Working in that kind of environment, you know, lane to
never give up, you lane that all you need to do is pivot.
You don't feel because failure is just a step to success.
So instead of, you know, crying and be like, I feel that this
this didn't work out, you know, learn from it.
Failures are lessons. What is this failure trying to
teach me? Before we dive back into today's
conversation, I want to share something important.
This episode includes a pay partnership with Better Help, a
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We are live. Ladies and gentlemen, you all
once again, welcome to the Kingdom's podcast and Diary of
the CFO. And today I've got a very very
very I'll add 2 berries that is a quadruple DIP on the show
today fighting out of Dublin Island by way of Lagos, Nigeria.
Make welcome all new book holler.
So go you. How old you?
Hello everyone, I'm good. Hi, what kind of intro was that?
That was amazing. OK.
I'll wait till you hear the proper introduction that I would
I say curated for you. So ladies and gentlemen, today's
guest is the builder of influence in the real world, not
just online. She's worked inside high
performance sales environments, including fintech giant
revenues. She has exceeded targets in
competitive markets. She has built pipelines, handled
objections and translated complex value into simple
decisions. And then she made a bold He
thought she stepped into the creator economy and now builds
high converting contents for brands powered by cell
psychology, customer empathy and deep understanding of buyer
behavior. This is not a conversation about
going viral. This is a conversation about
positioning, persuation, resilience and relevance.
From Lagos to Dublin, from economics to enterprise, core
culture, worldview. How are you once again?
Seriously, how many intro are you going to give me AI?
So like Eddie lies told, I don't think I told any lie right.
But for the purpose of this conversation, I think Olufu
color is quite a mouthful for me.
So permit me to to refer to you as bookie.
I might safe refer to you as bookie because.
Sure, everyone calls me Bookie. Amazing because that is the pet
name for anybody with that name. You know, if you're from
Nigeria, you know, or guys that are outside of Nigeria that are
non Nigerians. This is bookie.
She's not a bookkeeper by the way.
She's not a bookworm, just bookie.
So let's talk about your identity and your origin story.
Take us back to the early version of you.
Like who were you before the titles The Carrier Fever and All
of the Adventure? Thank you.
AI Bookie was a dreamer. I've always been a dreamer.
Far back as when I was in primary school, I and the house
help them. We had someone that was helping
us with the chores. We went to the market, we got
some air accessories and I would take it to school the next day
and I would sell it to my friends.
And to be honest, I didn't even know why they were buying from
me. They could easily go and get it
themselves. But I just did that.
And to me, I didn't even know it was business.
I really didn't know what it was.
I just knew it was something I wanted to do.
So I've always wanted to sell. I've always been, should I say,
good at it. It's just been a compassion of
mine. And early days, I used to grow
up watching my elder sister. She's late now.
But to be honest, I can't tell my story without a shown below.
I used to, you know, watch her and I saw, thank you.
I saw everything she did. And she was such a business
person. Like she will go to Dubai, she
will sell Brazilian air, she will go to Ghana, she will sell
jewelries. So I was like, hmm, if she's
doing this, I can do this too, right?
So she was like my role model growing up because I used to
watch her. I saw the way she was able to
manage her time because, you know, she had sickle cell just
like me. I also have sickle cell.
So she was really able to manage her time and I was like, okay,
this is really a good idea instead of, you know, working
9:00 to 5:00 and then my employees asking me, oh, why
didn't you come today? What was wrong?
Because I did had these issues in school where my teachers
would be asking me why didn't I come and whereby I had to
receive exams and even sometimes write exams in the sickbay.
So I just wanted to avoid all that bad culture.
And I just wanted to, you know, make something for myself I
could be proud of. And seeing someone actually do
it in front of me with such close proximity, I was like, OK,
yes, I'm going to do this. Wow.
It is quite touching. What you actually pointed at
that is that pain of having to leave as a sequel cell carrier.
