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Consulting Should Tout Insights for Business Growth- Kalu

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Ikechukwu Kalu is the chief executive officer/lead consultant of Customer Passion Point Limited.
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Ikechukwu Kalu is the chief executive officer/lead consultant of Customer Passion Point Limited. He was the Vice President/Group Head of Marketing & Communications of one of Nigeria’s leading financial institutions, First City Monument Bank (FCMB).

He began his career with Guinness Nigeria Plc and worked in different capacities spanning Production, Human Resources, Internal Audit as well as Marketing.

He is a Chartered Marketer and member of the National Institute of Marketing of Nigeria (MNIMN) and Chartered Institute of Marketing (MCIM), London. He is an alumnus of the revered Harvard Business School as well as Lagos Business School‎.

In this interview he spoke to peter ugwu he disclosed why he really wanted to be known for value creation consulting which is mainly about business marketing.

Leaving FCMB for Customer Passion Point Limited
Yes. It’s a great job I enjoyed while it lasted. As you may remember, I was head hunted and recruited all the way from Tanzania where I had just ended an expatriate contract as Marketing Director for Zanzibar Telecoms (Zantel Limited), a part of Etisalat.
I had a two year contract with FCMB which ended in August 2014 but we agreed to extend it to December 2014, a period we thought was adequate to get the team fit into a new structure which was intended to align the activities of marketing and the retail banking group in the bank’s quest to build a viable / profitable retail franchise.

The Concept of CPPL
Customer Passion Point Limited is a value creation firm that is positioned to support p small, growing and medium size organisations to create stakeholder value through consumer insights.
This we do through business marketing consulting and training / development.
We sit with SMEs and Entrepreneurs to understand their issues and develop appropriate solutions to solve the issues. We also serve large organisations that may not have the capacity in house to implement their strategies.

Ever Envisaged Leaving FCMB?
Yes I did know that I was going to leave FCMB at the end of the 2 year contract but I must confess that I expected that the contract would be renewed for another 2 years as I didn’t think the initial 2 years was adequate to midwife the new marketing that I set up.
Looking back now, I see why it was important for the team to work their way around the new structure and evolve organically. I always knew I will go back to working at CPPL because it was borne out of a vision to support small and growing businesses that definitely would not have the capacity for strategy and implementation and would require the services of consultants.
How did it start? It was in 2010 when I was leaving Zain (now Airtel, Nigeria) to travel to Tanzania to take up an expatriate job as Marketing Director when it the idea of setting up Customer Passion Point Limited (CPPL) occurred to my wife and I and we went for it and offered some shares to a friend who was also to run the company while we are away but it didn’t really worked.
The registration was completed but we never did any job until we got back from Tanzania in 2013.
As faith will have it, I had to set up the Tanzania arm in 2011 after my contract with Zantel Limited (a part of Etisalat) ended and I was very comfortable taking up another paid job.
It started with two very influential and successful businessmen (Zadock Kola, the owner of ZK Advertising), a Tanzanian and Tito Alai (a former member of Celtel International Board) from Kenya called me to a meeting on how we could start a truly African brand.
The meeting held at Southern Sun Hotel, Dar es Salam. I still remember the day very vividly. Interestingly, they two big men never got back to me on the subject even as you read this interview, but I walked away from that meeting with a strong passion to set up Customer Passion Point Limited in Tanzania, a brand that would soon become a truly African brand.
Three months after setting up CPPL in Tanzania, we got an opportunity to pitch for a customer engagement campaign job at Ecobank.
We were successful at the pitch and had the responsibility to develop and execute the campaign end to end.
It was about generate quality awareness for the band and growing both customer acquisition and low cost deposit for Ecobank Tanzania. The campaign ran for six (6) and I guess it was very successful as the campaign was later replicated in all Ecobank operations.
It was exactly three (3) into the campaign when FCMB head hunted and hired me for the role of Group Head, Marketing & Communication at a Vice President level.

