[Music]
I’m going to show you about a company
heritage clothing line in Accra so
heritage produces his own clothes it has
his own designs and it has its own brand
that it’s supposed to put for way there
but then heritage advertises for his
competitors so with all of his radio
jingles a commercial set runs on
television and any put that it makes on
Facebook Instagram think about it all it
does is telling its potential customers
to buy from their competitors really
really close and if maybe you are
thinking now that perhaps is a business
strategy it’s a marketing strategy know
is not as a matter of fact that
struggling through media and also Zagat
they barely ever hits 20 percent of the
target they set for themselves button
with a little resources that they do
have they keep on advertising for their
competitors everybody in a company is so
much disturbed
notice the management employees
everybody in that company is he stepped
in and once it’s end the situation
around this afternoon if I were to ask
you to give me a solution to go give
back to this company in Accra I know
is very obvious and so easy they should
just stop advertising fighter people
focus on their own product but it’s not
that simple because heritage doesn’t
even know that it is advertising for
other companies
it doesn’t know it’s invest so much
money in that but it doesn’t know that
it’s actually advertising other people
ladies and gentlemen I’m not here to
tell you about this unbelievable story
of a non-existent company yeah it’s a
lie forget it
but what I want to bring to ACA is a
reality of the spirit of the story
a consuming patent of our continent
Africa how we have our own products
we have our own brand and our own desire
designs but then we keep on patronizing
that of other people and if there is any
one single thing that I think we could
really credit our leaders for it’s been
ardent young voices so this will now
receive and campaign on patronizing made
in African products well maybe they have
incentives I mean the more you sell the
more maybe your pay is also determined
but whatever the reason may be the point
is that if always added a voice to it
and in fact in places like Nigeria for
instance there are quotas on certain
amounts of goods that you can import so
rice for instance because Niger produces
rice it only allows a certain level of
rice to be imported but then the point
is that no matter how hard these
campaigns are done or the coaches are
put on these products the people who are
going to consume this product still have
a certain system preference so much so
that they so desire for perfumed rice
that is imported from somewhere else
apart from Nigeria but even if we were
to say okay fine let us get rice from
elsewhere in Kenya for instance China
imposed so much rice from outside the
continents but anecdotal Xenia produces
so much rice
so it’s a little bit
of a dicey situation and I think over
time we’ve tried to explain why the
situation is so so most people is being
that well Africans don’t like African
products or to Afghan products are
really inferior
Nerissa that has been around for long
but I don’t believe any of these two is
a situation I believe it is so
because our lifestyle is modeled in such
a way does the products we produce on
the continent CA does not suppose the
pots the particular type of lifestyle
let me give you an example that’s gonna
be an investment banker no matter how
much I like wearing this particular
I can never go to the office with this I
mean even a Google workers are today
suiting up
so if I’m to go to the market to go buy
something I obviously will go in for a
suit or something like that but to
better understand a situation more some
few weeks ago I where I went out to
interview a number of people 75 Africans
from over 25 countries Tibet Burundi to
go Nigeria 25 countries and what I
wanted to know from these people where
their preference pattern and their
consumption pattern with regards the
goose that we did engage so for example
I will ask one person what do you like
and then the second question will be
what do you buy and in doing this I put
two elements of culture food and clothes
so my first question was look I doing
their way to buckets of food we had
African foods and non African foods so
think of the pups think of the foo-foo
the dolly and I’ll think of the burgers
the fries and pizza and what a view that
you have from the non-african buckets
the first question was what is the
origination of your best bucket of food
and out of this river Dada I did
interviewed through the survey 82% of
them confirmed that they really did like
African foods and its really sounded so
good to hear
so then I moved on to the second
question I’m like okay when you go to
the market then you’re going to buy food
you have to take money out of your
pocket to buy something from a
restaurant for instance what do you
normally buy African foods non African
foods and then again I had just fed to
one percent of same group of people who
Elia on give me an 82 percent preference
for African foods so just touch one
percent of them who confirm that they’re
more likely to buy African foods so then
you realize that even though we have
more people preferring African foods
when it comes to the buying of it less
our people bought it I’m like fine
let us move to the second aspect of
culture a close we were adults on those
same assumptions that there were two
categories of clothes African clothes
there are bada the smoked caftan and
then western clothes or non African clue
the suits the crop tops I won’t say more
which one do you really like
so this question I just had 34 people
confirming that delight African clothes
and it was really sad but what was more
sad was when I went on to us okay if you
are going to buy clothes for yourself
which one are you more likely to buy
just 11 percent of people from this same
group of people confirm that you buy
African clothes so then you realize that
there is a mismatch between what we buy
and then what we think we like and if
these two elements are elements of
measuring culture the metrics that we
