Owning Your Story: The Power of Connecting to Your Roots as an African Diaspora Creative Entrepreneur
Have you ever wondered how far your story can take you? What if the key to your success as a creative entrepreneur lies not in the next big trend or marketing hack, but in something far deeper — your roots, your heritage, and the untold story of where you come from? For many in the African diaspora, there is a transformative power in reconnecting to our African identity, embracing our diverse narratives, and using them as a vehicle to shape our careers and our businesses.
Want to learn more about storytelling? Start by downloading the first chapter of The Storytelling Mastery.
But how do you begin to navigate such a journey? How can reconnecting with your roots help you own your story and attract the right audience?
The answer is closer than you might think, and it starts with recognizing the power of storytelling. Obehi Ewanfoh’s remarkable journey from Uromi, Nigeria, to becoming a global storyteller is a testament to how understanding and owning your personal and cultural narrative can propel you toward success.
As a writer, podcaster, and creative entrepreneur, Obehi’s experiences offer invaluable lessons for you on how to leverage your heritage, identity, and narrative to make meaningful connections and build lasting businesses.
In this article, we will explore how you — as an African diaspora creative entrepreneur — can own your story, connect with your roots, and use the power of storytelling to attract the right audience, build a successful brand, and drive positive change.
From the bustling cities of Africa to the far corners of the globe, stories matter more than ever. Here’s why.
The Genesis of a Storyteller: Obehi Ewanfoh’s Early Roots
Obehi Ewanfoh’s story is one of deep connection to his heritage, one that spans continents, cultures, and generations. Born in Uromi, Nigeria, his storytelling journey began in his youth.
See also Creating Emotional Connections: How Storytelling Builds Client Loyalty
As a child, Obehi was not content to simply listen to the stories around him. Instead, he began to create his own narratives, ultimately writing his first book, Round My Mind, while still in junior secondary school.
This early exposure to writing and self-expression gave him a deep understanding of how storytelling could shape personal identity and spark social change.
At the core of Obehi’s storytelling philosophy is the belief that every individual has a story worth sharing. His passion for research and exploring African narratives began in earnest in 2002, when he interviewed the District Police Officer in Uromi about police detentions.
This seemingly small interview ignited a lifelong passion for documenting stories that reflect both personal experiences and larger social issues. Obehi’s journey teaches us that as creative entrepreneurs, our roots — both personal and cultural — are potentials to be tapped.
Reconnecting to them can unlock powerful narratives that have the ability to not only elevate your career but also change the way the world sees you.
The importance of this connection becomes even clearer when we consider how many members of the African diaspora have, over generations, been separated from their roots.
According to the UN Department of Economic and Social Affairs (2019), the African diaspora is vast, with hundreds of millions of people living outside of the continent.
This represents a massive pool of stories, histories, and identities, all of which are deeply intertwined with Africa’s culture. The challenge, however, is how to reclaim these stories and share them in a way that resonates with both African and global audiences.
The African Diaspora Experience: Reconnecting with Identity Across Borders
When Obehi moved to Italy in 2004, his exploration of African identity took on new dimensions. Living in a country where African identity is often oversimplified or misunderstood, Obehi faced the complexities of reconciling his African heritage with the global diaspora’s varied experiences.
His exploration of this tension — the clash between local traditions and the broader global view of Africa — became the bedrock of his storytelling.
In 2013, Obehi began a research project examining the presence of Africans in northern Italy, starting with the cities of Verona, Vicenza, and Padova. Today, this initiative continues to thrive through weekly LinkedIn audio live events, where the art of storytelling is explored—a theme that is central to his 2023 five-part book series, The Storytelling Mastery.
This series is a direct outcome of the insights gathered during his research, building upon two earlier works, The Journey: Africans in Verona and The Color of Our Children.
Through his podcast, (The Obehi Podcast), Obehi addresses these themes head-on. By speaking on topics ranging from agribusiness and technology to spirituality and cultural preservation, he has created a platform where the African diaspora can hear their own voices, reconnect with their heritage, and redefine what it means to be African in the 21st century.
The podcast is not just a series of discussions; it’s an invitation for members of the diaspora to explore their own identities and use storytelling as a tool for unity and empowerment.
From the United States to the UK, Canada, Australia, and China, Obehi continues to engage the African diaspora, encouraging them to share their experiences and inspiring others to do the same.
This drive to reclaim and amplify African voices is crucial in today’s globalized world. The African diaspora, spread across continents, often faces challenges when it comes to identity and visibility. Meanwhile, it has a huge potential waiting to be fully explored.
Research shows that the global African market is an untapped goldmine, with African Americans alone contributing over $1.4 trillion to the global economy annually (McKinsey & Company, 2019).
This growing economic influence highlights the immense potential that exists when African diaspora communities take ownership of their stories and share them with the world.