A lot of people can never relate to that pain and it's quite an
expose. And I'd like for you to like
maybe expand on that a little bit myself.
Would I say I'm a partial carrier, right?
So you have the A, A, you have the AS, you have the s, s and
even being a partial carrier like life can be really.
Tough. I'll just do a little bit of
biology and a little bit of science.
Please educate our. Anemia is a blood disease.
We're actually in the same category with cancer patients,
so the hematology team takes the care of both of us.
That should tell you how bad it is for the for the people
listening. So it basically affects the
cells, your red blood cells and you know you have sickle shaped
cells that are not formed properly and therefore they
can't flow to the heart vessels properly.
And so you get something called a crisis, which is when you have
pain due to the blood cells actually stock the red blood
cells. It can be very, very painful,
kind of like being stabbed to death or kind of like a gunshot
wound. I know someone would say, oh,
you've never been stabbed, You've never been shot.
But it is, it is that painful. Like, just think of the worst
thing you've gone through in life and just multiply it by 10.
That's how it feels. You know, it affects, you know,
people in the black culture. I think it affects a little bit
of Asian culture as well. I'm not sure.
I'm not a medical professional. So basically it happens when
AS&AS form. So when your parents made, let's
say AS father, AS mother, you get the sickle cell.
I have to use my hands to explain it because it's biology.
So the A from, Yeah, the S from yeah, that's AS.
Then there's another S from Yeah, there's another S from
yeah, that would be ASS. So if you're unlucky, or should
I say lucky, I don't know, you get the s s together.
So that's how you get the disease.
And it's lifelong is genetically given.
Oh, yeah. That's all sickle cell is about.
Really. Yeah.
So it can really be a very painful process.
You know, I've had times growing up where actually wanted to
just, you know, I had those, you know, those thoughts to just,
you know, end it all. But I'm grateful to God that I'm
here. And I remember I used to tell my
elder sister I would be like, oh, you're so lucky.
You are a A, you know, And she'll be like, oh, what if I go
outside now and a cat eats me? Or what if I get cancer
tomorrow? So she kind of helped me to see
that it doesn't really matter if I'm a SSSAA.
What matters is what I do with my time on heart.
And I took that lesson to heart. Since then, all I've ever wanted
to do is take my time on earth, precious, because no one is
promised tomorrow. I'm one of those few people that
I'm actually not afraid of, that I'm more scared of what I didn't
achieve before I die. So I'm one of those that I'm
like, OK, let's make all the mistakes.
Now on that deathbed, let me be saying I thought I've done it
all as opposed to on the deathbed and be saying, oh, I
wish I did this. I wish I did that.
So I'm actually one of those. So that's it.
Basically. I'll just say guys, drop in the
comments. Your inspiration in life.
Oh, or where do you get your inspiration from?
I actually love to read that on this video on this podcast.
Anyway, you're watching for Spotify you.
Good. OK, so we're speaking about the
impact of a sickle cell anemia, right And I spoke about the fact
that I'm a partial carrier, but you are full on carrier.
A lot of people do not show empathy towards people with this
condition. So I wanted you to what I say,
show some light, shed some light on it, expand a little bit by
the like the pains what what does it feel like, right?
Having to achieve the same goals, the same targets, right?
As you know, regular people and being 1 foot behind the cost of
even of this condition. Thank you.
AI. Sickle cell and cancer are blood
related diseases and we're actually in the same hematology,
you know, blood department. That's just to give you a grasp
of the severity of the illness. Basically, how sickle cell is
formed is when you have a patient or a mother that carries
the AS genotype and a father that carries the AS genotype,
and then you get 1S from here. You get 1S from here and the
sickle cell is formed. And these are sickly red blood
cells that have difficulties flowing through your heart and
giving you, your body in general, the necessary oxygen
you need. That in turn leads to crisis
pain whereby it feels like you've been shot or you've been
stopped. And a lot of people will be
like, oh, have you actually been shot or stopped?
No, I haven't. But just picture the worst pain
you've ever experienced in life and multiply it by 10.
