I choose to create value not a new product.

You Have More Opportunity Than Ever

If there is one thing I could wish for you — more than my work ethic, more than my energy, more than my charisma — it would be my perspective.

The perspective of how good life really is.

This is coming from a man who just lost his company yesterday.

And I still believe my life is better than many people’s.

That is the mindset.

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Where It All Started

As I reflect on my journey, I always go back to 2002.

My junior brother, Wunmi, introduced me to the internet.

I remember thinking, “What is this thing?”

And immediately, I saw a possibility.

That same day, I made a silent pact with myself:
I will squeeze everything I can out of this thing called the internet.

I created my first email address:
efeezy2020@yahoo.com
(Not proud of it anymore, but it mattered then.)

Back then, the internet was expensive. I went to the cyber café twice a month. Then weekly. Friday nights were cheaper, so I stayed overnight.

What was I searching for?

Not money.

I was searching for ideas. Innovation. Opportunity. How people outside Nigeria were using the internet. How could I be part of something bigger?

I wanted to help people.

That was the mindset.

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Doing Good Is Always a Good Strategy

When I ran a phone repair shop at school, I used the internet to promote it.

I started blogging. I gave free tips on how to care for phones. I taught people how to use the internet for free.

Some people might think that giving away knowledge would reduce customer numbers.

It did the opposite.

People trusted me more.

They referred their friends.

Trust scales.

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The Power of Niche

In 2004, I came across the word “niche” in Success Digest magazine.

That word changed my thinking.

I later created one of the first lottery-focused Facebook pages in Nigeria. It eventually grew into the largest gambling page on Facebook in the country.

I made over $10,000 selling lottery ebooks online.

But here is the key:

I did not sell on day one.

I spent over a year giving value for free. Tips. Ideas. Support.

I built relationships first.

Then monetised.

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The Same Strategy, Different Industry

At BetKing, I applied the same principle.

Every Wednesday, I organised seminars for potential agents. I trained them on how to run shops properly. I wanted them to succeed from day one.

We were not extracting.

We were empowering.

Within three months of launch, we had over 2,000 agents.

Value attracts growth.

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What Am I Really Saying?

Find your rhythm.

Find that thing you are better at than most people.

Turn it into value.

Even if you do not have a clear idea, ask 10 to 15 friends:

“What do you need right now that you cannot easily find?”

If five people mention the same thing, you have just discovered a potential market.

Focus first on solving their problem.

Profit comes later.

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Brands Must Do Better

Companies today must deliver more than products.

They must deliver value.

At Micserah, we do not just sell watches.

We educate people on how to wear watches properly.
How to choose the right strap.
How to style their timepiece.

We entertain. We inspire. We motivate.

Because business is not just transaction.

It is experience.

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Embrace the Internet

If you want to achieve anything today, you must embrace the internet.

It is the single greatest leverage tool in human history.

And you must treat customers better than ever before.

Do not just improve your product.

Improve your support.

Improve your empathy.

Improve your communication.

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Many people are complaining.

But this is the greatest era to be alive.

You have more access.
More tools.
More opportunity.

Than any generation before you.

You literally have more opportunity than ever.

The question is — what will you do with it?

— Adekunle Adeniji