Series Update: In Episode 1, we introduced the Paper + Brain + Network framework. Episode 2 covered digital skills for tech-minded graduates. Today we're exploring business skills that work regardless of your technical ability.
Not everyone is cut out for coding or graphic design. And that's perfectly fine.
Some of Nigeria's highest earners got there through people skills, communication abilities, and understanding human psychology - not technical expertise.
If you're more comfortable talking to people than staring at computer screens, this episode is for you.
According to recent data, about 9.87 million Nigerians are currently unemployed, but many successful entrepreneurs and high earners never followed traditional employment paths.
Today, we're exploring business skills that can generate substantial income regardless of your degree or technical background.
Why Business Skills Are Recession-Proof
Here's what I've observed: During economic downturns, companies cut expenses everywhere except areas that directly generate revenue or solve critical problems.
Sales people who bring in money keep their jobs. Project managers who keep operations running smoothly are retained. Content creators who attract customers continue getting paid.
These skills are valuable because they directly impact business success.
Sales & Customer Relationship Management
What You Actually Do:
- Generate leads and identify potential customers
- Present products/services and close deals through calls, emails, or meetings
- Manage customer relationships to ensure repeat business and referrals
- Track sales performance and optimize your approach based on results
Why This Works:
Sales skills are universally valuable because every business needs revenue. Unlike technical skills that become outdated, the psychology of persuasion and relationship building remains constant. Nigerian businesses especially value salespeople who understand local culture and communication styles.
High-Demand Industries:
High commissions, growing market awareness
Premium commissions on property transactions
Software, consulting, business solutions
Investment products, banking services
How to Start:
- Read foundational books: "How to Win Friends and Influence People," "The Psychology of Selling"
- Practice in low-stakes situations: Convince friends to try new restaurants, negotiate prices at markets
- Join commission-based roles to learn while earning (insurance, real estate, retail)
- Study your industry deeply: Understand products, competitors, customer pain points
- Track everything: Calls made, meetings scheduled, deals closed, conversion rates
Resources:
- Books: Dale Carnegie, Brian Tracy, Jeffrey Gitomer
- Free courses: HubSpot Sales Training, Google Digital Sales Certification
- Practice opportunities: Insurance companies, real estate agencies, retail positions
Project Management & Business Operations
Why This Works:
Nigerian businesses are often chaotic and poorly organized. Many have growth potential but lack systems and proper project management. Someone who can bring structure, improve efficiency, and ensure projects are completed on time becomes invaluable.
High-Demand Areas:
Product launches, software development projects
Building projects, infrastructure development
Grant-funded programs, community projects
System implementations, process improvements
How to Start:
- Learn project management fundamentals: Take free online courses
- Master basic tools: Asana, Trello, Monday.com, Microsoft Project
- Volunteer to manage projects: In your current job, community organization, or church
- Document everything: Timeline, budget, outcomes, lessons learned
- Consider certification: PMP, PRINCE2, or Google Project Management Certificate
Resources:
- Google Project Management Certificate (Coursera)
- Project Management Institute (PMI) resources and local chapters
- Free tools: Trello, Asana, Monday.com (all have extensive tutorials)
Content Creation & Personal Branding
What You Actually Do:
- Create educational or entertaining content in your area of expertise
- Build and engage with online communities around your niche
- Partner with brands for sponsored content and product collaborations
- Develop and sell your own digital products, courses, or consulting services
Why This Works:
Nigerian audiences are hungry for local content that addresses their specific challenges. International content often doesn't resonate with our cultural context and unique problems. There's also growing demand for Nigerian expertise in global markets.