And that is exactly how sickle cell crisis pain is.
And it can last for like a day, two months, depending on your
pain management strategy and the medication or blood transfusion
or any process you might have done to relieve that crisis.
So sickle cell patients, we end up being very, very tired even
on regular days that we don't have crisis because our blood
cells are doing more work than a regular individual because the
red blood cells are stuck, so they need to float past the
oxygen. So an average individual might,
you know, get tired maybe after 12 hours of work, a sickle cell
patient can wake up and the person is already tired or after
just two hours of work, the person who's already physically
tired. And there's really nothing you
can do about it, though there's like a few drugs out there and a
few transfissions out there, but those are not like the permanent
solutions. So you, we just start to, you
know, go to accept it, you know, go to live through it and see
what we can achieve while facing such challenges.
Well, thank you very much for expanding that.
You know, like sometimes it just feels like your body's shutting
down and you kind of help yourself.
But how have you been able to like cope in terms of like,
would I say a support system? Of course, you always need
people around you that would understand what you're going
through and give you the necessary support to navigate
life. I know you would definitely
appreciate that support system. And like, what's the advice?
You have more people out there living with the condition and
how can they actually navigate life and still achieve great
stuff like yourself? Thank you very support system.
Growing up, it was my parents, my siblings, because a lot of
people don't know this, but when you're actually in a crisis, my
physical cell crisis, you're literally kind of like, how do I
explain it? You can move, you can't
literally carry your body. Like if it's a leg crisis, you
can't walk, If it's a hand crisis, you can carry your
hands. You become kind of paralyzed.
You are paralyzed and you're in pain.
So in such scenarios, you literally can't do anything for
yourself. You can't even take yourself to
the hospital 'cause I grew up in Africa, Nigeria, there's nothing
like ambulance. So you can't die 911, whatever
the ambulance system is, get someone to come grab you.
No. So you have to rely on your
support system. Several times my dad has backed
me on his back to the hospital. My sisters have carried me
physically. Like, you know, even friends
when I was in school, when I was in university, like to literally
help me 'cause I can't help myself.
And then of recent, it's been my husband.
My husband is my strong support system.
I don't know what I would do without him.
And I kind of tested him before we got married.
Side notes because whenever I date a guy and I happened to
have a crisis, I always test them if they're going to show up
at the hospital before him. None of them ever showed up.
In fact, the ones that did show up were the ones that were just
friends. They knew that OK, this is just
friendship. Those are the ones that used to.
Come and see. Me so I tested my husband with
dating and he actually so this is for fellow sickle cell people
like test your partner. Don't just think oh when I marry
him everything is soft. Gotta test the guy.
Is he going to show up? You know, and actually did show
up and I knew that, OK, this is the one.
And also he actually experienced it physically with me.
There was a day was for us to go to church and I had a crisis.
And he was there, you know, to experience it with me and to,
you know, give me my medication and water and take care of me.
So he saw her that before he proposed, and he saw her that
before, you know, we agreed to a union.
So a strong support system matters.
And I know even though he saw her, that living in it is still
very difficult. We still face challenges as a
couple. He still second guesses and I
still second guess because we didn't know it was going to be
this challenging in the marriage.
But there are some areas that you know, can be really tricky
when you're living with sickle cell patient.
And there was one of one important fear he had was that
because he didn't want a child. And his reason was that if I
have a sickle cell crisis, where is it going to keep the baby?
I thank God she's actually gave right to my daughter.
I haven't had one, but that was really why we delayed as much as
we could in, you know, having a baby because initially he was
like 01 year into marriage. He wants to enjoy his wife.
One year he went by, he was like no, two years and later he
opened up to me and he was like, it's just scared because if I
have a crisis and he needs to take me to the hospital, where
is the child going to go? You know, I helped him to
understand that, you know, God is our source.
At the end of the day, God will sort it out, you know, because I
really wanted to be a mom. I love being a mom.
