Abigail Naa Lamiokor Tagoe is a 23-year-old beauty entrepreneur from Ghana. She developed an interest in all things beauty, during her undergraduate studies at the University of Ghana, Legon.
She is the founder of Finesse By Maanaa, a beauty community which features a team of professional makeup artists and hairstylists. Her mission is to empower women through beauty and leave her clients feeling the best version of themselves.
Abigail Tagoe is one of the top 5 finalists of the SLA x Dark and Lovely Beauty Accelerator program where she recently went through a high-intensity residency week with the SLA team at the LO’real HQ in Johannesburg, South Africa.
How did you hear about the SLA x Dark and Lovely Accelerator program?
I saw a sponsored post on Instagram about the program and immediately knew that it was what I had been looking for.
However, I was a bit hesitant to sign up after reading the rules, as I had never created a pitch deck before. But I went ahead with it and was so grateful to have been contacted.
How would you describe your overall experience?
Putting my experience in very few words, I would say it has been the most challenging mountain I’ve had to climb in my entire life.
My whole thinking process was disrupted, I mean in the space of a week I’ve had to think outside the box. I’d say I have certainly been driven out of my comfort zone.
Meeting all the important people who are the driving force of the beauty and digital marketing industry was a highlight for me. The information I received was priceless!
What are your 5 key tips for submitting a winning application
Be clear about what problem your business is solving
Hone in on your strongest asset
State some factual evidence using numbers!
Be transparent
Keep it short, but convincing.
Tell us the most important thing the SLA Accelerator residency has taught you.
The SLA Accelerator has raised the bar for me. This program has urged me to press on until I reach my goal. I’ve also learned that the world is not looking for mediocre people. In order to be a driving force, you have to be exceptional.
Now I know that In 2019, I must be among the top 5 most sought-after makeup artist in Ghana!
How do you get your glow up?
My glow up must definitely be from God honestly. It’s too bright, I don’t see how anything else could have done it.
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Marilyn Oma Anona was a student of the sciences who studied to become a doctor. But her passion and drive for the field of media and communications motivated her to later switch paths.
You can say she’s made the right decision as she’s building a media empire as a TV Talk Show host, public speaker, and an award-winning multimedia and social entrepreneur.
In addition to her media pursuits, she’s also a humanitarian as she runs a foundation – THE RIGHT STAGE, which seeks to help the less-privileged youths, children and women in our society.
Her compassion and dedication also extends to the area of mental health awareness as she leads the initiative for the Suicide, Anxiety and Depression Campaign (S.A.D.)
In this interview, we discuss her start in media, her vision, and goals. Marilyn also highlights the challenges she overcame, the impact she has made and the legacy she intends to leave on others.
What media outlet gave you your first big break and what did that beginning process teach you?
I can’t boast of having any big break yet but I am a fan of appreciating every step of the journey.
For starters, I studied medical sciences. Switching from that field to media in a society that is mainly about paper qualification was significant. I heard things such as “but you did not study mass communication or anything media related.”
Regardless, I know I am both multi-talented and versatile. Therefore, I was not suppressed by any of that. I’m always eager to showcase my gifts. I’m always eager to show all that I have to offer.
I had my first big exposure with MYTV AFRICA. I also received a slot to be a presenter on a show produced by “Media Option” which was aired on NTA.
Through those opportunities, I was also able to speak at several important events. I was most often the youngest speaker at such events.
I also reported for “Dailies” and I was a contributor to some papers. The experiences helped me to be tenacious, as well as gain a lot of confidence. I heard people say things such as “that’s another Oprah in the making”.
What has enabled you to build your successful career and brand?
The knack for excellence, to make an impact, and to make the society more beautiful than I met it with my gifts. I stay true to my calling.
I know what I am called to do and I face it squarely. That is my niche. My wow factor and my uniqueness. Staying authentic has made me and my brand distinct.
As a TV talk show/event host, public speaker, multimedia and social entrepreneur, how would you advise people coming into this field after you?
For those aspiring to venture into the field of media, please sit and have a thorough reflection. Don’t only delve in because you perceive glamour.
Please be very sure that you are passionate about what you want to dabble into. Make sure to have someone in this sector as a mentor or friend in order to learn from them.
Multimedia entrepreneurship is tasking but with tenacity, passion, and consistency, it will pay off in the end.
What should aspiring female media influencers be most aware off when it comes to the world of media?
