Relationships Matter

I’ve said it before, and I’ll say it again: relationships matter!

Not only that, but there are so many different types of relationships to celebrate. We tend to think that on LinkedIn, there’s just one kind of relationship, but it’s not just networking that matters. There’s mentorship. There’s information gathering. There are industry-specific relationships and teacher-student relationships, investor relationships and business partnerships. Today, I want to talk about one that doesn’t get mentioned much: the “maybe one day this connection will turn into something and maybe it won’t, but I’d still like to talk to you and learn about who you are” relationship.

That’s the one I had with Theophilus Akhimie in November 2020. He had recently arrived in Atlanta from Lagos, found me on LinkedIn and asked if we could meet. I learned that he was in the marketing profession, had taken a job in a store, and was in graduate school, so, to me, this could have been an information-gathering, possible mentorship, new-to-the-city networking relationship. Any of those were fine with me. We had a lovely chat, got to know each other and went our separate ways.

About a year later, he reached out to me on LinkedIn again letting me know he landed a marketing job and earned his degree in December 2022. In January 2024, he told me he and his brother wanted to put on a conference in Lagos and asked if I’d be a guest speaker. Because I love his drive and passion for what he does – and like him as a person – I wanted to support him in any way I could, so I said yes. I had only been to three countries in Africa and never thought I would get a chance to visit Nigeria. The conference is on July 11 and I return on July 14. And Samsung is their title sponsor!

As the only non-African speaker, I feel particularly honored to be amongst a group of top-tier experts in Nigeria’s tech and marketing industry!

I love sharing my passion for branding, and relish the idea of telling it to an audience so far from me physically and culturally. I had the honor of being on a mission trip to Kenya in 2019 and got a little taste for Africa and loved it. I enjoy seeing different places, which is why I joined the Navy and Coca-Cola out of business school. I’m so excited that Theo is going to give me a personal tour of his country!

The conference will provide an incredible opportunity for collaboration between tech and media companies and local players in Africa’s rapidly growing market, particularly as it relates to the ways in which brands and technology can help companies flourish. Brands strengthen relationships with consumers, and technology gives companies the ability to reach farther and faster. Seeing examples from proven African and global brands at the conference should provide encouragement and show what is possible. I can’t wait to share my experience once I’m back. Anyone in Nigeria? If so, I’d love to see you!

🚀 Learn more about Swish Fusion