Oh yeah, I have a baby now. It's year old.
So to answer your question regarding feather sickle cell,
how to get support and, you know, how they can navigate and,
you know, achieve their goals, I would say just never give up.
There was a quote from Walt Disney I used to write on my
journals growing up. And that quote says all our
dreams can come true if you have the courage to pursue them.
I wrote this quote sound like primary school.
I've never let that quote go. And another thing is this Bible
passage that says all things are possible now.
There's nothing impossible We got, yes, people might look at
me and be like, oh, this girl has sickle cell, but I'm not
seeing myself like that. I'm seeing myself as ghost
child. That's how I identify myself
first. I am ghost child.
That's the most important thing, sickle cell and all that.
It's just for me to share my story so that people can learn.
Well, I don't see myself as that.
I see myself first as ghost child and you know, we got all
things are possible. Nothing is impossible for him.
So that's just my advice for you out there.
I love that I love that my should read Bible verses.
The leap ends up to 4 respecting me.
I can do all things through crisis strengthens me.
And of course, you know, it keeps pushing me.
And it's, it's quite interesting to see the, the, the
similarities, the connecting dots, right?
And, you know, you enter the traditional corporate
environment. Like what did that season of the
life teach you about how people really make decisions?
All right, so before I actually, you know, start working with
Revolute Business, I had, you know, doubled here and there
since I left university. Reason being, the way the old
system works in Nigeria, you don't get a job, military
graduates like you have to also. So I, I doubled into a couple of
things. I would sell makeup.
I was a face model, I was a makeup artist, you know, so many
things. And then in between, I also be a
sales Rep for this medical team, this medical company, this forex
company. You know, I was just dabbling.
I was just dabbling like, 'cause I didn't take 1 penny for my
parents after school, 'cause that was what I told myself I
wasn't gonna take 1 penny. So I was just hustling, you
know, just doubling and getting into Revolute business and
navigating that. First of all, I honestly didn't
think I was qualified to be an account executive.
My husband was the one that gave me, excuse my friend, the boss,
because he was like, I just apply.
I'll help you with your CV. My friend will help you prep for
interview. You know, just try it, just try
it. And I was like, OK, fine, let me
try it. Let me apply.
And I was like, I don't have experience.
And I was like, you've been selling all your life.
I'm going to excuse me. I'm going to set up your CV in a
way that it will show everything you've been doing.
I was like, OK, And, you know, it just kind of happened.
And I remember that interview because I had interviews with
other companies and I remember that particular interview, like
before the end of the interview, I kind of knew that me and my
manager connected. I have no hatred for my manager.
Like I love him to today, Danny, if you're watching.
So I kind of knew it was gonna go.
Well, but you love your husband more.
And, you know, getting the job, yes.
So getting the job and actually doing the job at two different
things, you know, yes, I was good.
Yes, I had trained because I did some courses prior to the
interviews. So I knew about Upspot CRM, I
knew about Salesforce. But the actual day-to-day and
the market I was selling in was completely different.
All my life I was selling in the Nigerian African market.
Here I am in island Europe. I didn't grow up here.
So obviously I have no connections.
My network is 0 and I'm supposed to be bringing outbounds.
You know, I'm supposed to be closing deals.
I have a target like how is the map gonna add up?
I'm competing with people that all they need is one party and
they get 5 companies. All they need is 1 friend's
house and they get 20 companies. Those are the kind of people
that are in my, you know, unit with me.
And it was really, really challenging coupled with my
health and hope that it was really, really challenging.
I'm not going to lie. And I had to re evaluate myself
and ask the question, is this really what I want to continue
doing? Honestly, I didn't even want the
job in the 1st place. I've always been an
entrepreneur, right? But I wanted to try something
different from my husband because we're trying to buy a
house. We're trying to buy a car.
So I was like, let me input, let me not be the useless wife,
right? Let me add something to this,
Let me add value. So luckily for us, we're able to
save up. We're able to deposit for the
house. We're able to get the car.