can accept to measure culture for
instance that is food and clothing then
you realize that the African culture
really exists in theory but in practice
is non-existent
at two different set of things here we
think there is that when we think that
we like African clothes we like African
foods but then when it comes to the
buying of it is different and we mother
really feel guilty about this
and that is a resume here today it is so
because our lifestyles have been modern
again after a very Western line so much
so that African products have no much
use for us
because if you’re not talking about this
thing like I said initially if I’m going
through the office or I have to go to
the office I can’t go to the office in
this
and so it is like this or people buying
people buy more than on African products
it’s not because they don’t like the
African products is not because the
African products are not good but it is
simply because the products of African
origin really do not support a current
lifestyle it is like trying to sell a
piece of chicken meal to a vegetarian
he has no use for it and he’s not gonna
buy it no matter how much you inspire
him and that is a reason no matter how
much our leaders for instance go out
there and tell people to buy African
products it’s still not gonna fly
through the roof
and it reminds me of one cinder Napoleon
Bonaparte I quit from Napoleon
Bonaparte’s he says that true leadership
is the definition of reality and the
inspiration of hope
but what we do with aging people for
instance to go buy made in African
products it’s just an inspiration of
hope sending people for instance to go
buy a products so that you know is gonna
be of benefit to their continent but
then we refuse to really engage the
reality of it that people really do not
need these realize as much so what I
want to do today here is to first of all
reason how did we get to the point where
our lifestyles has so much modeled after
Western culture and to do that it led me
to habit formation
if it too
these two handsome young men you see day
Papa and Nana down my nephews and I saw
these guys when we were born in 2014
China human beings so so tiny they
didn’t have any taste didn’t have any
preference they didn’t have any choice
nothing at all they were just there but
you know in the last few months I spent
in gonna do my internship whenever I
visited these guys
Papa will always ask for a specific type
of chocolate and another always a
specialized type of ginger biscuits and
it led me to question how did these guys
get to the point where they decided that
they liked this particular product and
that particular product exposure the
kind of series that have been exposed to
them by their mothers fathers siblings
and the people around them it is out of
the bucket of that exposure that they
finally decide that we like a B and C so
if you are exposing them for instance at
that age with regards to sweets – for
instance a chocolate that is imported
from Switzerland for instance then in he
decide on what realized is more likely
to choose one of those things
about as you see there as a very well
too late
three-piece suits
whenever the going outs he’s going out
with his mum for instance to address him
in this suits and they go out eventually
what we are telling Papa for instance is
that if he really wants to look soon
nice and he really wants to look so good
for a very good occasion then he is to
think three-piece suits if you have to
give me any money today to go to the
market to go buy something for himself
because it’s been exposed to this type
of lifestyle and it’s always looked good
in it he’s more likely to go in for
those line of products
and that is the situation but to move it
away from these young men to the bigger
picture China once upon a time when
talking about very you know advanced
countries you were not going to think
about China because at that time it was
a region that was really struggling with
its population for instance but you know
what channel has been able to protect
its territory so much that it has
crafted the kind of lifestyle people
live in China after the Chinese culture
so much that it’s been able to send it
out today to go into a restaurant not
only are you going to have access to the
Western cutlery but then you’re more
likely to also get the Chinese
chopsticks if you want it because they
capitalized on it themselves so much
that should it have been able to send it
out today that is an example of people
who are making sure that they live their
lives after their culture and in making
other people also leave it when Facebook
came out Twitter Instagram I think I was
this crease for it everybody wants it to
be on one of them what’s happening in
China is that there is no phase between
China
there’s no Instagram in China there’s no
YouTube or Google in China
but in the Chinese government II didn’t
leave them like that what it did was
that edit copy cut up just that function
just like Facebook and all of these
other ups so they have the yuku they
have the by and it has so many thing now
to make the experience even better what
I did was that all of these observes
mentioned they put them on one platform
for the recharge on WeChat
you have your Chinese version of
Facebook your Chinese version of
Instagram or the social media upside
there you are able to do online payments
on WeChat and you’re basically able to
live your life on recharge
today there are 400 million people on
WeChat as we speak
now imagine what
corporate China can do the data or 400
million people in one place
imagine how it can be able to develop
products they’ll release uses the
lifestyle of these people because they
have the data of these people and it’s a
deliberate attempt that has been pursued
by a government to ensure that it is
putting itself out there not just going
after what is produced not just going
after what is being done by other people
because the true fact is that the more
people produce or the more people
consume a particular product well worth
is created but the question is a who
benefits from this what that is crazy
so today I have a very simple suggestion
