Brand Expert, Leke Alder Breaks Down Five Modes Responsible For Business Failure

we are delighted and honored to have you that was so inspiring when someone shares their story number one we're i guess double grateful you know that she can be open to share you know those stories but it's also inspiring on a different level because it opens you up you know to understand the truth at its most basic level our next and final speaker at least for the keynotes is no stranger to the platform mr leike older you know amazing it's always an honor mr leki order has been here for i think up to 15 over 30 or about 14 of our 30 editions at the platform he's here so please a special a special platform applause for him just before i read his bio thank you so much sir look at all that is the founder and principal of older consulting nigeria's leading creative intelligence firm with offices in lagos and london he's credited with introducing branding as a discipline to nigeria and has consulted on policy politics and business at the highest levels internationally and locally lickey alda wrote the blueprint of nigeria's image management program the heart of africa project and was the chief consultant to the federal government on the project he was a member of the steering committee for the world economic firm on africa which held in nigeria and the the chairman of the subcommittee on media hosts broadcasting and advertising he has served as a panelist at the annual african business conferences of harvard business school watson business school and kellogg school of management lucky alda is a celebrated author lawyer polymath and philanthropist he's a patriot and nigerian married to mourinho and blessed with two children olamide and oluwa antoluani let's welcome once again humbly but with so much joy and excitement to start letting older to the platform think global the platform is powered by the covenant nation [Music] you can hear me okay good afternoon everybody i i want to i mean this is the 15th edition of the platform please give a round of applause to you talk about consistency you know possible why you guys you're not clapping very well [Applause] i i i suspect that you guys have not taken lunch so so right after this program we're all going to pass up produce house my friend is here with me uh mr bimbo on la sheree was md of leeds merchant bank and also chairman of capital projects where is he okay that's him in front he has come to give me moral support because he thinks that you guys are going to intimidate me i also bring greetings from mrs older without her i can't do what i do she manages my life and really starts my life make sure that there's peace at home and there's love and there's care i will i will marry her 200 times all over again now about three or four years ago there were discussions about platform you know some people were complaining online and said all they do is all they do is all they talk is they talk that they talk and i said to them these people don't get it information is the most valuable commodity on the face of the earth so much so that the son of god had to change his name to what so that they can become information so you need information now i brought some thoughts and plans here because i want to share some high-level stuff with you on the maintenance to prove to my wife that i can cook she thinks i'm spoiled that my grandmother swallowed me my mother's fault it's not my fault i'm an only child i'm supposed to be spoiled so i brought some pots and pans and some condiments and everything because i want to illustrate some things with you can somebody bring me firewood so that i can you know now some condiments here proof that i know how to cook my wife has also said that this are glass covers that if i break them apart support you will pay okay thank you let me start with some statistics before we go into the pots and the plants and i'm going to call somebody out very soon can i have the statistics please my first slide okay now eighty percent of new this statistics is on status magazine entrepreneur.com and you know cu c e c o okay eighty percent of new businesses will survive the first year it means that the mortality rate is about 20 to out of 100 every other business 20 will die now i'm not saying that so that it discourages you or it affects your faith is to make sure that you're on the other side of the equation the 80 percent side so first year about 20 percent will die only 30 percent of businesses would be around in 10 years and you can they would see the mortality rate even among nigerian banks those that were there 10 years ago most of them are no longer here you know you can see that 45 is the average age of successful start-up founders that's the average age and that's because there's a lot of maturity at that age and there's a lot of emotional intelligence and you've learned a lot as you go along party businesses funded by under 30 businesses from the boundary taxes often failed due to lack of experience and i asked somebody one day that if i give you one million what are you going to do with that which i'll rent a new office i'll buy new computers and then money is gone the money is gone there's not enough wisdom on what is important and what is not important last figure 52 lack of good team and illiquidity account for 52 percent of business builders now let me show you some notable business failures so that you don't think it's only a sms i feel look at all these organizations blackberry can anybody remember blackberry you guys are all though no care you know the funny thing about nokia nokia got it right from the very beginning it was a rubber company they foresaw the communications industry they went into it and they started designing phones that look like football and look like you know and instead of focusing on the technology they started focusing on stylisms kodak you guys have killed kodak no more films nothing blockbuster has been replaced by netflix isn't it okay and lastly enron i don't know how many people remember he was killed by lack of values