See also Empowering Communities: The Role of African Diaspora Women in Small Business
By sharing your narrative, whether through podcasting, blogging, or other creative ventures, you create not just a brand but a community of individuals who relate to your story.
This connection is invaluable for any entrepreneur looking to make their mark, as it builds trust, authenticity, and engagement with an audience that sees themselves reflected in your work.
Owning Your Story: A Path to Empowerment and Success
As a creative entrepreneur, the key to long-term success often lies in how well you understand and communicate your unique identity. Obehi’s journey is a perfect example of this: by embracing his African roots, he was able to carve out a niche for himself that resonated deeply with people around the world.
His work in the tourism sector in Verona, for example, allowed him to showcase African culture to global audiences in a way that was both authentic and transformative.
The lesson here is clear: your cultural narrative is a powerful asset. As creative entrepreneurs, owning your story gives you the ability to connect with your audience on a much deeper level.
Storytelling is not just a marketing tool, it’s the foundation of your brand. A 2018 Research from the Harvard Business Review reveals that businesses which communicate their purpose through compelling narratives see greater customer loyalty and stronger engagement.
This is particularly true for African diaspora entrepreneurs who can build brands around cultural heritage, authenticity, and shared values.
Consider how Obehi used his platform to empower others. Through The Obehi Podcast and his various books, including the acclaimed The Storytelling Mastery Series, Obehi has built an ecosystem of storytelling that spans cultures, borders, and industries.
He has spoken about everything from agribusiness to spirituality, all while consistently grounding his work in his African identity.
See also Mohamed BA on Rediscovering Roots: A Conversation on African Identity and Legacy in the Diaspora
By doing so, he has attracted a dedicated following that trusts him, not just as a businessperson, but as a cultural ambassador and a storyteller.
The Role of Storytelling in Tourism: Sharing African Narratives with the World
One of the most potent ways Obehi has used storytelling to connect with a global audience is through tourism. With over a decade of experience in the tourism sector in Verona, Obehi has seen firsthand the impact that storytelling can have on travelers seeking authentic experiences.
Tourists are no longer just looking for a vacation destination, they want to immerse themselves in stories that resonate with their own personal journeys. They want experiences that are rich in culture, history, and meaning.
That is why Obehi, and his team are currently developing what they call Project DEAR (Diaspora Exchange and Retreat), an initiative designed to use cultural tourism to unite people of African descent.
According to different sources, cultural tourism is one of the fastest-growing sectors in the travel industry. In fact, the cultural tourism market is projected to reach trillions of dollars by 2028.
See also Making Tourism & Hospitality More Appealing to Travelers in 2024: Insights from Industry Leaders
In an article titled “Travel Industry to Contribute Record $11 Trillion to Global GDP in 2024” on Marketscreener.com, the WTTC projects that the travel industry’s contribution to global GDP will rise by 12.1% year-over-year in 2024, reaching $11.1 trillion. This will account for 10% of global GDP and marks a 7.5% increase over the previous record set in 2019.
As an African diaspora creative entrepreneur, you are in an ideal position to tap into this growth by creating tourism experiences that celebrate your heritage and tell your story.
Whether through cultural tours, food experiences, or educational platforms, tourism provides a unique opportunity to share your African identity with the world.
Reclaiming African Identity: Shaping Global Narratives
The global narrative surrounding African identity is often filled with stereotypes and misconceptions. For too long, Africa’s rich cultural tapestry has been reduced to a single, narrow perspective, one that overlooks its diversity and complexity.
Obehi’s documentary, Creating the Blackness of Africa, which won an award at the Verona African Film Festival in 2011, challenged these simplistic portrayals by highlighting the deep cultural richness and diversity that Africa offers.
Similarly, in his book Crisis of Identity, Obehi explores the struggles of the African diaspora in navigating their identity within a global context. The journey of reclaiming your identity as an African in the diaspora is not just about understanding your personal history, it’s about reshaping the global conversation on race, identity, and culture.
As creative entrepreneurs, owning your story allows you to contribute to this shift. Your narratives challenge outdated stereotypes and provide a platform for the diverse voices of the African diaspora to be heard.
By embracing your African heritage and sharing your journey, you help reshape the global narrative, not just for yourself but for future generations.
Conclusion: Your Story Is Your Power
The journey of Obehi Ewanfoh is a powerful reminder that owning your story — embracing your roots, your culture, and your identity — is a pathway to success. As an African diaspora creative entrepreneur, your narrative is your most powerful tool.
When you connect with your heritage, share your story, and inspire others, you unlock new opportunities for personal and professional growth.
So, what’s your story? How can you begin to own it today? Whether through writing, podcasting, or creating a tourism business, the world is waiting for your voice.
Want to learn more about storytelling? Start by downloading the first chapter of The Storytelling Mastery.