now what if la Papa and Nana are three
years old today but if we decide that
we’re going to expose them to products
that are of African origin
what if we decide that when it is that
special day and we really want them to
have a very good at self-confidence
about themselves we’re going to dress
them in an AK model instead of innocence
what if we decide that we are
deliberately going to call these guys by
their African names and not
what if because this is a whole point we
just cannot leave these situations to
chance we hear of narratives of how
Africa is rising we hear of neuroses
over our deer population is going up the
question is that if we really want to
create jobs for people for instance we
may want to reason first of all and it
kind of people you are creating that
jobs for and what jobs are actually
going to be in and what they are going
to be producing is that African products
are we still going to create work for
other people by 2050 Africa gerbiling is
going to be the leading consumer in the
market a question
true to us today is very simple when
Africa gets to that point and it ever
gets to be the leading market consumer
ever if that is possible
by 2050 Nana and Papa will be 40 years
old
Dubey CEUs yeah I know those guys are
smart and will be buying so much on the
market what do we want them to be buying
and who do we want them to be creating
value for I’ll be at it
do you want them to continue the
trajectory we are on today where we buy
so much we spend so much but it really
creates little value for the countenance
but do we want to put them in a
situation where they are buying
satisfying their needs and then also
creating immense value for the continent
some say we are sitting on a time bomb
or we could be sitting on a time bomb
just sitting on a good mine
and we to make sure that we get a
maximum value out of it now whatever the
situation is even more than making sure
that we expose the next generation to
African tailored products and then also
model their lifestyle of the African
Tillet products the question today is
that what can you and I in this audience
today starts doing
there’s so much that we can do I have
personally decided to always go by my
sign name a dubaku
the only reason still carrying the name
Richard well that’s another story
what can you do there is so much so the
decision is so in our hands we are going
to be buying so much from the market who
do we want to be creating the value for
we have to deliberately decide to use
our culture leverage on our culture to
create so much value for ourselves we
cannot continue to be that company that
advertises for other people the company
that we the product of other people out
there while itself struggles to meet its
own so Sagat
we cannot continue to be a radical
continual not really appreciate what we
do Xavier because we have no need for
them if you wanted a vegetarian to buy
our chicken meal then let us make sure
that that person does even become a
vegetarian in the first place
thank you
[Applause]
I’m going to show you about a company
heritage clothing line in Accra so
heritage produces his own clothes it has
his own designs and it has its own brand
that it’s supposed to put for way there
but then heritage advertises for his
competitors so with all of his radio
jingles a commercial set runs on
television and any put that it makes on
Facebook Instagram think about it all it
does is telling its potential customers
to buy from their competitors really
really close and if maybe you are
thinking now that perhaps is a business
strategy it’s a marketing strategy know
is not as a matter of fact that
struggling through media and also Zagat
they barely ever hits 20 percent of the
target they set for themselves button
with a little resources that they do
have they keep on advertising for their
competitors everybody in a company is so
much disturbed
notice the management employees
everybody in that company is he stepped
in and once it’s end the situation
around this afternoon if I were to ask
you to give me a solution to go give
back to this company in Accra I know
is very obvious and so easy they should
just stop advertising fighter people
focus on their own product but it’s not
that simple because heritage doesn’t
even know that it is advertising for
other companies
it doesn’t know it’s invest so much
money in that but it doesn’t know that
it’s actually advertising other people
ladies and gentlemen I’m not here to
tell you about this unbelievable story
of a non-existent company yeah it’s a
lie forget it
but what I want to bring to ACA is a
reality of the spirit of the story
a consuming patent of our continent
Africa how we have our own products
we have our own brand and our own desire
designs but then we keep on patronizing
that of other people and if there is any
one single thing that I think we could
really credit our leaders for it’s been
ardent young voices so this will now
receive and campaign on patronizing made
in African products well maybe they have
incentives I mean the more you sell the
more maybe your pay is also determined
but whatever the reason may be the point
is that if always added a voice to it
and in fact in places like Nigeria for
instance there are quotas on certain
amounts of goods that you can import so
rice for instance because Niger produces
rice it only allows a certain level of
rice to be imported but then the point
is that no matter how hard these
campaigns are done or the coaches are
put on these products the people who are
going to consume this product still have
a certain system preference so much so
that they so desire for perfumed rice
that is imported from somewhere else
apart from Nigeria but even if we were
to say okay fine let us get rice from
elsewhere in Kenya for instance China
imposed so much rice from outside the
continents but anecdotal Xenia produces
so much rice
so it’s a little bit
of a dicey situation and I think over
time we’ve tried to explain why the
situation is so so most people is being
that well Africans don’t like African
products or to Afghan products are
really inferior
