip airfare to the US, a settling-in allowance, monthly

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News Roundup 7

Jeff Bezos steps down as Amazon chief executive

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mazon CEO and Billionaire Jeff Bezos has announced that he would step down as chief executive of the company he founded 27 years ago. He is giving up the CEO role to focus on other ventures, including the Bezos Climate Fund, the Washington Post and Blue Origin, Bezos' space flight company. Andy Jassy, head of Amazon Web Services, will take the reins as CEO beginning in the third quarter, while Bezos will become executive chairman.

Ford to invest $1 billion for Ranger production in South Africa

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ord Motor Co will invest $1.05 billion in its South African manufacturing operations, including upgrades to expand production of its Ranger pickup truck.

The investments aim to increase Ford’s installed capacity in South Africa from 168,000 to 200,000 vehicles.

The expanded production will create 1,200 jobs with Ford in South Africa, increasing the local workforce to 5,500 employees, while adding an estimated 10,000 new jobs across the carmaker’s supplier network.

South Africa candidate drops out of WTO race, opening door for OkonjoIweala

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outh Korean Trade Minister Yoo Myung-hee ended her campaign to lead the World Trade Organization, leaving former Nigerian Finance Minister Ngozi Okonjo-Iweala as the likely candidate for the job and setting up a key decision by WTO members to approve her appointment. Although the path seems clear, the Biden administration is yet to lift U.S. opposition to Okonjo-Iweala’s candidacy which was blocked by former US president, Donald Trump.

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COMMUNICATION

SATURDAY 6, FEBRUARY 2021

OPEN DEFECATION INCREASES VIOLENCE, OTHER GENDERBASED HEALTH INEQUALITIES IN WOMEN AND YOUNG GIRLS CHIDINDU MMADU-OKOLI

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ack of sanitation facilities remains a major challenge for girls around the world—often forcing women to remain uneducated. Women are at risk during childbirth and home care, young girls and teenagers are forced to stay at home or leave school at puberty, due to inadequate sanitation facilities. Globally one in three girls and women lack access to decent toilets. Similarly, one in three women also suffer physical, sexual or emotional abuse in their lifetimes. This creates an overlap between poor sanitation and violence on women.

Health disparities (related to women) are often seen as a higher burden of disease or death rates attributed majorly to lack of access and use of care. But access is not enough, if care received is not of good quality and underlying factors cannot be sustained or improved outside of the hospital space. Healthy humans and environments largely depend on social determinants Businessday.ng

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like wealth, power and prestige. These are critical when providing and maintaining accessible, available and affordable care for vulnerable populations like women, young girls and children. Most importantly, women, who when situations become worse, in most cultures, are often on the most receiving end of social problems related to poverty and health.

The absence of functional or improved WASH facilities in our hospitals and care centers, creates a rise in hospital-related infections. With low and lack of access to quality and functional WASH facilities, caring for people in maternal and newborn or paediatric units becomes a critical challenge. A 2019 report by the Maternal and Child Survival Program revealed that 16% of neonatal deaths are due to infection, 50% of Nigerian health care facilities (HCFs) lack a basic

COMMUNICATION

SATURDAY 6, FEBRUARY 2021

water service, while 88% lack basic sanitation services. Midwives, mothers and children become vulnerable. Yearly, Nigeria loses at least 100,000 children under the age of 5 years, to diarrhoeal diseases attributable to unsafe water and sanitation.

In poorly-built homes with dysfunctional or total absence of hygiene and sanitation facilities, women and young girls are often faced with the challenge of looking for where to defecate. This has to be a private place where they feel safe. Most times, the only option is a nearby bush or a river. Homes without toilets are not safe. Bushes and rivers are the most unsafe options. Women and young girls have encountered the worst in these conditions, from diseases, to sexual harrasment, rape, death or drowning. Those who survive may often not have the enablement to share their stories. Open defecation amplifies the risk of insecurity and

violence against women, young girls and children. Additionally, the experience of women who engage in this practice is accompanied by fear, shame, lack of privacy, dignity and conflict. These affect their overall quality of life: marital affairs, sexual relationships, menstrual health, amongst others.

