As a secondary school kid, I followed a kinsman to buy bricks for his house project in the village. When we got there, the owner of the brick molding business offered us “nzu” (white chalk-like clay) which is a symbol of peace, good fortune and hospitality in Igbo tradition. When new babies are born, villagers typically gather to share “nzu” because something good has happened.
As you rub nzu on your wrist and forehead, the man would wish your project the blessing which nzu symbolizes. He was a master salesman who out-competed other brick-makers, in a largely commoditized business. But look deeper, Mazi Ikea was not selling bricks; he was selling good wishes to young men who visited home to home building projects. Many chose his bricks (blocks) because of the wishes that followed them!
Nzu is a multiplier. When you rub one, people who see you will ask you where you got one. Many will expect you to tell them about a newborn. But here, you are telling them about the wishes of a brick-molder. The man has inserted himself in your mind, well after that transaction has completed.
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The intangibles in business have won markets and territories. Find ways to sell bricks and blocks, packaged with good wishes.
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