Musings of a Lagos (m)Adman

Living in Lagos, Nigeria's bustling metropolis, a city where everyone is in a hurry and everything moves at 100 miles per hour. The bustling city is known for its relentless traffic, with yellow auto rickshaws (Keke) and commercial motorcycles (Okada) being ubiquitous on its streets. These vehicles are more than just modes of transportation; they embody the spirit of this dynamic city—bold, fast, and unafraid, representing both the chaos and the ingenuity that define Lagos.

Keke and Okada drivers are infamous for their daredevil manoeuvres, weaving through traffic with a recklessness that borders on insanity. While their erratic driving often leads to avoidable accidents, they come in handy when you’re running late or need to navigate Lagos traffic quickly, these unconventional modes of transport become a lifeline. In this chaotic environment, the precious seconds gained by an Okada rider squeezing through impossible gaps or a Keke driver running a red light can mean the difference between arriving on time or being stuck in a gridlock for hours—often caused by a Danfo bus driver who couldn’t resist a fight.

However, when you’re on a Keke that’s defying traffic laws, a moral dilemma arises

• As a law-abiding citizen, you want to reprimand the driver for recklessly flouting the rules.

• As time-pressed individuals, you’re secretly grateful that he just saved you from a potential nightmare.

It’s a weird feeling, an internal conflict that we often resolve by saying nothing—no reprimands, nothing, just silence.

The Innovation Paradox

This paradox mirrors the world of agency marketers. We operate in a fast-paced, urgent environment where quick responses to briefs and swift action are critical. Briefs which come in various forms, each with its own set of challenges. Some provide clear direction, while others seek direction. In our quest for efficiency and marginal gains, we often default to tried-and-tested marketing strategies. Innovation in business is frequently sidelined in favour of familiar processes.

Yet, when we do attempt to innovate—whether in processes, execution, or strategy—we find ourselves in a similar position as the Keke driver running against traffic. There’s a palpable sense of risk, a fear of reprimand if things go south, and rarely any kudos if they succeed. It’s a delicate dance, one that requires balancing innovation with the need for results.

The Dance of Death

Business competition is often a zero-sum game. In our pursuit of dominant business strategies that give us an edge, we’re locked in a dance of death with our competitors, because;

• Strictly dominant strategies quickly become strictly dominated strategies

• All core competencies evolve into mere threshold competencies.

The only way to stay ahead is to out-innovate your competitors—whether in execution, planning, or delivering value to the customer.

At the end of the day, it’s the customer who is the goose that lays the golden eggs. Their needs and experiences should drive innovation.

In Lagos, as in business, survival depends on how well you can navigate the chaos, seize opportunities, and innovate in the face of uncertainty. It’s a high-stakes game, but those who dare to dance against the traffic might just find themselves ahead of the pack.

As Bob Iger wisely said, "Innovate or die, and there's no innovation if you operate out of fear of the new or untested." Just as Keke and Okada find unconventional routes through Lagos traffic, marketers must navigate the complexities of their industry with creativity and daring. The key is to balance this innovation with responsibility, always keeping the end goal – client satisfaction and market leadership – in clear focus.

Embrace the Lagos spirit of agility and innovation. Share your thoughts on balancing tradition and innovation in marketing in the comments below.

Author: Prince Okeke