Ayodeji Jeremiah
He is resourceful and innovative. A man of small stature but big dreams and ambitions. His name naturally evokes thoughts on branding, strategy and creativity. A widely travelled man, his reception is an exhibition gallery of photographs of the many and far flung places he has been to. Leke Alder is a writer, a lawyer, a photographer, a painter, an architect, a brand and business consultant, a designer… “I’m what you can call a polymath: a multi-talented person. I paint, I draw cartoons, I design furniture, cloths and interiors, I write computer programs and I do so many other things.”
“I’m Leke Alder. I read law in school, but now I work as a consultant, a brand and business consultant. I’m a very simple person; I’m fortunate in life; God has been very kind to me and that mercy and grace is what has carried me thus far. I don’t ever want to forget that.” Leke, an only child of his parents studied law at the then University of Ife, now Obafemi Awolowo University graduating in 1985 and was called to the Bar in 1986.
“I served in Bauchi, but I had facial paralysis so I had to come back to Lagos. I stayed six months in Bauchi and then completed my service year in Lagos.” Leke worked briefly in a law firm, Wole Lofun and company, “he was a Christian gentle man. That was during Youth Service and briefly after Youth Service; I worked there for about two years before leaving to start my entrepreneurial pursuit.”
“People often ask me what it feels like to be an only child. Sincerely, I don’t know. I grew up alone so I don’t know what it feels like to have brothers and sisters.” Asked if his being an only child might be a reason for his being so creative, “I’m not sure …because there are many other people that are creative who have brothers and sisters.”
Leke was born in Lagos. His family comes from Lagos and Abeokuta in Ogun State. “I also understand that some Alders come from Warri. There’s an Alder town in Warri, but I’m not from that part of the country.” Before proceeding to the University of Ife, Leke had his secondary school education at Igbobi College. “I schooled in Igbobi College and Kings College. I attended Igbobi College first. Every Alder had to go to Igbobi College. You just had to go there because there are generations of Alders that have schooled there before. Before I was born, my father also decided that I would go there.”
Did he start his entrepreneurial pursuit with the name Adler Consulting? “That’s like ascribing omnipotence to me! A vision is a progressive thing. It is revealed to you from stage to stage, as you display faithfulness. I had registered a company called Leke Alder and company as a young man during Youth Service. Every lawyer registers a company because every lawyer thinks he’s going to own his own law firm. But I never practiced law in my firm. We were doing something I call Visual Identity Design. Then I was advising people on marketing and marketing strategies. It just kept on growing. It wasn’t as if I had an extraordinary vision of what this company is right now. If God had shown it to me then, I probably would have fainted. It’s just progressing as we move along. It had to be from stage to stage because my faith as a young man could not have carried what I’m dealing with right now.”
Law, branding and visual editing are worlds apart, how did he get to put all these together? “There were bridges in-between. As a young man in the University- at about 18 or so, I held an exhibition. It was so large that it turned out to be larger than the Departmental exhibition itself. Over two thousand people came for the exhibition. That’s one of the things I think led me into this creativity field. It just kept progressing from there. Before I left the University, I had a registered a Greeting Cards company. I remember we printed some cards in the UK. After that, I formed another company called Peculiar Cards, and we did a series of religious greeting cards, which turned out to be very successful. But I felt limited so I left that and started literarily on my own. People would come to me for business advice and I would give the advice and they would make huge sums of money out of it. Along the way, people started paying me commensurate out of their profit. That was the progression. I never really had a vision for this company.”