High-Potential Niches:
Budgeting, investing, side hustles in Nigerian context
Job search, skill building, entrepreneurship
Fitness, nutrition, mental health awareness
Startups, small business management, sales
Revenue Streams:
- Sponsored Content: Brands pay for product promotion
- Digital Products: Courses, ebooks, templates, coaching
- Speaking Engagements: Corporate training, conference presentations
- Consulting: One-on-one advisory services
- Affiliate Marketing: Commissions from product recommendations
How to Start:
- Choose your niche: Based on your knowledge, interests, and market demand
- Pick one platform initially: YouTube, Instagram, LinkedIn, or TikTok
- Commit to consistency: Post valuable content regularly for 6+ months
- Engage authentically: Respond to comments, ask questions, build community
- Document your expertise: Share your learning journey and professional insights
Resources:
- Platform creator programs: YouTube Partner, Instagram Creator Fund
- Free editing tools: DaVinci Resolve, Canva, CapCut
- Learning: Think Media (YouTube), Social Media Examiner, local creator communities
Copywriting & Content Marketing
What You Actually Do:
- Write sales emails and marketing copy that persuade people to take action
- Create blog posts and articles that attract and convert website visitors
- Develop email marketing sequences that nurture leads into customers
- Write website copy that clearly communicates value and drives conversions
Why This Works:
Most Nigerian businesses write terrible marketing copy. Their emails don't convert, their websites don't sell effectively, and their advertisements don't persuade. Anyone who can write copy that generates measurable results becomes extremely valuable.
High-Demand Applications:
Welcome sequences, promotional campaigns, newsletters
Landing pages, product descriptions, about pages
Captions that drive engagement and sales
Long-form copy for digital products and services
How to Start:
- Study successful copy: Save examples of emails/ads that made you consider buying
- Learn fundamentals: Take copywriting courses from recognized institutions
- Practice daily: Rewrite existing ads, create sample campaigns
- Offer free audits: Review small businesses' marketing copy and suggest improvements
- Build a portfolio: Document your work and results achieved
Resources:
- Books: "The Copywriter's Handbook" by Robert Bly, "Breakthrough Advertising" by Eugene Schwartz
- Courses: Copyblogger.com, AWAI (American Writers & Artists Institute)
- Practice: Rewrite existing ads, join copywriting communities
The Business Skills Success Framework
Phase 1: Foundation Building (Months 1-3)
- Choose your primary skill based on natural strengths and market demand
- Invest in learning through books, courses, and practical application
- Practice consistently in low-risk environments
- Network with professionals in your chosen field
- Document your progress and early results
Phase 2: Market Entry (Months 4-6)
- Start charging for your services even if rates are initially low
- Focus on delivering measurable results for every client or project
- Collect testimonials and case studies aggressively
- Refine your approach based on real-world feedback
- Build professional relationships within your industry
Phase 3: Growth and Specialization (Months 7+)
- Increase your rates based on proven results and growing demand
- Develop signature systems or methodologies
- Consider specializing in profitable niches or industries
- Build recurring revenue through retainers, long-term projects, or products
- Explore teaching opportunities to establish thought leadership
Critical Success Factors
1. Focus on Value Creation
Always measure and communicate the results you deliver. Clients pay more for proven outcomes than theoretical expertise.
2. Master the Fundamentals
These skills seem "easy" but require deep understanding of human psychology, business operations, and market dynamics.
3. Build Relationships First
Nigerian business culture is relationship-based. Invest time in getting to know people before pitching services.
4. Stay Consistent
Success comes from showing up regularly and improving incrementally, not from sporadic bursts of activity.
Your Action Plan This Week
Day 1-2: Choose Your Path
- Review the four skills and identify which aligns best with your personality and interests
- Research current market demand by checking job boards and business needs in your area
Day 3-5: Begin Learning
- Get one quality book or course related to your chosen skill
- Join relevant professional communities and social media groups
- Find someone successful in your chosen area to follow and study
Day 6-7: Start Practicing
- Begin practicing your skill in low-stakes situations
- Set up systems to track your progress and results
What's Coming in Episode 4
Next Tuesday: "The Network Effect: Why Your Classmates Matter More Than Your Grades"
- How to strategically leverage educational connections for career opportunities
- Why private university graduates often appear to "succeed faster"
- Networking strategies that work in Nigeria's relationship-based business culture
The Reality Check
These business skills offer sustainable career paths that don't require expensive equipment or complex technical knowledge.
They're based on understanding people, solving problems, and creating value - capabilities that become more valuable with experience.
Your degree provides credibility and initial access. These skills provide ongoing income and career growth.
The combination of formal education + practical business skills + strategic networking creates the strongest foundation for long-term success in Nigeria.
Comments & Discussion
Share Your Thoughts
Sales has always intimidated me, but seeing the earning potential and knowing it's learnable gives me hope. Time to start practicing!