The media is for highly intelligent and flexible women. Media is a tasking aspect in terms of a career. We also need to know that we play a big role in society.
The world is built and moved through information and content, therefore,female media influencersneed to be mindful of what they put out. This way, we are seen as tools for positively transforming the society.
What challenges did you encounter when you first started producing your TV show – Omaliving, and how did you rectify it?
The major issue I had was that I did not know much about production. That experience later turned me into a production guru.
I am better now. I have gained more knowledge.
Fewer people are consuming traditional media (TV, Newspapers…)these days. Is this a positive change for you? How do you see the field of media continue to evolve and your role in it?
We are in the digital world now and personally, I hardly do TV. I am mostly on social media or YouTube. That’s why I am not in a hurry to get OMA LIVING SHOW back on the conventional TV.
Though it is capital intensive to build up a highly visible online TV, it’s part of the process. Social media is helpful because you get visibility quickly if you know your onions.
However, my brand is mainly focused on young people and they are mainly on the New Media.
I believe in innovation and my brand will continue to move with what may be the latest trend. It is media and if you want to succeed, you can’t be laid back or stuck in the past.
What legacy do you want to leave as you pursue multimedia and social entrepreneurship?
I will be remembered as OMA, the one who fought for many causes and tried her best to inculcate positive values and give entrepreneurs and humans hope.
Currently, I have many goals on the multimedia aspect. I envision feature films, an institute for grooming the best, as well as getting the best multimedia contents across the world.
Also, I intend to have a proper therapy center for the Suicide, Anxiety and Depression Campaign (S.A.D) campaign which I am leading.
Who are some women that inspire you in media?
My inspiration comes from within. There are many women I like and admire but my inspiration is from my soul and divinity.
Something in the universe just pushes me to align with my purpose.
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I remember the first time I met him at a friend’s house. He was incredibly smart, charismatic and passionate—all the things I believed it took to own a successful business.
As the night when on, I realized my original assumption was correct. I pulled out my phone and did a quick search of the guy that had caught my interest—not in a romantic way, but in an intriguing “I’m fascinated by you” kind of way.
He was the real deal.
According to his digital footprint, he’d been in local and national media, he had thousands of followers on social media, and his business was a real business—systems, staff, and everything. I was impressed.
Wary of coming across as odd, or romantically interested, I resolved to secretly follow his business ventures from that day on.
Imagine my shock, when, only a year after our meeting, I came across a press release that he was going out of business. I read the contents of the press release, and I was dumbfounded.
It went into great detail about his frustration with the lack of support, the personal financial difficulties he’d had to endure, the debt he went into for the sake to maintain his business, and the toll all of it had taken on his mental health.
He was tired, and he was closing shop and taking some time for himself.
At 32 years old, he was moving back in with his parents and going to figure out his next move. There, in an open letter for the world to read, he bravely committed to doing what many entrepreneurs are never taught to do—take care of self first.
The truth is, it is incumbent on you, as an entrepreneur, to get a hold of your emotions, triggers, and mental health, because, at the end, the stresses of entrepreneurship and seeming failure has led some to suicide and on the lesser end, it may lead some to avoidable (and unavoidable) depressive breakdowns.
Whether it’s due to the notorious end of the year burnout, or the hustle and bustle of peak seasons.
The bottom line is that you sometimes get to a point where you realize that you simply cannot continue to fake it until you make it.
In those moments, it is not your business acumen, the number of followers you have, or even your five-star ratings that will save you.
Salvation becomes dependent on two things: your ability to separate self from your work, and how well you’ve developed your self-management skills, which are just as instrumental to your success as any other part of your entrepreneurship journey.
During the holiday season, the temptation is always to reflect on the successes and failures of our businesses, adjust and get right back to work for a successful new year.
I hope that every entrepreneur adjusts that process slightly and prioritize self-management. Doing so just might save you and your business.
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Late November last year, I spent time at Aunt Olivia’s vineyard. After a week of living in luxury, I was forced to review my life and identify opportunities for change. I was on a mission.
I narrowed down my goals for 2018 and subconsciously carved out life just like Cindy’s, Aunt Olivia’s daughter. Prioritized on my list were:
Marry Chike
Quit Karte Carbon and become my BOSS.
Move to the U.K.
I was pumped.
As January 1st, 2018 rolled around, my resignation letter was prepped and ready to be sent. Plus, the advertising industry was so not my thing.
