Your Story is Your Legacy: 5 Business Lessons from the World’s Top Brands
There is a powerful African proverb that says, “Until the lion learns how to write, every story will glorify the hunter.” For generations, the stories of African and African diaspora entrepreneurs have been told by others, if they were told at all. But what if the lion not only learned to write but also learned to turn that story into a legacy? What if your journey, with all its trials and triumphs, was not just a history but your most powerful business asset?
Learn How to Leverage Your Story through our Story To Asset Framework.
This question is the foundation of the work Obehi Ewanfoh has dedicated his life to since 2002. As a Nigerian writer of Esan heritage based in Verona, Italy, he has spent over two decades studying identity, narrative, and the profound connection between our roots and our relevance.
He believes that for changemakers across the diaspora, the ability to own your story is the first step toward building a business that lasts. This is the central idea behind his Story to Asset Framework, a methodology designed to help you transform your personal narrative into a strategic tool for growth, connection, and impact.
The Irresistible Power of a Well Told Story
Why do stories matter so much in a world driven by data and analytics? The answer is simple: we are human. We connect through emotion, not just logic. Research has shown that over 60% of people could remember details from a story they were told, while only 5% could recall a single statistic from the same presentation.
For African entrepreneurs, this is a profound truth. Your journey of navigating different cultures, overcoming unique obstacles, and building something from nothing is not just a data point; it is a resonant narrative that can build trust, inspire loyalty, and set you apart in a crowded marketplace.
In his five-part book series, “The Storytelling Mastery,” Obehi breaks down the timeless structure that makes stories stick. It often follows a pattern known as the hero’s journey, which has three main stages: the departure, where a hero sets out on a quest; the initiation, where they face tests and trials; and the return, where they come home transformed.
Every great business narrative contains these elements: a main character, a conflict to overcome, a turning point, and a resolution. The most effective ones also have a clear “why,” a lesson that speaks to a universal human truth.
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Let’s explore five globally recognized brands and see how their stories, when viewed through this lens, offer powerful lessons for every entrepreneur ready to own their narrative.
1. The Origin Story: Airbnb and the Spirit of Ubuntu
Every business starts with a problem. The story of how it was solved becomes its foundation. Consider Airbnb. In 2007, Brian Chesky and Joe Gebbia were struggling to pay their rent in San Francisco.
When a major conference left the city’s hotels fully booked, they saw an opportunity not in scarcity but in connection. They put a few air mattresses on their floor and offered a space to stay, creating an “Air Bed and Breakfast.”
This is more than a clever founding tale; it is a story rooted in resourcefulness and community, values that resonate deeply within African culture. It reflects the philosophy of Ubuntu, “I am because we are.”
They solved their personal problem by creating a solution for others, building a platform on the idea of shared humanity and trust. From Obehi’s perspective, the lesson is clear: your origin story is not about humble beginnings but about the values that sparked your vision. How did a challenge you faced birth a solution for your community?
2. The Turnaround Story: Apple and Returning to Your Roots
Sometimes, a business, like a person, loses its way. The turnaround story is one of redemption and rediscovery. Few are as dramatic as Apple’s. When Steve Jobs returned to the company, he co-founded in 1997, it was on the brink of bankruptcy.
His first move was not to invent something new but to reconnect the company to its original soul. He trimmed the confusing product line and refocused on creating simple, user-friendly tools that empowered creativity.
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This journey is a powerful metaphor for the principle of “from roots to relevance.” Apple’s turnaround was a return to its core purpose. For diaspora entrepreneurs, this story teaches a vital lesson.
Your heritage, your initial vision, and your cultural identity are not things to be left behind as you grow. They are the roots that give your business stability and authenticity. When you feel lost, the way forward is often found by looking back at why you started.
3. The Purpose Story: Patagonia and Building a Legacy
When your business stands for something more than profit, its story becomes a movement. Consumers are far more likely to trust and champion companies with a strong purpose.
Yvon Chouinard, the founder of Patagonia, began his journey as a rock climber who wanted to create gear that did not harm the mountains he loved. That mission, “We’re in business to save our home planet,” became the company’s guiding star.
This narrative of stewardship and responsibility is deeply aligned with traditional African values, where one is expected to be a caretaker for the community and for future generations.
Patagonia’s decision to donate 1% of its sales to environmental causes and ultimately transfer company ownership to a trust dedicated to fighting climate change cemented its legacy. Obehi often emphasizes that your purpose is your promise. It tells your audience what you value beyond the transaction, building a connection that lasts a lifetime.
4. The Overcoming Adversity Story: Spanx and Unwavering Resilience
The world loves a story about an underdog who defies the odds. These narratives of resilience inspire us because they reflect our own struggles and hope. Sara Blakely’s journey with Spanx is a masterclass in this. With just $5,000 in savings and no industry experience, she faced countless rejections from manufacturers who did not understand her vision for a new kind of shapewear.
Her persistence, from cutting the feet off her own pantyhose to demonstrating the product herself for a buyer at Neiman Marcus, is a testament to unwavering self-belief.
For many African and diaspora entrepreneurs who face systemic barriers and a lack of access to capital, this story is particularly resonant. It teaches that your greatest asset is not your funding but your conviction.
As Obehi has explored in over 1000 interviews on The Obehi Podcast, stories of overcoming adversity are what transform a founder into a leader and a product into a symbol of possibility.
5. The Vision Story: Starbucks and Creating Connection
A visionary leader does not just sell a product; they sell a feeling, an experience, a new way of seeing the world. When Howard Schultz returned to lead Starbucks in 2008, he did so with a clear vision: to establish Starbucks as the “third place,” a space for connection and community between home and work.
This idea echoes the communal nature of African societies, where the village square, the market, or the shade of a large tree served as natural gathering spots. Schultz’s vision was not just about coffee; it was about creating belonging.
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He understood a fundamental human need and built his business around serving it. This is a powerful lesson in crafting a vision story. What is the deeper human needing your business is meeting? How are you creating a space for connection and collaboration?
It Is Time to Tell Your Story
These examples show that a powerful narrative can shape a brand’s destiny. Whether you tell it on social media, in media interviews, or through your company’s internal communications, your story is your voice.
Obehi, drawing from his experience as an award-winning documentary filmmaker and a writer whose work began with his book “Round My Mind,” knows that crafting and placing these narratives requires intention.
The journey from your roots to relevance is filled with stories of origin, purpose, and resilience. The question is no longer if you have a story but if you are willing to own it. At AClasses.org, you can find over 2000 articles designed to help you on this path.
It is time for the lion to write. Your experiences are not just your past; they are the blueprint for your future. By embracing Obehi Ewanfoh’s Story to Asset Framework, you can begin the transformative work of turning your life and legacy into your greatest strategic advantage. The world is waiting to hear your story, told in your voice.
