What is the Meaning of Esan? Why Your Heritage is Your Greatest Competitive Advantage
In the modern business world, we are often told to look forward, to disrupt, and to innovate. While those things matter, many established leaders, especially those within the African Diaspora and multi-generational family firms, reach a point where “scaling” isn’t enough. They begin to ask: What will remain when I am gone? How does my past inform my future?
Learn How to Leverage Your Story through our Story To Asset Framework.
To answer these questions, we must look at the concept of Esan. Understanding the meaning of Esan is not just a linguistic exercise; it is a proven legacy, accountability, and the spiritual laws of cause and effect.
For the Diaspora founder or the family business owner, the very name “Esan” provides a blueprint for building a brand that doesn’t just sell products, but carries a soul.
Defining Esan: More Than Just a Word
The word Esan originates from the Esan people of Edo State, Nigeria. Linguistically, it is often tied to the phrase E-san fua, meaning “they have fled” or “they have jumped away”, a reference to the historical migration of people from the ancient Benin Empire who sought autonomy and established their own kingdom.
However, in a deeper philosophical and spiritual context, Esan represents the law of retribution or the “karmic” return. It is the African principle of “what goes around, comes around.” In Esan cosmology, nothing is lost in the universe. Every action, every word, and every business decision emits a frequency that eventually returns to its source.
The Spiritual Mechanics of Esan
In African traditional thought, particularly among the Edo and Esan people, the universe is governed by a moral order. When you act with integrity, that energy builds a protective and prosperous legacy for your children. When you act with deceit, the “Esan” (the reaction) eventually catches up, if not with you, then with the institution you built.
For a business leader, this is the ultimate form of Accountability. It suggests that your business is not a vacuum; it is an ecosystem tied to your character.
Why Your Heritage is Your Greatest Competitive Advantage
In a globalized market, products are easily replicated. Features are copied. AI can mimic your marketing copy. But no one can replicate your Origin Story.
See also Know Your Origin and Your Past Experiences: OWNING YOUR STORY FOR A DEEPER PURPOSE, Pt. 3
For the Diaspora leader, your heritage, whether it is rooted in the resilience of the Esan people, the craftsmanship of the Ashanti, or the intellectual depth of the Yoruba—is your “Blue Ocean.” It is the one thing your competitors cannot buy or steal.
1. The Power of “Origin Story” as a Business Asset
Many successful founders in the US and UK try to “sanitize” their African heritage to fit into Western corporate molds. This is a strategic mistake. Research shows that modern consumers, particularly Gen Z and Millennials, are looking for authenticity and “provenance.”
According to a study by the Harvard Business Review, purpose-driven companies outperform the S&P 500 by a factor of 10. When you lean into the meaning of your name, your lineage, and the “why” behind your journey, you move from being a commodity to being a Category of One.
2. Heritage as a Trust Proxy
For multi-generational family businesses, heritage acts as a “Trust Proxy.” If your family has been operating for 50 years, guided by principles like Esan (justice and retribution), you are signaling to the market that you play the long game. You aren’t here for a quick flip; you are here to honor your ancestors and provide for your descendants.
Case Study: The Esan Philosophy in Practice
The Esan people are known for being fiercely independent, hardworking, and deeply connected to the land. They transformed a “flight” from Benin into the creation of over 35 thriving kingdoms.
In business terms, this is Pivot and Prosper. * The Problem: Political instability or lack of opportunity (The flight from Benin).
- The Action: Moving to new territory while keeping the core culture intact.
- The Legacy: A distinct ethnic identity that has produced world-class scholars, leaders, and entrepreneurs.
When we apply the Photo Elicitation Technique (PET)—a methodology used by storytelling consultants like Obehi Ewanfoh in Verona—we ask leaders to look at the “images” of their past.
See also How Being Original in Your Business Storytelling Helps Increase Revenue
What does the “flight” in your life look like? What were the moments you had to “jump away” from the status quo to build your own empire? Those moments are where your legacy lives.
Transforming Your Story into a Proprietary Asset
Knowing the meaning of Esan is step one. Step two is packaging that meaning into something the world can consume. At AClasses Media, we view your heritage not as a hobby, but as a high-value business asset.
There are three primary ways to do this:
I. The Legacy Signature Program
If you are a CEO or Coach with 20+ years of experience, you have developed a “way” of doing things. By integrating your cultural principles—like the accountability of Esan—into a structured methodology, you create a Proprietary Solution. You are no longer just a consultant; you are the architect of a specific philosophy.
II. The Legacy Book
A book is the ultimate “authority builder.” It allows you to document the “why” behind your brand. For a family business, a Legacy Book ensures that the founding values are not lost as the third and fourth generations take over. It becomes the “Constitution” of your company.
III. The Legacy Video
In the digital age, a cinematic narrative is the most powerful way to connect. By using archival footage, interviews, and PET, we can create a documentary-style video that “immortalizes” your journey.
This isn’t just a commercial; it is a piece of history. It shows your clients that your brand is rooted in something much deeper than a quarterly profit report.
The Strategic Bridge: From History to Future
The concept of Esan teaches us that time is a circle, not a line. What you do today determines the “Esan” of tomorrow.
If you are an established Diaspora leader, your primary job is no longer just running operations; it is Legacy Management. You must take the “Invisible Assets” of your life your struggles, your cultural values, your hard-won wisdom, and make them Visible.
Why Now?
The world is experiencing a “Great Wealth Transfer.” Trillions of dollars are passing from one generation to the next. However, without a story, that wealth often dissipates. Statistics show that 70% of wealthy families lose their wealth by the second generation, and 90% lose it by the third.
The reason? They transferred the money, but they didn’t transfer the meaning. They didn’t transfer the “Esan” the understanding of cause, effect, and the value of the journey.
Conclusion: Your Heritage is Not a Burden, It’s a Bridge
To ask “What is the meaning of Esan?” is to ask “What is the meaning of my life’s work?”
Whether you are of Esan descent or a leader from another background, the principle remains: Your origin story is your primary asset. It is the foundation upon which you build your Signature Program, your Book, and your Video. It is the differentiator that makes you undeniable in your industry.
Don’t let your 30 years of experience die as a hidden secret. Don’t let your family’s 50-year history be reduced to a bullet point on an “About Us” page. Your heritage is the “why” that connects your brand to generations to come.
Your legacy is your most valuable asset.
Before you print another brochure or launch another generic ad campaign, let’s talk about how to immortalize your true story. Let’s use the power of PET and expert storytelling to turn your heritage into your greatest competitive advantage.
Book your free 15-minute Legacy Strategy Call today to design the asset that will tell your story for the next 50 years. Book Your Free 15-Min Legacy Call Now