okay so reasons for their failing not innovating fast enough character deficits complacency new technologies now can i have somebody here you know please you have to meet the strict criterion criteria that i'm laying out you've been dating a guy for one or two years it's not proposing i want to give you a strategy after this demonstration it will propose so please can i have a female volunteer he's been proposing to a guy can i have an extra microphone please come on please come forward oh sorry i don't get it you know i don't get it you know religious people keep on shouting i'm a man of valor i'm a woman of valor now proof yo and you're suddenly cowardly okay one volunteer please one beautiful volunteer any lady don't worry we are not going to mess you up i just want you to teach us some things give her a round of applause now now now this is my problem why are you rushing what confidently like somebody is about to get proposed to because please come forward [Applause] you can come up here how are you fine sir please don't be shy around me you know you can't be shy okay what's your name please anthony anthony antoinette that's a good name okay and you have this guy who hasn't proposed for the past two years or three years no no no but you said any valencia but you have a boyfriend it's complicated okay okay okay okay don't mind then things do get complicated okay we will solve the complications i'm a consultant you know i'm a strategy consultant i specialize in branding by the end of my speaking it will be less complicated okay so let's devise a strategy okay what i want you to do is to agree with me that the best way to get this guy to buy you a ring is through a well-prepared meal does that work sometimes women it doesn't work why do why do you guys excuse me excuse me excuse me why do you guys want to spoil my assumption okay let's assume that it works okay okay so what i want you to do is that you are going to prepare a special meal for this guy okay so what will you do in order to prepare this special meal and let nobody say that i don't know how to prepare breakfast the last time i was in missouri's house in london i actually put bread on my put butter on my bread and i ate it for breakfast is it no breakfast thank you so what will you do what do you want to cook first of all [Laughter] maybe i'll look for his best meal no no tell us you have to be more specific what do you want to cook swallow rice salad you want to cook swallow what kind of straw do you want to cook um maybe someone else it's okay it's called afro-ipop okay so what do you do to cook this food i'll go shopping you go shopping okay so what are you going to buy i'll buy a pack of cement a pack of samoa i'll buy a fourier leaf okay i'll get oil then all my condiments okay don't mind all these guys that are talking some of them think that cemu grows on trees okay so now you bought all these things and then you go home right what do you do next i begin to prepare you prepare i place everything on fire i put everything on fire but not the house on fire no no okay now when you finish preparing everything what now happens i must have arranged like a meeting first and foremost okay that makes sense then of course he must be prepared before he gets there okay so the table is prepared you set the table okay and just in case he'll be late i make sure it stays warm okay don't mind them they're all getting ideas after saying i don't walk and i something looking like something but just let's just ignore them okay so now you prepare this and what do you do with the context the mood do you put on music do you you know like i need someone you know okay i must have set some nice dishes like special dishes on the table like not bright lights make sense some sensations here and there yeah it makes sense now you won't have to be praying praise worship music okay then music like you said it will come okay now let's imagine that this food which you prepared is so scintillating it is guaranteed to satisfy the most discriminatory palette and then he eats the food what do you expect depends on the person no a normal guy might not be impressed and he might be do you expect appreciation yes i expect okay expresses appreciation is there a chance there's this chance is there a chance that you may prepare a second meal for him if he expresses deep appreciation for what you've done a second meal another day like food yes food another thing or that same thing no i'm wondering i hope that's up for you listen i hope you guys know that with all these interjections you are wasting my time we're going somewhere okay so if he says oh what's your name again please anthony antoniente okay so what if he says antony i i beat my tongue while eating this food it's just incredible you know and it's the plate the setting everything is as incredible as you are so like on another day yes yeah sure okay now ladies and gentlemen what antoinette has described to us it's a business process okay now you have experience cooking don't you um you're also going to buy condiments now a consultant who call all those things impute isn't that so okay can i have the chat on the board i'm seeing some chat in front of me okay okay so let's go here internet let's go ahead so all those experience the fire the condiments the semovita that grow on tree everything i would call impute do you agree yes does anybody disagree that there's impeach okay then the process of cooking the food is what a consultant will call throughput okay okay then after she's cooked the food the plate that is prepared what is left on the table is what is called output okay and then when she sets the table and she plays that music and creates the atmosphere and there's a candle that is burning and all that stuff that is for fish foods and what's the name of this guy okay let me prophesy john okay so john is a client okay but do you get it now so what you described for us is impute throughput how to push foot and client now ladies and gentlemen the reasons business fail is not because nepal took light