Efena Otobo: It is not how you get knocked down but whether you get back up

Efena Otobo

Perseverance. Determination. Willpower (PDW). To a person without struggle or strife these words are merely scribbles on a blank piece of paper or some abstract notion or a catchy mantra on the walls of a gym.
However, when life suddenly takes an unexpected, drastic turn and plunges you into an abyss filled with mind-boggling agony, emotional turmoil and a seemingly bottomless pool of despair, one truly has a stark realization and a deep understanding of PDW.

When you feel like you are drowning, trying to gasp for air as waves of struggle keeps pushing you below the surface – the challenges facing you, constant tides pulling you in all sorts of directions – the sheer force of will to swim against the current is the very definition of persevering.  

Setting the scenes

Two years ago, one single moment caused a ripple effect and altered the course of my life in an unimaginable way. On the 21st of April 2014, Easter Monday, an unnecessary car accident in Yaba, Lagos, Nigeria involving two drivers and one passenger shifted my understanding of the world. Immediately after the crash, I looked down at my misshaped, lifeless legs and I knew that something had gone terribly wrong.

In a matter of minutes, I was carefully lifted out of the car and placed on a little chair. Amid the chaos, voices and confusion, a scary feeling gnawed at my soul – life, as I knew it, was never going to be same. I spent the next five days flat on my back in excruciating pain, the kind of inexplicable agony that is difficult to comprehend, in four different local hospitals from Victoria Island to Igbobi to Ikeja. I was poked and prodded, underwent several medical tests, scans, endured sleepless nights, hunger, thirst and incompetent doctors.

The knowledge and the hope that an ‘angel of mercy’, in the form of an air ambulance bound for London, England, would save me from the torrent of suffering gave me the determination to grit my teeth and survive the medical purgatory I was in.

On Sunday, the 27th of April 2014, after a five hour back surgery, I found out I had sustained a complete T4 spinal cord injury caused by a T12/L1 fracture. In plain English, I had broken my lower back which rendered me paralysed from just below my chest all the way down to my toes and here’s the punchline – there was very little chance of ever walking again.

The First Act

Efena OtoboDebilitating pain became the norm but I knew that finding strength through adversity was the only path to take. I had to summon every ounce of willpower to relearn how my ‘new’ body worked and moved. Imagine being taught the ‘art’ of rolling over in your late twenties, being instructed by an occupational therapist the best way to put your shirt over you head or how to sit up straight and balance so you can feed yourself. How undignified do you think I felt? How could I possibly survive and move forward?

The answer is simple, yet complex – “The toughest steel is forged in the hottest fire” (Unknown, Chinese wisdom). With this new mindset, physiotherapy was not an obstacle but a challenge to build up muscular strength. Meetings with the neuropsychologist presented opportunities to equip myself to battle depression and emotional conflict; the confines of the hospital was not a prison but rather an avenue to foster positive relationships that enhanced my mental stability.

The soul-crushing diagnosis from the doctors was a suggestion, not a declaration or conclusion. I knew without a shadow of a doubt that I was going to not only walk, but run, skip, jump and dance again.

The Second Act

Ask any young woman today to regale you with tales of her most trying times in life and how she emerged victorious, the replies will definitely have certain things in common. Rising like a phoenix from the ashes of struggle takes perseverance, determination and willpower. One has to harness the innate ability to utilize strength through adverse circumstances.

It is not how you get knocked down but whether you get back up. Focusing on the light at the end of the tunnel culminates in what I like to call the Spirit of Invictus; in other words an unconquerable force to be reckoned with.  

Going to rehabilitation five times a week, in spite of the constant neuropathic pain in my legs and back – in order to build upper body strength, learning how to execute a safe multi level transfer from the wheelchair to the plinth and figuring out the best ways to manipulate my restricted mobility to achieve a desired result, required a level of perseverance beyond the ordinary.

Enduring extreme discomfort became the ideal persevering tool I needed to succeed and excel, to rebuild what I lost and overcome the insurmountable challenges that lay before me. In essence, to achieve the extra-ordinary, one has to push beyond the realm of normalcy and endure the physical pain, mental torture, sleepless nights, financial struggles and emotional turmoil otherwise known as the uncomfortable and unwanted sacrifices that come with the territory associated with the extraordinary.

Efena Otobo

Curtain Call

In the face of all the anger, disappointment, agony, confusion and dismay, my faith and hope burned brighter than ever. I was determined to not allow the wheelchair define who I was. Living life to the fullest once again became a top priority.

Wine tasting in the vineyards of Napa Valley, sitting in awe at the San Diego Comic Convention, appreciating the beauty of nature in Carlsbad, hoping to spot a celebrity in Beverly Hills, screeching with delight at the dolphins in Sea World, marveling at the millions of Christmas lights at the Atlanta Botanical Gardens, clutching my sides from laughing too hard at the jokes in The Book of Mormon production at the Fox Theatre on Atlanta’s Broadway, being gobsmacked at the wonder of ocean life at the Georgia Aquarium and getting lost in worship at the Bethel Church in Redding, California are just some of the glorious adventures I have embarked upon thus far.  

Life may throw you a curve ball that may seem to break your spirit temporarily but reaching deep within and using a combination of faith, hope, perseverance, determination and willpower to obliterate the obstacles in your path, I believe that you will emerge from the war victorious.  

My battle strategy is to overcome paralysis – one step at a time.

