In Nigeria’s business ecosystem, success often looks like a sprint: fast launches, fast wins, fast scaling. But beneath the shiny Instagram carousels and endless “Now Open” signages is a quieter, more complex reality: sustainable growth is hard. And the terrain is only getting tougher.
With rising inflation, inconsistent infrastructure, shifting government policies, and the chaotic rhythm of an always-on digital culture, building a business here is not for the faint-hearted. Yet, in the midst of this pressure cooker, a new generation of founders and operators are rethinking what success means, and how to make it last.
“We’ve glamorised visibility, but the real challenge is staying relevant and profitable after the initial attention fades,” says Funke Oshin-Akano, Lead strategist and founder of Phero Media, a PR and Media agency supporting brands in navigating storytelling and strategy in unpredictable markets.
