POWER DISTANCE (the cultural curse for Africa's Self-Development)


When I was young (according to the Yoruba culture), we were taught to

  • respect our elders (very valid),

  • to never speak back at our elders (still valid)

  • and that the elders don’t lie (well, some of our leaders are bad examples).

As a kid, having these notions at the back of my mind were reasons I couldn’t challenge

  • my JSS3 art teacher who beat me for doing one of my art assignments so well,

  • my father (with all due respect to him) who slapped me often for not being able to convince the school bursar to let me be in school for not paying my school fees,

  • a former employer for not fulfilling their employment promises that made me take their job in the first place,

  • a senior colleague who would resume late at all times and still threaten me for doing the job I was paid to do.

  • an elderly man who abuses his authority as the CSO of the street by enslaving the street security men to do his house chores or they lose their jobs.

I did not know how to deal with these situations amongst many others all in the name of “culture” and respecting the elders until I read the books “Outliers by Malcolm Gladwell” and “The Villager by Feyi Olubodun”.

For the first time, I came across the concept called “Power Distance” and in clear terms, I understood why some intelligent young people find it difficult to get their voices heard by engaging the elderly in intelligent debates or conversations without being seen as rude.

“The Villager” in particular is an interesting read and I would recommend it to any Nigerian that is willing to understand some of the behavioural patterns that have made us Africans what we are today beyond consumer of brands. The writer; Mr Feyi Olubodun, MD/CEO of Insight Publicis shared amazing insights from a marketing point of view using several lenses to illustrate how Africans consume brands.

The book in my own opinion is good material for anyone that would love to learn about the cultural nuances and social dynamics underpinning our behavioural patterns as I strongly believe that economies thrive on culture and I hope more people would take advantage of the book to understand how.

There is, however, another lens to culture and how it impacts us today which moderates the opinions I am about to share. My take on culture and social dynamics are from the lenses of a young Nigerian creative designer, a millennial, a modern African parent, a product design enthusiast and an advocate of a better Nigerian society.

I strongly believe that some of the social dynamics indicated in the book are increasingly changing and becoming anachronistic as the access to internet and information continues to blur the lines across borders and cultures. 70% of the Nigerian population (a population filled with baby boomers, millennials and generation Z) are below 35 years old. For the sake of this article, I am going to focus on the baby boomers I/II and the millennials

some of whom occupy a position of leadership within our society today.

According to a KPMG report, “Millennials prefer to understand the value of doing something upfront and they are more confident to challenge the system. They are brutally honest with each other and they expect the same from their elders, superiors or employers.

Though the baby-boomers are known for their work ethics, they work to feel safe and secure while the millennials feel secure and driven by technology. These generations respond to completely different leadership styles within the society.

Baby boomers who try to manage millennials using the old fashioned are doomed to fail. But the good news is baby boomers who learn to adjust their management styles to respond to millennials’ unique characteristics can realize tremendous benefits from millennials’ presence in the workplace and society at large.

For example, millennials’ affinity for technology can be invaluable in helping societies leverage technology to become more collaborative, communicative and efficient. And their desire for work that feeds their sense of belonging and self-esteem may push organizations or societies to become more flexible and quick to adapt — both qualities which characterize successful economies in the 21st century.”

To drive home the point lets explore two of the cultural nuances “The Villager” drew my attention to:


The writer on page 44 stated that “…Thus the African is introduced to and imbued with a sense of hierarchy and power distance that will stay with him for the rest of his life. It will govern him in school, in the workplace, in business and in politics.” Power distance was defined in the book according to Geert Hofstede

as “the extent to which the less powerful members of institutions and organisations within a country expect and accept that power is distributed unequally”.

The writer went further and stated that “In every social setting the African seeks to identify the Baba in the group, and then positions himself to the degree of power distance he feels most comfortable within that setting. Subsequently, he expects to navigate his way through the group based on social progressions accorded to him by the Baba of the group”.

So my questions amongst many to the writer are:

  • what if the Baba of the group is not a visionary and cannot see farther enough?

  • what if the Baba of the group is self-centred like most of our politicians are?

  • what if the Baba of the group has no noble background and plans not to leave any legacy behind?

The Power distance index of Nigeria is high (80 according to Hofstede’s Dimensions)

and this cultural concept has done more damage to young people than help them. These days, young people lack the patience, discipline, knowledge and wisdom to communicate their ideas and opinions clearly, assertively and respectfully as they have been subjected to this concept one way or the other.

The Nigerian society had been led by some interesting type of leaders, most of whom are not ashamed of their misconduct and the public ridicule that comes with it (forgive my assertion but page 58 of the book sheds more light on this). Their questionable acts and character flaws were neither sanctioned satisfactorily (based on our dilapidated justice system) or were never sanctioned at all (based on corruption). This social behaviour has gradually exposed the youth to engage and act shamelessly themselves.