In relating violence to poor WASH conditions, a 2013 joint report shows that incidents of violence against women occur more often where open defecation is common.

These are grouped into: Sexual violence: rape, assault, molestation, inappropriate touching Psychological violence: harassment, bullying, or causing fear, stress or shame Physical violence: beating or fighting leading to injury or death Socio-cultural violence: social ostracism, discrimination, political marginalisation, social norms with negative impacts

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In poorly-built homes with dysfunctional or total absence of hygiene and sanitation facilities, women and young girls are often faced with the challenge of looking for where to defecate. This has to be a private place where they feel safe. Most times, the only option is a nearby bush or a river. Homes without toilets are not safe.

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COMMUNICATION

SATURDAY 6, FEBRUARY 2021

These harassments can occur when walking long distances to collect/fetch water, using public or communal toilets, waiting till dark hours to go and defecate, and fights from long water queues during water scarcity. They are also often teased, shamed or verbally abused when seen by others defecating in the open. More so, the men who are household leaders in these communities do not often have the means or see the need to provide clean and safe toilets. These speak to why 67% of adult females in Nigeria, in a 2012 survey, felt not very safe or totally unsafe about using public/community toilets.

With Nigeria's 47 million citizens who still practice open defecation, a consequent 1.3% reduction in the annual GDP due to ill health and low productivity from poor sanitation, the work has only just begun.

Since good WASH facilities are non-negotiable for the day-to-day activities in homes, hospitals, work places, public spaces or communities, there is a strong need for the government to strengthen her efforts towards achieving her 2025 goal of being open-defecation free.

Non governmental organizations, donors, and civil society groups can also work together to achieve an increase in investment and an improvement in WASH services to everyone by 2030. Sponsoring functional WASH facilities in hospitals, schools and communities are crucial for women to feel safe in public and private spaces. Provision of equitable access to WASH services, strengthening and sustaining tailored community approaches to total sanitation in rural, peri-urban and riverine settings are other important means for addressing these gaps and keeping women, young girls and children healthy and safe in their communities BD Businessday.ng

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Chidindu Mmadu-Okoli is a health writer and licensed medical laboratory scientist, who is passionate about telling purposeful and persuasive health stories that promote patientprovider interactions, patient-centered care and inspires healthy living.

She is a 2019 #PreventEpidemicsNaija Fellow with the Nigeria Health Watch where she lends her voice towards advocating for the need for sustainable funding for disease prevention. She is a 2019 Science Communications Fellow of the Africa Science Literary Network, a TEDx Speaker whose talk advocates for patient-centred storytelling as the future of healthcare and a member of the Society for Health Communications, USA. Chidindu currently hosts The Vital Signs Podcast show for humanizing healthcare, and has contributed through her various communications roles to write, create and design health awareness, education and promotion materials for vulnerable patient populations, the public and policymakers.

SATURDAY 6, FEBRUARY 2021

LEAD STORY

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It is the “symbol” of Lagos if you ask me, apart from its distinct yellow color that immediately gives off its identity; it embodies everything that Lagos is; the rush to meet up with time, the admirable partnership between a driver and his trusted conductor, the stubbornness of the drivers, the uniqueness of each passenger that boards the great bus.

LAGOS MUSINGS: LESSONS FROM A DANFO DRIVER Businessday.ng

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LEAD STORY

SATURDAY 6, FEBRUARY 2021

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anfo buses are yellow commercial buses found in every nook and cranny of Lagos, they serve a very crucial role in the daily lives of Lagosians. The buses are known to frequently transport approximately 16-18 passengers at different points during the day.

They are an essential commodity in Lagos.

It is the “symbol” of Lagos if you ask me, apart from its distinct yellow color that immediately gives off its identity; it embodies everything that Lagos is; the rush to meet up with time, the admirable partnership between a driver and his trusted conductor, the stubbornness of the drivers, the uniqueness of each passenger that boards the great bus.

The Danfo bus is the most common means of transportation am on g L a g o s i an s i n t h e metropolis; it is also known as the place where most passengers have to put their hustle game-face on so as not to be cheated.

The Danfo bus driver is known to be one of the most aggressive people to ever grace Lagos roads.

They are the most dreaded people to get into a fight with, be it as a passenger or as a fellow road user.