Drowning in my misery, I booked a late lunch with an old friend, Dorcas, who had just flown in from New York. To keep this story short, lunch with Dorcas taught me a few things that changed my life forever.
COMPARISON
For too long, I had compared myself with online/Instagram personalities, which is probably why Chike left me for Suzana, but that’s another story altogether.
I was so desperate to shine that I hadn’t realized that my light was hidden in my purpose. If I lived within purpose, building on my passions and sharpening my skills, I’d shine in my own “little corner.”
However, if I chased glam, copying everyone else, I’d never be the best but at best, second best.
When I finally figured out that pottery was my thing, I still couldn’t take action. Think about it for a second – Who was going to buy my pottery?
I wasn’t a trailblazer of any kind, but I knew failure didn’t go well with my character, so Karte and I were in this for the long haul, I guess.
After pouring out my heart to Dorcas on my “inability to fly,” she took a chance on me and placed a pottery order. It was just for fun, but I was so excited, I think I outdid myself.
Sometimes, we’re afraid of taking action because of the unknown. What if we bet on ourselves, take action and discover the UNKNOWN?
After that initial experience, I began to chase a new dream. I mapped out my vision and set goals for myself. Today, Karte is history, and I’m living a life I always dreamed. Listen, Oprah, Beyonce, Jim Carey and others who have visualized their success never lied.
Visualize your future. Pencil it down and watch it become a reality.
“Stop comparing yourself to others. Your magic is like none other. Start chasing your dreams and thrive in the presence of fear.”
In the last two decades, there has been an increase in the number of platforms that are providing opportunities for women to develop their leadership skills.
Platforms like TEDx, for example, create a space where women can present their ideas and thoughts freely using slideshows and speeches that have gone on to inspire other women around the world.
More specifically, platforms that provide a space for African women in and out of the diaspora have begun to increase as well.
I recently had the chance to interview Kenyan-born, Charlene Macharia who is the Program Coordinator at UCSB Academic Initiatives to discuss the importance of such platforms.
We also spoke about her experience with the Women’s Economic Forum as the All Ladies League (ALL) -a women’s empowerment non-profit based in India with chapters around the world.
Being the chairperson in Santa Barbara, she also highlights the reasons why there should be more platforms that give African Women a voice.
How did you get involved with the All Ladies League and become a member?
All Ladies League (ALL) is a women’s empowerment non-profit based in India with chapters around the world. ALL hosts a conference which takes place annually in India.
I am a Gates Millennium Scholar and I found out about this conference and organization through a fellow scholar, Kaity Yang.
She had posted on our Facebook group that she was in India doing her own research when she got the opportunity to meet the founder and global chairperson of ALL, Dr. Harbeen Arora and her partner Dr. Vinay Rai. They were impressed to hear about the Gates Millennium scholarship program and they extended the invitation for 10 gates scholars to attend the very first Conference.
They generously waived our conference registration and lodging fee so all we needed to pay was for our flights. When I heard about this incredible opportunity I was very interested in attending. I didn’t know how I would come up with the funds for the round trip flight but Kaity Yang was helpful by giving me ideas for fundraising like using GoFundMe and also requesting a travel grant from my school.
Ms. Kaity also connected me with Dr. Harbeen Arora who answered my questions about the organization and encouraged me to join my local chapter. Since there was no chapter in Santa Barbara, where I currently live, she challenged me to start one. She actually appointed me as the chapter chair right then and even sent me business cards and gave me a social media platform. Just like that!
I was really humbled and honored that she would entrust me with leading a local chapter so I accepted and this motivated me to make it out to the conference to find out what I was really getting myself into.
How has the platform impacted you as a woman and as a young African in the diaspora?
Participating in this has been really impactful to me by validating my voice and my experiences as a young African woman in the diaspora. It does this by providing the space for anyone to lead a workshop, give a talk, or participate in a panel discussion.
My first time attending the conference I just decided to attend as a delegate since I mostly wanted to listen and observe but in my second and third time attending the conference I decided to participate as a speaker.
This allowed me to share my perspectives on topics I am passionate about such as education and spirituality, and to also share my personal experiences. This is such good practice for public speaking and communicating clearly.
I have challenged myself each of those times to attend as a speaker not because I’m a pro but because even as a young woman I have something to share, and this is an opportunity for growth.
Do you think there should be more platforms that give a voice to African women in the diaspora specifically?
YES! I definitely think that there should be more platforms that amplify the voices of African women in the diaspora.