because sometimes you read things and you say businesses fail businesses fail business fail if you want to learn about business structures you've got to learn about business obituaries do you understand so when you are likely to fail it's a six points you are likely to fail at impute all throughput or output or push foot or the clients you are likely to feel these are the five notes of failure there's a sixth one which we are going to introduce what you are likely to feel about six places and if i were you i began to ask myself where am i feeling now do you understand maybe you are not bringing your experience to pass maybe your input is not enough maybe they say okay let me go for that okay oh i can see the chat don't worry just leave me an antony out of it i mean today is today john is going to propose okay now notice that there's an arrow from clients that turns into feedback and then goes back into infuse isn't that so in other words when john says antoinette this is a fantastic meal that is what you call feedback because in every endeavor without love or anything there must be an emotional reward isn't that true so when you get that feedback you feed it back into impute because i went next year preparing another meal you know now the amount of salt you know the amount of maggie to put you know the amount of conditions and everything that goes into impute therefore without feedback you don't have complete input some of you do business and you don't ask your clients how was the job failure loading because there's no feedback and let me explain antoinette please let's give you a round of applause but but but but if you want to stay on the stage with me you are welcome i mean can i have a chair for antoinette please okay so that's why i brought the pots because the only thing you can do with those spots is throughput now what is the problem there's a lot of things in the inputs and i'll show you where that graph why that chats break it down for you so that you can see the problem is that people don't concentrate on each of these elements and therefore they fail for example most of the time when people come to me especially the young people they come to me that they have a business idea and when i listen to the business idea you know that there's a logic that is failing in the business idea let's just say logic every business out there has a logic if they're launching if it does not make sense you're already going to fail before you've even started the endeavor throughput your organization your systems you know there are people here who don't want to employ others and they think that they are saving money they don't know that they are destroying the organization if the gap between you and the next person to you is so wide that if you don't give direct instruction there's something wrong with the organization now can i have the full thing let me explain so for infuse what skill do you have what expertise do you have what experience do you have what is your ideation can i have one or two volunteers please and to come forward with their business cards we're learning please don't be shy one or two people come forward with your business card please come forward let's be fast you say i want this to be interactive because this is the age in which we are in give them a round of applause you get free consultation so you better make it fast okay now don't give me the card yet okay so what it's okay okay it's okay you can you can join them what do you do sir i'm into real estate what does that mean in english exactly do you understand i mean to real estate you are into what as a pastor or [Laughter] you sell properties therefore isn't it better for you to put what's the name of your business let me see what what did you call your business under is there a description of your business yes oh my god it's a whole book at the back now the average person is not going to have time to read all this you got to be able to reduce all this and condensate all this into just a few words that is so descriptive it gives you the total picture of what you do and i want to do business with you because nobody doesn't say to the general manager recording forwarding general management nobody is going to remember you because there's no specificity so when they are doing curtains you are there when they want to buy brooms you are there i mean apc wants to buy grooms pdp wants to buy umbrellas you volunteer okay so read all the things that are the back for me oh can somebody please give me a microphone please real estate brokerage related advisory property management facility management property development [Laughter] what do you do sir yeah i work for organization but this is my uh you work for an organization yes sir at what level are you working on management yeah management what do you do yeah i say financial solutions you sell financial solutions what does that mean in english do you understand and say if i don't understand what you are selling how can i buy okay now this card is going to travel my you know i go to events and people give me cards half of those cards are going endorsements because i don't know what they do i don't know why i need to be keeping cats i'm not a solid department so tell me what do you do okay it's a mortgage organization it's a mortgage organization yeah okay that's better what else oh you are going to that's what is the mortgage so what does your card say my car says he's a marketing officer of what of the business solution which does what we sell mortgages if you have to explain something to me three times you remember when this car comes you're not going to have a motivation to explain to me so you lose money okay just by i mean you know it takes talent to walk against yourself do you get what i'm trying to say you must be able to and it's not just at this level sme level even though i know that some ceos are here even at the banking level you should have the same mistakes inability to describe succinctly what you do next question please what do you do i'm an architect i designed i can hear