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4 Disastrous Ways to Push Your Start-up Through Lies

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There was this popular ad on TVs and billboards. The ad introduced a croissant brand into the one of the biggest emerging markets in Africa, Nigeria.

In fact, the feeling was great, the visuals were powerful and compelling. To crown it all, a popular celebrity was used to personify the brand.

If there were a thousand and one consumers craving for the product, I was one of them but for several weeks, I couldn’t lay my hand on ituntil on a very tiring day while returning home from work.

The adrenalin rush to devour the croissant was unimaginable but hey, the traffic law says you shouldn’t eat why driving!

The whole excitement turned into dissonance even before consumption. The product size could not measure up to the same as the size portrayed by the advertisement.

I felt cheated, embarrassed and discomfited for wasting my hard-earned money on a product that could not deliver its promise.

Since there was no value for money, repeat purchase was the last thing on my mind and never would I allow my close associates to make the same mistake.

Things like these are common in mostemerging markets and because the consumer laws are rather weak in these markets, advertisers sometimes escape the necessary regulatory scrutiny and whack.

Be that as it may, below are four ways I think your start-up can unsuccessfully lie to its market:

Making Promises You Can’t Fulfil
Every start-up should be reminded that a brand is a promise to the consumer to deliver a particular desired experience most of the time.

It should be known that consumers offer their trust and loyalty with the implicit understanding that your brand will behave in certain satisfying ways through product/service performance and through appropriate pricing, promotion, and distribution programs. In the croissant story earlier told, do you think I felt cheated because the product was too small? Not at all.

I felt embittered because the advertiser had failed in its promise to meet my expectations as conveyed in the billboard and television.

Believing Advert Would Do The Magic
Troublingly, many well-funded start-ups oftensubscribe to advertisingto blatantly make implicit promises they would never keep.

When the product or service doesn’t match up to the advertised promise, isn’t that like cheating, or at some level, stealing from people’s hopes?

Well, your ever wise customers would soon realise this, jettison your brand and pitch their tent with your competition who is real and truthful.

A marketing professional once said that advertising is powerful but ad is not what the consumer is buying.

You can spend one billion dollar on ad, if the product lacks merit, you would not sell. In fact, your ad begins to irritate. The value of an ad is based on the fact that the product is right.

There is a coinage in marketing, which underscores this, that the best way to kill a bad product is to advertise it.

Bad Positioning
More importantly, in our social media crazed world, venting out broken promises made to consumers has instant ramifications to the credibility and trajectory of your start-up’s perceived value.It is true that the goal of any brand positioning exercise is to develop a brand promise that is unique, compelling and believable.

Any successful brand positioning project must evaluate all potential brand promises against these three criteria – unique, compelling and believable. The winning promise must deliver against all threecriteria or it won’t work.

Thinking That Lies Would Engender Profitability
It’s wrong to assume that lies would ensure profitability. In fact, a lie told will only stimulate trial but never engender repeat purchase that can guarantee sustainable profitability.

Most times, a betrayed consumer will make sure others around him never fall victim. Tell the truth and don’t shoot yourself in the leg.

Don’t over promise and under deliver. Lies shouldn’t be ‘sold’ to push your start-up.

I’m sure you’re still interested in the croissant story I shared with you at the beginning of this article.

Well, I’m pleased to inform you that its makers only survived for two years. The croissant is abysmally dead, never to be resurrected.

Is your start-uppositioned to lie? If yes, please have a rethink!

Jide Ayegbusi is the founder of Edusko.com, an edtechstart-up that connects Africans with good and affordable schools in Africa and beyond. Follow Jide on twitter @jideayegbusi.

 

          


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Nigeria CommunicationsWeek believes that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. So since 2007, we have devoted our energy to independent reportage of technology and how they affect lives.

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NIPOST to Crack Down on Criminal Courier Operators

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Nigerian Postal Service (NIPOST) has vowed to clamp down on courier companies found to be aiding the trafficking of drugs and other illicit items through the country’s logistics network.

NIPOST to Crack Down on Criminal Courier Operators

In a statement issued on by Franklin Alao, director of Corporate Communications,  NIPOST expressed outrage over a recent report in some newspapers with the headline: “Nigerian courier services easily transporting hard drugs since Tinubu became president – NIPOST.”

The agency described the headline as false, misleading, and damaging to national security efforts. According to NIPOST, the article falsely attributes the claim to the postal regulator, thereby creating the impression that the agency had endorsed or confirmed such allegations.

“This is categorically FALSE,” the statement said. “At no point has NIPOST made such a statement or associated these activities with the administration of President Bola Ahmed Tinubu.”

NIPOST maintained that while it respects the role of the media in promoting accountability and transparency, the publication in question was reckless and sensational.

It warned that inaccurate reporting on sensitive national issues like drug trafficking not only misinforms the public but also undermines the collaborative work being done to sanitise the courier and logistics sector.

Restating its position, the agency said it strongly condemns the use of courier services for criminal purposes, including drug trafficking.

It reaffirmed its zero-tolerance policy toward the misuse of Nigeria’s postal infrastructure and said it remained committed to regulating the sector with integrity, transparency, and accountability.

