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4 Disastrous Ways to Push Your Start-up Through Lies

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There was this popular ad on TVs and billboards. The ad introduced a croissant brand into the one of the biggest emerging markets in Africa, Nigeria.

In fact, the feeling was great, the visuals were powerful and compelling. To crown it all, a popular celebrity was used to personify the brand.

If there were a thousand and one consumers craving for the product, I was one of them but for several weeks, I couldn’t lay my hand on ituntil on a very tiring day while returning home from work.

The adrenalin rush to devour the croissant was unimaginable but hey, the traffic law says you shouldn’t eat why driving!

The whole excitement turned into dissonance even before consumption. The product size could not measure up to the same as the size portrayed by the advertisement.

I felt cheated, embarrassed and discomfited for wasting my hard-earned money on a product that could not deliver its promise.

Since there was no value for money, repeat purchase was the last thing on my mind and never would I allow my close associates to make the same mistake.

Things like these are common in mostemerging markets and because the consumer laws are rather weak in these markets, advertisers sometimes escape the necessary regulatory scrutiny and whack.

Be that as it may, below are four ways I think your start-up can unsuccessfully lie to its market:

Making Promises You Can’t Fulfil
Every start-up should be reminded that a brand is a promise to the consumer to deliver a particular desired experience most of the time.

It should be known that consumers offer their trust and loyalty with the implicit understanding that your brand will behave in certain satisfying ways through product/service performance and through appropriate pricing, promotion, and distribution programs. In the croissant story earlier told, do you think I felt cheated because the product was too small? Not at all.

I felt embittered because the advertiser had failed in its promise to meet my expectations as conveyed in the billboard and television.

Believing Advert Would Do The Magic
Troublingly, many well-funded start-ups oftensubscribe to advertisingto blatantly make implicit promises they would never keep.

When the product or service doesn’t match up to the advertised promise, isn’t that like cheating, or at some level, stealing from people’s hopes?

Well, your ever wise customers would soon realise this, jettison your brand and pitch their tent with your competition who is real and truthful.

A marketing professional once said that advertising is powerful but ad is not what the consumer is buying.

You can spend one billion dollar on ad, if the product lacks merit, you would not sell. In fact, your ad begins to irritate. The value of an ad is based on the fact that the product is right.

There is a coinage in marketing, which underscores this, that the best way to kill a bad product is to advertise it.

Bad Positioning
More importantly, in our social media crazed world, venting out broken promises made to consumers has instant ramifications to the credibility and trajectory of your start-up’s perceived value.It is true that the goal of any brand positioning exercise is to develop a brand promise that is unique, compelling and believable.

Any successful brand positioning project must evaluate all potential brand promises against these three criteria – unique, compelling and believable. The winning promise must deliver against all threecriteria or it won’t work.

Thinking That Lies Would Engender Profitability
It’s wrong to assume that lies would ensure profitability. In fact, a lie told will only stimulate trial but never engender repeat purchase that can guarantee sustainable profitability.

Most times, a betrayed consumer will make sure others around him never fall victim. Tell the truth and don’t shoot yourself in the leg.

Don’t over promise and under deliver. Lies shouldn’t be ‘sold’ to push your start-up.

I’m sure you’re still interested in the croissant story I shared with you at the beginning of this article.

Well, I’m pleased to inform you that its makers only survived for two years. The croissant is abysmally dead, never to be resurrected.

Is your start-uppositioned to lie? If yes, please have a rethink!

Jide Ayegbusi is the founder of Edusko.com, an edtechstart-up that connects Africans with good and affordable schools in Africa and beyond. Follow Jide on twitter @jideayegbusi.

 

          


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Microsoft to Lay Off 4,800 Workers

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Microsoft has announced plans to cut about 4,800 jobs, representing roughly 2.1 percent of its global workforce, with  Xbox, its gaming division, expected to bear the largest share of the layoffs.

Microsoft to Lay Off 4,800 Workers

The company said more than 1,600 positions at Xbox would be eliminated immediately, while another 1,600 jobs would be phased out over the next year as part of a major restructuring of the gaming business.

In a memo to employees, Amy Coleman, executive vice president, Microsoft, said the company was streamlining its operations to focus on areas that deliver greater value to customers in a rapidly changing technology industry.

Asha Sharma, chief executive officer, Xbox, described the move as “the most significant restructure in Xbox history,” saying the changes are intended to position the gaming business for long-term growth rather than downsizing.


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Access Bank, Fifth Chukker and UNICEF Renew Commitment to Expanding Educational Opportunities for Nigeria’s Most Vulnerable Children

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The transformative power of collective action in expanding access to education took centre stage in London as Access Bank UK, Fifth Chukker, UNICEF and the Kaduna State Government reaffirmed their shared commitment to creating brighter futures for Nigeria’s most vulnerable children.

Hosted by Access Bank UK, Access UK Polo Day celebrated more than 15 years of impact driven by a shared vision to expand educational opportunities for underserved children. What began as a modest initiative has evolved into one of Africa’s most impactful education programmes, with the Access Bank Fifth Chukker School in Kaduna State and its associated interventions positively impacting more than 14,000 children across underserved communities in Northern Nigeria.

At the heart of this transformation is the Access Bank Fifth Chukker School, where investments in educational infrastructure, learning resources and student support have created lasting opportunities for thousands of children.

Between 2018 and 2026 alone, the school recorded 2,538 graduates, with female pupils accounting for more than 54 per cent of the total, underscoring the programme’s contribution to advancing girls’ education and promoting inclusive access to learning.

More than 1,000 pupils benefit from the school’s internationally recognised foundational learning programme each year, contributing to improved literacy and numeracy outcomes and a reported 15 per cent increase in learning performance. Students continue to secure admission into leading secondary schools, while teachers receive ongoing professional development and digital learning support.

