I start most of my writings without knowing how to end them. Purposefully wriggling myself in a corner and then trying to wriggle out of it. I realise now that this is the story of my life. Over and over, I have mindfully entrapped myself in difficult situations and then struggled to get free.
For example, less than 10 years ago, I gave up a promising career in the media to turn to marketing. This, despite the fact that I was already aware that most people in Nigeria hear sales when you say marketing. That, or they assume your entire life’s work is centred around
burning spending money or reducing the spectrum of marketing to advertising.
My favourite group are the ones that vocalise the “marketing is easy, everyone can do it” motto. This group is only bested by those who swear good products sell themselves with no need for marketing. To this group, I raise the over 50% of businesses that fail due to a lack of differentiation.
The more evolved me is accepting that surrendering can be its own form of freedom. I now smile heartily when people ask me “How are sales?” (I’m looking at you mummy!)
To all my marketing people, it’s okay dears. We live to spend another day.
P.S: This diary entry is dedicated to my friend Didi, who has the thankless job of listening to me read out my poorly thought out drafts.