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The Danfo bus driver knows everyhidden corner of Lagos, no one is more familiar than him when it comes to Lagos roads, all he demands from you is that you know where you are dropping off so that he can go on his way. A typical Danfo driver is dogged, determined and one of the early risers of Lagos metropolitan area. They are known to be at the very root of the best memories are Lagosian would have on the streets of Lagos.

There are different aspects of the danfo driver being in his element that creep into the subconscious; the blaring horns, the altercations with fellow road users, the banter while telling a passenger to pay the exact money they owe, the aggressiveness while he uses the road that can only be likened to his identity of a danfo driver.

There are various types of passengers that board danfo buses yet, the typical driver has a way of handling them all alongside his trusted conductor.

From the danfo driver you can learn partnership, if you keep your mind open long enough; you just can learn that the driver and his conductor is a visual representation of “team work

makes the dream work”, you can also learn how division of labor can get the most tedious of tasks done.

The grit, aggressiveness and daredevil attitude of the danfo driver is something that can also be learned from; also, if you keep your mind open long enough to learn. The driver finds it easy to damn all consequences despite the threats of encountering LATSMA (Lagos State Traffic Management Authority).

That fearlessness is a trait we could use in our approach to situations in our day to day lives.

The Lagos danfo bus also has a mystery attached to it, such that there are some unique occurrences you would never experience unless you board a danfo bus. That mystery is how we should keep some aspects of our lives; hidden and not for everyone. BD

SATURDAY 6, FEBRUARY 2021

LEAD STORY

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RELATIONSHIP

SATURDAY 6, FEBRUARY 2021

PRIVILEGED ACCESS, SACRED CONVERSATIONS! IBUKUN AKINBAMIJO

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ew years ago; I had lunch with a friend. It was just supposed to be us catching up on old times because we had not seen in a while. While the lunch was on, it was just normal for us to talk. This friend began to talk about someone so close to him. This was someone I had so much respect for and I kept wondering ‘how can you speak this way about this person?’

The things said were things that I consider sacred; you have access to such information by privilege. And just like that, he bore it all to me.

Yes, we were close but even in our closeness, I understood something called ‘privileged access, sacred conversations’.

Two mistakes I made however were: I didn’t attempt to stop him. I comfortably listened to him.

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I left that date with a ‘if he did that to this person, what would he do to me?’ question. When I asked that question, I didn’t allow myself believe that it could happen to me too. Rather I told myself, ‘he can’t do this to me, he told me all that because of the relationship we share’.

I forgot that the person spoken about in the grand scheme of things was actually more important than me in the equation of this person’s life. So I fell into the error of ‘exaggerating’ myself in a relationship.

Recently, same thing happened in a deeply painful way. Could it have been avoided? Yes! Many times, people show us who they really are and instead of us to pick our lessons and relate with them from the reality of that revelation, we continue in hope that they will change somehow.

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Yes! Many times, people show us who they really are and instead of us to pick our lessons and relate with them from the reality of that revelation, we continue in hope that they will change somehow.

RELATIONSHIP

SATURDAY 6, FEBRUARY 2021

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I also didn’t understand the concept of ‘privileged access, sacred conversations’. I didn’t understand that it is a privilege for people to allow you unhindered access into their lives. It is the height of vulnerability for anyone to open up to you about any and everything and that level of vulnerability should be reciprocated with confidentiality.

When we understand this simple truth, we handle the unconscious things others entrust us with better.

Not every occurrence is gist worthy, protect and preserve the dignity of the relationships around you.

I have seen people get off phone calls with others and instantly call someone else to give them a download of the conversation and in the process, absolutely private things were spilled. If you cannot be an ‘Information Security Officer’, discourage people from confiding in you till you can. When people allow you access in confidence, don’t repay such with betrayal. They may never know but bear in mind that is an emotionally unsavory thing to do.