you please i said i'm an architect i design you're an artist what does your card say i'm not an artist architect you're an architect yes okay so what does your card say like i said designs and built designed and built now the problem with that is that you're talking to mrs i don't know what you're talking to architects because i know what design and build means it means that your audience this card is not meant for me it's meant for your federal architects because they're the ones who understand design and build do you think what i'm saying god says technical phrase so sometimes also we're talking to technical people we're not talking to the markets and it's a market that is going to sustain you next place so you have to change these cards and it's not easy to arrive at it you have to sit down and think and think and think and think until you arrive it when you arrive at it you know okay yes my name is i am a pr consultant we work with individuals and organizations sorry i can't hear you seriously i'm wearing a mask i'm sorry i'm sorry you know i'm growing old you know no my my mask is um okay can you move up can you give us space so that you can remove the mask and talk to us okay my name is omami ogbe i am a pr pr consultant what does your card say it says glg communications creating bigger and better brands it's too much why don't you just vote what's your name please email me away me and just say pr consultants it's it has my name at the back this is the front and then it happens this is the front of the company the company logo and name and then my name is at the back i'm saying you don't even need two sides of this card okay do you understand when your card starts becoming a brochure yes man my name is lola jay and i recently just had a card when i left this top of office please be silent moses lifted the road okay please my name is lola jay i'm a salon owner and i recently just had a card not because i thought it was not it wasn't necessary anymore because of social media no no when i said if you come forward you refuse to come forward now the ones that are brave that came forward you're not making fun of them pastor could you please give me a lot of moses yes okay so when i eventually did um i'm a salon owner like i said and i have quite a few outlets so i have the contact of all my outlets i want to know the description of the business uh it says it's my personal card it says director head makeup artist salon owner now do you agree with me do you agree with me and you can see this is a representative sampling and where if you look at your cards most likely you are making the same mistake now do you agree with me that none of them have described what they really really do they've not told me why should patronize it and it's a common problem now don't forget we're just talking about the what's right now when we get into branding we're going to talk about the woo and that's another level entirely we don't have time for that today i need you to take a notebook and think and reduce this business description to something that the market understands and will make the market want to patronize you because you might as well not print any cards and you are distributing thousands of this cards and you are not making sales and you don't understand why you are not making sales do you understand what i'm saying and it's a common mistake even if you're a bank we still want to know what kind of bank you are isn't that true okay please give them a round of applause let them come together can i have my chats please my chat time is running out but i need to explain one or two things to you now when you look at throughput we are looking at organizational structures efficiencies i don't mean nigerian terror efficiencies they take on too many clothes that they can't you know they can show and they know they can't show them in time and then keep on forcing everybody and you're about to have your wedding and you have a hypertension because of your tailor client management very important but that's also where your values and your culture comes in now let me tell you a story in my 20s the italian embassy contacted me and said that they want to start me doing jobs for them they had seen some stuff that i'd done and they were very impressed so this was good morning and then they called me one day and they said to me we're having an event this is the i was talking for the italian embassy italian culture and suit italian international school italian wives clubs and about five also italian organizations i did not know them they just saw my work so anything you do put your damnedest best into it because you don't know what it's going to lead to so i went there and they said there's this event that we're going to produce in three days can you produce for us invitation cards and deliver within three days we're going to have this event like in a week and i gave my word that i can so because they trust me they gave me the money and went to sleep now i got to show shumulu which is where i used to print as a young man and on the day i decided to print nepal decided to show their true colors all throughout shiomulu no lights then i said oh this is easy we're going to get a generator so we search and search and search for generator on jungle unfortunately we were searching on a friday and in sherman everybody does party on friday finally we found one generator and then we took it back to the printing press and as we started the generator i packed up and i understood where we found the generator it was the only generator that everybody knew wasn't going to work and so i'm praying to god and i say god i give my word to these people i've never filled them before just help me here just as i was praying nepal sprung back to life but was just enough to power the machine have you ever seen a policeman's light in nigeria torch you know it doesn't you know from here to their one foot visibility so they brought this light that we could not even see the work we were doing so what was i doing i put on the lights on my car and will