We want it, you know? So I was like, OK, those are the
goals I needed this job for, right?
Can I go back to entrepreneurship now?
So, you know, we had that discussion and I was like, you
know, this is not my passion. You know, I need to go to my
true passion, which is, you know, solving problems, being an
entrepreneur, interacting, meeting people.
You know, I just love connecting with the world.
So yeah, he released me and he was like, OK, fine.
And that was how we got here. So you you talk about connecting
with the with the world, but at what point did you realize that
you had that innate ability to persuade people to communicate?
Because in other for you to sell two things, you need to be able
to communicate effectively. And of course you need to have
that has received power. So at what point did you realize
that, you know, just like the Guinness adverts, there's a drop
of business in every month, you know, and it isn't you.
Obviously, like I have a lot of imposter syndrome to be honest.
Like I doubt myself every day, even to today.
So it's not like every day I wake up in that bus mode in that
Let's Connect mode, like I'm a cleric, melancholy.
So that means I'm introvert, half extrovert.
So it depends. Sometimes I have to really push
myself because sometimes I'm not in the mood.
I just want to recharge my battery, you know, Even with my
husband, sometimes I just go to the bath, have a bath and close
the door for like 1 hour because I need to recharge my social
battery. So it's not like no, it's
automatic for me. It's kind of like, OK, when
Bookie is in the mood, she's fond, she loves to connect, you
know, you get the best. But you know, when she's not in
the mood, you need to understand that she wants to recharge.
You know, even electric cars need to recharge, right?
That's not cool. So even high need to recharge.
So it's not, it doesn't come for me as easy as it looks.
That's just when I want everyone to understand.
It's also a skill, you know, add to watch videos on YouTube
about, you know your tonality, you know how to understand
sales, add to understand handling objections, you know,
so many things. So I also had to train myself.
Even though naturally I had that skill set, I still had to train
myself, you know, to navigate that world.
I love what you talk about the training, right?
Because for a person like myself, right, switching to
entrepreneurship, I learned the hard way that you need to learn
sales and discover that sales is a psychology, right?
So and communication, a lot of people don't realize that there
are four communication skills. There are four language skills
that is speaking, listening, reading and writing, right?
You need to master all four skills in order to be a master
of communication, but a lot of people base premium on just the
speaking aspect right? Now.
When you master this four language skills, it helps you to
be able to refine your messaging, right?
The way you return the messaging for speaking is different from
the way you refine your messaging for writing, right?
But at some point, you get to learn the hard knock lessons,
right? And one very big hard knock is
if you've ever tried cold outreaches, right?
It teaches you how to handle rejection objections, to test
your identity, to test your emotional control.
For me, I've had to crash out too many times, right?
Test your patience. You know, I've had situations
whereby just give me this gist. I've had situations whereby I
was having a call and these calls are recorded, right?
And the guy was like, oh, I'm pinning your location, I'm going
to come find you. Your accent is not from UK, so
why are you calling me? You're a scammer.
This, this, that that. And I've had situations where I
was like, Oh my God, like I just want to break something like I
just want to throw something away.
Like I just want to be done. So I've had those situations and
I'm like stomping something on the floor in my work of work
office upstairs and then my husband is downstairs walking
and he up the stairs and it's like what happened?
What happened? And I'm like these people have
come again, they are back. They just wonder, you know,
provocate me. So, you know, I've had those
kind of people and then I've had the people that obviously their
objections are within reason. And then those kind of people,
you know, I photo explain and, you know, help them understand
where I'm coming from. I so I was talking about high
pressure environments, right and how it helps you to resi develop
your emotional intelligence, right.
So how did I help you like working on a high pressure, you
have so many deliverables. You have different stakeholders
dragging you in different directions, right.
How did you manage and how has it helped you improve as a
person right? That is on work and off work.