NIPOST noted that it had embarked on a range of interventions aimed at improving surveillance and enforcement across the logistics industry.

It stated that all courier operators are currently undergoing a revalidation process and that Know-Your-Customer protocols and compliance audits are being enforced to tighten controls and prevent abuse of the system.

The postal regulator said it is also working closely with the National Drug Law Enforcement Agency, the Nigeria Police Force, the Nigerian Customs Service, and other relevant security institutions to investigate and deter the use of logistics channels for the transportation of narcotics and other contraband items.

In addition, NIPOST said it had intensified engagement with courier operators, transport unions, and logistics associations to promote sector-wide vigilance and encourage the reporting of suspicious packages.

It also revealed that a new Digital Postcode and Parcel Identification System is being deployed nationwide to enhance traceability, eliminate anonymity, and improve parcel screening from the point of dispatch to final delivery.

“The Nigerian Postal Service is fully committed to restoring the integrity of Nigeria’s courier and logistics industry,” the statement said. “Any operator found to be involved in criminal activity will face immediate regulatory sanctions, including license suspension or revocation, and be reported to appropriate authorities for prosecution.”

The agency urged members of the public to use only licensed courier companies and to report any suspicious activity either to NIPOST or relevant security agencies.

It also called on journalists and civil society groups to approach issues in the sector with accuracy, caution, and a shared sense of responsibility.

 

 

 


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DICON, Saudi Firm to Produce Drones, Satellites in Nigeria

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Defence Industries Corporation of Nigeria (DICON) has entered into a Memorandum of Understanding (MoU) with Homeland Protectors and Supplies Limited, a Saudi Arabia-based security company, to begin local manufacturing of drones, satellite systems, and advanced communication equipment.

DICON, Saudi Firm to Produce Drones, Satellites in Nigeria

The agreement, which was signed at DICON headquarters in Kaduna, will see Homeland Protectors bring in production lines and technology to Nigeria to manufacture satellite systems, laser equipment, border security drones, and sophisticated communications solutions.

Major General Babatunde Ibrahim Alaya, director general of DICON, shortly after signing the MoU, described the deal as a “major milestone” in Nigeria’s drive for defence self-sufficiency.

He said the collaboration would not only meet local demands but also position Nigeria as an exporter of security technology to other African countries.

According to him: “Today is another milestone for DICON. What Homeland Protectors is bringing on board is expertise and experience in the field of satellite, laser systems, communications, and border security drones.

The agreement we have just signed is for them to bring the production line to Nigeria and start producing here, so we can satisfy the defence industry requirements, other security agencies, and export the excess capacity to other African countries.”

He expressed profound appreciation to President Bola Ahmed Tinubu for what he called his “constant support and firm belief in DICON,” especially for signing the DICON Act 2023, which has now paved the way for international partnerships of this magnitude.

Alaya also thanked the Minister of Defence and Minister of State for Defence for their unwavering backing, stressing that their support made the joint venture possible.

Mr. Ali Hussain A. Aldayhani, managing director and chief executive officer, Homeland Protectors and Supplies,  who led the Saudi delegation to Nigeria, hailed the partnership as a game-changer for Nigeria’s security architecture.

“I am in support of this amazing job today in collaboration with Homeland and DICON. This is in support of the Nigerian President and the Minister of Defence to bring security satellite communication technology to Nigeria,” he said.

He disclosed that the venture was designed not only to meet Nigeria’s internal needs but also to open up export opportunities to other markets, stressing: “We are going to have a huge joint venture and also for export outside Nigeria with regard to technology communication.”

The Homeland CEO thanked the DICON Director General for what he called “the support of the huge success in signing the Memorandum of Understanding (MoU).”

He assured that this would not be the last of such engagements, promising more frequent visits and deeper collaborations in the near future.

With this move, Nigeria joins a select group of countries on the continent working to domesticate critical security manufacturing — a step expected to save foreign exchange, create jobs, and bolster national security.

 


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FG Says No Going Back to Nuclear Testing

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Vice President Kashim Shettima has affirmed Nigeria’s unwavering stance against nuclear weapons testing.

FG Says No Going Back to Nuclear Testing

He made this known during a meeting at the Presidential Villa with a delegation from the Comprehensive Nuclear-Test-Ban Treaty Organisation (CTBTO), led by Dr Robert Floyd, executive secretary.

According to Shettima, Nigeria, like many other African nations, is grappling with numerous socio-economic challenges, including widespread poverty and the adverse impacts of climate change.

He stressed that Africa’s immediate priority is to confront these existential threats, not to engage in the pursuit of nuclear weapons capability.

“The outcome of any nuclear conflict is never a win-win situation; it is always the opposite. We are fighting poverty; we are fighting a war against the relationship between the economy and ecology in sub-Saharan Africa. We have no business dabbling in anything that has to do with nuclear weapons,” he said.

The Vice President also commended CTBTO for its broader civilian contributions, such as detecting tsunamis and seismic volcanic activity, and for supporting global ecological stability.


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