mix ink with the lights of my car and then take it in with a touch and we were printing i said what do you know that never struck again i said ah they have followed me from my village then i saw light on the third street i'm talking about 20 20 something years ago 25 years ago on the third street in those days you could get the nepal official to bring you life from that country to where you are now this was no longer about money i didn't care how much i spent it was now about integrity so i got deeper official while they were doing that nepal took light on that thought switch somehow somehow i completed this job somehow somehow and i went home took my birth change and i marched straight into the italian embassy and i gave them the job and i never told them what it took to produce those cards why because the client does not want to know about your efforts your client only wants results so don't go to your client and say and when i took boss then from there i took alcada when i got to the roundabout then there was one egg moon like this that was waving at me then nothing women's atmosphere i'm not gussy for gates and as i saw musa i suffer me too and then no don't don't don't do that in other words through food which is what i'm telling you remember impute was all my ideas all my design or my ideation isn't that true now through foods the client is not interested in throughput unless you're a civil servant in which case we have to push file from table to table to table who cares about that and so don't ever go to your client and be saying oh never took like when you took the job didn't you know that there was a reality called nepal so don't tell me that so i wanted to say after me through food should not be reported now let's look at output when antone prepared the food is isn't the same she sought the food is it the same as leaving the food in the pot assuming that young came and then antoinette came and said the food is in the pot is it the same effect no so she took time to serve the food now the problem is that most of us don't know the difference between output and products there's a difference output is a natural by-product of a series of exercises if you cook food and everything it gets cooked it's left in the pot that is the natural by-product of your exercises and that's what okay but output is not the product you don't have a product until the client appropriates it because it is a client that determines your economic health so some of you design things and it's fantastic and you're having over this fantastic product but then you give it to the client and he says what kind of crap is this that's the best feedback you ever got don't take offense now i want you to repeat after me output is nothing output is nothing until you convert it to products and then we take it up there to push foot brandon marketing all those things now i want another set of people to come forward three people this time free consultation i want to round up three people there's no lady where's the cameraman can you give me your business cards want to look at their logos thank you okay i don't know how can we project this logo can somebody forgo you can't say the logo but essentially a straight children playing and there's a global in between and i'm saying why do you have the globe in between can somebody get right in my place that's because um the intention of our day is to connect with children across globe with our services like we are a teacher training institute and our infection is to see that any community with whether i have are you connected we are connected you are connecting have you connected connected not thoroughly yeah you know the thing is that you are using a common motif okay so everybody see the fact that you have a logo doesn't mean you're a brand every business has a logo but not every business is a brand you understand so you need to redesign this logo don't make it worse your colors are dull you understand look at the color from the back there's nothing wrong with white so you have i'm confused now i'm confused because i see educate early years institute are you an institute a training institute so why not training institute for early years or whatever because our focus is on last practitioners only but you are confusing us okay you have to redesign this okay okay yes can i see your card please first of all your logo is too small it's so tiny it looks like text here okay um fondant ceo telephone what does this company do it's a booking platform for health care services so why don't you put it there my medic medical bank a booking platform for medical services why there's nothing wrong with being descriptive real descriptive okay so you need to change the size of the logo you don't need this cuff thing okay can i see your card now okay oh no make buggy ceo the text is too big for the size of the card listen to me listen to me he said when we do branding listen listen have you ever wondered why you find it easy to read some things and you don't find it easy to read some things let me give you an example when we're designing a brochure at alder consulting we've measured eye gauge we know from here to here your eyes can capture it but beyond that you'll strain your eyes and therefore you're going to be having pain in your eyes and will not want to read it sometimes it's like put what she's done it's like buying an 85 in television and putting it in a 2x2 room you understand you've got to get a specialist to do this for you okay and again what do you do i'm an event planner sir it's not obvious there's no description of your business on your business card why she's looking at me don't let me fight you okay thank you thank you you did not bring your card and you are coming to an event like this where thousands of people have potential clients what do you do i'm a music producer you're a music producer how many musicians are boarding produce musicians are here look at your clientele next time don't do that okay no you're not going to be distributing your phone are you is your name samsung i