So you think fast, you think on your feet about situations where
I, I'm naturally, I'm the kind of person that I pivot easily
and I know when to pivot. So if something is not working,
let's say for example a code outreach pitch is not working,
you know, you quickly change it. You don't wait till next month
or two months time to make that change.
You know, you think on your feet, you pivot, you ask the
right questions, you reach out to the right people.
You know, you just want to be a sponge in that situation.
You want to suck it all in. You want to learn from
everywhere you can. Anyway, that was how I was like
I would go to my fellow colleagues on LinkedIn, you
know, I'll set calendar invites, you know, and then I'll ask them
questions, you know, add colleagues in, you know, France,
Poland, and I would, you know, I'll be chatting with them.
This is after work around like 5:00 PM just because I want to
know their strategies. I want to learn more.
I want to see how I can better apply myself to the job.
You know, just just think on your feet, as I said.
And that attitude, that behavior, working in such
environment, because I'm going to be very honest with you, it
was a very like how I put it like jungle environment, like if
you don't kill, you don't eat. Exactly.
So working in that kind of environment, you know, you learn
to never give up. You learn that all you need to
do is pivot. You don't fail because failure
is just a step to success. So instead of, you know, crying
and be like, oh, I feel that this, this didn't work out, you
know, learn from it. Failures are lessons.
What is this failure trying to teach me?
And I take that lesson on to the next one.
And the next one. It gets better.
You know, Speaking of learning from your failures, that helps
you to keep refining your messaging, right?
So like, how did your customers like respond to your language,
your tone, and like how did you build trust over time with
refining your messaging? Honestly, I'll just say, you
know, I was myself. You know, clearly I can't
change. So I was just 100% myself.
So even when I have meetings with stakeholders, colleagues
and customers, clients, you know, if there's something I
don't understand, I'll tell them, oh, I need to get back to
you on this. You know, I was very honest, you
know, and they promote that cultural and rebel business as
well. They'll tell you be honest, the
calls are being recorded. Don't lie to get your sales, you
know, so you have no choice but to be honest.
Though I'm naturally honest, but the culture also helps you to be
honest. So, you know, so when you are in
such meetings, you know, if you don't have the answer or I'll
get back to you, you know, I try and get back to them as soon as
possible. There are times where, you know,
I reach out to my manager and I'll be like, oh, Danny, we need
to work on this e-mail together now, like, and then it's jumping
on a call. We're trying to refine the
message together, you know, or maybe some client sent me
because there are some no nonsense clients.
There are some clients that are very difficult and they'll be
like, absolutely, this is rubbish.
Your, your standard is this your standard is that.
I'm funny enough, it's not even me they're talking to, they're
directing it to the business. But you know, I have to find a
way to refine my reply in a way that it's not personal and
addresses their cons at the same time.
You know, empathy, in my opinion, is still the most
important skill in business. Did you agree with that?
100 percent, 100%. OK.
So working in a Fintech environment, it's actually super
if you like say ultra fast-paced.
So like, what did that teach you, You know, in terms of
balancing speed, precision, responsibility, and
accountability? It's not me.
A whole lot taught me to be a dogged person.
So if you're actually my friend or my family member, you refer
to me as stubborn. I hear that all the time.
Bookie is stubborn, bookie is rude.
And that is because I am dogged and that is because I don't give
up and I say my opinion. So those are the things working
in that culture has helped me because prior to that culture,
you know, in Nigeria, there's something called respect your
elders. You know, and I remember this
particular situation with my manager, he he kind of called me
out in a team meeting and it was like, bookie, I expected you to
do this, you didn't do it, blah, blah, blah, blah, blah.
And you know, he left and the meeting was over and then he,
you know, slacked me. It was like one-on-one slack.
And he was like, I was actually expecting you to defend
yourself. I was like, oh, in my culture,
we don't do that. And it was like, explain that in
the Nigerian culture, you know, when someone is talking, you
keep quiet. You respect your elders, You
know, you don't talk back. And it was like, going forward,
I expect you to talk back. I expect you to defend yourself.