But I think it’s up to us to be proactive in creating them or in utilizing the platforms that already exist. We can’t afford to wait around for the rest of the world to put the spotlight on us -that rarely happens.
So we must rise and share our stories, paint a picture of the world we would like to see, and just let our light shine by all means, and on our own terms.
What is the significance of platforms that allow you to share ideas and create a space for women to develop their leadership skills?
Organizations such as ALL are so significant since just by creating a platform for women to connect, share resources, and develop their leadership skills, they are literally changing the world.
There is a leadership imbalance in most sectors of our society and there’s an underlying narrative out there that women are inferior and weak.
But now is the time for the empowering of women to fix this imbalance so that together we can create lasting change in our world.
What could we learn from the voice of an African diaspora woman?
I think that the voice of an African woman in the diaspora is quite unique. We have a unique perspective of life shaped by our experiences on the motherland (for those of us who had that privilege) in comparison or in contrast to our experiences living abroad.
These experiences have forced us to grapple with our complex identities, propelled us to create inclusive communities, and to come up with creative ways of problem-solving.
What do you enjoy the most about being active in the conferences?
I love that the conference is hosted in India since it provides an opportunity to travel and experience new cultures.
What I enjoyed most about participating in the conference are all the wonderful women I have been able to meet from around the world. I am especially grateful to have met amazing African women leaders from various African countries and within the diaspora.
It was awesome to network and fellowship with them. We were able to bond and stay connected through social media.
When I attended the first conference I met Tia Walker, an African American woman from Santa Barbara! It was surprising that we never met while we both lived in Santa Barbara (which is a small town) but we just so happened to meet at this conference in India. It was truly a divine connection!
After the event, we kept in touch and met up when we got back to Santa Barbara. Tia was such a wonderful connection to have made, not only because of her kind nature – she is truly a genuine, dynamic and compassionate person- but also because she is a respected leader in the Santa Barbara community.
She helped me launch the Santa Barbara chapter which was such a blessing and lots of fun. I am grateful for all the soul-sister connections I get to make at these conferences.
Tell us about your recent recognition at the conference
I was one of the awardees for the “Iconic Women Leaders Creating Better World for All” which was graciously extended to me for my participation as a chapter chair for the Santa Barbara chapter.
I’m thankful to Dr. Harbeen Arora for seeing the potential in me and calling it out.
What advice would you give to young African women who want to be leaders in their community both at home and abroad?
I would advice young African women not to be afraid to be themselves. We were created just the way we are – with our personalities, passions, and strengths. We have our big hearts and brains for a reason. And we have so much to offer the world, so nothing, including ourselves, should hold us back.
At the same time, we need to prioritize our own healing before we can go out there trying to change the world. We need to take the time to know our worth, to feed our minds and our spirits with the truth. We have to erase all the lies that have been projected onto us and embracing our real God-given identities, in order to live full lives and to fulfill our destinies.
I would also like to encourage us not to be too hard on ourselves when we make mistakes and live small, to forgive ourselves quickly, and to be patient with our growth and restoration.
There is grace in the journey so just take joy in the process.
Charlene’s story is just an example of how significant these platforms are especially for young women in the African Diaspora. We can learn a lot and share ideas that are changing the world.
Not every single marketing activity will translate to direct sales! Can someone please scream this from the rooftops?
If you’ve worked in a marketing capacity, you know this. And you also know a lot of clients straight up refuse to accept it. It’s easy to want to connect all marketing activity directly to ROI.
Some of these activities, such as social media, may be viewed as extras and add-ons because they do not translate to direct revenue, but do they help in solidifying the overall brand picture?
You bet!
It’s imperative to place brand building and sales activities in separate categories. Although they might occasionally overlap, they must be treated as different actions, with different strategies that generate different results.
It is easy to overlook the importance of building a solid brand before diving straight into selling. Especially after investing funds into a business. Granted, in the beginning stages of running your business, you might command profits left, right & center.
But what keeps your clients coming back? What prevents them from switching to a competitor selling the exact same product or services for slightly less?
Your brand – that’s what!
Big brands invest millions of dollars in building and maintaining a certain brand image with no direct translation to sales. This is not just for fun or because they feel like splurging. It’s because they understand the value and the equity that comes with a solid brand name.
Even the good book says, “A good name is more desirable than great riches. To be esteemed is better than silver or gold”.
Hallelujah, somebody?
