The Power of Storytelling: How Ogbes Electrical Store’s Humble Roots Illuminate the Path for African Entrepreneurs
What’s the secret to attracting the right customers in today’s oversaturated market? Is it all about having a sleek logo, a catchy slogan, or a flashy social media presence? Or is there something deeper at play—a story that binds you to your customers, your community, and your culture? For African entrepreneurs, especially those from the diaspora, it’s not just about what you sell—it’s about who you are, where you come from, and the values you embody.
Learn How to Leverage Your Story through our Story To Asset Transformation (S.A.T) Framework.
In this story, one business in Uromi, Nigeria, provides a compelling example of how storytelling—rooted in family, tradition, and perseverance can be the bridge to both success and deeper connections.
Let’s explore how Ogbes Electrical Store, run by Mr. Ogbemudia Ewanfoh, is more than just a place to buy electrical and building materials; it’s a testament to the power of heritage, the value of community, and the entrepreneurial spirit that can transform a humble beginning into a thriving business.
The Esan Apprenticeship Tradition: A Legacy of Skill and Determination
When we think of entrepreneurship, we often imagine a flashy startup, Silicon Valley-style disruption, or cutting-edge innovation. But in places like Uromi, Edo State, Nigeria, entrepreneurship has always been tied to something more humble, more grounded—something that begins in the apprentice workshops of local artisans.
This is the essence of the Esan apprenticeship tradition, a time-tested system that has nurtured generations of entrepreneurs in this region.
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Mr. Ogbemudia Ewanfoh, who runs Ogbes Electrical Store, has a story that’s deeply rooted in this tradition. Growing up in Amedokhian, a village in Uromi, he witnessed firsthand how his eldest brother, unable to continue his education due to the family’s financial struggles, found a way forward through an apprenticeship.
“I remember vividly when my eldest brother could not continue with his education because of the financial challenges of the family,” Mr. Ogbes shares. “He started to learn furniture work in Uromi town through a man my father took him to register under as an apprentice. He was there for years until he eventually changed his business and became who he is today.”
This story mirrors the experiences of many in Uromi and across much of West Africa, where the apprenticeship model has been an integral part of the economy for centuries.
According to the African Development Bank, an estimated 70% of Africa’s workforce is employed in the informal sector, with many relying on traditional forms of skill acquisition, such as apprenticeships, to make a living.
In this context, the Esan apprenticeship system is not just a means of livelihood; it’s a tool for economic mobility and social development.
From Humble Beginnings to Ogbes Electrical Store
While many entrepreneurs today start businesses with the help of venture capital or through high-tech means, Mr. Ewanfoh’s path was markedly different. “I had nothing to start with,” he says, reflecting on the early days of Ogbes Electrical Store. “I just had my experience as an apprentice and the desire to make a living for myself and help my community.”
It wasn’t an easy journey. Ogbes Electrical Store started as a small venture, with limited resources and no guarantees of success. But the foundation was solid: a deep knowledge of the electrical trade, a commitment to customer service, and the values learned through years of watching his family members grow as entrepreneurs.
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The resilience of Mr. Ewanfoh’s story speaks to a broader trend in the African diaspora: the importance of resourcefulness and adaptability in the face of adversity.
According to a report by the International Finance Corporation (IFC), small businesses in sub-Saharan Africa represent a critical engine of economic growth, with informal businesses—often self-funded and bootstrapped—accounting for 90% of all private-sector employment.
Mr. Ewanfoh’s story of starting with nothing but his skills and ambition is emblematic of this resilience.
It also highlights an important truth for diaspora entrepreneurs: your origins matter. The lessons from your family, community, and culture can become powerful tools in building a business that resonates with people, not just as a service or product, but as a story.
Never forget this. People connect with what feels authentic, and stories rooted in tradition often offer that authenticity.
Building a Vision: Growth Beyond the Electrical Store
Despite starting from humble beginnings, Mr. Ogbes has big plans for the future. “The vision for Ogbes Electrical Store is very bright,” he declares. “We are planning to make it a large business in Uromi where people can meet their needs for electrical and building materials any time they want.”
His commitment to growth is evident, but his vision isn’t just about increasing sales—it’s about ensuring that the business becomes a cornerstone of the local economy.
Mr. Ewanfoh’s vision speaks to the broader aspirations of many African diaspora entrepreneurs who aim not just to build businesses for profit but to uplift their communities.
