Book : One step at a time
Author: Adejumoke Olukoya
Reviewer: Prof Adebayo Aina
The book, One Step at a time, is a rare thirty years journey of an entrepreneur that an academic professor could not impact in the classroom.
This one hundred- and fifty-seven-page work of seventeen fascinating chapters is neither voluminous nor boring but rather irresistible to let go by reader until the last page.
The author grounds discussions on due reflection on business, lived experience, growth, disappointment and change wired by a step at a time.
It is a must read by entrepreneur, captain of business, young professionals and dreamers with strong conviction to survive within Nigeria economic climes with particular emphasis in the distribution chain business.
Without mincing words, the book captures seven identifiable sustainable development goals which are shared visions for a better world. Distribution chain business has proven to eradicate poverty as it desists indolent but raises hope for prosperity through dint of hard work. Individual in the chain lacks not the basic material means of existence: food, shelter and clothing.
Secondly, distribution discourages zero-sum hunger. It resists hunger and promote daily bread, a means of sustenance for human existence.
Distribution chain further promotes good health and well-being, a core goal of sustainable development. Nevertheless, the business of distribution is not gender biased. Rather, it encourages and leverages gender equality.
This makes for accessibility to all rational beings, a significant aspect of sustainable development goal. Also, distribution enhances work ethics and economic growth which engenders the eighth-cardinal goal of sustainable development.
Nevertheless, distribution underscores industry and innovation which are core values of development. Its creativity makes ideal promotion accessible in the distribution sector.
From above synopsis, which are acknowledged points in sustainable development goals (SDGs), it should be clear that distribution industry should not be neglected but rather promoted for its under-labourer’s role in the economic marketplace.
Thus, the book is not only relevant but also for all comers in the industry. Hence a must read by all towards re-engineering mindset in understanding that success is not reserved only for those who start perfectly prepared in business.
The author emphasizes the basic success story of distribution, such as character, integrity, impact, relationship, sustainability, discipline and opportunities for others to sip. In short, it refreshes its reader on the essence of consistency, systems and operational disciplines in distribution.
Also, the book is endowed with intergenerational elements which addresses firsthand handout on the success of small and medium enterprises; the faith of resilience to weather the storm in business enterprise; the knowledge/ frugality enshrouded in discipline at the peak of management; the integrity, strong relationship, social trust, and confidence imbued in entrepreneurship.
Against this background, chapter one deals with the beginning where nobody spotted the author for success as a worthwhile entrepreneur. Our dear author, a biochemist, turned entrepreneur through the aid of scientific discipline encircled within experiential objectivism and strict descriptive explanation.
The unconscious epistemic gains in distribution of Omega H3, courtesy of her late daddy, a medical doctor, could not be underestimated. However, the early life of the author in business world was entangled in experienced mistakes, observation and necessity.
In short, the early year was full of more questions than answers in the distribution chain world: anxiety of responsibility, confidence, the emotional tears, the doubt and exhaustion.
This snowballed into her quitting distribution in chapter two but for perseverance coupled with the name to protect forced her to hold on in the distribution chain with the hindsight- strength is not what you start with, strength is what you grow into. This indeed is a must-read book!
Chapter 3 and 4 reflect on the tragic moment of May 2017 and the relevance of trusted relationship of suppliers. A lesson for all strata of business ventures, on the firsthand; and the fruits of luck associated with consistency cum discipline in distribution, on the other hand. These could not be taught in classroom but lived experience does. A must get book!
Chapter 5 accounts for the secret of business successes. The pivot of business capital is the deployment of discipline grounded on integrity attached to brand name and reputation. This must be guided jealously.
The author emphasized some cardinal tips that entrepreneur must culture to make a prosperous business: Profit must be plowed back into the business and not for shopping; restrained lifestyle changing and moderate life enjoyment; conscious replenishing stocks, business stabilization; and aspired future opportunities.
Chapter 6 and 7 delve into the historical and learning curves in distribution chain. Distribution is not only business but also survival, adaptation, intuitiveness and people management. All elements boil down to experience that beat the traditional market system.
The author brings to the fore a detailed distribution undercurrent knowledge that is rarely acquainted in the business circle. It is a must-read book!
Chapter 8 discusses the changing trends in the distribution chain business. It is pertinent to note that taste of final consumer dictates what are to be bought and supplied. Distribution needs be ready and handy to meet these expectations. From Europe to China experiences cum adaptation and reinvention are all loaded in the book. The six cardinal points in this respect are a must for both old and young entrepreneurs. Please get a copy to be updated.
Chapters 9, 10 and 11 extensively expose the next generation to the discipline of cost-benefit analysis grounded on cashflow, the lifeblood of any business enterprise. The captured formula for adaptation is LOW DEBT (IN BANK) + DISCIPLINE CASHFLOW =LONGETIVITY. It further depicts a gradual growth in the distribution chain beyond the imagination of its primary investor’s mindset.
Also, the nitty-gritty of building distribution structure for intergenerational system were not left out here- Internal networking and coordination. The author narrates with strong conviction the expected psychological tension in leadership between founder-employee relationship as well as what come next afterwards, which could not be grasped in formal classroom. Quite interesting!
Chapter 12 journeyed into distribution business contact with international multi-chain stores like Shoprites, SPAR, GAME, Market Square, Justrite, Jendol, Hartleys, Hypercity, Medplus, Healthplus, etc in modern trade. The distribution stages from supplier to the wholesale, through the retailer on to retailer’s stockroom and the shelf for the final customer’s basket need accurate mental coordination to excel.
In Chapter 13, the impact of E-commerce in distribution network which influenced the brand name, PAXO Beauty, was discussed. The author explains the synthesizing of technological influence and traditional market thinking to flowering the course of e-commerce and the numerous setbacks with its nourishment. In short, the author was able to prove that digital marketing transformed the traditional system in ordering placements without physical interface and the conscious satisfaction of consumers at all time.
In chapter 14 and 15, the author initiates the mentorship drive which young entrepreneurs must imbibe and ape in order not to learn the hard ways. The author emphasizes the importance of critical thinking at the moment of decision-making in such a way that: I have seen this corner before, be careful here.Â
It is a must read for young and old entrepreneurs who crave for mentorship in business in general. Nevertheless, the shared mistakes to be resisted by young entrepreneur include: the attentiveness to detailed insurance policy; the caution of hiring for convenience sake; formal employment with solid reference; downplaying procrastination for responsible and responsive system organization; relationship built on strict formal/documented agreements; conscious personal well-being.
Chapters 16 and 17 however deliberates on the importance of gratitude, faith and futuristic perspective. The author consciously deploys due reflection on the yesteryears, that is the beginning, challenges and triumph thus far in the distribution business with special thanksgiving to God, the finisher of human faith.
By and large, the sixtieth step in life is consciously discussed for readers to learn and worth being grateful. While the young entrepreneur is strictly encouraged to study, memorize, ape and live by the thirty (30) rules of not only distribution knowledge but rather to serve as guide for business in general.
This book is not only enigmatic but captivating to the young mindset ready to start off or in the business, perhaps in the distribution chain. Hence it is a make easy route with sustainable drive.
To enrich your epistemic outlook and populate your horizon one step at a time is a book that you should read..
The book, One Step at a Time was first reviewed at the 60th birthday of the author on Friday October 23.
