@businessinsiderssa: In her Thinking BIG talk, Ibukun Awosika, a Nigerian entrepreneur, author, and former chair of First Bank of Nigeria, explains that brands aren’t built by logos or loud advertising, but by values, character, and the experience delivered to customers every single day. She argues that trust is the real currency of business, earned by keeping your word, delivering quality, and treating every customer with respect. Over time, referrals and reputation, she says, outperform even the biggest marketing budgets. Reflecting on her early years building a business in Nigeria with limited access to capital, Awosika notes that the habits founders form when they are small determine how far they can scale. What you fail to do early becomes harder to fix later. Her message is simple: integrity pays. What looks costly in the short term becomes a powerful advantage over time. Can a business really scale without compromising its values? --- This video is credited to @ibukun.awosika
BusinessInsiderSSA
Region: NG
Friday 20 February 2026 11:55:32 GMT
Music
Download
Comments
ONLINE MONEY HACK :
all businesses have a target audience.
Lamborghini said they don't run TV commercials because their customers don't sit around watching TV
2026-02-21 18:36:02
584
Ultimate ICT Hub :
Between 2018 and 2023, I deliberately removed my banner and decided to leverage referrals. I sounded stupid to people for doing that but I tell you, I got more customers through referrals than banners .
2026-02-20 20:06:50
282
HRwithAbigeal :
Referrals helps so much
2026-04-19 10:10:08
32
Tony :
Very right. I had a bad experience with a bank while I was a student, years back. Status has changed, but the experience stays. Some months ago, one of the bank’s marketer approached me to open an account with them. I just said, no. Somehow, when I hear the bank’s name, what comes to my mind is the experience. Status may change, but the experience hardly leaves.
2026-04-05 20:32:56
28
tersogh :
It’s debatable
2026-02-20 17:50:29
67
Paid Piper :
Billionaires run on refferals 💯
2026-04-20 02:24:27
31
Under 40 CEOs :
Referrals are the warmest leads, it's how small businesses turn big and how reputation turns into revenue
2026-04-16 13:02:21
22
Lydars properties :
Let your business be for all, low, middle and high ☺️
2026-03-07 10:09:07
48
HAIRSTYLIST IN IBA OJO LAGOS :
Very true, referrals goes a long way when building a business 📌
2026-02-21 19:36:52
31
Maffekk :
She’s giving a speech for start ups
2026-02-21 01:06:55
13
Gideon Akpan :
Jeff Bezos: "A BRAND IS WHAT PEOPLE SAY WHEN YOU ARE NOT IN THE ROOM"
REFERRAL IS POWERFUL THAN ADVERTISING
2026-03-07 19:41:40
12
okekeikechukwu :
referral works like magic!
2026-02-21 08:12:10
13
@Adi-painters :
True on referrals
2026-02-21 08:39:47
9
Temmygold :
treat all customers equal... thanks ma'am
2026-04-02 09:14:12
14
Lady JEDI ✨ :
I love Mummy Ibukun Awosika! Wisdom overload 🔥🔥
"The brand is not the name of the company; it's the experience of the company - the name is just the identity tag."
2026-03-30 16:16:20
7
Chima Njoku :
Nice🥰🥰
2026-04-19 14:50:39
1
Lydars properties :
In Building your company, the name is the identity but the experience of the company is the true reality of what your brand represents 👏🏼
2026-03-17 14:13:25
9
Boldprecious| Influencer SMM :
Business owners sleep on the Value of Perception, which is indirectly proportionate to customer experience especially when they've not bought from you yet. Their perception determines if they'll refer you to their better off friends or family members and if peradventure they have a change of status tomorrow, if they'll patronize your business or brand. The term "target audience" is great but there shouldn't be a different experience for people outside your target audience. They must feel what your target audience feel and that can be achieved by perception which in turn creates referrals because you're in their good books (and everyone says something good about a good thing)
2026-02-21 15:09:57
7
Yoruba Tutor |One-on-OneYoruba :
What if despite it all, the clients decide not to refer? Not because service wasn’t great, delivery wasn’t excellent, that some of them would willingly call to testify but after talking to them about referrals, they promise to but wouldn’t.
2026-04-27 03:54:33
2
The Earth's Heart :
this can work in relationships too
2026-04-20 09:00:27
4
Reset & Rise :
She's such a gem. Africa is blessed with greatness.
2026-04-30 13:53:11
2
🪔Nketiah 😎 :
Anywhere I see her videos, I pause and listen to wisdom.
2026-04-20 20:01:47
4
MaserekaSamuel256Tour operator :
Helooo from Uganda 🇺🇬
2026-02-22 20:05:13
1
Blu consultancy Kenya :
The experience of doing business with your customers is truly a gem 💎 ✨️check your customer service businesses she's right on that 👏🏾
2026-05-09 15:49:34
2
To see more videos from user @businessinsiderssa, please go to the Tikwm
homepage.