Sometimes you meet people and you can tell from the get-go that they’re exceptional in ability or their work and that they didn’t get to where they are by accident. Gerald Owino is one of those people.
The head of Instant Grass operations in Kenya speaks with the confidence of a man who knows that he’s good at what he does, and moreover, loves every bit of it. He leads an operation that spans across East Africa, using young people to study popular youth culture, and collect information which they then sell to companies looking to market their products to young urbanites.
Gerald’s foray into this business capped an illustrious career in advertising that spanned several years. He worked with McCann Ericson and then Lowe Scanad before deciding to set out in 2005. He explains the reasons for his decision:
“I’d gotten to a point where I could do my job by remote control. When you get bored with what you do, it’s certainly time to move…if you don’t put yourself at risk, you don’t develop.”
At that time, the South African-based Instant Grass was looking to set up shop in East Africa, and Gerald jumped at the opportunity to be part of the team. For him, it was one that made sense, given the potential of the youth market, and the expertise and understanding he’d gained as an advertiser. He’s not looked back since, and confesses it was probably one of the best decisions he ever made.
Interestingly, the first thing Gerald talks about in describing how being in business has worked for him is the lessons he learnt in high school.
“I really credit Nairobi School for instilling some specific values in me”, he says. “Order, determination…I played sports, and one of those was the 100m race. I remember how every time I would get on the track, there were intimidating guys on either side. I learnt that it was not about who they are, but about me, and how I run the race. That self-belief, that whatever I do, I will succeed (has kept me even today).”
That doesn’t mean that it’s been a smooth ride so far. Gerald points out that it’s a learning and growth process. Factors like having the right people and listening to the right people make a difference. In business, he advises, you must be willing to listen to people who will challenge you to think about what you’re doing and why you’re doing it. Perhaps his experiences have informed Gerald’s strong belief that those who’ve been there before ought to make it their business to educate young people who are starting up.
Arguably more than any other line of business, the advertising and marketing field is fiercely competitive, and Gerald has had to use all he knows to remain on top of his game. He decries the notion that Christians don’t have to be as competitive as everyone else:
“We’re in the real world! Yes, as believers, our attitude is that the deal is ours – once we’ve prayed about it and prepared for it. Just because we’re Christians doesn’t mean we’re not as switched-on or as competitive as the next guy…”
Gerald wouldn’t be quick to advise anyone to get into business though. Well, unless they were really serious about working for every cent. What more, he would temper it with a bit of employment first. He explains:
“I appreciate the values you learn in employment. Go in and do time – it allows you to learn certain things. Then when you feel you’ve learnt enough, go to the next level…with business, it’s you on the line – you have the freedom to make decisions, and you eat what you make. You have to be serious about it!”
One more thing: what about the money? Is it good? Says Gerald:
“What is good money? To me, good money is when you have your ten bob, and you can smile about it, because you worked hard to earn it. That’s good money.”
Well said.
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