This video link is a typical case of an elder statesman who confessed to rigging elections and the question is “would he be sanctioned accordingly?” (No!). When he gets a pat on the back like they all do, what signals are they sending to the society and the youth?

From experience, when a bright and honest young person or subordinate questions the dishonest acts of the elderly, a superior or authority at work or within the community, she is either accused of lack of home training or wisdom or is being labelled inconsequential. Their reactions almost start with any of these classic “do you know who you are talking to?” or “am I your mate?” or “do you know who I am?” statements to display power and status. A better trained young person with respect to the subject matter faces the same fate and is seen as a threat, daring and deemed too ambitious. Her persecutions may even escalate to an eventual loss of job or position at the worst.

This video link is another classic example of how power distance display in the midst of a conversation.

Over time, this pattern has made it difficult for a lot of young people communicate their ideas successfully. Unqualified deference to the elderly has left many with a low self-esteem but the game is changing and the old power structures are being challenged by post-millennial Nigerians. The Internet is democratizing power gradually and the millennials and Gen Z are influencing the agenda in no small measure. The millennials are here, the Gen Z are fast becoming and the internet is the best thing that has happened to them. The Internet gives them access to enough information to create, collaborate, engage and disrupt the society with. They use every platform they could set their itchy fingers on to air their views, frustrations and most times they do it with anger, vengeance and so much bitterness hoping they would get justice from the court of public opinion.

To close this gap or at least reduce the Power Distance Index to a significant manageable scale, the elderly, senior professionals, politicians and religious leaders need to be open-minded, offer guidance/mentorship, share their dreams and engage the youth with wisdom and without fear of losing relevance as the synergy between these generations must be coherent to truly deliver the future Africa desperately needs. The youth, on the other hand, needs to be patient, respectful (our culture demands this), learn from history and help drive the “good and thoughtful” agenda of the elderly and not discard all of them.

*One of the pitfalls of power distance well documented can be best understood from page 206 to 261 of Malcolm Gladwell’s “Outliers” (I strongly recommend this).

Power distance is the reason Paul Kegame would jail Diane Shima Rwigara (a younger presidential candidate) for aspiring to run for Rwanda’s first seat, it’s the same reason President Yoweri Museveni would do everything possible to annihilate any form of opposition to continue to rule for decades.

As long as culture is one of the factors that defines every society, it must be tweaked and modified where necessary in Africa to improve and make a better society.

In Conclusion, education would play a pivotal role in designing a more intelligent, inclusive and enlightened African society.


On the 28th of June 2018; Lagos, Nigeria witnessed one of the most horrific fire incidents in recent times. A fuel tanker carrying about 33,000 litres of gasoline (petrol as we call it) had brake failure, spilt its content on a busy road that had traffic, exploded, burnt many (more than 54) vehicles and most of the occupants in them.

Courtesy: Daily Post

Courtesy: Daily Post

I felt very bad about the situation because some people might never see their loved ones again due to the negligence of duty, ignorance of some of our regulatory bodies and because we do not care any more as humans. 

Gasoline is extremely volatile and easily combusts, making any leakage potentially and extremely dangerous. Liquid gasoline itself is not actually burned, but its fumes ignite, causing the remaining liquid to evaporate and then burn (Wikipedia). Whoever is handling gasoline should be a safety certified personnel.

I thought for a minute, this could happen to anyone, anywhere and the question is "what would you have done if it happened to you?"

First, let me paint a scenario.

Imagine a very young family, with the father driving and the mother seated at the passenger's seat, two young children seated at the back with seat belts strapped on. The windows are wound up to protect them from being robbed by traffic hoodlums, the car doors are locked and the child lock for the rear doors are activated because of the kids seated at the back.

So when this type of family encounters such a problem, the father might have a "panic attack" and might find it difficult to unstrap himself, unstrap his wife and the children, unlock the doors and move away quickly from the vehicle before the spilt gasoline gets to his vehicle and explodes. Remember, gasoline is extremely volatile.

Wearing seatbelts, locked doors and wound up windows could trap accident victims and reduce their chances of exiting the vehicle when it catches fire or plunges into a river. Though the record of such deaths is significantly low, the number of lives lost in the June 28th, 2018 Otedola Bridge fire incident as described above should not be ignored.

The Panic Button


Hazard light buttons have a basic function which is to warn other road users that you are a temporary hazard. For example, if you have broken down on the side of the road, or you are changing a tyre. If you are being towed, you should use your hazard warning lights. But this button can function more than the purpose it serves.

Courtesy: Gifer

Courtesy: Gifer

When an accident occurs (a vehicle somersaults or plunges into a river for example), sometimes the victim(s) who perhaps had his/her seat belt on with the doors locked could still be alive but might be in shock or have little strength to release his or her seat belt (let alone find a sharp object to cut it), unlock the doors to exit the vehicle in a few minutes before the accident escalates.