Nerissa that has been around for long
but I don’t believe any of these two is
a situation I believe it is so
because our lifestyle is modeled in such
a way does the products we produce on
the continent CA does not suppose the
pots the particular type of lifestyle
let me give you an example that’s gonna
be an investment banker no matter how
much I like wearing this particular
I can never go to the office with this I
mean even a Google workers are today
suiting up
so if I’m to go to the market to go buy
something I obviously will go in for a
suit or something like that but to
better understand a situation more some
few weeks ago I where I went out to
interview a number of people 75 Africans
from over 25 countries Tibet Burundi to
go Nigeria 25 countries and what I
wanted to know from these people where
their preference pattern and their
consumption pattern with regards the
goose that we did engage so for example
I will ask one person what do you like
and then the second question will be
what do you buy and in doing this I put
two elements of culture food and clothes
so my first question was look I doing
their way to buckets of food we had
African foods and non African foods so
think of the pups think of the foo-foo
the dolly and I’ll think of the burgers
the fries and pizza and what a view that
you have from the non-african buckets
the first question was what is the
origination of your best bucket of food
and out of this river Dada I did
interviewed through the survey 82% of
them confirmed that they really did like
African foods and its really sounded so
good to hear
so then I moved on to the second
question I’m like okay when you go to
the market then you’re going to buy food
you have to take money out of your
pocket to buy something from a
restaurant for instance what do you
normally buy African foods non African
foods and then again I had just fed to
one percent of same group of people who
Elia on give me an 82 percent preference
for African foods so just touch one
percent of them who confirm that they’re
more likely to buy African foods so then
you realize that even though we have
more people preferring African foods
when it comes to the buying of it less
our people bought it I’m like fine
let us move to the second aspect of
culture a close we were adults on those
same assumptions that there were two
categories of clothes African clothes
there are bada the smoked caftan and
then western clothes or non African clue
the suits the crop tops I won’t say more
which one do you really like
so this question I just had 34 people
confirming that delight African clothes
and it was really sad but what was more
sad was when I went on to us okay if you
are going to buy clothes for yourself
which one are you more likely to buy
just 11 percent of people from this same
group of people confirm that you buy
African clothes so then you realize that
there is a mismatch between what we buy
and then what we think we like and if
these two elements are elements of
measuring culture the metrics that we
can accept to measure culture for
instance that is food and clothing then
you realize that the African culture
really exists in theory but in practice
is non-existent
at two different set of things here we
think there is that when we think that
we like African clothes we like African
foods but then when it comes to the
buying of it is different and we mother
really feel guilty about this
and that is a resume here today it is so
because our lifestyles have been modern
again after a very Western line so much
so that African products have no much
use for us
because if you’re not talking about this
thing like I said initially if I’m going
through the office or I have to go to
the office I can’t go to the office in
this
and so it is like this or people buying
people buy more than on African products
it’s not because they don’t like the
African products is not because the
African products are not good but it is
simply because the products of African
origin really do not support a current
lifestyle it is like trying to sell a
piece of chicken meal to a vegetarian
he has no use for it and he’s not gonna
buy it no matter how much you inspire
him and that is a reason no matter how
much our leaders for instance go out
there and tell people to buy African
products it’s still not gonna fly
through the roof
and it reminds me of one cinder Napoleon
Bonaparte I quit from Napoleon
Bonaparte’s he says that true leadership
is the definition of reality and the
inspiration of hope
but what we do with aging people for
instance to go buy made in African
products it’s just an inspiration of
hope sending people for instance to go
buy a products so that you know is gonna
be of benefit to their continent but
then we refuse to really engage the
reality of it that people really do not
need these realize as much so what I
want to do today here is to first of all
reason how did we get to the point where
our lifestyles has so much modeled after
Western culture and to do that it led me
to habit formation
if it too
these two handsome young men you see day
Papa and Nana down my nephews and I saw
these guys when we were born in 2014
China human beings so so tiny they
didn’t have any taste didn’t have any
preference they didn’t have any choice
nothing at all they were just there but
you know in the last few months I spent
in gonna do my internship whenever I
visited these guys
Papa will always ask for a specific type
of chocolate and another always a
specialized type of ginger biscuits and
it led me to question how did these guys
get to the point where they decided that
they liked this particular product and
that particular product exposure the
kind of series that have been exposed to
them by their mothers fathers siblings
and the people around them it is out of
the bucket of that exposure that they
finally decide that we like a B and C so
if you are exposing them for instance at
that age with regards to sweets – for
instance a chocolate that is imported
from Switzerland for instance then in he
decide on what realized is more likely
to choose one of those things