CPPL’s Service Offerings
We offer two broad services – Business Marketing Consulting and Training / Development. (a.) Business Marketing Consulting. Forward looking businesses know that value creation through efficient and effective marketing is the key to success across times and seasons – during both good and bad economic times.
The challenge for most businesses is that they are not able to quickly and cleverly adapt their marketing strategies to current and foreseeable economic climates. This is not surprising as successful business promotion requires marketing experience and knowledge that many businesses don’t have in-house.
Investing in an experienced business marketing consultant can give an organisation the help that they need to acquire, grow and retain customers while building a solid and sustainable brand. We believe that when you build a solid brand, it will sell itself through advocacy which is the ultimate of good marketing.  (b.) Training / Development.
We are focused on delivering business enhancement training programs. Our flagship program is the CPPL monthly training program for business people where we train business owners and their core staff on strategies for growth and profitability.
We have recently introduced other programs like: (i.)   Effective Business Writing & Communications Skills program to help improve communication within the business environment, appreciating the over whelming positive impact of good business writing and communication to a business.  (ii.) We have also introduced leadership and personal effectiveness training programs. This is because leadership sets the tone for the entire business and people must be thought to appreciate the role of leadership. People should also be thought on how to ensure personal effectiveness at work and manage stress.

The Making of a Good Businessman
A good businessman or woman is someone who is able to convert an idea or value to a profitable business. It’s someone who is able to make a meaning by improving quality of life, righting the wrong and or preventing the end of something good.
He does all these and makes money out of it. If no money is made, then it’s purely social responsibility.
Therefore, I want to emphasis that I really want to be known for value creation consulting which is really about business marketing – marketing of businesses. Secondly, training should be an intervention coming out of a consulting.
Consulting should help tout develop insights which if acted upon should unlock massive opportunities for growth and profitability for the business.

The Toughest Hurdle in Bringing CPPL to This Point
Good question. It’s been getting people to try you out. I thought that it would be a smooth start given that I had worked in great companies and rose quite high there, that they will naturally want to patronize me.
It’s not that easy as they also have to be sure that you can provide value that match the need they have. So, I have had to start small with training and growing gradually.
Our flagship training, the CPPL monthly training program for business people has been on for the past 14 months and we have trained well over 150 participants from more than 50 businesses. We now have to leverage on this to pitch for marketing consulting jobs. Slowly but surely, we shall get there.

The Best Way to Start and Nurture a Business
Start small and grow gradually. This will help you keep cost down and invest wisely. There is nothing wrong in starting from you home and gradually hit the high streets. It’s important to manage cost, be discipline, professional, keep good record, and track your business performance by doing some simple profitability test. It’s really important to start right.

Costliest Mistake Most Business People Make
In my view, it’s about not being disciplined. You don’t borrow money to do business when you are not sure of the returns.
How do you pay back? Some have invested huge funds on aesthetics claiming that ‘image is everything’  You have to start small, understand the terrain and position properly before you start to get into huge investment. There is really no hurry. Get it right the right time and always.

Set Target in Next Five Years as  CEO
I hope to build a thriving business with clients that you can look back and say, yes we did it together. I have been successful with my work carry.
I hope to replicate same in business. I want be known creating value in the market place. I want to redefine the concept of value creation consulting.
The market is there and we are actually few in this sector. My vision is to operate CPPL as a dynamic African brand while focusing on excellent client service in every country (and culture) where we operate in.

Most Difficult Experience Encountered
My case is somehow peculiar. I have been in paid employment for about 32 years and over 10 years of it were on roles that gave me some authority. I had really gotten used to people coming to me as against me going to them.
I was saw surprise now having to wait on the queue to be attended to. It was a rude shock but I learnt humility fast and it’s a long better. My advice is being patient, focus on the value you have and wait for that golden moment to sell.

The making Of A Good Business Consultant
Personal effectiveness is key. You must manage your time well, work well with your clients and continuous self-development. Your client is depending on you for insights and you can’t afford to fail them.You must always to seek first to understand and then to be understood. This way you hear the voice of your client and possibly respond more aptly to their needs. We want our clients to focus on other aspects of their businesses while we help them with the development of insights and the relevant value propositions to drive growth and profitability.


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Airtel Africa Foundation Calls for Applications for “DigiLeap” Tech Training for Young Women

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The Airtel Africa Foundation, through Airtel Nigeria, has officially opened the application portal for the DigiLeap Tech Drive, a core initiative in the Foundation’s digital inclusion agenda. The application portal will be open until 8th May 2026.