And I took that lesson and I took it going for that.
I was like, OK, nobody's going to tell me this and that I'm
going to defend myself. I'm going to speak up.
I'm going to, you know, talk back if I have to.
Because to be honest, that's that's what you're meant to do.
If you check out the kids that grew up in Ireland, UK, they
don't even know anything like do not talk back.
They don't do anything like that.
So imagine the different cultural variations.
So that was something I really took from that, going to apply
this wherever I am, you know, in life.
You know, culture shock, culture shock is a very, very big thing.
So for me also like having a similar background as yours,
moving from Nigeria to the UKI met with a lot of culture
shocks, right? But I like to know what you
would probably say, are you like maybe top two, top three culture
shock elements that is moving from a Nigerian environment to
the Irish environment? The number one that affects
everybody is the food. That's like the first shock.
Like what am I eating? I don't understand.
The food is bland, the. Food is bland, there is no
pepper, there is no seasoning. That was my first number one,
like what's going on? Yeah.
And and the second one obviously was, you know, communication,
the way they communicate over here, even in the morning, they
don't say good morning. They say hi, you know, hello.
That's their greeting in Africa. You say good morning.
You even knew that one. Say that good morning.
You know, so I would say those. I like this.
It's so major culture shock. It's lazy.
Can I, can I think of what? All right.
Wow. How about you?
What What culture shock have you experienced?
Yeah, I'll tell you the, the, the food was #1 right.
Because, yeah, at first, you know, coming to the UK, I came
to KPMG and KPMG had this culture of like having an office
canteen. And I'm like, OK, out of the
packs was that you have food in the canteen, A subsidized food.
And I'm like, yeah, I'm like this this, this food is this is
trash. And then there was a day that
one of the partners, right, is having a beaten with the with
the new hires. And then he was asking me like,
why is it that you do not come into the office?
And I was straight up honest. I'm like, the food is trash.
Yeah. That's actually very true.
Like, yeah, British food is actually blind, right.
But assessment that, yeah, social interactions, yeah,
social interactions was a very, very.
Do you know the funniest thing? Like like.
OK. Yeah, they know that what
happens, You cannot serve bookie and meal without adding extra
pepper and extra sauce like extra salt.
So when they are serving everybody and they come in, when
they get to my room, they will pack the salt, pack the pepper
in Saint James is an Ireland because they know, but kids is
not going to eat that food. Good desk gracious.
So I think one of my early neighbors in London was laughing
at me. He says OK anytime you're going
to work make sure to take your chili pepper and that's your
salt with you where you go into work so that you can enjoy the
food. But may I don't like.
That's the only. Social interactions, social
interactions, major, major one for me, right?
Like you get on the train, you just say greeting to a person
and they act like you're invisible back.
It's, it's, it's that level of being rude for me.
Like it is very, very shocking for me.
You get into elevators with certain people and you say hi,
you say a good morning, hello, and they just flat out ignored
you. Wow.
It's, it's crazy. But I think I guess that's like
a London thing because when I went to like other parts of
England, like then up north, the people are warmer.
So issues like London that that's that there's a culture of
being rude and ignoring people, which I did not like.
I think it's a city theme. Most cities, most cities, they
just want you to come. And also everybody has the
mindset, you know, they're just looking for their daily, also
daily bread. So I think it's a city thing
'cause even Dublin city, I think that happens as well.
Yeah. So the people in the suburb, but
they are much, much friendly, much, much warmer.
Yeah, I agree with that, Yeah. Yeah, I've been to Dublin once.
Dublin wasn't as bad as London. Anyways, I think London takes
the call. In terms of now going back to
your Fintech experience like working in the financial
services sector, I think it would have talked to you quite a
lot about understanding human financial behavior, right?
And human financial behavior influences or the OR would I say
social behavior, But how has that actually, would I say
inspired the way that you create contents and do you refine your
messaging? That's a very good one.