Take Coca-Cola, for example, this brand participates in different types of brand building activities designed to trigger emotions, nostalgia, and certain positive feelings associated with the brand.
Amidst these activities, Coca-Cola products are not explicitly sold. Why? The brand understands the value of building brand equity with their current and potential consumers. What is this brand equity, you ask?
It is simply the value placed on a particular brand, based on the experience, feeling, or perception a consumer attaches to it. Simply put, if consumers feel your brand is wack, they won’t be willing to pay much for it.
If they view your brand as the best thing since sliced bread, they will be willing to pay more for it compared to similar brands. Thus it has a higher equity and commands a price premium in the market.
The problem with focusing on sales before boosting brand awareness and equity is that you may attract a slew of one-time clients. They buy and use your product, but have no connection to keep them coming back, so they keep it moving!
A competitor product pops up the next time and they switch. Sounds familiar? Yeah, we’re all guilty of doing this. We’re also guilty of being extremely loyal to certain brands based on the value we have placed on them.
For some mothers, only a certain brand of diapers will do for their babies, for others, such as myself, we buy fuel from only a certain brand of petrol stations. That’s the beauty of building a strong and trusted brand.
There are many angles to this “brand equity” business, including consumer-based brand equity as discussed previously, employee-based brand equity, and more. As your business grows, employee-based brand equity cannot be neglected.
In growing brand loyalty and equity, employees can be your most cost-effective brand evangelists. The people who will love and promote your brand from the mountaintops – for free.
Let’s use Heineken as an example, I have a couple of friends who work for the brand, and as we say in Nigeria, they “carry it on their head”. Sometimes I think to myself, “Na your papa own this place?”-(Does your father own Heineken?) but guess what? The last time I was in Amsterdam, where the HQ is located — What was I most excited to see & do? To tour the Heineken brewery!
The passion their employees have for the brand and the sincere love and joy that emanates when they speak about it, in turn, gave me the “ginger” and excitement to go see things for myself. When your employees truly believe in your brand and become loyalists (not just because you pay them a salary), something truly magical happens.
They become one of your greatest and cheapest marketing assets. The word begins to spread organically and the positive brand equity transcends from employees to consumers.
It’s understandable, you put money in, you want money out, and quick! Unfortunately return on investment is not always immediate or that simple.
Recognizing the need for brand building activities which may not necessarily translate to sales in the short-term is the first step. Understanding the need to cultivate long-term meaningful relationships with your target is the next.
While creating a distinction between brand building and selling activities, always remember to look at the big picture and think long-term.
As Gary Vaynerchuk once said, “Brand is not transactional. Brand is forever”.
Goal setting is paramount to individuals as it helps with the rebranding, focus, and orderliness of life. I mean, we all have aspirations and dreams and accomplishments we would love to attain yes?
And when it comes to aiming that peak, it’s all about good intentions, yes?
When it comes to sharing our aspirations with others, we get bold, we get optimistic, and we get daring, yes? Most people even go as far as creating reward systems for themselves, like when I positively tick so soon my goal list, I have to get me some Birkin Bag because I sure deserve it! Right?
So why do we let the negative kill our vibe? Why is it that we often fall short of the goals we set for ourselves? How come we wonder why we are at the same place we were years past, with the same poor habits and no sign of progress?
The answer to the entire why questions are because as human beings, complicated is our tag names, no offense. We tend to overcomplicate and make vague the steps necessary to accomplish the goals we set for ourselves.
As there are loads of various perspectives to setting goals, this article gives you another strategy to set and look at your goals progressing from a minimalist’s perspective.
LITERALLY, HUG BIG PICTURE IDEAS
This may be very contrary to what minimalist’s belief in but its standard. Embracing that big light bulb idea will make one hone in on what we tend to get out of this life.
This idea may range from securing a major deal in your niche, wanting a big family or just being financially well off. It could be anything that tickles your fancy, just make sure you write it down on a paper with your lovely pen.
Note: it’s important to take the time to grasp what you want your life to be all about, and what you would want to achieve big time.
PRIORITIZE THE PARAMOUNT
This is the forte of minimalists. So once you’re done listing out your big ideas and dreams’, noting the order of importance is the next step.
When you create a prioritized list, you are getting rid of the confusing clutter and allowing yourself focus on what you truly want to accomplish.
So this is it: you create a list of your goals beginning with the most important to achieve at this point in your life to the least important.