Access is privileged, conversations are sacred; the understanding of this will definitely save your relationship. BD

Ibukun Akinbamijo is a visionary who keeps adding value to men and women. She is the Founder of The Evolution Center; a coaching platform that offers edifying courses engineered towards the training of men and women, to help them live a holistic life. She holds a Bachelor's degree in International Law and Diplomacy, and a Master's Degree in Political Science. A Certified Life Coach, Neuro-Linguistic Programming (NLP) Practitioner and an Emotions Therapist. She is also an Emotional Intelligence Specialist. Ibukun is a ball of fire who has authored 2 life-transforming books with a number of other book projects in the works, as well as being an Accredited Mediator and ADR Registrar who specializes in peace and conflict resolutions. Connect with her via Email akinbamijoibukun@gmail.com

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SATURDAY 6, FEBRUARY 2021

Brand Differentiation: Master Key to Increased Market Share FEYISITAN IJIMAKINWA

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he period between the 60s and 80s is largely regarded as the ‘Golden Age of Advertising’. During this period, brands leveraged the mass media, and built characters round their products to establish connections between brands and their audience. Essentially, that marked the beginning of connecting personalities and brands. Infact, different brands were symbolized by attributes of the personas such as celebrity figures, especially sportspersons and artistes that were used in adverts.

As good as this was and lasted, the dynamism of humanity soon came to the fore, as the development and growth of the internet, in the last decade of the last millennium, c h a n g e d e v e r y t h i n g a b out branding. With the expansion of the digital space, the rules of brand involvement and engagement changed, and have not stopped.

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Today, brands and people who manage them accept that the space for brand expression is no longer local, but now digital and cluttered, and accessible by anyone, from any part of the world.

There are no more exclusive markets for any brand. Dominance or good market share is still possible but every brand, even the one in a pole position, has its work cut out for it. With the rise of social media, people communicate much more frenetically - the volume of messages people consume per day is off the charts. Therefore clear, repetitive messaging (visually and with the written or verbal word) is paramount. The digital space has put more pressure on brands. The marketplace now requires more than mere brand awareness which is mostly what advertising does.

Brand awareness is, basically, how well a customer is able to identify particular traits of a specific brand,

"

The first and the most important way that a brand will stand as a top of the mind recall is when it has its own distinction.

BRANDS

SATURDAY 6, FEBRUARY 2021

such as their unique qualities.

However, the cluttered marketplace means brands will only thrive where it is able to establish a solid brand differentiation. The first and the most important way that a brand will stand as a top of the mind recall is when it has its own distinction.

The brand that will excel glocally (operating locally but achieving global mileage and acceptance) is one that plays its differentiation card, within in the cluttered space, very well. Differentiation is the perceived distinctiveness of the

brand. Relevance is the personal appropriateness or connections it makes with an individual.

Esteem is the regard for the brand itself and knowledge is the understanding of what the brand stands for. Promoters and people behind a brand that harnesses the advantages of technology and ideas also have to be unique with their presentation and marketing scheme to help separate their brand from competitors. They have to ensure that the differentiation is relevant to improving the brand. At the back of their minds should be the

Feyisitan Ijimakinwa is a Reputation and Perception Management expert. He is a prolific writer and researcher who, at different times, served as Head of Corporate Communications of top brands quoted on the Nigerian Stock Exchange. A versatile communications specialist, he practiced extensively as a print journalist and was variously engaged in the broadcast media, working on radio and television. Feyisitan continues to write on corporate communications, brand reputation and perception management, and brand intelligence, among others. He organises the ‘Brand Intelligence and the Marketplace’ masterclass.

Feyisitan advocates a pollution free and sustainable environment

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relationship with the audience and market Brand differentiation births engagements and experiences that can result in loyalty and produce a reference point between a brand and its competitors.

Brand differentiation is achieved through the creation of memorable experiences, display of positive brand values, telling of important brand stories and building brand personas.

Last line: According to top digital brand builder, Daniel Khaibe, "Your brand can't just mean something anymore, it has to be experienced. Major brands are making major invests in creating brand experiences and tools that allow consumers to interact with a brand through Apps, touch screens, in-store kiosks, and so much more."

Khabie advises, "Don't just build brands; build your brand as a utility that your customers can leverage."

BD

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ENTREPRENEUR

SATURDAY 6, FEBRUARY 2021

Customer Resentment Syndrome – The Entrepreneurial Virus OLUCHI OKAFOR

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here’s something that most small businesses and entrepreneurs are experiencing in growing numbers these days. They don’t recognise it as an illness; it is usually diagnosed as the regular frustrations that come with owning a business in Nigeria.

