In Today’s Menu for Knowledge-Hungry Business Professionals 😋…

• Cybersecurity talent shortages

• Out with the 5-day work week

• Opportunities in the global foot care product market

• Interview with co-founder of SlideShare, which was later acquired by LinkedIn (podcast)

• Behind-the-scenes marketing strategy

• Success story: “Connectivity should be a right, not a privilege”

Weekly Catchups

News | Industry Insights | Trends

• 🛡️ Cybersecurity talent shortage:
  A cybersecurity talent shortage is causing companies to compete fiercely for experts, prompting them to increase spending, train staff, and hire externally, according to a recent CompTIA study.

• 🗓️ Four-day work week:
  A new study spotlights the widespread adoption of the Four-Day Work Week, showcasing increased productivity and reduced burnout. This strategic shift is actively reshaping the landscape for a more efficient and empowered workforce.

• 👣 Global foot care product market on the rise:
  The global foot care products market, worth $3.46 billion in 2022, is set to reach $5.44 billion by 2030. Foot creams, antiperspirant sprays, powders, and socks are gaining traction, driven by increasing awareness and a surge in foot-related disorders.

Nurturing The Leader Within

Personal Development | Success Story

To Make A Lasting Impact

“When I travelled home, I'd be celebrated as if I'm a king!”

Tola Yusuf breathes his heart and soul into Infratel Africa, a company that works to bridge the telecommunication gap between urban and rural communities in African countries.

“You have a problem, a situation whereby somebody is sick and he has to travel 20 to 30 km to be able to see a doctor. If he wants to do a financial transaction, he has to travel kilometres of distances to do a financial transaction,” Yusuf said.

After 20 years of wondering why the inclusion problem has persisted in African countries for so long, he finally figured it out.

In Nigeria, for example, the Urban population has been on a constant rise.

Many of the people in rural communities, who primarily work in the agriculture sector, move to urban communities due to challenges with accessibility. The more people who moved, the more congested it became.

That’s when an idea sparked in his head, to be the change he wanted to see in the world. With his partner, Yusuf leveraged their combined experience of over 50 years in the industry to create Infratel Africa. Born out of a drive to make telecommunications more accessible to rural communities.

Initially, the company was built on personal funds. Yusuf, however, was undeterred, facing challenges ranging from exorbitant interest rates to the volatile dollar-to-naira exchange rates and inflation woes. The journey was fraught with obstacles, but the emotional resonance of the cause fueled Yusuf's determination.

The turning point arrived when Infratel Africa secured grants from the Universal Service Provision Fund (USPF). This injection of financial support paved the way for the company to expand its reach and impact.

Growing even further from there, through partnerships with major mobile network providers like MTA and Airtel, Infratel Africa adopted a revenue-sharing model that not only sustained the business but propelled it into a new realm of influence.

Infratel Africa is now a leading telecommunication infrastructure service provider in Nigeria and Sub-Saharan Africa.

Yusuf's unwavering belief that connectivity is a right, not a privilege, became the guiding principle of Infratel Africa's mission. It was not just about erecting cell towers and laying cables; it was about transforming lives, about ensuring that every individual, irrespective of their geographical location, had the right to access essential services seamlessly.

Strategies | Tools | Marketing Tips

Behind The Scenes

What’s something viewers do before, during and after watching a movie or TV series? I’m almost certain you know this one. Drum roll….it’s watching Behind The Scene footage.

Human beings love seeing other human beings on screen. The more connected your audience is with your product, the greater the brand awareness.

Think about the viral videos on Turkish ice-creams that no one can catch. What’s so attractive about them? It's not just the slick ice cream moves; it's the shared thrill of the chase and the joy in every handoff.

I bet the line would be way shorter if they A) handed the ice cream over in a common way and B) focused their video content solely on the product (ice cream) itself.

When your BTS footage features real-life interactions with your product, your audience becomes emotionally involved with the product. It’s the personality of the brand and the people behind it that increases its reach and impact.

It also builds trust. The more questions you answer, the greater the trust.

Everyone generally knows what you’re selling — it’s on your website or in the store sitting on a shelf — but there’s another question that lingers at the back of your customers’ minds.

The how.

When your customer knows how a product is created, it shows them that you have nothing to hide. No hidden agenda, no exploitation. This demonstration of confidence not only showcases your authenticity but also amplifies user trust in your brand.

The following are some BTS content you can create very easily. Keep it raw and authentic. Remember, personality and authenticity are at the core of it all:

• Project updates

• Team working on a project

• Celebration events

• Funny office moments

Don’t Miss It!

Networking | Business Development | Entrepreneurship

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