Alder introduced branding to Nigeria because “we were passionate about our country. I remember I took a group of people to Moor House hotel in Ikoyi and I locked all of us in there and said, ‘We’re not going to leave here until we come up with a blueprint to solve Nigeria’s image problem.’ That was what eventually led to the Heart of Africa project. We started this in the year 2000, but in order to get to that stage where the whole nation will buy into the concept of branding, we had to do publications. We started what we call Brand Research in Nigeria. We published the Alder Brand Reporting, in which we rated all the banks according to their brand standards. This was an extremely innovative thing in those days because nobody had even heard the word branding at that time. We decided to lay the foundation and that was how society came to know us as a branding company. From there, we started liaising with external bodies and external institutions in order to elevate the country. For example, we went to Cranfield University in London and asked them to do a case study on Guaranty Trust Bank. It wasn’t on a profit basis. It was just something we felt needed to be done because Cranfield was a centre of dissolution of case studies in Western Europe. I worked together with Ambassador Bolade Osinowo and we did this branding thing in London. We formed an NGO in London to promote Nigeria’s image amongst professionals, and all the while we were spending our own money. We were also taking senior Nigerian Executives, up to CEO level to London. We organised an annual brand seminar called Mind The Gap. It was a program where CEOs, General Managers and Company Executives would be trained by Professors from Western Universities: Cranfield University, London School of Economics and so on. We had speakers from all over the world. Finally, we brought the concept down to Nigeria to train civil servants and those who couldn’t afford to go to London. We were able to train two thousand civil servants free. We also instituted what we call the Alder Prize, which was half a million naira, to anybody who had an idea of how to move the nation forward. Students from the University of Benin won that prize, and the Federal Government gave them the prize. The love of my county and the passion to make a difference in the environment is what has led to all these initiatives, and it has been one door opening to another. It’s not because we were gifted extraordinarily; it has just been one thing leading to another.”
Apart from Alder Consulting, Leke Alder is involved in many other pursuits. “There are so many of them. Don’t forget that I’m also an author. I spent eight months last year writing about fourteen books and they’re all doing well. They are a commercial success. We refused to launch any of the books because that’s not the way we work. And like every other thing we did, we started small, and because we wanted to achieve some level of excellence, we had to print some of those books abroad. We just wanted to access the technology there. The books also kept multiplying so we had to register another company to handle that separately from our consulting business, and it’s been doing well. It is called Leke Alder International. It’s just focuses on the Leke Alder brand and it has nothing to do with Alder Consulting because they are two different things. They have different brand values. We’ve published fourteen books now; we’re due to release another three very soon. We have a notebook line, a greeting card line and we’re also introducing other products. We’ve literarily created the Alder Brand as a separate entity from Alder Consulting. I get emails every day from thousands of people who have read through my books. It took a lot of research to write some of those books and they have helped thousands upon thousands of people, and now when I go out, I think I’ve lost my visual virginity. But they’ve all become so successful.”
How has the reception been to the idea of using branding to help the country? “It’s been fantastic! Look at the changes that have been taking place because of the power of a single idea. First of all, almost all the banks have changed their corporate identities, if not all. Second, branding is now being studied in the universities. Third, we now have Brand Managers in companies, not just Corporate Affairs Manager. Fourth, new magazines have now crept up that are totally focused on branding. Five, every major newspaper has a column dedicated to branding. Six, Nigerian brands are now being exported all over the world. Seven, the standard of our products have significantly risen because of an understanding of what branding is all about. Eight, we are now even able to talk about branding as a national phenomenon. Nine, because of the work on Heart of Africa, Nigeria became an investment proposition in the eyes of the Western World. The bad image that we had during the Abacha years is gone. Because of the enormous work we also did, issues of 419, kidnapping and prostitution have really reduced. So what we have is an extremely silent revolution. Even the advertising agencies now say that they are brand consultants, all because of a simple idea. Ideas change nations.”
Are there other people who are trying to do exactly what he is doing, and is Alder Consulting facing any form of competition in the business? “First of all, the fact that you’re being copied is a good compliment. Our approach was not to become the only masquerade in the market place. Our approach was to stimulate the environment and improve Nigeria’s economy. We started as an economic proposition. In fact, it was incorporated into the NEEDS document, under Dr. Mrs. Ngozi Okonjo Iweala. In terms of competitive scenario, we’ve never seen ourselves as competing with anybody. We just focus on the race. The purpose of our organisation is to use the power of ideas to transform society; we want to raise future generations of Nigerians who will have a passion for excellence. We want to help our clients’ develop their businesses. That’s all we focus on. We never use side mirrors or rear view mirrors. Our organisation is so unique. What we do is completely different. Our approach to work, our recruitment system, our culture; everything is completely different. We receive close to six thousand applications every six months in this company, and we never do any form of advertising or marketing. We don’t even have a signboard outside the office building. The secret of our success: One good job! That will make you recommend us to the next person. We are totally dependent on the quality of the jobs we do, and all the clients we have, whether local or international, have been gotten through the power of one good job. One of the reasons our clients come to us is that we’re not business touts. Our office environment is very quiet and very serene. CEOs and government ministers must feel free to walk in here without being embarrassed. We’re a gentleman company.”