about as you see there as a very well
too late
three-piece suits
whenever the going outs he’s going out
with his mum for instance to address him
in this suits and they go out eventually
what we are telling Papa for instance is
that if he really wants to look soon
nice and he really wants to look so good
for a very good occasion then he is to
think three-piece suits if you have to
give me any money today to go to the
market to go buy something for himself
because it’s been exposed to this type
of lifestyle and it’s always looked good
in it he’s more likely to go in for
those line of products
and that is the situation but to move it
away from these young men to the bigger
picture China once upon a time when
talking about very you know advanced
countries you were not going to think
about China because at that time it was
a region that was really struggling with
its population for instance but you know
what channel has been able to protect
its territory so much that it has
crafted the kind of lifestyle people
live in China after the Chinese culture
so much that it’s been able to send it
out today to go into a restaurant not
only are you going to have access to the
Western cutlery but then you’re more
likely to also get the Chinese
chopsticks if you want it because they
capitalized on it themselves so much
that should it have been able to send it
out today that is an example of people
who are making sure that they live their
lives after their culture and in making
other people also leave it when Facebook
came out Twitter Instagram I think I was
this crease for it everybody wants it to
be on one of them what’s happening in
China is that there is no phase between
China
there’s no Instagram in China there’s no
YouTube or Google in China
but in the Chinese government II didn’t
leave them like that what it did was
that edit copy cut up just that function
just like Facebook and all of these
other ups so they have the yuku they
have the by and it has so many thing now
to make the experience even better what
I did was that all of these observes
mentioned they put them on one platform
for the recharge on WeChat
you have your Chinese version of
Facebook your Chinese version of
Instagram or the social media upside
there you are able to do online payments
on WeChat and you’re basically able to
live your life on recharge
today there are 400 million people on
WeChat as we speak
now imagine what
corporate China can do the data or 400
million people in one place
imagine how it can be able to develop
products they’ll release uses the
lifestyle of these people because they
have the data of these people and it’s a
deliberate attempt that has been pursued
by a government to ensure that it is
putting itself out there not just going
after what is produced not just going
after what is being done by other people
because the true fact is that the more
people produce or the more people
consume a particular product well worth
is created but the question is a who
benefits from this what that is crazy
so today I have a very simple suggestion
now what if la Papa and Nana are three
years old today but if we decide that
we’re going to expose them to products
that are of African origin
what if we decide that when it is that
special day and we really want them to
have a very good at self-confidence
about themselves we’re going to dress
them in an AK model instead of innocence
what if we decide that we are
deliberately going to call these guys by
their African names and not
what if because this is a whole point we
just cannot leave these situations to
chance we hear of narratives of how
Africa is rising we hear of neuroses
over our deer population is going up the
question is that if we really want to
create jobs for people for instance we
may want to reason first of all and it
kind of people you are creating that
jobs for and what jobs are actually
going to be in and what they are going
to be producing is that African products
are we still going to create work for
other people by 2050 Africa gerbiling is
going to be the leading consumer in the
market a question
true to us today is very simple when
Africa gets to that point and it ever
gets to be the leading market consumer
ever if that is possible
by 2050 Nana and Papa will be 40 years
old
Dubey CEUs yeah I know those guys are
smart and will be buying so much on the
market what do we want them to be buying
and who do we want them to be creating
value for I’ll be at it
do you want them to continue the
trajectory we are on today where we buy
so much we spend so much but it really
creates little value for the countenance
but do we want to put them in a
situation where they are buying
satisfying their needs and then also
creating immense value for the continent
some say we are sitting on a time bomb
or we could be sitting on a time bomb
just sitting on a good mine
and we to make sure that we get a
maximum value out of it now whatever the
situation is even more than making sure
that we expose the next generation to
African tailored products and then also
model their lifestyle of the African
Tillet products the question today is
that what can you and I in this audience
today starts doing
there’s so much that we can do I have
personally decided to always go by my
sign name a dubaku
the only reason still carrying the name
Richard well that’s another story
what can you do there is so much so the
decision is so in our hands we are going
to be buying so much from the market who
do we want to be creating the value for
we have to deliberately decide to use
our culture leverage on our culture to
create so much value for ourselves we
cannot continue to be that company that
advertises for other people the company
that we the product of other people out
there while itself struggles to meet its
own so Sagat
we cannot continue to be a radical
continual not really appreciate what we
do Xavier because we have no need for
them if you wanted a vegetarian to buy
our chicken meal then let us make sure
that that person does even become a
vegetarian in the first place
thank you
[Applause]
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