Targeting 200 underserved young women in the Ikorodu Local Government Area of Lagos State, the programme is designed to bridge the gender divide in the digital economy by providing intensive, industry-standard technical and digital literacy training at no cost to the beneficiaries.

The DigiLeap Tech Drive is a strategic collaboration between the Airtel Africa Foundation, the ISHK Tolaram Foundation, and Co-Creation Hub (CcHub), with implementation carried out by the SAIL Innovation Lab, a leading centre for digital talent development in Nigeria.

Strategically engineered to transform high-potential individuals into workforce-ready professionals, this high-impact project will provide technical instruction, mentorship, and job-placement linkages, directly tackling regional unemployment and the systemic underrepresentation of women in the global technology sector.

Commenting on the project, Dr Segun Ogunsanya, Chairman of the Airtel Africa Foundation, emphasised that the partnership between the Foundation, Ishk Tolaram, and CcHub is central to the Foundation’s holistic mission of advancing both digital and gender inclusion across the continent.

“Our mission at the Airtel Africa Foundation is to accelerate digital inclusion across the continent,” he said. “By bringing the DigiLeap Tech Drive to the women of Ikorodu alongside Ishk Tolaram and CcHub, we are providing 200 young women with a definitive competitive advantage in the modern economy. This initiative ensures the digital revolution is truly inclusive; it isn’t merely a training session, but a professional pipeline designed to transition these women directly into internships and sustainable careers.”

In his remarks on the flag-off, Dinesh Balsingh, Chief Executive Officer, Airtel Nigeria, highlighted Airtel’s dedication to ensuring that women are integrated into the country’s rapidly evolving digital economy.

“At Airtel Nigeria, we believe that empowering women with digital skills is a fundamental catalyst for national economic growth. With the DigiLeap tech training, we are creating a sustainable pathway for young women in underserved communities to move from the sidelines of the digital economy into the heart of the tech workforce. This initiative reflects our deep-rooted commitment to social impact and our belief that when women lead in technology, entire communities thrive,” he said.

Focusing on industry-standard competencies that enhance both employability and entrepreneurship readiness, application entry into the programme is now live and open to women aged 18–35 living in Ikorodu.

 


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Cross River State Isolates 10 More Persons with COVID Symptoms

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Cross River State Government said it has identified and isolated 10 persons who interacted with a Chinese national who reimported COVID-19 into Nigeria.

Cross River State Isolates 10 More Persons with COVID Symptoms

Nigeria Centre for Disease Control and Prevention (NCDC) while confirming a case of COVID-19 in the state, assured the public that there is no evidence of widespread transmission.

But, Dr. Inyang Ekpenyong, state epidemiologist, disclosed that the individuals were traced through contact tracing after interacting with the index case (Chinese national) and have since been placed under movement restriction.

“We’ve restricted their movements to their homes, so that they do not spread the symptoms to other persons,” Ekpenyong said, noting that the contacts were under close monitoring by health officials.

She added that surveillance teams had visited the expatriate’s workplace in Akamkpa to track possible exposure and prevent further transmission.

The affected Chinese national is currently receiving treatment at the University of Calabar Teaching Hospital (UCTH), where authorities said he was responding positively.

Ekpenyong reminded residents that COVID-19, despite first emerging about six years ago, has not been eradicated, urging continued adherence to preventive measures.

She advised the public to maintain regular hand sanitisation, use face masks where necessary, and follow public health guidelines issued by experts.

But, Dr. Jide Idris, director general, NCDC, said, “Public health surveillance systems remain active nationwide, and we are working closely with state authorities to ensure early detection and swift response to any case.”

In a statement on Wednesday, Dr. Idris, said there is no cause for alarm, adding that “We are monitoring the situation closely and our response systems are active and working,”.

Earlier, Dr. Henry Egbe Ayuk, state commissioner for Health,  confirmed the first case and assured residents that all necessary containment protocols had been activated.

According to Ayuk, the index case involves a 53-year-old Chinese national who arrived in Nigeria on March 17 and later developed symptoms while in Akamkpa.

He explained that the patient’s condition worsened while receiving treatment at a state facility before he was transferred to UCTH for advanced care.