Alder’s concept of leadership is Davidic: heart and skill. “You must develop skills to mange people, but that skill must be motivated by a good heart. We lead by example in this company. We have no titles so you will not see anyone with a title on his or her business card; we just lead by example. For us, there is no separation between work and life. We say that our work is a progression of our life. We don’t have any 9am to 5pm lifestyle; it’s a 24 hour life. We don’t, for example, reward hardwork in this company because we always work hard. I also believe that that term is an oxymoron because there’s no easy work. Work, by its very nature, is supposed to be hard. But there are things we reward: faithfulness and loyalty. Whatever we do must sing excellence. If it’s not excellent, it will never get out, and if it’s not excellent, it’s not us.”
“The greatest challenge in Nigeria is our thought system. Our political system has a particular thought system that discourages excellence. It takes a lot to go against that norm. When you believe in meritocracy; when you believe in values, you won’t subscribe to certain things. There is that spirit that discourages too many good people from being in the position of power, and power flows down. The Charis of leadership always flows down. For example, there was a time in this country when we had a leader who used what could be termed 419 as an instrument of leadership. What happened was that 419 just rose statistically in the country. And when we had a leader who was violent, the rate of violence also rose within the country. So it’s so important that people who are good for the country get to the position of power so that they can positively influence the politic and it will definitely take place in our lifetime!
Why won’t he want to take up any political office himself? “In the previous disposition, my job was to empower Government with ideas that could transform the country. We worked with quite a number of ministers, and you will never believe the extent to which our ideas worked. I cannot begin to enumerate them. Whatever I feel is right for me to do in order to transform this society, I will do. But I’m not going to make the mistake of doing what Shakespeare describes as rotten ambition. It’s not about me; it’s about where I am best equipped to transform the society. Right now, I am transforming society by trying to raise a new generation through my publications and my lectures, both in Nigeria and abroad. You’ll be shocked how effective those speeches have proven to be. That’s the first stage. If I do feel that I need to take a political office, I will take it.”
Has the current global financial crisis affected branding companies also? “Don’t forget that what we do here is based on ideas. So in any clime, we will always be relevant because during financial crisis, the question people ask Alder Consulting is, “How do we drive ourselves forward?” We are not a branding company, we are an Ideas Organisation. Branding is just one of the ideas we throw out there, and because we are very good at what we do, the power of that single idea just took on a life of its own; but a lot of the work that we do here never manifest as branding. People consult us for what we have upstairs. Any time you have to ask yourself “How?” or “What?” you can come to us. We only answer two questions: How? and What?”
On his wife and children, “I don’t like to bring my family into the public arena. I’m a very private person, and already my life is getting too public. I want my children to grow up absolutely normal. I don’t want them to have all these chips on their shoulders. I also don’t want them to carry what I call a name burden, where people begin to have huge expectations from them because they bear the name, Alder. They’re too young to begin to experience all that. I also believe that everybody has a program with God. This is my life; they have their lives and I expect them to find out their own purpose. Nobody chose my path in life for me, and I’ve made up my mind I will not choose for my children. I will only train them properly, and if they make mistakes, I’ll correct them. But my love for them will remain absolutely constant.”
Leke Alder, a Christian is the author of Life as I see it; Conversations of a 21st Century Saint; Grim White Green; Brandit!; 080808; My Boss is Demanding; Pilgrimage and The Great Alchemy.
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