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Lessons from 2018

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Twenty Eighteen, another year gone by. The seconds have ticked into minutes, and minutes rolled into hours, and hours to days, days turn to months, and this year is finally at its end. I have had my fair share of highs and lows, but even more importantly, I eagerly look forward to 2019 as I reflect on some key life lessons and principles I imbibed or at least, gleaned in 2018.

1. Define your Goals

Set your goal(s), make it crystal clear and align all your resources towards it. Think about it every minute of the day and let it govern your activities. It should determine the social events you attend, your network of friends, partners, allies, etc. When you do this passionately and consistently, “the universe will conspire in your favour”. For now, the seemingly insurmountable challenges of achieving your set goals should be the least of your worries, because only two things matter: ‘Is it (your goal) worth the sacrifice?’, and ‘are you willing to pay the price?’. Answer a definitive ‘Yes’ to both questions and your end will be met.

2. Image is Everything

The world interacts with you based on the image you successfully project. Be true to your persona only and be flexible to ensure that you’re not held hostage by previously projected images.

3. Leadership is Tough

Nothing sufficiently prepares you for the emotional and mental drain that comes with the privileged responsibility of leading others. As you rise, you seemingly hold the success, failure, opportunities and difficulties of many who may often react towards you in ways that are hardly logical. Building leadership capacity to relate with people with patience, maturity as well as dexterity in the application of high level emotional intelligence is most helpful to navigate leadership challenges at the top.

4. Mediocrity is the Enemy

Any leader that tolerates mediocrity, condones failure, and ignores success is sure to lead a failed army. Doing the opposite makes you largely unpopular but keeps you on the path to success.

5. Hate the Game, not the Player

Conduct your business just like politics — don’t take things personal. People typically act based on their interest/loyalty. Be wise, track intentions and interests, and then predict peoples’ actions accordingly.

6. Be both a Leader and Manager

Lead and manage strategically. Always assign tasks that you can do yourself and execute alone, if all your lieutenants fail to deliver.

7. History is a Great Teacher

History repeatedly narrates the tales and cycles of the greats and empires that fall, while underdogs rise time and time again. To me, this represents the greatest opportunity of life — a choice to either defend or attack, depending on your state. When on top, leave nothing to chance. When under, work with all you have to change the status quo.

8. It is often “The little Foxes”

Great men often die from small and insignificant attacks. Never allow little things lie. Kill those casual unhealthy habits, dislodge weak adversaries, refuse to allow a slight pain or itch fester. Address the big issues and don’t let the simple matters slide because they will come back to haunt you.

9. Depth is the Key to Lasting Success

How far are you willing to go? Like a submarine, build extensively below the radar. Cover all basis, prepare for all angles, act out all possible scenarios, learn beyond requirement, build depth beyond your rivals — it’s one of the greatest protection you can build. So again I ask: How far are you willing to go?

10. See It and It’s Yours to Keep

Anything the mind can see, the mind can give. All that is required is for you to believe. Impossible things have been done before. More challenging tasks are being achieved. Many more difficult exploits will yet be conquered. You just have to believe to make it happen.

11. Start a pot today. Not tomorrow, today

For more context, see my previous article on The “Pot” Strategy: https://link.medium.com/s79Ja9Kw6S

12. Refuse to be Bewitched

Beware of the three witches — Greed, Anger and Envy. Build immunity towards them and protect yourself from them in other people. They intoxicate the mind and take over your being to certain reins.

13. Appreciate People

Gratitude is a potent strategy. Use it always, excessively and continuously. The only sin of gratitude is not showing it.

14. Sleep

I know you’re wondering why but make sure you sleep. Sleep some more (and for some people, probably a bit more). It fuels and enhances your mental agility, and your mind is your greatest asset. Without sleep, you cannot function at your optimal capacity. Don’t ask me how long I sleep; I am still learning how to.

15. Be Limitless

Finally, and most importantly, never limit yourself. You are potentially your own greatest ally or limitation. And until you overcome the later, you’ll keep getting in your own way. Break out of your comfort zone, try new things and embark on new experiences. Stop fantasizing and start realizing your ambitions. 2018 is gone, live your best life now and decide to make 2019 count today.

