I couldn’t boast of N200,000 when I started my company — CEO, Bufferzone Nigeria

Akin Fadeyi, the Chief Executive Officer of Bufferzone Nigeria Limited, is a do it now individual who many people, including his staff members, fondly call a workaholic. In this interview with Yejide Gbenga-Ogundare, he speaks on his experiences and how it had affected his business.

Tell us your work experience
I started out as a Sales Representative in CAPL as it was then called and Nigerian German Chemicals. I had my National Youth Service with the same CAPL which is now CAP Plc. CAP Plc was fondly called the “CAPL family” then. It holds fond memories for me as it offered the first platform for real life exposure after the University fairytale ambitions. After these sales jobs, I decided it was time to add value to myself and I headed to the University of Lagos for my post graduate degree. It was while I was writing my final Masters’ examinations that I got the tip-off for Media Relations Manager vacancy in Cadbury Nig. Plc. I gave it a shot and got short listed amongst many other capable candidates. It was a gruelling experience because Cadbury took us through the screening furnace. I remember one of the applicants said, “How much dem wan pay sef wey wahala boku like this”! But at the end of it all, I got the job and that opened the vista of opportunities for me into the real world! I must say I cut my Public/Media Relations and strategic thinking teeth at the Cadbury School of Compulsory Knowledge. Of course, I went to Vmobile from there and MTS First Wireless where I became Head of Corporate Communications Department, but till Cadbury held out the world for me, working under the overall tutelage of Bunmi Oni and I must say I “grabbed” it.

What does your business entail?
We are PR and Media Advisors. We also have a modern TV Production Studio or Media Production if you like. We produce drama, TVC and jingles. We think and create business solution strategy for clients and execute the deliverables to the letter. 

How long have you been on your own?
Seven years.

What are the challenges you faced?
The first major challenge was the usual turbulent take-off without capital. I needed office and the regular modest infrastructure since this business thrives not only on professional skill sets and intellectual depth but also on superficial impression. But my mind was made to just start. You see, before I started, I was already feeling I had so much muscle which I wasn’t deploying at optimal capacity. I knew I could do more for myself than just sit in some radiant office attending to media enquiries, holding endless management meetings and feeling like one champion when you get invited to red carpet events. I wanted to earn my pay my own way. So, this kind of psychologically snuffed out the obstacles on my path!

When I started, I did not have any impressive bank account. See, I couldn’t boast of N200,000 and I was leaving a “secure income zone”! But I left and today, I couldn’t have taken a better decision.

Another challenge has to do with the way some Nigerians treat consultants! You’re called in to take a look at a brief, you then go into brainstorming sessions with your team, get prepared and go for the presentation. As you turn your back, some business managers who lack honour dust up your proposal and simply execute it! I think this is appalling. But what does it matter? You are always compensated by some other good Nigerians who keep the faith and award you the job. 

From your experience, what makes a business thrive?
Passion!  Passion is everything in this job. See, you may have the knowledge, skill and technical know-how. But it is unequalled passion that propels you to go the extra mile. If your client runs into a sudden perception crisis and a story is about to break about them the following morning, knowledge without action cannot tame it. You must leave the comfort zone of your bed and set to work even if its in harmattan!

Also, you must always expand your knowledge scope, have a voracious appetite for books, always compare global best practices and learn the art of crossing the Ts and dotting the Is! When I was working under Gbenga Adebija in Cadbury, sometime when I thought I had it all set and take a job to his table, he would call me and show me something I probably did not pay attention to. Gradually, I mastered the art especially as I always noticed how elated he felt anytime I write with flawless, impeccable command. Today, I’m reaping the dividends of that as my team members gossip-ly call me “slave-driver”. Because when we have a major presentation, I drive them such that when we go in, we go for the kill!  I always tell my colleagues, “see, if we don’t win this job, let’s come out winning the panel’s respect”!  When you check bufferzoneng.com, you’ll ask what it was that convinced  top-rate international organisations to hire us. Its zeal and passion before the money. And it has paid off as it has gotten us respectable referrals.

What qualities should people going into your line of business must possess?
Humility, dedication, candour and most of all integrity.  Be a man of your word! Recently, a media executive in one of the newsrooms of a highly rated Nigerian daily was celebrating his wedding anniversary. I called to congratulate him and promised him a gift.

Unfortunately, I had some distractions plus, I did not want to give him anything below par. I had to send him an sms to say.  “Bros, I’d not forgotten you o”.  He replied to say “ “Look Akin, its a known fact in our newsroom that you’re a man of your word so I’m not bothered if you haven’t fulfilled your promise”. That vote of confidence meant everything to me! Of course as an imperfect being, I have my natural weaknesses, but nothing unsettles me like my name in the mud.

Also, you can talk as much as you would or joke as much as your listeners can accommodate. But when it comes to this job, you must practice decorum to the hilt! You must manage information and body language. You must strike the right balance between fidelity and fiduciary! You must absorb the wisdom in street wisdom as captured in Oscar Wilde’s rendering... “A little sincerity is a dangerous thing, and a great deal of it is absolutely fatal”.

What has been your major breakthrough?
Professionally, I’ll say, it is walking into the National Health Insurance Scheme, a Federal Government Agency to make presentations to a whole Board and being declared the best company beating nine other contestants to pick three out of four contracts at stake. We knew nobody and with the usual tale of corruption and nepotism in Nigeria, we went in there with half-hope. Even when they declared us winners, we thought there would still be a cut-down somewhere, but believe me, they called us after other screenings and handed us our contract letters. We won many jobs through transparent processes before, but it was usually from international organisations like the UN, British Council and Fhi/USAID. However, with this experience from NHIS, my  hope was raised in the Nigeria nation.

What advantages are in being on your own?
I don’t see advantages of being on your own because I never let it enter my head that I’m on my own!
Besides, you’re really never on your own because you’re “employed” in a sense by your clients! The pressure is more as you’ll pay wages and sustain the enterprise. The only good feeling is a sense of fulfilment that you’re creating job, empowering others and impacting your world!

Please tell us about your background?
I hold a first Degree in English and Literary Studies from Obafemi Awolowo University, Ile Ife and a Master’s Degree in International Law and Diplomacy from the University of Lagos.

My degrees were obtained in 1994 and 2002 respectively.  Of course I’m proud to say that my secondary education was in Mount Carmel College, Ilorin and Oyo State College of Arts and Science, (OSCAS) Ife  for ‘A’ levels. My mum is a retired Teacher and my answer about my background won’t be complete if I don’t add that she instilled core moral values of hardwork, discipline and respect for others into my sisblings and I. As a last born and only male, I did not enjoy the usual “spoilt brat” upbringing because our mother was not into such. That’s why today, when I take off my office apparels after work, I can cook and perform any household chore. I can also fit into any circle without a complex for the rich or a look-down on the poor because I’ve been brought up to view everyone as equal before God.

• Written by  Ruth Olurounbi

• Source: Tribune