Dr. Biodun Olusina Shobanjo, OON, the undisputed godfather of modern advertising in Nigeria, marks his 80th birthday, reflecting on a life rich with vision, hard work, and transformative impact. From his beginnings as a studio manager to establishing one of Nigeria’s most iconic advertising conglomerates, his life is a blueprint for success and a testament to purposeful living. Through his story, we uncover Eight timeless life lessons drawn from his words, philosophies, and unparalleled career.
1. Rise Above Mediocrity
“Grant was a fantastic place. It made me. I left because the company had started dropping the ball. The company had been there for four and a half years and was still number three. I didn’t like being number three. I like challenges.”
Dr. Shobanjo’s decision to leave a comfortable position at Grant Advertising shows his refusal to settle for mediocrity.
Lesson: Always aim for the top; mediocrity has no place in a pursuit of excellence.
2. Perception Fuels Opportunities
“If you are perceptive, you will see opportunities.”
Dr. Shobanjo’s journey is one of identifying gaps in the advertising industry and stepping in with innovative solutions. His ability to envision possibilities where others saw obstacles set him apart.
Lesson: Train your mind to identify opportunities and act decisively when they arise.
3. Hard Work Is Non-Negotiable
We worked late every day; there were no weekends.”
Building the powerhouse that is Troyka Holdings required sacrifice, grit, and an unwavering commitment to the grind. His work ethic exemplifies the mantra that success is built on a foundation of relentless effort.
Lesson: There’s no shortcut to success; it demands discipline, sacrifice, and perseverance.
4. Build Legacies, Not Just Brands
Dr. Shobanjo’s brainchild, Troyka Holdings, and its flagship, Insight Communications, were not just companies but institutions designed to endure. He built systems that cultivated talent and influenced industries long after his direct involvement.
Lesson: Success isn’t just about personal achievements—it’s about creating a legacy that outlives you.
5. People Are Your Greatest Asset
A hallmark of his career is his dedication to mentoring others. Many of today’s industry leaders were nurtured under his guidance. His people-first philosophy is summarized in his words: “If we treat our people well and do great work consistently, fame and fortune will follow.”
Lesson: Success is amplified when you invest in people and empower them to grow.
6. Innovation Is the Lifeblood of Success
Dr. Shobanjo’s career has been defined by his ability to adapt and innovate. His leadership ensured that Insight Communications remained ahead of industry trends, setting new benchmarks for creativity and impact.
Lesson: Stay ahead by continually evolving. The world rewards those who innovate.
7. Excellence Is a Standard, Not a Goal
One of his guiding principles is captured in this quote: “It is GOOD to be BIG, better to be GOOD, and BEST to be both.” Shobanjo didn’t just chase market share—he pursued excellence as a matter of principle.
Lesson: Strive for excellence in all things. It’s not just about being the biggest; it’s about being the best.
8. Resilience and Gratitude Lead to Fulfillment
Reflecting on life’s unpredictability, he once said, “As we row our boats toward distant shores, we must be grateful for the winds that favor us and patient with those that do not.” This philosophy underscores the importance of resilience and gratitude in navigating life’s challenges.
Lesson: Embrace the journey, remain steadfast in the face of setbacks, and always appreciate the blessings along the way.
Celebrating the Legend
Dr. Biodun Shobanjo’s story is one of discipline, innovation, and an unyielding commitment to excellence. He didn’t just change the advertising industry in Nigeria; he inspired a generation of thinkers, dreamers, and doers.
As he turns 80, we celebrate a man whose philosophies and achievements continue to guide the industry.
Happy Birthday, Dr. Biodun Olusina Shobanjo! Thank you for daring to dream, for empowering others, and for leaving an indelible legacy.
May your journey inspire us to strive for greatness, one challenge at a time.