I first identified this syndrome when I started training SMEs on customer experience in 2019. It was by the time I got to my 4th client or so that I discovered the trend. I’ll share some of the symptoms now.

Heart Palpitations at the mention of an unhappy customer. Unknowingly detesting a customer coming back for clarity on a purchase or a post-purchase error.

Describing customers who are specific about their needs as stressful. Expecting a customer to ‘get it’ because you have worked hard on ensuring that your processes are clear. Getting upset at customers for not participating in a giveaway or promo. Regarding customers with negative feedback as “haters” or “sent by village people”.

Being openly derogatory about customers in front of staff. This ailment is also characterised by statements like these I have given them everything I would want from a business if I was a customer. The customer is complaining Businessday.ng

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about the price, they are broke. Why can’t people just buy and go? Why do they have to return with their wahala.

Is it not the lady with the long hair, she’s very stubborn I know her very well. Don’t listen to her.

Essentially, what has happened here is that small businesses invest a lot in market research, information gathering and sourcing of the finest raw materials and staff. All these to please one person. The customer. They start off with the most noble of intentions; to serve their customers well. But unfortunately and this is regardless of the amount of research and feasibility studies, you will come in contact with people who will either not like your product, expect more (or less) or just not love the idea or think they have a better one. There will also be customers who love it but might need a little extra help than you bargain for.

These situation-based difficulties are unfortunately not foreseen ahead of time, and the entrepreneur who has done all this work starts to develop resentment for the customer. The euphoria of a credit alert starts to wane.

Feedback is not being taken, and the business starts to suffer.

The advice I give my clients vary depending on the severity of the syndrome that I diagnose. However

ENTREPRENEUR

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I have given them everything I would want from a business if I was a customer.

The customer is complaining about the price, they are broke.

Why can’t people just buy and go?

Why do they have to return with their wahala.

Is it not the lady with the long hair, she’s very stubborn I know her very well.

Don’t listen to her.

these tips should work in enabling perspective and understanding on the seller’s part.

Value is what your customer says it is. You are not your customer.

Gather feedback when you can. Use that feedback to determine what they want and then merge that with your own ideas and budget and come up with an offering that is at least in the same ball park as your customers have indicated Resist the urge to speak negatively about your customers in front of your team. This one is hard.

Sometimes even I am guilty of this.

Service culture is from the top. A leader who doesn’t prioritise service

will not have team members who do.

Finally, some customers will have more questions than others. Some will even have no questions at all and will make you believe they are easier customers. Having questions or objections doesn’t make for a difficult customer. Some people will need that extra attention. And it is your job to provide it.

Oluchi Okafor is a customer experience consultant and has trained and consulted for over 100 SMEs on how to improve their processes, retain happier customers and deliver great experiences every time. She is also the Managing Director at Multimix Academy, Nigeria’s foremost supply chain management institute.

DO any of the signs of Customer Resentment Syndrome (CRS) speak to you as a person? Don’t feel bad, 80% of entrepreneurs especially in Nigeria. But it is curable with a little more patience and a whole lot of engagement with your customers. BD Businessday.ng

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BOOK REVIEW

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SATURDAY 6, FEBRUARY 2021

One of the Cheapest Businesses You Can Start- A Review of Stephanie Obi’s Knowledge is the New Gold Book Title: Knowledge is the New Gold Author: Stephanie Obi Publisher: ST HUB Limited Year of Publication: 2018 Number of Pages: 200 Category: Self Help

Knowledge is the New Gold

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TITILADE OYEMADE

echnology Entrepreneur Stephanie Obi predicted the future of online learning way before the outbreak of the deadly coronavirus and she transformed her business into a multimilliondollar company by creating, launching and selling several online courses.

Knowledge is the New Gold stems from Stephanie Obi’s years of experience teaching online courses with the aim of helping women discover their full potential and increasing their sources of income.

Having experienced a tough time in her business, Obi had to get creative and took a decisive action. She turned her business around by learning how to use the social media to market her training programs.