Modupe Gbadeyanka is a fast-rising journalist with Business Post Nigeria. Her passion for journalism is amazing. She is willing to learn more with a view to becoming one of the best pen-pushers in Nigeria. Her role models are the duo of CNN's Richard Quest and Christiane Amanpour.

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Valentine’s Day Made Easy: Perfect Gift Ideas for That Special Person

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Perfect Gift Ideas for Valentine’s Day

It’s that time of the year again! Love is in the air, vendors are rolling out extravagant Valentine’s packages, and let’s be honest, some people are preparing to oppress singles with their grand gestures. Flowers, chocolates, fancy dinner dates… all nice, but a bit predictable, right?

This year, why not switch things up? Whether it’s a partner, best friend, or even a sibling who deserves some extra love, there are so many creative ways to make them feel special beyond the usual. So here are fun and thoughtful gift ideas that will definitely keep a lasting smile on their faces.

  1. Thoughtful, Budget-Friendly Gifts

Not everyone wants to spend a fortune on Valentine’s Day, and guess what? You don’t have to! If you’re thinking budget-friendly but meaningful, consider handwritten love letters, a scrapbook of your favorite memories together, or a personalized playlist of songs that remind you of them. Even a simple breakfast in bed can be a winner! It’s truly the thought that counts.

  1. The Gift of Entertainment

Now, let’s talk about the ultimate Valentine’s Day package. You know how some people aren’t really into flowers, chocolates, or even date nights? Well, have you considered giving them the package of all packages, the GOtv Supa Plus bouquet? Think about it, unlimited access to all their favorite channels, from romantic movies to action-packed series, sports, and entertainment. Whether your special person loves telenovelas, football, or Nollywood dramas, GOtv Supa Plus has something for everyone.

Imagine gifting them a month  of uninterrupted premium entertainment. That means they get to enjoy all their favorite shows while thinking of you every time they press play. And let’s be honest, nothing beats the joy of knowing your gift keeps on giving even after Valentine’s Day has passed!

  1. The Romantic Stay-In Date Night

Who says you have to step out to have a memorable Valentine’s Day? Sometimes, privacy is the real luxury. Picture this,  you tell your special person to pack a bag and come over for a cozy, romantic night in. Light some candles, sprinkle petals on the floor, and set up the perfect ambiance. Then, grab your softest blanket, order (or cook) your favorite meals, and tune into a romantic show or a thrilling movie. Whether you’re watching a classic rom-com, an action flick, or a telenovela that makes you both emotional, it’s about creating a shared experience. Plus, you don’t have to worry about crowded restaurants or long queues, just pure quality time.

  1. A Subscription to Their Favorite Hobby

Valentine’s Day gifts should be personal, and nothing says “I know you” better than a gift that aligns with their interests. For those who love to cook, a GOtv subscription unlocks access to food and lifestyle channels like Food Network, where they can discover new recipes, cooking tips, and even the latest food trends. Get a GOtv Max subscription for as low as ₦7,200 and keep your special person hooked on their favourite cooking shows.  For the sports lover, keep them in the game with GOtv Supa Plus package available for ₦15,700 and for the fashion lover, at ₦9,600, the GOtv Supa offers a lineup of fashion shows and trend-spotting channels, making it easy to stay inspired.

  1.  Go All Out with a Grand Gesture

On the flip side, if you want to make a big splash this Valentine’s Day, then go all out! Plan a surprise getaway, book a spa day, or even throw a private dinner with a chef making your favorite dishes. If your person loves grand romantic gestures, this is your time to shine. Just make sure it’s something they’ll genuinely enjoy, not just what looks good for Instagram.

So, whatever you choose, make sure it’s something that speaks to their heart and their interests. Whether it’s a thoughtful DIY gift, a romantic date night, or a subscription that fits their hobby, it’s the thought that truly counts.

When it comes to the ultimate gift, GOtv is the icing on the cake. With just a few clicks, you can subscribe, upgrade, or reconnect by simply downloading the MyGOtv app, or dial *288# to get started. Plus, with the GOtv Stream App, they can enjoy their favorite shows anytime, anywhere. Trust GOtv to keep the entertainment flowing long after valentines is over!

