03: Make the Main Thing… the Main Thing
leave cho cho cho & mind your business
Here’s the summary of today’s message:
LEAVE CHO CHO CHO AND MIND YOUR BUSINESS
Before we get into it, in case you are either not Nigerian, or not Nigerian enough, Cho Cho Cho essentially means much talking, especially empty talk, often juxtaposed with walking the walk as opposed to just talking the talk. That said, let’s get right into business.
If there’s anything that seems more amplified than ever in our social, economic and otherwise contexts, it would be Cho Cho Cho, in this instance, also known as ‘Storytelling’ (especially with tools and platforms provided by pseudo-traditional media, social media, and most recently Artificial Intelligence). “Anyone” can now weave a delicious meal of well-intended power-packed words. Now “everyone” is a storyteller.
We have all become curators, carefully selecting the right words that perfectly serve our purpose. Perfecting the deck. Designing the grid. Rehearsing the pitch. And yes, crafting phrases like:
“We are shaping the future of XYZ.”
“We’re not just doing ABC. We’re building a movement.”
“This isn’t just a brand. It’s a belief.”
Beautiful. Powerful. Aspirational… right?
Well, here’s the thing: What do you actually do?
Beyond the polished pitch, beyond the poetic phrasing—what’s the product? What problem are you solving? Who is using it? Is it working? Is it built yet? That podcast that you want to start that is meant to Change lives through carefully crafted conversations, what exactly do you intend to speak on, and why should your listeners care? That your Clothing line that is Not just about clothes, but about exuding confidence… how much sense would those words mean to you if you weren’t the originator?
See! We often get so wrapped up in how we present the work, that we forget to actually do the work.
Your Business vs Your Brand
Your business should solve a problem | Your brand should tell a story
And if one suffers, the other does too.
A great story can spark attention, but if the puff puff inside the small chops doesn’t cut it, then all you’ve sold is noise. Likewise, a great product without a story gets lost in the crowd.
One attracts. The other retains.
One speaks. The other proves.
Both matter.
But if you ever have to choose which one to fix first… pretty pleeeeeaaassse, let it be the business.
We all want to be taken seriously. To look sharp. To sound smart. To feel like we’re part of the future. That’s fair. But in the pursuit of perception, don’t abandon production.
Please don’t get me wrong o, it’s noble to be focused on shaping the future of Work, the future of Education, Technology, Agriculture, and all that, but what are you actually doing IN THE PRESENT?!
At the end of the day, you should invest more in HOW SOUND YOU ARE over HOW YOU SOUND.
Note that I said “invest more”, not that the latter doesn’t matter, but if you are trying to play the long game, the actual “future” game, then you better fix up and ask yourself the hard questions.
I know that Branding is a big thing today (& best believe I'm a branding enthusiast myself), but when it comes down to it,
YOU MIGHT HAVE A BRAND, BUT DO YOU REALLY HAVE A BUSINESS?
Hype without substance fades.
Positioning without performance breaks trust.
Packaging without product is just… potential.
So maybe the real flex this season is not another “We’re shaping the future of…” but something simpler:
“We make this ABC work.”
“We fix this XYZ problem.”
“We serve these 123 people.”
“Here’s what we’ve built.”
“Our product helps you do [insert meaningful; and tangible] things”
Let the work speak, and let the brand amplify.
Make the main thing… the main thing.
Keep breathing.
Jisike.💪🏾
This is insightful.