By Dr Austin Ebose

“You did the right thing coming through The Duke.”
That was Chief Emeka Anyaoku, the highly respected International Statesman talking to Dr Austin Ebose on a recent visit in pursuit of his book launch.
The personal brand is something we should all take very seriously as it is the foundation on which we layer all other things.
Things like reputation and goodwill all layer on top of the personal brand, which also now sips in its different ramifications into the corporate brand as the people make the brand.
Integrity, capacity and personal well-being all make up the personal brand and by the time you have carriage and composure you are looking at a winning machine
In selling Dr Ebose, I leveraged very easily on his personal brand, which made giving him access to the highest levels of Nigerian leadership very easy.
He had approached me to help get the Governor of Lagos State Babajide SANWO-OLU for his Book Launch but I had a bigger idea.
I said let’s elevate the launch into a State Event. Lets get Four Elder Statesmen into the room.
I knew I could not only sell him but that he would carry himself with integrity and not roughen up my own personal brand which I had spent years cultivating.
The meeting with Chief Obasanjo was beautiful. Chief was very busy and was running on a tight schedule when he was told I wanted to see him.
He quickly gave me the appointment, and I went with Austin.
I introduced Austin to him, and within minutes, Austin sold not only himself but his event to the great man who immediately agreed to be at the event.
Now notice something. The most important thing about giving access is not the meeting but what you do with the access afterwards.
You must continue to be guarded and guided in the relationship with your new friend.
You must carry yourself with respect, not taking advantage of the proximity to make demands and very importantly, you must continue to carry the person who took you there along in all. Communication and interaction.
This is very important cos he knows the terrain better than you; he better understands the sensibilities and has more information, without which you would not only blow up the relationship but also endanger that of the person who took you there.
Dr. Ebose, being the expert salesperson that he is, ticked all the boxes.
His relationship with Gen Ike Nwachukwu after I took him there has been marvellous as he continues to lean on the guidelines of superb relationship management in his dealings with the General.
Now juxtapose this with the uncouth maverick who parades himself as a musician and sometime activist.
Lacking in all the virtues of a good salesman, I take him to places, hoping that at his age, he would at least apply some level of decorum in his dealings.
I take him to two places. He goes behind me with stories, gets millions of Naira from them and doesn’t even mention it to me.
Months later, I stumbled upon the information. I ask him, and he says – ohh, my bad and moves on as if nothing happened.
Now the danger in this. – he sends a strong signal of my lack of aptitude in my choice of friends, making the target begin to doubt whatever ratings they had placed me on.
His lack of integrity will rub off me cos they will think we planned it together especially as there is nothing to show from the cash received.
Cos I am not aware. I did not go back to say thank you which is a vital form of continuous relationship management thereby risking my reputation and relationships.
This is why I am very discerning when people call and say – Edgar, abeg give me Gov Ambode Number or Edgar abeg I get one contract for First Bank, You fit help me with Femi Otedola.
These relationships that I have built, remain the cornerstone of my network, and they have been built on the slab of integrity, mutual respect, honesty and value.
So anybody who wants to leverage me to gain access must also embody these traits so that the incursion would be seamless and efficient.
Dr Ebose has shown in the run-up to his book launch that he understands the very essence of these traits.
Our meeting with Prince Julius Adelusi Adeluyi was magnificent.
Prince Julius a former Minister of Health and over 80 years of age, is one of the most sophisticated and distinguished Nigerians alive.
Austin himself was like royalty, his dress, his timing, his positioning and his choice of words all made him a personal friend of the elegant Prince.
Not on all four meetings, Austin never for once asked for the subjects numbers.
Some of us are always too forward. The maverick musician Jumps in, and the first thing is – Nonso abeg, give me your number, and the next minute, he is selling a dead foundation or one high falutin initiative right there in front of you.
Dr Ebose understanding the principle of friendship in sales never does that but instead listens intently to the host, speaks when he is asked to speak and talks very eloquently about the host’s contributions to the Nation.
This enamours the host making him feel warm and respected, the next thing, you are getting what you want.
Dr Ebose has shown me within these few months of running around for his book launch that his brand is one that not only comes with the fine traits of a brilliant brand but also that he is a perfect gentleman.
Dr Ebose’s book will be launched at the Civic Centre in Lagos on the 12th of February, 2025 and will have in attendance, Chief Olusegun Obasanjo, Chief Emeka Anyaoku, Gen Ike Nwachukwu and Prince Julius Adewumi-Adelusi
The Book will also be reviewed by no less a person than the erudite Dr Rueben Abati
Thanks.
Joseph Edgar
Founder, Barnaby and Edgar