The online educator flips the traditional entrepreneurial approach of first creating a product and then trying to find customers. It's about developing valuable content, defining your niche, building an audience around that content, creating a product for that audience, and then selling the product over and over again, she says.

Handy and practical, this user-friendly book is filled with expert tips, tried and tested strategies, proven practical advice for growing learning communities in online courses - customer testimonials from Tosin Olorisupergal Ajibade, and countless other examples detailed in the book.

Inside this book, the author will walk you through the process of growing your audience from zero to thousands, learning different ways to make money from your online course, what to do when you have so many online course ideas, and you don’t know which one to pick, how to find the people who can pay for your online course and many more.

Without a doubt, Obi is one of the leading online Businessday.ng

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course creators in Africa. She has launched over 20 online courses across multiple niches, trained over 600 women across nine countries and has also built an online community of over 20,000 people.

Compelling to read and understand, her work is a reminder that online learning has become the new norm and even amidst the chaos of today's world, it is important to note that an online school is one of the cheapest businesses you can start, which also has an incredibly high earning potential.

Obi’s book may be of particular interest to people (especially women) who want to monetize their knowledge and to people who want to make extra money but don't know how to get started. BD is a business execute in a leading organisation and holds a degree in Russian Language. She’s the convener of the Hangoutwithtee Ladies Event and the publisher of Hangoutwithtee magazine. She spends her weekends attending women conferences, events and book readings. She loves to have fun and to help other women have the same in their lives. oyemade

SATURDAY 6, FEBRUARY 2021

RECIPE

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AT HOME MAC AND CHEESE RECIPE INGREDIENTS • 1 pound dried short pasta, such as macaroni • 1 1/2 cups whole or 2% milk, divided • 2 tablespoons all-purpose flour • 2 to 3 cups shredded cheese, such as cheddar, Monterey Jack, or Colby • 1 teaspoon salt • 1/4 teaspoon powdered mustard • Optional extras (cook before adding): ham, cooked bacon, onions, peas, mushrooms, peppers, broccoli, cauliflower

INSTRUCTIONS • Cook the pasta. Bring about 4 quarts of salted water to a boil over high heat in a large pot. Add the pasta and cook according to package directions until al dente, about 8 minutes. Drain and set aside.

• Warm the milk. Place 1 cup of the milk in a medium saucepan over medium heat.

Meanwhile, place the remaining 1/2 cup of milk and flour in a small bowl and whisk together until there are no lumps. When you just start to see whisps of steam rising from the warming milk, whisk in the milkand-flour mixture. Continue whisking gently until the milk thickens slightly to the consistency of heavy cream, 3 to 4 minutes.

• Make the cheese sauce. Turn the heat to low and begin mixing handfuls of cheese into the milk. Stir in the salt and mustard. Stir until all the cheese has melted and the sauce is creamy. Taste and adjust the seasonings as desired. Remove the sauce from the heat.

• Combine the pasta and cheese sauce. Place the pasta and 1/2 of the cheese sauce in a large serving bowl. Stir to coat the pasta evenly. Add the remaining sauce and any extra add-ins and stir to combine. If you'd like a looser sauce, add up to another 1/4 cup milk if desired. Serve the mac and cheese immediately while still warm.

RECIPE NOTES • Baked mac and cheese: If you have a little extra time, you can bake the macaroni and cheese to give it a golden crust. Pour the prepared mac and cheese into a casserole dish, cover with a lid or aluminum foil, and bake at 350°F for 30 minutes. Uncover, sprinkle with breadcrumbs and a few pats of butter if desired, and bake uncovered for another 15 to 20 minutes, until the top is golden and the interior is bubbly. BD Businessday.ng

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RECIPE

SATURDAY 6, FEBRUARY 2021

HOW TO MAKE FRUIT INFUSED WATER Ingredients •

Add fruit to bottom of jar. Place fruit in bottom of jar and pour water in. Stir fruit around.

•

Press lightly on fruit to release flavors. Press on the fruit lightly with a spoon to release some of the flavors. Add mint leaves if desired.

•

Refrigerate, then serve! Refrigerate for at least one hour (can even do overnight). Add ice just before serving. Enjoy!