would love to see it write me and show me your website do a screen capture show me your website i'll give you a free consultation on it okay let's give them a round of applause now remember this works i'm rounding up now repeat after me impute throughput output push foot and then climb now notice something on that board i'm giving you final mod now notice that output is depressed have you noticed it's not on the same line as input throughput push foot and clientele have you noticed now why did i do that because output is nothing it is cost it is cost as long as it remains unsold as long as the client has not appropriated it you are running costs it's an inventory it's like renting a factory you produce you rent a factory and you store products inside there it's cost you're not making any money now some of you are too teammate to show what you do let the market be the judge my chances are that if you meet someone you tell that you want to start a business that they will discourage you they don't mean to some are afraid for themselves something that you are about to leave them behind some feel sorry for you some are failed in business but let the market be the judge of your efforts and what you you're going for at the beginning it's just the acceptability of the market for your peculiar ideas don't try and be like everybody there's something special about you that's the way you see life let's say where you seen the market i said when you see people my first breakthrough was i did your 24 25 or so i can't remember and what happened was that they had this big communications company and they had made zero sales in six months zero sales now two young men had come to me and they said i should design a marketing material for them the only problem was that they had zero carbon so i've sent them away and i said give me a week so i did a business card that said they were sending brother typewriters that imported product i brought us into the country this one days of typewriters how many people know typewriters ah thank god proof that i'm not too old okay so they didn't have money for marketing and then i did a business card for them that said if brother typewriters had existed at the time of moses moses would have used it to write the ten commandments and they went out distributing these cards and they sold out all the typewriters one of the companies that they sold to was a communications company and they asked that question who did this why because they had to advertising against handling the account and they had zero sales so they said i should put in my proposal at that time don't forget all i read in my life was law i'm a lawyer i didn't know anything about proposals i'd never done one before a proposal to me was something you said to a lady and then i kept on what do i write and i'm talking to some people here this afternoon what do i write so i called my pastor i said this marketing director has asked me to send in a proposal what do i write he said you know too much already write what you know that year i studied the book of proverbs all the all throughout the year i mean proverbs was coming out of my nose and then i said okay what if i buy marketing books then it occurred to me that this is a marketing director yeah probably i read all the books that i want to buy to read and regurgitate to him so one day i just sat down and i began to write about this generation their likes their wants their dislikes how to sell things to them i sent in a seven-page proposal three pages of text one of cover one back cover and then three illustrations of what i was doing in advertisements advertisement form and this guy took this proposal looked at the first page and said excuse me i want to go and talk to my managing director so he goes up comes back two minutes later and said excuse me can you please follow me now at this time the model of income in the industry was advertising commission number of address replaced you get 15 commission or 20 commission and they asked me that that's what they would pay me and i said no that doesn't pay me because i am not deadly times i am not guardian what i'm selling to you is my intelligence and this md looked at it looked at this thing this crazy proposal that i put together and said so what do we pay all that consult and i said four hundred thousand error four hundred thousand i will buy ten minutes this is and the guy said don on one condition i also handled my company in england now the what i'm trying to let you know is that there's something called the confidence of ignorance the confidence of ignorance comes upon you when you don't know how to do something very well but you put in your creative best and it comes out looking great and different have the confidence of ignorance thank you very much [Applause] please a round of applause a resounding round of applause for mr alda thank you so much sir thank you like we said we're going to have a panel discussion with all of our wonderful speakers the powerhouses of yvonne audrey and prof in the house and all of our men in black and so please all of us who have questions if you're in the hall here you actually have the option of passing your physical questions just write it on a little sheet of paper and pass it down to the usher the ashes actually even already holding sheets of paper so you can just request one and write your question and then for those of us online you can just go to www at the platformnigeria.com and forward slash questions you would be able to access this is a simple link so the link again is www.theplatformnigeria dot com forward slash questions i know some questions were already sent before you don't need to send them again it's the same link www.theplatformnigeria.com forward slash questions for your questions to come through thanks so please just be seated just be seated as we set up for the panel discussion thank you live local think

Channel: Channels Television

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Id: FI0a1BdXLaM

Length: 48min 27sec (2907 seconds)

Published: Mon May 02 2022