Louisa Kinoshi: Be OK with failure, that’s how you learn

Louisa Kinoshi - Beauty Rev NG she leads africa

Louisa Kinoshi created BeautyRevNg to celebrate the diverse beauty of African women. The Nigeria-based company, which officially launched in April 2014, aims to revolutionize the beauty shopping experience in Africa.

It seeks to put brands that cater to the needs of African women in its clients’ hands at the click of a button. BeautyRevNg also provides an online space for African beauty enthusiasts to gather and learn from each other.

“It is more than just selling makeup,” said Louisa, who is also a fashion and beauty blogger, and has written for various online publications. Before relocating to Nigeria to work on BeautyRevNG full-time, she worked for Clean Line Energy in Houston.

Prior to that, she worked in corporate public relations and marketing for seven years. Her clients included Starbucks, Pepsico and Pfizer, among others. I caught up with her to talk about her entrepreneurial journey so far.

Light-bulb moment

Louisa Kinoshi - Beauty Rev NGThe idea to start a beauty business came about when Louisa was at Carnegie Mellon University. As a student, she often travelled to Nigeria for holidays. During one of her trips, she lost her makeup bag. “It was a surprise that there was nowhere I could go to replace its contents at an affordable price,” she said.

The few places that she did find sold the makeup that she wanted at exorbitant prices. She realized then that there was a need in the market for reasonably priced beauty products that compliment African women’s skin. “I also heard from family, friends and blog followers that this was something African women want to see,” she added.

As a blogger, Louisa spend time figuring out what was missing in Africa’s beauty and fashion industry. She talked to people on the ground who shared their beauty wants and needs with her. She also cultivated relationships with beauty influencers, who included celebrity makeup artists and bloggers, in Nigeria.

It is through this research that she was able to find out the type of products that her company would initially feature. The relationships she had built came in handy when the business started. It was easy to get people to join the beauty revolution because they had heard about it from these influencers.

Louisa Kinoshi - Beauty Rev NGLouisa wanted to start small. This approach would give her leeway to make mistakes as she worked out the kinks of her business and tested to see if it was something that people really wanted. Armed with personal savings and a little bit of investment from family and friends, she embarked on turning the idea into reality.

The first order of business was getting inventory. “We live in a society where there is scarcity of product so whoever has the most inventory is queen,”she said. “If you don’t have anything to sell then that’s a problem.”

She then had to develop a website for the company. “I didn’t have to spend too much money on this,” she said. “I have web and graphic design experience so I did a lot of the web development myself.” Louisa had also fostered relationships with photographers and designers who agreed to work with her at a reduced cost.

https://www.youtube.com/watch?v=OkcxGuIim9k

Growing the brand

Louisa and her team, which consists of herself, a creative director and logistics manager, identify beauty companies to partner with through research and crowdsourcing. They first find out the brands that African women like, want and respect. “Respect is a really big factor,” Louisa said. “Then we ask, ‘Do these brands have products that cater to us?’”

They then reach out to the brands to find out if they are willing to work with BeautyRevNG and have a foot in Africa. Louisa also travels to Los Angeles and attends trade shows where she can meet with the brand representatives in person. She lets them know about her company and her mission and vision. “Once we have an agreement with them, we bring the brands to our site and market them to our customers,” she said.

Fostering these business partnerships has not been without its challenges. Some of the brands that customers desire don’t understand the opportunity in Africa yet. Others aren’t quite ready to have a presence in the continent. As such, they are not willing to form a wholesale relationship with BeautyRevNG.

“There are also some popular indie brands that are owned by small businesses, but they are struggling to provide inventory for America so they can’t quite expand,” Louisa said. “It’s not their priority.” This doesn’t deter her because the beauty industry has so many options. “If one brand says no, it definitely doesn’t kill your business,” she said.“There are also new players coming in.” “If one doesn’t work there is always the next one,” she added.

The company has also dealt with logistics challenges. Initially, it was tough to get the product from the website to the customers hands. “It would take almost three days in the same city,” said Louisa. She worked closely with her delivery partners in order to tackle this. “Now we are at a point where it takes 24 hours for most deliveries within the city.” Her goal is to cut down the product delivery time to 3 to 4 hours. “That would be the sweet spot,” she said.

Louisa Kinoshi - Beauty Rev NG

Powering the beauty revolution

The startup sets itself apart from its competition by actively engaging with its clients. “From day one we have focused on building a community,” said Louisa. “So our brand voice has always been very inclusive.” Customers participate in the company’s story. They share pictures of products they have purchased from the store as well as beauty finds they are interested in.

Through this online community, clients can also access tutorials and get beauty advice. “We are their friends,” said Louisa. “We are who they go to when they want to have conversations about beauty.” “Even if you aren’t purchasing at the time, we still want to engage you.” she added.

This online community keeps Louisa going in the face of challenges. “People are always encouraging me with their words and pictures,” she said. Her family and friends also constantly cheer her on. As a part of Tiffany Amber’s Women of Vision Mentorship Programme, she has been able to connect with other female entrepreneurs. This community of women business owners has been her sounding board and source of strength.

Louisa is excited and energized by the reception that BeautyRevNG has received so far. She is working on launching the first beauty shopping app for African women which will not only enable them to buy products, but also read their reviews and engage with beauty experts. She wants to build a beauty experience center.

Should she win the 2015 SLA Pitch Competition, Louisa plans to use the funds she gets to accomplish these two goals. “We are going to get there eventually, but winning will fast-track the process,” she said.

Her advice to aspiring entrepreneurs is: “Be OK with failure, that’s how you learn. Mistakes are lesson plans for the next phase.”