Elijah11:22
So from that story, the chairman told me, 'Can I be the General Manager in Nigeria?' I was excited, but you know the way, as a Nigerian guy, I say if I go laugh or jump for here, this man go feel, they go cut my salary. So I see in my mind what I wanted to do is to jump up and go crazy like, 'Oh boy!' But for my... but on the other side, what you're seeing physically is, 'Well, not so easy. I've got my own consulting firm, and then we still have to talk about this.' For my, this man go talk say hold on. Then I say I go change my mind, I change my talk. So yeah, so that was it. And then he said, 'Okay, but I need to see your capacity right here now.' You can talk your way into getting positions, into getting power, but you might not be able to sustain it if you do not have the content. That's true. The right ideas, the right experience. I didn't have those experiences much, and I did a feasibility study. So they made me start working there to train the team that is going to Nigeria, that will be going to Nigeria. And while I was doing that, I was also learning, and I realized I didn't know anything, because I did my first feasibility study, I submitted a report, and I remember the CEO said, 'Ronald, was this... what's this, really?' And I'm like, 'I'm sorry.' And then I had to call and find a mentor. One thing about me is that I'm a quick learner. Just tell me about it, I'm able to unlearn, relearn, and learn. I spend my nights doing research. Tell me about some models, I will develop bespoke mathematical models that don't exist, just when you tell me the problem. I think that's my strength. So I'll be able to do whatever it is, I'll crack it. It might be any problem at all. So I'm able to use numbers to inform decisions. So we got working, and then we're supposed to go to Nigeria. So we're going to Nigeria. The first... what year was this? This was 2012, I think. 2012, yeah. So I started talking to them. We did a feasibility study with another external partner. It gave us the document. We used the document to implement, and then we realized that the feasibility study was wrong. The conventional kind of sugar cubes that European people take are smaller cubes, but the one the Nigerians take is a bigger cube. So we thought we should come, let Nigerians take the smaller cubes because it's better, healthier, don't take so much sugar, right? But when we went into the market, they rejected it. They said it's easier for us to take one cube that is bigger than having smaller two cubes. But it was a big consulting firm that we gave it to that told us this is what we'll sell, and then we implemented based on that. So I learned my first lesson. We had already invested in molds from Turkey, we put everything right there. Market rejected it. So one of the studies that I got in the pyramid of consumption or deployment of product to the market back in the '70s, '60s, the top executives or the top leaders at the top of the pyramid, they influence what the consumer takes. But right nowadays, from the '80s, the market decides what should be produced. So I came back to Nigeria, I went to Idumota market, and I was given a proud jeep as a young guy when I went there. Went to a market, I was like, 'Hello, good afternoon, my name is Ronald,' with my suit, you know, I like to wear suits. So with my suit, and I went in there and I'm like, 'My name is Ronald,' and nobody answered me in the market. So I stayed back for a while, and I started learning. And I learned. I watch African Magic. I told you I can learn things very fast. I learned how to speak the core deep Yoruba of Idumota in a week. I was able to learn and pick up words. I speak a couple of languages. I'm good with... how many languages do you speak? I speak French a little bit. My partner, my wife, taught me a bit of Spanish. I speak Russian very well. I speak Ukrainian a little bit. Of course, English very well. Then local languages, I pick up reasonably well. I can pick it up, speak, and I'm picking up now. So I learned that, and then I went to the market. I told one particular guy, I said, 'Please help me so correct and carry like five.' So when I went to the market the next week, I was in the market for one week. I just frustrated. I said, 'If you understand Yoruba very well, I might not be speaking it so perfect, but at least to a level that's good.' And the person said, 'Call me.' I said, 'I was the one that came the last time.' They said, 'We didn't remember.' I said, 'I came with one police guy, you know...' I sell sugar. Yeah, I'm like, 'Oh, it's easy to close a deal like that. All I need to do is to identify cultural identity and understand what people want.' So it was from the market locally that I understood that our competition, that I might not be able to mention name, they have a... there is a conventional design that we had is like a bit... it wasn't good to lift on the head. People in the market were lifting the sugar on their head. They had it in the smaller pack of six as well, so that the retailers can easily pick theirs. We didn't have ours. We packed it. So I learned by visiting the market practically. That informed a lot of changes in our design. We had to change the designs, the molds, to change. But my chairman told me something. He said, 'Ronald, I still believe in you. You're a good leader.' That's what he keeps saying. I don't know what it is, but I think he believes more in leadership than any other thing, and it feels I'm doing a good job at leading. I don't know what it is.
So how long were you there? How long were you in the sugar company?