In fact, studies show that businesses with a strong social mission are more likely to succeed. A 2020 report by the Stanford Graduate School of Business found that socially responsible businesses attract loyal customers and employees who align with their values, which can be particularly important for businesses in communities that prioritize shared values.
For Mr. Ogbes, the connection to the Uromi community is not just about selling products; it’s about being part of the larger economic ecosystem that’s growing in Esan land.
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“I love the business because it offers me the opportunity to engage with people all the time and to be of help to them,” he shares.
This interaction, rooted in service and trust, helps build customer loyalty, turning Ogbes Electrical Store from a simple store into a community hub.
The Role of Storytelling in Attracting the Right Audience
As a creative entrepreneur from the African diaspora, you may be wondering: How do you leverage your own story to attract the right audience? The answer lies in storytelling—a strategy that has proven to be an invaluable tool for building customer loyalty and brand identity.
Storytelling humanizes a business and creates a connection that goes beyond products and services. When people see the passion, struggles, and successes behind a business, they are more likely to invest in it emotionally and financially.
Take Mr. Ogbes’ journey as a prime example. His family’s legacy of apprenticeships, his personal resilience, and his deep connection to the Uromi community have all played a role in building the story behind Ogbes Electrical Store.
By sharing these elements with his customers, Mr. Ogbes creates a narrative that not only informs but also inspires.
For entrepreneurs in the African diaspora, this is a key lesson. Stories rooted in your personal or cultural experiences can make your brand more relatable and trustworthy.
Research from the Harvard Business Review has shown that consumers are more likely to support businesses they feel emotionally connected to, and this emotional bond often begins with a compelling story.
For example, African businesses that integrate cultural values, like family and community, into their branding tend to stand out in a crowded marketplace. The African diaspora, with its rich history and diverse cultures, offers a unique pool of narratives that can resonate deeply with customers both within and outside of the diaspora.
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Overcoming Challenges and Embracing the Future
No entrepreneurial journey is without its challenges, and Ogbes Electrical Store is no exception. “All business is challenging, but with Ogbes Electrical Store, we look towards a brighter future,” Mr. Ogbes acknowledges.
Whether it’s navigating market competition, sourcing quality materials, or dealing with the daily ups and downs of running a business, Mr. Ogbes remains focused on his long-term goals.
In many ways, this echoes the experiences of African diaspora entrepreneurs globally. According to a 2021 report by the African Diaspora Network, African diaspora businesses have been growing steadily, contributing to both local economies and the global marketplace.
However, these businesses often face challenges such as access to funding, market entry barriers, and cultural misalignment in foreign markets.
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Overcoming these challenges requires resilience, adaptability, and a clear sense of purpose—qualities that Mr. Ogbes embodies and that any African entrepreneur can draw inspiration from.
The Intersection of Tradition, Vision, and Storytelling
So, what can you, as a creative entrepreneur from the African diaspora, take away from Ogbes Electrical Store’s story?
It’s clear that building a business is more than just offering a product or service. It’s about understanding your roots, embracing your culture, and telling a story that resonates with people.
The principles of Esan apprenticeship, passed down through generations, offer a timeless blueprint for success. It’s not just about the technical skills acquired through apprenticeship—it’s about the values of perseverance, community, and resourcefulness.
These are the same values that can help you build a business that is not only profitable but also deeply connected to the people it serves.
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If you’re looking to build a brand that attracts the right audience, start by thinking about your own story.
- What do you stand for?
- What traditions, values, and experiences shape who you are as an entrepreneur?
- And how can you share that story in a way that makes a real connection with your audience?
Conclusion: Your Story Can Shape Your Future
As you reflect on your own entrepreneurial journey, remember that your story is your greatest asset. Just like Ogbes Electrical Store’s success story in Uromi, your narrative can be a powerful tool for attracting customers, building trust, and creating a lasting impact in your community.
The African diaspora is rich with stories—stories of struggle, resilience, and triumph—and it’s these stories that can help you build a business that resonates not just with the people you serve, but with the world.
As Mr. Ogbes puts it, “We look towards a brighter future.” With a strong foundation in tradition, a clear vision for growth, and a powerful story to tell, you too can build a business that leaves a lasting legacy.
Learn How to Leverage Your Story through our Story To Asset Transformation (S.A.T) Framework.
