“The Jobs-to-be-Done theory posits that when we buy a product, we essentially “hire” it to help us do a job. If it does the job well, the next time we’re confronted with the same job, we tend to hire that product again. And if it does a crummy job, we “fire” it and look for an alternative.”*

This statement implies that to build a good product that is relevant to its users, we have to have a deep understanding of the jobs that our users need to be done. …


Photo by Marija Zaric on Unsplash

All definition is comparison.

Basically, to understand what something is, you need a frame of reference with which you’re already familiar to compare it with.

Thus, if I asked you to define ‘dance’ — the concept. You’d probably say something along the lines of “moving your body rhythmically to sound or music”.

This implies that you’d be assuming I understood what moving, my body, rhythm and sound and/or music meant. And that’s just for starters.

Where am I going with this? The Bible and humanity’s claim to existence.

Now, if you’re familiar with the Bible, you probably have heard of…


Do you know how we’re told to have an unshakable belief in God?

Photo by Davide Cantelli on Unsplash

Well, a lot of the time I do. Oh I genuinely do. The spirit shaking, deep conviction, teary-eyed type of belief, the works, basically.

And then sometimes I just don’t — at least not in the way I’ve been taught and cajoled and persuaded that I ought to.

Lol.

You see, instead of that deep religious conviction, what I tend to have in these moments is an acknowledgment of the existence of a superior, incredibly powerful force.

This force must have triggered life as we know it…


Life. What is it to you?

Photo by Aron Visuals on Unsplash

Are we living just so we die? Is that our purpose? Is that all there is to it?

Death is the one inevitable occurrence in life. More so than rain and taxes — forgive me, Aunty Celine.

I was headed back to Lagos from Ibadan a couple of weeks ago and my bus drove past a fatal bus crash that — from my vantage point — looked to have claimed at least one life and I wondered, maybe that’s all there is to it.

We live, just so that we might die.
Everything in between is just highlights.

So, it…


FD — I stumbled on this (quite instructional) story on Quora and I thought it best to share here. — Photo by Agence Producteurs Locaux Damien Kühn on Unsplash

Two guys started working, on the same day, at a large company. Let’s call them Pete and John.

After about 5 years Pete made an appointment with his boss. During the meeting he asked his boss why he was still on the same level as when he started whilst John was already in management.

Pete’s boss said that he would explain but if he would run down to the vegetable shop on the corner to find out if they had potatoes for sale.

Pete ran as quickly as he could and when he got back to the office he proudly…


I love reading. Love, love!

I could read other people’s words for days without end.

Writing? Not so much. Just the thought of distilling my ideas into words and then typing them hurts my head physically.

I have decided to write more however, in spite of this ‘crutch’.

Pray for me! I’ll stumble, I’ll chicken out, I’ll conveniently forget to. But, I will not stop. And this post is my pledge not to.

Here’s to infinity and yonder!


Lead so that others may follow and in time, lead others by themselves.

Al-Bashir, Mswati, Bongo, Biya, Mbasogo, dare I say, Buhari.

Africa has spawned a whole generation of failures who call themselves ‘leaders’.

We have engendered and continue the practice of “chop alone; die alone”; an all consuming need to satisfy the needs of self above all other things. Much of our political, intellectual and even religious leaders have for the most part focused on building edifices, amassing mountains of cash and presiding over broken institutions while wilfully neglecting the most important aspect of leadership — raising worthy successors!

In the words of Pastor Paul Adefarasin, “There is no success without succession.”


I still struggle.

I find it quite difficult talking about my successes. Even more so than talking about my failures.

I’ve had huge success heading a team at a fast growing startup aiming for unicorn status and if you asked me, all I can seem to talk about is how I graduated with a 3rd class from OAU.

I’ve gotten offers to head teams at businesses where I never thought I could even get in at entry level just a couple of years ago both in and out of Nigeria.

I almost always feel like I don’t deserve to be…


So, it’s safe to say we live in ‘strange times’, yes?

No, I’m not talking about Brexit or ‘The One Who Would Trump All Expectations”. No. this isn’t one of those posts. This is personal.

I mean, I sometimes look at my dad and I get a wry smile. On the one hand, he never seems to look like he understands why anyone would pay me money to sit down at a computer all day and ‘create’. To him, the term “Graphic Designer” might as well be spelt “ljkjytui iuuyhb”. That’s as much sense it makes to him.

However, on…


The things in our lives that pride gets in the way of.
Foolish pride that we loathe to get rid of.

The mistakes we refuse to admit.
The forgiveness we painfully omit.

We forgive, but do we really? We relive the pain endlessly.
Punishing our hearts excessively.

We trust not anymore, for we have been scarred
The scabs remind us of our lapse in judgement.

Maybe, that misstep was meant to be, we never think.
Maybe that mistake was best for me, we never believe.

We learn every day, with every step.
There are no highs if we haven’t walked up…

Tomiwa Ogunmodede

Product Designer. Brand Strategist. Problem Solver.

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