The hazard button could serve multiple functions by designing it in such a way that when you press and hold it for 5 seconds, the seat belts automatically unstrap, the windows automatically winds down, all the doors automatically unlock giving the occupant(s) the chance to exit the vehicle within a few seconds.


If an ejection button is available in jets, I see no reason why this could not be designed and developed in vehicles. Please help sign the Petition here to make this happen.





Some weeks ago, I helped a former colleague search for a skilled graphic designer that would take the position of an art director at his agency.

In as much as I disagree with the President on his "Nigerian youths are lazy" remarks, I was surprised at how many of the applicants couldn't put together a proper portfolio. Most of the designers sent links of their Google drives that had loads of their works in it. Some just sent jpeg files of their works and It was a strenuous exercise downloading each one before looking through.

In 2013; when I had the opportunity to design my first portfolio as I was seeking for a new job, it was work and it took me time to put together as I wanted a flow of thought. It was a reflection of some of my preferences such as typography arts, minimalism and colour blue as at that time.

As a graphic designer or art director, your portfolio is the gateway to the interview you so desire. It should be a book where "only" your best works are showcased. A Creative Director would only grant you a chat (an interview) when he sees your works and a consistent form and style through it. There are exceptional cases though where just one work you put out there gets you you desired interview.

You can check out the article below to understand more
The importance of a portfolio for graphic designers.

These days, technology has made things easier as there are several free platforms designers could use to build their portfolios.

Behance: This was the first and only platform I used to build my career. It is free, it is an inspiring platform by the quality of works there, tutorials are broadcasted once in a while and it also gives the opportunity to connect with other designers around the world. It has a display app you could download on your mobile device to access your portfolio offline anywhere and anytime. one thing I like about Behance is that you could eventually convert your portfolio to your personal website.

Dribbble: This is a free platform too but you have to be invited by a user to get in. I am new on it though and still finding my way around it. Some designers prefer it to Behance.

Instagram: This is one of the most powerful social media tools for a designer to showcase his/her works. You have access to a larger global audience (prospective employers, clients, followers etc) if you know your way around it.

Website: If you have some extra money to spare, you could build yourself a custom website. It could serve multiple purposes but my advice would be that if it would not add to your bottom line; either by making you more money or adding to your personal brand equity, just stick to the freebies.

Perhaps; technology seems like further mathematics, try and build yourself a compelling portfolio and below are some tips, using the first portfolio I designed as an example. The designs shared below are not benchmarks but serve as guidelines of a portfolio from my POV.

Have a cool cover page:

The first portfolio I designed had my initials on it. I love simplicity, typography, minimalism and colour blue as I indicated earlier and I ensured it was reflected in my design. Avoid using other people's template. Be inspired by the templates and create yours instead.

Your introduction should be interesting enough:

If you want to put an introductory page in your portfolio, ensure your words are catchy either by crafting it into some form of art or by ensuring that a copywriter helps you with a catchy phrase to describe you and your objectives. It is not compulsory you put an introductory phrase.



Updated resume

Updated resume

Include your resume:

Whoever is viewing your portfolio has no idea who you are, so don't assume they know you. Your resume is an opportunity to impress your viewer. Be as truthful as possible and don't promise what you cannot deliver just because you want to impress your viewer or negotiate for a higher pay.

Your works:

Your portfolio should "only" contain your best works and not just any work or all your works. It should show your progression and how you have improved over time. Perhaps, you have not worked in an agency or being to an Ad school before, work on personal or proactive projects and put them in your portfolio. Work on as many proactive projects as you can and put the "good" ones in your portfolio.

"Green & Golden". One of the first set of personal works I showed to get my first advertising job

"Green & Golden". One of the first set of personal works I showed to get my first advertising job

"Flame On". One of the first set of personal works I showed to get my first advertising job

"Flame On". One of the first set of personal works I showed to get my first advertising job

Give credits:

No man is an island. You would impress your interviewer more when you give credits. It shows that you sometimes don't work alone and in isolation. You are going to be working in or with a team anyway so the moment you make them feel you are a team player, the better your chances.

Screen Shot 2018-05-30 at 7.05.09 AM.png
The credits could be placed at any position on your layout

The credits could be placed at any position on your layout

Lastly, engage your viewer:

Every page should motivate the viewer to flip to the next, so captivate and engage your viewer with the talent/skill you have been blessed with.

In conclusion, don't be tempted to include works that are not yours just because you want to desperately get a job and negotiate a higher pay. You are going to be tested on all fronts during your probation period and if you do not meet up with expectations, you would be shown the door. Check Google for other creative references and create a compelling portfolio.


The advertising/design industry needs more professional and disciplined designers and it shows from your portfolio. Put yourself out there and the right job might find you.