Combinations: •

Pineapple coconut: pineapple, coconut water, 2 TB fresh pineapple juice, 2 mint leaves

•

Citrus detox: lemon, lime, orange, cucumber, 2 mint leaves

•

Strawberry lemon: lemon, strawberry, 2 mint leaves

•

Berry: strawberry, blueberry, muddled raspberry, 2 mint leaves.BD

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SPORT

SATURDAY 6, FEBRUARY 2021

23

ANTHONY NLEBEM

REVEALED!! HOW ARSENAL PROFITED FROM JUST 8 PLAYERS IN 10 YEARS

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ince 2010, Alex OxladeChamberlain has been the biggest money-spinner while Mesut Ozil represented the largest loss, as ARSENAL made a profit on just eight transfers in the last ten years.

The Gunners' transfer policy has been criticised in the past with players often leaving for less money than they were bought for - man after limited contributions to the first team.

Just a quick glance at the top ten losses in the last decade backs up that point.

Transfermarkt.

Alex Oxlade-Chamberlain £21.8m Chamberlain was a solid performer for Arsenal having arrived from Southampton at the beginning of the 2011-12 season for £12.4million.

But the 27-year-old didn't set the world on fire and the club did well to offload him to Liverpool in summer 2017 for £34.2m - a tidy profit indeed.

Krystian Bielik - £5.4m Bielik, 23, showed plenty of promise before Arsenal paid Legia Warsaw £2m for him in 2014.

But having made just two senior appearances he was carted off to Derby County for £7.4m in August 2019 after loan spells at Birmingham, Walsall and Charlton.

The Gunners have also let £163m worth of talent leave on free transfers in just three years.

Mesut Ozil left for Fenerbahce in January for nothing even though Arsenal paid £42.3m for him from Real Madrid.

Olivier Giroud - £4.5m

And Shkodran Mustafi was a £36.9m buy from Valencia five years ago and the centre-back has also left on a free for Schalke.

Here are transfer details of eight players who earned the North Londoners profit, according to

Argentine side Independiente in 2010. But having found first team opportunities hard to come by even after a run of games in place of injured Bernd Leno last season Aston Villa swooped in the summer and shelled out £15.7m for him.

Emi Martinez - £14.3m The popular backup goalkeeper cost Arsenal just £1.4m from

French goal machine Giroud arrived from Montpellier for £10.8m in 2012. The 34-year-old went on to score 105 goals in 253 games for the Gunners before he tarnished his reputation with some fans by moving to Chelsea in a £15.3m transfer in January 2018.

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24 SPORT

SATURDAY 6, FEBRUARY 2021

Marouane Chamakh - £1.1m No fee was paid for Chamakh who arrived from Bordeaux on a free in 2010. The Moroccan, 37, managed just 14 goals from 67 Gunners games before Palace paid a paltry £1.1m for him after a woeful loan spell at West Ham. Carl Jenkinson - £1m Another man who spent time at West Ham on loan before leaving permanently for Nottingham Forest in 2019 for £2m. Shrewd business considering the right-back and boyhood Arsenal fan was signed for just £1m from Charlton in 2011.

Thomas Eisfield - £700k The German midfielder, 28, arrived from Borussia Dortmund for £700,000 in 2011. He made just two senior appearances in the League Cup and even scored during the Gunners' third round win over West Brom in September 2013. Fulham eventually took him off their hands for £1.4m meaning the Noeth Londoners doubled their money.

Joel Campbell - £500k Arsenal thought they'd uncovered a diamond when they signed the striker from Costa Rican side Saprissa for £900k in 2011. He managed 40 appearances with four goals and six assists before Italian side Frosinone bought him for £1.4m in August 2018 after several loan spells in Europe. BD

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SPORT

SATURDAY 6, FEBRUARY 2021

25

Breaking down Liverpool’s Premier League run

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iverpool's ailing title defence has been laid bare by the damning stats behind their decline.

Compare Liverpool's 22 games of this league season with the same period last year and the contrast is stark.

After two stunning campaigns totalling nearly 200 points, including last season's romp to a first crown in 30 years, things have been very different in 2020-21.

The tally of wins has dropped from 22 to 11 with nine fewer goals scored and 11 more let in.

