![The Obi Cubana Locality Playbook in Business [video]](https://www.tekedia.com/wp-content/uploads/2021/07/Obi-Cubana-igbo-768x432.png "The Obi Cubana Locality Playbook in Business [video]")
One of the most “craziest” CEOs in America in recent memory was the CEO of T-Mobile. John Legere was annoyingly funny. But check his numbers: he rebuilt T-Mobile and redesigned the US telecommunication market. The man will run crazy in front of hotels, attracting attention, just to get local TVs to cover his brand. He pioneered no-contract mobile plans, and did many things that changed how AT&T and Verizon, the industry leaders, engaged with customers.
In Nigeria, Obi Cubana deserves case studies in our business schools. There are many things about his marketing playbook that companies can adopt. His team went to Scotland and wowed the company board to seal the exclusivity of products in Nigeria. They put on a show and the Scottish press recorded their presence; they brought the deal home.
As you watch this video, think how a company board in Scotland will feel about the readiness of a Nigerian company it wants to do business with. In Harvard Business Review, I wrote that the “The Best Global Leaders are Local Leaders” because every business is local. Yes, demonstrating that native-locality will open doors as you work to reduce inertia to close business deals.
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Be more local in your strategy. Do not put a price on your website in USD when you are selling to Nigerians. And do not convert USD with whatever exchange rate they’re using in CBN. Why do we ask learners to pay N120k for Tekedia Mini-MBA when those paying in USD pay $170? Every business is local, and the more you localize, the higher your chance to capture value!
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