Note: One has to realize that the goals found at the bottom of the list are still important but not as crucial as the ones found at the top. Now, success is just around the corner because you have something real, a real end goal you wish to achieve and not just wishful thinking goals.
CREATE TANGIBLE STEPS
Now that your priorities have been set, you can start using this information to pinpoint steps that would help you achieve the most important goal on your list.
Remember, you need to take time out and think deeply for you to establish well thought out steps to achieving your goal.
Now, try to begin with the most basic achievement you can think of. As with how we humans evolved, and our learning process, we started learning A, B, C before forming sentences. So start simple and work your way from the ground up. Remember with previous steps, it’s important to note them down so you can refer back to them later.It helps when you keep your laid out thoughts short, black & white and precise so it’s clear to see if you have successfully accomplished a step…or not.
This phase is more or less, understanding the significance of creating a solid foundation that is easy to grasp and build upon.
GET RID OF THE CLUTTER
As a minimalists’ main goal is to declutter in all aspects of life, this works in setting goals as well. Any step or thing that doesn’t aid in your success should be scratched out, with every ounce of intentionality and no looking back.
Anything that proves as a barrier in achieving your goals, be it an excess of social events, ideas, obligations, people or items, scratch ‘em out, please.
Now don’t get me wrong, they may not be negative influencers, in general, but they may be distractive and you won’t be needing any distractions when it comes to pinpointing the goals and heights you want to attain at a certain period.
Reward system is an innocent idea but totally unnecessary. For minimalists, they see value in the lifestyle they have opted in for and they know there’s a light at the end of the tunnel.
They know the rewards and gains they have to look forward to by achieving their goals and so they embrace the simple idea that for every phase completed, they are a step closer to achieving their desired goals.
This setting goal strategy may be very tough on people and opting in for the reward system is not a bad idea but if you want to lead a simple life, scratch the reward system, let go of that chocolate and be bold.
REVAMPED LIFESTYLE
A minimalist strategy to setting goals gives a more defined approach to things and a simple approach to creating and meeting your desired goals.
Once you’re done setting your goals, you start getting results in your overall lifestyle, positive results as that’s the beautiful outcome of setting goals.
It’s more like you put in hard work in one area of your life and you see a transformation in other areas. Keep that in mind.
Note: Don’t try to skip previous steps to jump. It doesn’t work that way as the steps work hand in hand and can be confusing when you do one without the other.
Achieving your goals using the steps and systems embedded in this minimalists perspective to setting goals will create an easy path to follow and remember there is no rush or time limit. Just don’t invite procrastination to the party and we will be good.
Good luck!
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Being a millennial can be exciting and challenging at the same time. We are driven and motivated.
The prevalence of media outlets has created opportunities and avenues for us to go after our goals and passions and share our experiences with everyone.
We can thus feel as though we constantly need to be on the go. We want to fulfill all our dreams and we also want to live our best lives.
Going after our dreams and seeking to live a truly happy life can be an arduous task. It can leave us feeling overwhelmed, burned-out or drained. The key is constantly trying to have some form of balance.
You can and should go after your ambitions yet be receptive to enjoying the moment.
There can be a million and one things that you want to do at almost any time. A great way to keep track of your goals and responsibilities is to have a planner or notepad.
You can even use your phone to jot things down if you prefer. Getting a planner or notepad keeps your organized. It helps you to remember what it is you aim to do.
It’s also a great way to help you be accountable because you are the individual who put down the list of goals and objectives to accomplish.
Do Some Form of Physical Activity
The misconception around physical activity is that it is only needed for those that want to lose weight and be fit. However, the benefits of physical activity expand further.
Physical activity helps to give you focus, clarity and most importantly, it gives you energy.
If you consider yourself to be a go-getter and very ambitious, you could easily get burned out from all the things you’re trying to achieve. That’s why having a form of exercise matters the most.
It serves as a platform to release stress and fatigue. It boosts your mood and productivity by fueling your energy.
Now you don’t have to take in an extreme sport. Research proves that simple activities such as just walking outside for thirty minutes are good exercise. You can find the best thing that works for you.
Maybe you like to dance, or swim or cycle? Taking up these activities will keep you energized and of course, healthy and fit. It’s a win-win.
I understand you want to be your own boss and get on the path to making that six-figure salary. It’s great to aim high but that doesn’t mean you have to neglect to have some fun in your life.