Enhanced infrastructural facilities and expanded learning resources have further strengthened the overall learning environment, helping to sustain the programme’s long-term impact.

This year’s event reinforced a compelling message: Every pledge should lead to a classroom, every classroom should empower a child, and every child should have the opportunity to shape a brighter future.

Speaking at the event, the Managing Director and Chief Executive Officer of Access Bank Plc, Roosevelt Ogbonna, reflected on the remarkable growth of the initiative and the unwavering commitment of its supporters.

“What began as a dream to transform the lives of 100 children has grown into a movement that has positively impacted more than 14,000 young people. We want to return next year talking about 28,000 children. Education remains the greatest leveller, giving every child a genuine opportunity to realise their potential and contribute meaningfully to society.”

Ogbonna expressed appreciation to donors and partners whose support has sustained the initiative, noting that investment in education creates lasting intergenerational impact.

Kaduna State Governor Uba Sani described education as one of the most valuable investments any society can make. He praised the longstanding alliance between Access Bank, Fifth Chukker and UNICEF, noting that it has restored hope and opportunity to thousands of children from underserved communities.

Highlighting Kaduna State’s ongoing education reforms, the Governor revealed that approximately 300,000 out-of-school children had been returned to classrooms over the past year through partnerships with organisations including UNICEF and other development partners.

He also announced plans to construct an additional 120 classrooms at the Fifth Chukker Access Bank UNICEF School, enabling even more children to access quality education.

“What we are doing here is about humanity. By giving children access to quality education, we are empowering them to dream, to lead and to build a better future for themselves and their communities.”

Governor Sani also paid tribute to the late Herbert Wigwe, acknowledging his vision, leadership and enduring commitment to improving educational outcomes for underserved populations.

For Aigboje Aig-Imoukhuede, Chairman of Access Holdings, the true success of the initiative is reflected in the lives being transformed.

“The most meaningful measure of success is not the number of buildings we construct, but the opportunities we create. Every child who receives an education, every young person who discovers their potential, and every community strengthened through learning represents the lasting impact of this partnership. Together, we are proving that when purpose meets collaboration, we can create opportunities that change lives for generations.”

Welcoming guests, Jamie Simmonds, Chief Executive Officer of The Access Bank UK, described the gathering as polo with purpose, a celebration not only of sport but of a shared mission to create opportunity through education.

He highlighted the institution’s commitment to supporting initiatives that deliver sustainable social impact and broaden access to learning for underserved children.

The event concluded with a renewed commitment from all stakeholders to deepen investment in education as a catalyst for national development and social progress.

The Access Bank Fifth Chukker School continues to demonstrate the impact of sustained collaboration among the private sector, government and development partners, delivering measurable outcomes for vulnerable children in Northern Nigeria.


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SERAP Asks Akpabio, Abbas for Explain N1.3Bn Budgeted for ‘Fictitious’ Presidential Council

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Socio-Economic Rights and Accountability Project (SERAP) has given Godswill Akpabio, Senate President, and Tajudeen Abbas, speaker of the House of Representatives, seven days to explain how over N1.3 billion was allocated in the 2026 Appropriation Act to a presidential council that the Presidency has described as fictitious.

SERAP Asks Akpabio, Abbas for Explain N1.3Bn Budgeted for ‘Fictitious’ Presidential Council

In a Freedom of Information (FoI) request dated July 4, 2026, SERAP asked the National Assembly leadership to release certified copies of all documents related to the approval of the N1,302,978,784 allocation to the Presidential Foreign Intervention Promotion Council (PFIPC)/Presidential Economic Advisory Council.

The rights group also called on the National Assembly to invoke its investigative powers under Sections 88 and 89 of the 1999 Constitution to probe the circumstances surrounding the allocation and identify those responsible for what it described as apparent irregularities in the budget process.

SERAP further requested records identifying the lawmakers and committees that considered the allocation, as well as the public officials or representatives who defended the budget proposal before the committees.

The civil organisation also sought clarification on whether the allocation originated from the Executive’s 2026 Appropriation Bill or was introduced during the legislative appropriation process.

It equally demanded to know whether any lawmaker questioned the legal status or operational mandate of the council before approving the allocation.

The FoI request follows a July 1 statement by the Presidency denying the existence of the Presidential Foreign Intervention Promotion Council and insisting that the Federal Government never created the body.

Describing the conflicting claims as alarming, SERAP said they raised “serious concerns regarding the integrity of Nigeria’s appropriations process, legislative oversight, public financial management, and accountability.”

The FoI request, signed by Kolawole Oluwadare, deputy director, SERAP, stressed that Nigerians have a constitutional right to know whether public funds were appropriated to an entity that does not legally exist.

SERAP said, “Nobody has a more sacred obligation to obey the law than those who make the law, and that the National Assembly has a constitutional responsibility not merely to approve the Executive’s budget proposals but to rigorously scrutinise them before authorising public expenditure.”

The organisation argued that disclosure of the requested documents would enable Nigerians to determine whether the National Assembly fulfilled its constitutional obligations under Sections 80, 81, 88, and 89 of the Constitution in approving the allocation.

SERAP warned that if the requested information is not released within seven days of receipt or publication of the letter, it would initiate legal proceedings to compel the National Assembly to disclose the documents.

The organisation further maintained that making the records public would strengthen confidence in the National Assembly’s credibility, enhance transparency in the appropriation process, and promote accountability in the management of public funds.

It also cited the Freedom of Information Act, the Nigerian Constitution, the African Charter on Human and Peoples’ Rights, the International Covenant on Civil and Political Rights, and the Tshwane Principles as legal bases for its demand for full disclosure.


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