DORIME: a rebirth business strategy.

Originally titled ‘Ameno’, the song performed by E.R.A has been trending on Nigerian social media for the past 2 weeks. Clubs, artistes and social media influencers have been sampling the song.

What most people are sampling is derived from Olamide’s 2013 remix (sampling) of the original track done in 1996 (25 years ago). WoW!!! 25 years ago and a song makes a huge comeback.

This strategy in business is called SAMPLING.

In his book, HOW TO SELL TO NIGERIANS, Akin Alabi also discussed this strategy as a market puller. This is what most authentic people do. They pick on an old rhetoric or philosophy, enhance it, and reapply it to a modern audience with credit to the original source.

YOU DO NOT NEED TO RE-INVENT THE WHEEL!!! Most times.

If you study the trend of some of my book titles, you’d notice a pattern:

• “But What Do I Know” was titled after the popular slang by Ali Baba (Nigeria’s King of Comedy)

and

• “Based On Logistics” was titled after Big Brother Naija #BBNAIJA’s 2017 Winner, EFE.

Check out most songs of new artistes, from Wizkid to Davido to Burna Boy to Simi to Niniola, etc; and you’d notice that lines from old sounds have been borrowed to fuse their hits. Do you recall “Egungun, be careful na express you dey go” by Obesere that went viral because a new Artiste (I think it was Tiwa Savage) used the line? THAT IS SAMPLING.

How does this apply to your business?

1. Be a Student of History. There is so much that has been done in the past. Like the Holy Bible says “THERE IS NOTHING NEW UNDER THE SUN”. Truth is: none of us is creating anything totally new per se. We are products of old knowledge, principles and ideologies. Study history and find your own narrative from the past.
2. Match history with your passion. As you find historical ideologies and philosophies, be careful to match them with what you really want to build on. For instance, I follow old content about strategy, operations, coaching, marketing, customer behaviours, selling, etc. I may not necessarily find interests in musical lyrics, sports history, etc IF THEY DO NOT DIRECTLY FIND EXPRESSIONS IN BUSINESS FOR ME. So be careful what you want to dig into.
3. Enhance!!! Don’t just copy and paste. No!!! You’re not that dumb. 😁. Instead: study, question, rationalize, test, apply then dispense a more up-to-date version of what you studied. Let the new be better than the old.
4. Honour the source: it shows that you are a professional and that you are worthy of the study. Give credit to the source(s) of what you’ve used. Sometimes, it is not so clear how to make the source give you consent. But just putting it out there that ‘I got this idea from A, B or C’ is such a respectable thing to do. Stop pretending to be the smartest of all of us. 🤣😂😂😂
5. Thank me. 🙄

Does this help?

m a k t u b!!!

SO