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Access Bank Lagos City Marathon 2025: A Tribute to Legacy, A Celebration of Resilience

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Herbert Wigwe Access Bank Lagos City Marathon 2025

As Lagos gears up for the highly anticipated Access Bank Lagos City Marathon on Saturday, February 15, 2025, excitement and emotion run high. This year’s edition is much more than a race, it is a moving tribute to legacy and a celebration of resilience. Under the evocative theme “Miles to Memories,” every stride taken by the runners transforms physical distance into lasting recollections, blending athletic endurance with heartfelt remembrance of a visionary leader.

A Race that Transcends the Finish Line

Since its inaugural run in 2016, the Access Bank Lagos City Marathon has evolved from a local initiative into a global phenomenon. Originally established by Access Bank in collaboration with the Lagos State Government to promote healthier lifestyles, the event has grown into a symbol of unity, progress, and economic vitality for both Lagos and Nigeria. Today, the marathon not only places Lagos on the global sporting map but also showcases how major sporting events can drive tourism and stimulate business growth. As a Gold Label Marathon certified by the Association of International Marathons and Distance Races (AIMS), it stands as a testament to the powerful synergy between sport, community, and commerce.

Local businesses, from hotels and restaurants to vendors and transport providers, thrive during the marathon weekend, benefiting from increased patronage as communities come together to support and celebrate the event. This collective participation reinforces the idea that when people unite around a common purpose, the rewards are shared by all. 

Honoring a Visionary: Remembering Herbert Wigwe

This year, the marathon carries added emotional significance.  It marks the first anniversary of the passing of Herbert Wigwe, the late Group Chief Executive Officer of Access Holdings PLC,  who was a transformative force behind the event. On the morning of February 10, 2024, a tragic helicopter crash claimed the lives of Herbert Wigwe, his wife, his son, and Abimbola Ogunbanjo, the former Group Chairman of the Nigerian Exchange Group PLC. The loss sent shockwaves throughout the nation, leaving an indelible void in the hearts of many Nigerians.

Despite the deep sense of loss, Herbert Wigwe’s legacy continues to inspire. In the wake of the tragedy, concerns arose that Access Bank might reconsider its sponsorship of the marathon. Instead, in a poignant gesture of remembrance and commitment, Access Bank, together with the Lagos State Government, has reaffirmed its support for the marathon. This enduring dedication ensures that Wigwe’s dreams and aspirations remain an integral part of every step taken by the runners. 

“Miles to Memories”: A Journey of Emotion and Endurance

The theme “Miles to Memories” perfectly encapsulates the spirit of this year’s marathon. It suggests that every mile covered is imbued with personal and collective memories, reminders of challenges overcome, of unity celebrated, and of hope nurtured for a better future. For many participants, the race is a chance to commemorate Herbert Wigwe, whose visionary leadership not only transformed Access Bank but also reshaped the sporting landscape of Lagos. His enduring commitment to community development, healthy living, and economic empowerment continues to serve as a beacon for all who aspire to make a positive impact.

Each runner’s journey on the race day acts as a bridge between past and future, where the physical act of running becomes a metaphor for overcoming adversity and building a hopeful tomorrow. The event stands as a tribute not only to athletic excellence but also to the unyielding human spirit that continues to rise in the face of loss.

From Humble Beginnings to Global Prominence

When Access Bank and the Lagos State Government first partnered in 2016 to host the marathon, their goal was simple: to encourage a healthier lifestyle among Lagosians. Under Herbert Wigwe’s visionary leadership, the event quickly grew in stature. Today, it has attracted over 600,000 registered athletes from 14 countries, establishing itself as one of Africa’s most prestigious road races. This remarkable evolution is a testament to the power of visionary leadership, community engagement, and a relentless pursuit of excellence.

The marathon’s growth from a local initiative to a globally recognised event highlights how passion and determination can transform a modest idea into an internationally celebrated movement. Lagos has firmly established itself as a marathon city renowned for its energy, hospitality, and unwavering commitment to progress.

Herbert Wigwe’s Vision: A Marathon for Unity & Progress

Herbert Wigwe’s influence on the Access Bank Lagos City Marathon remains as palpable today as ever. During the 2021 edition, he stated:

“As one of the leading banks in Nigeria and indeed Africa, it is imperative for us to support the economic and social development of the communities in which we operate. Hence, we have sponsored the Access Bank Lagos City Marathon to make Lagos more attractive to tourists and investors alike. We have also used this platform to create jobs and opportunities for thousands in the state.”