I would say the way the financial and social mix is in
terms of looking at consumer behavior and, you know, trying
to put yourself in the bias shoes, I always tell my husband
this, you are not selling to yourself, you are selling to
your customers because you'll be like, oh, I don't like it this
way. I don't like this one.
And I be like, it's not for you, it's not for you.
You're not the target market, it's not for you.
You need to focus on the target market, to focus on the
consumer, focus on their behaviour.
And you know, that's just what I took from that is understanding
that it goes into the psychology of the consumer.
What are they thinking? What are their pinpoint?
You know, what are they struggling with?
Just try and put yourself in their shoes.
Figure out how's their day-to-day life.
OK, let's say your target market is a nurse in the hospital.
OK, how is her day-to-day? Like obviously she has to wake
up as early as you know, depending on the shift. 5:00 AM
get a train, then starts her shift.
You know you need to figure out those things to understand her
behavior and how she'll respond. Was about to get into the
Creator Hub live section. Riverside AI called this aspect.
So let us talk about Creator Hub.
You've been talking about pinpoints.
You talked about how you don't sell a product that you want to
sell, you sell a product that the buyer wants to buy, the
customer also buy. So what was that original
problem, the original pinpoint that you saw in the creator
economy that made you say Creator Hub needs to exist?
So it was a personal experience. I've been doing UTC for two
years now. I've been a user generated
content creator for two years. For those that don't know what
the term UTC means, and basically.
You just see around. You just see.
You just see what is.
You just see. I need to explain, a lot of
people don't know this term. It means when you create related
videos to advertise brand products.
And I worked with several brands, couple of brands, you
know, America, UK, Ireland, you know, and I was seeing the same
problem. It was a personal pain point.
The problem was #1 the market was so disorganized.
It was decentralized. You know, there wasn't a
process. There was no system.
As a business, if you're looking for you to see creator, you need
to hire someone or an agent that would start searching maybe on
Instagram or Twitter or you know, on any socials and start
looking for you to see creators. And then when you finally get
the person you know, you reach out through an e-mail or through
DM. And then there's so much back
and forth in admin and negotiation.
Same thing. You know, if it's maybe you
posted a job online, you posted it on Twitter, you're looking
for agency creators. People put their portfolio and
their e-mail. You have to start shuffling
through thousands and thousands of portfolios and emails till
you find the right person. So it takes a lot of manpower,
it takes a lot of admin. And what a lot of businesses
don't realize is a lot of cost is going into that, a lot of
costs. And you know, even personally,
as a creator, I had to stop paying someone.
It was that bad to start replying my emails to brands and
to start outbound for brands because there was no structure,
there was no process. There wasn't a platform where I
can say this is where I get all things you just see done.
No, I have to use Camba, Create Portfolio, I have to use another
app. Create Invoice, I have to use
another app. Calendar Management, I have to
use another app. You know, it was a mess and you
know, I was just nagging to my husband one day.
I was just complaining. Why is it so bad?
Like I do enjoy creating this videos.
I do enjoy this content, but the process is just not giving.
And my husband, you know, being my husband, because I used to
tell him you are the 1% and he was like, let's do something
about it. I wasn't even looking for a
solution to be honest. I was just nagging that day.
I was just expressing my thoughts.
You know how we women will be like, oh babe, I just want to
nag to you. I don't want you to look for a
solution. You know, that was what I was
doing and it was like, let's do something about it.
This is a pinpoint to you and not only me, other creators,
because I took so many UGC courses when I realized that we
are all facing the same thing. So I had this Telegram group I
joined, we're like over 100, all complaining about the same
thing. There was another course I paid
for, one lady in America all complaining about the same
thing. So it was really bad structural
problem and I was just complaining about it.
And my husband was like, let's do something about it.
Let's create a web app, an application, a software, a tool,
you know where you can have a centralized whereby from
discovery to delivery, the beginning to the end of a UGC
project life cycle can be in all one place.
So we created the only help so far as only happened to all
world, America, UK, Europe that does that.