Making time for activities you enjoy doing serves as an outlet for you to breathe, enjoy and relax. This will help you to prevent a burnout because if you are working yourself hard 24/7, you become drained and exhausted.
You have to make time for the things you like doing. Make time for the movies. Make time to socialize. Make time for self-care activities such as a spa day or a manicure and pedicure.
These activities that might seem little compared to your big goals are truly essential because it fuels you to keep moving. Have you heard the saying ‘work hard and play hard.” You’re putting in all that good work so don’t deny yourself the fun and relaxation you deserve.
Have a Good Tribe Around You
No one makes it all on their own. We all have some form of help and support that makes it possible for us to get to where we want to go.
We have mentors who provide us with their valuable time and resources. We have our girlfriends who give us that emotional support and motivation to be our best selves. We have groups and organizations that give us the tools and community we need to better ourselves and take our hustle to great heights.
You need to have a good tribe around you in order to achieve your goals and also stay sane in the process. The tribe of people you surround yourself with matters because they can have a truly significant impact on your life.
If you don’t have a tribe, you have to consider ways to make this happen. Get involved in organizations and groups that cater to your interests, hobbies, and passions.
What helps you to keep going after your goals while living a life that truly feels good?
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As you know, we’re always so incredibly proud when we see amazing women who are not only succeeding in their respective careers but uplift other young women for success too!
With over 10 years’ experience, Gugu Sithole-Tyali took her once small side hustle and turned it into one of the most respected PR companies in the creative industry.
Sprout Creative PR is not only completely black-owned, but they also have an all-woman team, and together, they eliminate the misconceptions society has of women working together for a bigger and greater purpose.
Below, Gugu shares a bit about her challenges, successes and how she is using her talents to empower other women on the come up.
Tell us more about Sprout PR?
We’re a budding, black-owned, creative boutique, specializing in brand communications. Our talents lie in strategic public relations, digital marketing, brand development, creative content creation, and event curation.
What do you think is the most challenging part of being in the industry?
From the perspective of being a startup in the industry, the challenges are endless. I’ll stick to three that have been particularly pertinent to Sprout over the last couple of years.
Carving a niche for ourselves:
In the beginning, there was a temptation to do a lot of things, often more than what our business could handle. As soon as we stopped trying to be everything to everyone, and played to our strengths as a team, we were able to carve a space for ourselves.
Currently, that’s working with brands in Fintech, Agritech, AI, etc. We also have a love for and wide-ranging experience in the lifestyle sector, so we’re excited to see that portfolio grow.
Staying competitive:
As a young and small agency, competing with the well-established agencies can be pretty tough. They’ve got long track records and name recognition going for them.
We’ve found however that being small has its positives, so we’re working hard to take advantage of those. We’re adaptable, have a niche specialization, and I think we’re way more invested in our clients and their brands.
We’ve also been lucky to get extensive exposure to design thinking and Lean Startup methodologies. Adopting and implementing those practices has allowed us to collaborate with clients in a way that harnesses our shared strengths, and has resulted in them viewing us as partners, rather than vendors.
Assembling the right team:
This one’s a biggie. Striking a balance between hiring experienced professionals and being a training ground for up-and-comers – something close to my heart – is tricky.
We’re fortunate to work with clients who are passionate about entrepreneurship/startups, and so as long we’re working our butts off, staying accountable, and are passionate about their brands, they’re giving us the room to figure this part out.
We have heard about your difficult journey, tell us a little more?
Turning a side hustle into a business has been interesting, to say the least.
Nothing could have prepared me for the hardships of this journey. But, it’s also been an incredibly fulfilling, and the best part is that it’s helped me find my tribe – smart, creative, hardworking, tenacious women (and men), who are overcoming similar challenges every day.
They’ve helped me find the good in these hardships. I’m most grateful for them.
We are so inspired by your All Woman staff, how has the dynamic been, and have you had any criticism?
I’m proud of the fact that with each day we’re dispelling this myth around women not being able to work together. We live by one, simple rule: Collaboration over competition.
It’s formed the foundation for how we deliver for clients, deal with conflict, and show support to not only the members of our own team but women in our broader network. It’s also a value that’s been extremely helpful in the hiring process.
Have you had any challenges in the industry as a black-owned company?
I think a lack of belief in our value is probably one of the biggest challenges faced by black-owned businesses in general, it’s not industry-specific.