There were suggestions that this Liverpool side could be the best in Premier League history, but they are now fighting for a top-four finish as well as their legacy.

Wednesday night's 1-0 home defeat to Brighton was not the first, but their second consecutive defeat at Anfield, following 68 home games unbeaten in the league.

Although, injuries have taken their toll, with the defence in particular ravaged by the long-term absences of Virgil van Dijk, Joe Gomez and Joel Matip.

Yet the attack has also experienced a sharp decline.

Focusing on the defence, Klopp's side have actually faced fewer shots, the tally dropping from 208 to 180.

But the quality of those shots has certainly risen, with 59 shots on target faced by this point last season and 76 so far in 2020-21.

A similar theme comes out in the attacking stats, where it can be said that Liverpool are arguably more offensive - but creating poorer quality attacks as a result.

The total shots tally is basically unchanged and only 12 fewer shots on target have been fired off.

But average possession has increased from 61.9 per cent to 64.2 per cent.

Furthermore, the number of successful passes and the Reds' passing accuracy has rocketed.

This suggests opponents are happier to sit in and keep the likes of Mohamed Salah and Sadio Mane knocking the ball around in front of them, rather than allowing themselves to be exposed by Liverpool's devastating counterattacks.

Ultimately, the most important stat is the 24 fewer points won by the defending champions compared to this stage in 2019-20.

Nobody expected them to match the incredible 21-1-0 start made to last season, but replacing it with a 11-7-4 record is rather staggering.

These performances have left the Merseyside giants seven points off leaders Manchester City, who have a game in hand.. BD

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SPORT

SATURDAY 6, FEBRUARY 2021

Messi to sue Barcelona over leaked contract rgentina for ward, Lionel Messi, is reportedly preparing legal action against Barcelona hierarchy after his £492million contract was leaked.

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The El Mundo report revealed the 33-year-old to be the highest-paid sportsman of all time - with him coining in an eye-watering £123million a year salary.

Spanish paper El Mundo sensationally published the full details of Messi's astronomical deal at the Nou Camp on Sunday.

This is added to a £102m renewal fee and a loyalty bonus of £69m a year for staying at the Nou Camp, as well as a £3.1m bonus for winning the Champions League.

And now new reports in Spain claim a furious Messi is ready to hit back at the people he thinks are behind the leak.

According to Catalan radio station RAC1, Messi is preparing legal action against five individuals whom he knows had access to the contract.

The report states they are: Former Barca president Josep Maria Bartomeu, the club's CEO Oscar Grau, the current interim president Carles Tusquets, exvice president Jordi Mestre and current legal chief Roman Gomez Ponti.

Messi is also reportedly ready for legal action against El Mundo.

It is the latest fissure in the relationship between Barcelona and their star player, with the Argentine icon almost leaving his boyhood club in the summer.

He signed the megabucks deal in 2017, and can walk away from the club for nothing this summer.

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Messi disputed one of the contract clauses last summer, believing he was free to walk away from the club then amid his fury at the reign of expresident Bartomeu.

Bartomeu has already leapt to defend himself against the allegations following his own acrimonious departure from the club.

He told TV3: "It's completely false.

This is a very serious issue because it's completely illegal to leak any professional contract to the media.

"It's easy to make accusations but this is not a joke and it's going to end up in court.

"Messi deserves everything he earns, be that for professional or commercial reasons. Without the pandemic, Barcelona would be more than capable

of paying those numbers."

Former vice president Mestre has also distanced himself from the scandal, telling Cadena SER: "It surprises me.

It's super confidential. It's the first time a contract has been leaked and I don't understand why.

"I have not spoken with Bartomeu of this subject. I have found out through the press."

Barcelona CEO Grau has denied any involvement, pointing to 'many external people' who could have leaked the details of the deal.

It is just the latest headache for Nou Camp manager Ronald Koeman, who called on the club to sack the culprit.

He said: "What has come out is intended to damage him. Messi deserves respect.

"He has done so much for Spanish football. There are people out to hurt Barcelona and Messi.

"If it turns out to be someone on the inside then that is very bad and they should have no future at the club."

Barcelona are now conducting their own internal investigation into the leak.. BD

SATURDAY 6, FEBRUARY 2021

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