These words, imbued with hope and ambition, continue to guide the event. More than merely a race, the marathon has become a living legacy of Wigwe’s unwavering commitment to community development and the transformative power of sport. His visionary approach has paved the way for countless initiatives that enrich lives, create employment opportunities, and foster pride and unity among Nigerians.

Herbert Wigwe’s legacy is not confined to history, it lives on in the hearts of those he touched and in the strides of every runner who participates in the marathon. His vision for a healthier, more prosperous Lagos inspires all, ensuring that his contributions will never be forgotten. Every cheer from the crowd, every drop of sweat on the pavement, and every moment of reflection during the race stands as a tribute to a man dedicated to progress, unity, and excellence.

The Access Bank Lagos City Marathon 2025 is more than a sporting event—it is a movement that transforms challenges into triumphs and distances into memories. It celebrates life, resilience, and the indomitable spirit of a community marching forward, one determined step at a time.

Sponsors: The Pillars Behind the Marathon

Central to the success of the Access Bank Lagos City Marathon are its dedicated sponsors. Access Bank, the major sponsor, has remained steadfast in its commitment to community development, ensuring that the marathon continues to be a platform for positive change. In partnership with the Lagos State Government, the event has grown into a major contributor to the local economy and an enduring source of inspiration for athletes and citizens alike.

Their unwavering support has been crucial in maintaining the high standards of the marathon, including its prestigious Gold Label status from AIMS. This commitment not only honours Herbert Wigwe’s legacy but also ensures that the marathon continues to inspire future generations to embrace a healthy, active lifestyle while cherishing the memories forged along the way.

Community, Commerce, and the Spirit of Resilience

The Access Bank Lagos City Marathon is a celebration of more than athletic prowess, it is a testament to the power of community and the resilience of Lagosians. The event has consistently demonstrated that when communities unite, remarkable achievements are possible. By boosting local tourism and generating business opportunities, the marathon has had a transformative impact on the city’s economy.

During marathon weekend, local businesses such as hotels, restaurants, and retail outlets experience a surge in activity as visitors from around the globe flock to Lagos. At the same time, the event showcases the city’s vibrant culture on an international stage, reinforcing the idea that sport and commerce can work hand in hand to drive progress.

The Journey Ahead: Legacy, Resilience, and Unity

As runners prepare to take to the streets of Lagos on February 15, 2025, the atmosphere is charged with a profound sense of purpose. The marathon is not just a competition; it is a journey of remembrance and unity, where every stride honors the memory of Herbert Wigwe and every mile becomes a cherished memory. The theme “Miles to Memories” reminds participants that the race is as much about personal triumph as it is about collective resilience and hope.

In the face of past tragedies and challenges, the marathon stands as a beacon of hope. It is a day when the nation comes together to celebrate life, honor legacy, and build a future founded on unity and progress. Each runner carries with them the spirit of determination and the memory of a leader who believed in the power of community and the strength of collective ambition.

In celebrating “Miles to Memories,” the Access Bank Lagos City Marathon 2025 encapsulates the journey from loss to legacy, from grief to hope, and from memories to future milestones. With the steadfast support of sponsors like Access Bank and the Lagos State Government, this marathon not only delivers an exhilarating athletic challenge but also forges enduring memories that will inspire generations to come.

As the starting gun fires and runners take their first steps on the vibrant streets of Lagos, they are not merely participating in a race, they are becoming part of a legacy. Every mile traversed is a reminder of the resilience, unity, and indomitable spirit that define this great city. And in every memory made, the legacy of Herbert Wigwe lives on, guiding each runner toward a brighter, more hopeful future.

Herbert Wigwe may be gone, but his vision continues to run through the veins of every Lagosian and every athlete crossing the finish line. In Lagos, every mile is a memory, and every memory is a step toward a better tomorrow.

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The Power Trio: How Sales, Finance, and Marketing Rescue PR from the ROI Dilemma

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The Power Trio PR from ROI Dilemma

By Philip Odiakose

Over the years, the conversation around PR measurement has evolved, yet one persistent challenge remains — how to prove the financial return on investment (ROI) of public relations efforts. I have shared my thoughts on this topic across multiple LinkedIn posts, and I felt compelled to provide a structured education on the subject.