As a black business owner, I think I’ve often let this self-doubt negatively influence my decision-making. I’ve charged less for services, bent over backward for clients who didn’t necessarily deserve it, etc.
I realize though that this made me part of the problem because it does us a disservice by diminishing our worth. I feel like I’m currently in a season of truly backing not only myself but my team and our ability to deliver.
After five years of building my online magazine, painstakingly growing a social media following, and nurturing relationships with global brands, I had found a comfortable niche in the media landscape.
The night after my magazine’s 5th-anniversary party, I quietly reflected on the journey. I read the congratulatory messages I had received, some reminding me that many online sites and magazines that started with – or even after – Ayiba no longer existed.
But was survival enough of an achievement?
Making my dream my reality was significant. Building a team to drive that vision forward had significance. I mean, I had gone from shooting the first cover of Ayiba Magazine on my college campus to having celebrity photographers shoot the cover with Hollywood actresses.
The growth was undeniable, that had to count for something. And perhaps it did. However, my side hustle was still a side hustle bringing in side hustle revenue. Was that the best I could do? And more importantly, what was next?
Almost a year to the date of my quiet contemplation, I have built Girls Trip Tours, a social venture that is a direct manifestation of my magazine’s mission. It leverages Ayiba’s readership, brand equity, and professional network to design unique travel experiences across Africa with a focus on female empowerment.
Our trips have the goal of empowering future female leaders through mentorship, while taking in the sites and dining around town in the company of high profile business women and local industry leaders. I like to think of it as ‘Sisterhood of the Traveling Pants’ with less soul-searching and more self-actualization.
Where once you could read about Lagos’ nightlife, Nairobi’s startup ecosystem, or Rwandese artisans in the pages of Ayiba, now we can arrange for you to experience these things first-hand through group or solo travel with Girls Trip Tours.
The idea came from the opportunity I observed for digital brands to bring online experiences offline and create deeper more meaningful connections with their virtual communities in real life. The concept of Girls Trip Tours emerged from a perceived customer need. Ayiba readers were emailing to ask for travel advice.
Our articles had inspired our readers in the diaspora to want to visit the continent and they were looking to us as an expert resource. My mission with Ayiba is to connect Africans in the diaspora with those on the continent through storytelling. I have consistently done this through online and print mediums, but now I have the opportunity to create those connections in real life.
Figure out your customers desire, along with the people, places, things, and ideas that inspire them to action.
After surveying 100 plus women in Ayiba’s online community, I decided to organize trips to Kenya and Nigeria in 2019. As per their feedback, there are a mix of experiences to satisfy those seeking ancestral travel experiences to West Africa, wildlife and adventure in National Parks, as well as urban exploration in Africa’s most vibrant cities.
In addition to satisfying a customer need, by expanding my media brand to include travel experiences, I now have a new avenue for creating content. On each trip, there are multiple opportunities to connect with new talents to feature or more contributors to write.
I also will be creatively inspired by my surroundings to shoot video series, photography campaigns, and write OP-EDS on social issues I am confronted with. In the long run, I believe it makes sense for Ayiba to become a lifestyle brand.
I am creating a customer journey that can start with exploring content online, which may lead to booking a travel experience or vice versa. The magazine and the trips will feed into one another. In this next phase of my entrepreneurial journey, I look forward to listening to my customers, as well as looking to broader industry trends for my continued evolution.
For any entrepreneur that may feel stuck with their businesses, I hope you find this article at the perfect time and it encourages you to keep pushing.
If your growth has become stagnant and you are looking for a new direction to go in, observe customer behavior, look to the industry for inspiration, and most importantly, ask your audience what they want/need, then test it out.
I did a soft-launch with a Girls Trip to Ghana in July. It was that small group trip, the women I met, and the girls I mentored that gave me the confidence to do more.My advice
Consider what other verticals may be profitable before you give up on a business you have put time, money, sweat, and tears into.
As tough as it may be, if you have a good foundation: reputable brand and loyal audience, there are many ways you can consider monetizing and scaling up.
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It helps when you keep your laid out thoughts short, black & white and precise so it’s clear to see if you have successfully accomplished a step…or not.
Now don’t get me wrong, they may not be negative influencers, in general, but they may be distractive and you won’t be needing any distractions when it comes to pinpointing the goals and heights you want to attain at a certain period.
You need to have a good tribe around you in order to achieve your goals and also stay sane in the process. The tribe of people you surround yourself with matters because they can have a truly significant impact on your life.
My advice