“At the facility, samples were taken in line with established protocols, and it was confirmed that the patient showed symptoms of COVID-19,” Ayuk said.

“We are, however, happy to report that he is doing well,” he added.

The commissioner stressed that the state’s health system has been strengthened to respond effectively to outbreaks, with surveillance mechanisms fully operational across Cross River State.

He acknowledged the presence of occasional silent infections but maintained that the government remained prepared to manage any public health threat.

“But we are determined that for every ailment, every disease or outbreak, if it is identified here in the state, there should be no alarm. The state will do well in terms of surveillance or containment of an outbreak. Whatever it is, we will do our best to contain it. So, there is no alarm,” Ayuk stated.

Ayuk further noted that COVID-19 remains a global concern, warning that cross-border movement of infected individuals continues to pose risks.

“COVID-19 is not peculiar to Nigeria. But we’re determined to contain it. There’s no cause for alarm,” he said.

 

 


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The Visibility Trap

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By Ememobong Udofot

There is a persistent assumption in modern business that attention is progress. If people are seeing you, engaging with you, and talking about you, then you must be growing. On the surface, this feels true. In practice, it is one of the most expensive misconceptions companies carry.

Visibility is not legitimacy. And confusing the two creates fragile businesses that look successful long before they actually are.

Visibility is distribution. It is how often you are seen, how far your message travels, and how loudly you exist in a market. It is driven by campaigns, partnerships, content, and media. It is measurable in impressions, reach, mentions, and recall.

Legitimacy is something else entirely. It is not what people see. It is what they conclude. It is the quiet but critical judgement a user makes when deciding whether to trust you with something that matters. Their money, their time, their reputation, their belief. Legitimacy is not declared. It is inferred. This is where most companies miscalculate.

A platform can be highly visible and still feel unsafe. It can be everywhere and still feel uncertain. It can dominate conversations and still fail at conversion when the moment of decision arrives. Because today, users are not asking, “Have I seen this before?” They are asking, “Do I trust what happens next?”

In financial services, especially in emerging markets, this distinction becomes sharper. Users do not operate from abundance. They operate from risk awareness. Every transaction is evaluated, consciously or not, through a lens of potential loss. What could go wrong? How fast can I recover if it does? Who is accountable if it fails? Visibility does not answer these questions. Legitimacy does.

Legitimacy is built through signals that reduce perceived risk. Not theoretical safety, but experienced reliability. It shows up in consistency of outcomes, in how predictable your system is under pressure, and in whether your platform behaves the same way every time, not just when everything is working but also when something breaks. It is reinforced by clarity. Users trust what they understand, not what is explained to them in long paragraphs, but what is immediately obvious in interaction. What happens next, how long it takes and what they can expect. It is strengthened by accountability. Not in policy documents, but in visible behaviour. How issues are handled, how quickly they are resolved, whether responsibility is assumed or deflected.

These are not branding elements in the traditional sense. They are operational realities. But this is exactly where branding is often misunderstood. Brand is not what you say about your product. It is the system of signals that shape how your product is perceived before, during, and after use. While visibility amplifies your presence, legitimacy sustains your relevance.

When companies prioritize visibility without building legitimacy, they create a dangerous gap between expectation and experience. Growth accelerates, but trust does not compound at the same rate. Eventually, the system corrects itself. Users withdraw, reputation weakens, and recovery becomes significantly harder than initial growth.

On the other hand, when legitimacy is established first, visibility becomes an accelerator rather than a risk. Every new user acquired enters a system that can hold them. Every interaction reinforces the same conclusion. This works; I can rely on this.

This is slower to build, but far more durable. The strategic implication is simple but rarely followed. Do not ask how to be seen more; ask what conclusions users are forming when they see you. Do not optimise for attention in isolation, optimise for the alignment between what is promised and what is experienced. Do not treat trust as a communication problem, treat it as a systems problem that communication must accurately represent. Because in the end, markets do not reward visibility. They reward reliability that has been observed, tested, and believed. And that is legitimacy.

Ememobong Udofot E. is a branding and communications executive specialising in strategy, systems thinking, and trust design within financial technology. She currently leads Branding and Communications at FlashChange, a digital value exchange platform focused on enabling reliable, efficient movement of digital assets.


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