Measurement education is a core pillar of AMEC Measurement and Evaluation , and as a strong advocate for data-driven PR, I believe it is crucial to guide PR professionals through this recurring challenge.

The reality is simple: If sales are not part of your key performance indicators (KPIs), then Return on Objective (ROO) should be your holy grail, not ROI. However, for PR campaigns where sales are indeed a primary goal, PR professionals cannot work in isolation — they need to engage with the “three wise men”: Sales, Finance, and Marketing.

A fundamental mistake many PR practitioners make is attempting to justify PR’s success using ROI without understanding the financial principles behind it. ROI, in its true form, is a financial metric that calculates the profitability of an investment using the formula: ROI (%) = (Net Profit / Cost of Investment) x 100.

For PR professionals aiming to showcase ROI, collaboration with the Finance team is essential to align media metrics with revenue generation. However, in most cases, PR is not a direct sales function, which means using ROI as a blanket metric leads to misinterpretation and misplaced expectations.

This is why AMEC’s Barcelona Principles (which emphasize outcome-based measurement over outdated methods) encourage PR professionals to focus on measurable objectives rather than vanity metrics like Advertising Value Equivalency (AVE). For those unfamiliar with these principles, I strongly recommend exploring them as a foundation for modern PR measurement.

One of the most misleading approaches in PR measurement is relying on AVE to demonstrate ROI. To put this into perspective, AVE in PR is like measuring the quality of a meal based solely on the price of its ingredients. Just because a dish contains expensive components does not mean it tastes good or satisfies the customer.

Similarly, AVE assigns a monetary value to media coverage based on ad rates but fails to measure the true impact, sentiment, or effectiveness of PR efforts. If a PR professional presents AVE as ROI, they are essentially equating visibility with tangible business outcomes, which is a flawed and outdated perspective. The goal should always be to measure what matters — impact, sentiment, engagement, and business outcomes — rather than placing a fictitious monetary value on earned media.

As a PR measurement specialist with over a decade of experience, I have consistently advocated for the prioritization of ROO over ROI for PR campaigns that do not have direct sales objectives. PR’s role is often about shaping perception, building credibility, and enhancing reputation — elements that do not always have an immediate or direct financial impact.

ROO provides a structured framework for evaluating PR performance based on predefined, measurable objectives. By aligning PR efforts with specific business goals — whether it be increasing brand awareness, driving website traffic, improving customer sentiment, or strengthening stakeholder relationships — PR professionals can provide meaningful insights without force-fitting sales metrics where they do not belong.

For PR to demonstrate true ROI when necessary, it must integrate seamlessly with Sales, Finance, and Marketing. Without correlating PR metrics with their data, PR teams cannot accurately tell the story of their contribution to revenue generation.

Marketing provides valuable insights into lead generation, Sales tracks conversions, and Finance ensures financial accountability. When these three functions work together, PR professionals can move beyond justifying their efforts with media impressions and start proving their impact in terms of business growth. This is why aligning client or executive expectations from the onset is critical.

By setting realistic measurement parameters, PR professionals can avoid the trap of being asked to prove ROI on campaigns that were never designed to drive direct sales in the first place.

The path to effectivePR measurement is rooted in education, collaboration, and the right frameworks. We must continue advocating for methodologies that reflect PR’s strategic value — beyond press clippings, beyond AVEs, and certainly beyond misaligned expectations.

Measurement is not about justifying PR’s existence; it is about demonstrating PR’s impact with the right metrics that align with business goals. As PR professionals, our focus should always be on setting SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) objectives that align with organizational priorities. This way, measurement becomes a tool for strategy rather than just a reporting mechanism.

As we move forward, I encourage PRprofessionals to embrace continuous learning, engage in industry conversations, and challenge outdated measurement methods. PR measurement is not static — it evolves with trends, technology, and business needs. Let us elevate our practice by ensuring that measurement is not an afterthought but an integral part of our communication strategy from the start.

Would love to hear others’ thoughtson this!

Philip Odiakose is a leader and advocate of PR measurement, evaluation and media monitoring in Nigeria. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMECNIPR, AMEC Lab Initiative and AMCRON

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