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Book Review: Azuh Arinze’s “Success Is Not Served A La Carte” By Ayo Oyoze Baje

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By Ayo Oyoze Baje

TITLE: ‘SUCCESS IS NOT SERVED A’ LA CARTE’

AUTHOR: AZUH ARINZE

PUBLISHER: YES INTERNATIONAL VENTURES © 2020

PAGES: 299

REVIEWER: AYO OYOZE BAJE (Author, Media Consultant, Public Affairs Analyst)

COVER PRICE: N2,500

DEDICATION: To ezigbonnem, Okwesiliezenwayioma, AgbaraIchie Anna Okwurunirota Azuh

FOREWORD:

In his illuminating foreword to this highly engaging, thought-provoking and greatly inspiring book, Mr.Olusegun Adeniyi, Chairman of ‘ThisDay’ Editorial Board and the former Special Adviser on Media and Publicity to late President Umar Yar’ Ardua, describes it as ”very compelling”. But why, you may want to ask? The answer is right there in the several engaging interviews the author conducted with carefully selected 30 achievers in various fields of human endeavour.

Furthermore, the book “highlights the pathway to success, through the experiences of some accomplished Nigerians, who operate in different spheres of our society”. Besides, the book takes a look at a wide spectrum of achievers; from businessmen and women, lawyers, human rights activists through entertainers to top journalists, sportsmen, preachers, to the big players in the nation’s hospitality industry.

As rightly noted by Adeniyi, ”while their stories may be diverse, they all have one thing in common; tenacity of purpose”. Furthermore, “what is particularly refreshing about this book is that it is not a collection of profiles but rather a chronicle of the thoughts of these selected men and women based on the interviews conducted by the author”.

Another fascinating feature of this book is that it does not belong to one of those run-off-the mill publications preaching the get-rich-quick-syndrome. Rather, it is one outstanding collection that ”will inspire and fire the imagination of readers”.

So, what does this book really bring to the reader’s table? Let us therefore, go into the specifics. The taste of the pudding, as they say, is in the eating.

INTRODUCTION

In a touching tone, the inspired and inspiring author, Arinze explains that chief amongst the many lessons the profession of journalism has taught him in over two decades is that “success is not served a la carte”. You work for it, you prepare for it, you give it all the required and necessary attention and then you wait patiently and painstakingly for it to berth, just like a ship in the harbour”.

In that wise, he lists stars that keep shining even in the cloudy firmament of business such as Christopher Kolade, in soccer such as Nwankwo Kanu, in Nollywood such as the duo of Pete Edochie and Olu Jacobs.

Not done, he expresses his fascination about two young men currently doing wonders in the marketing communication sector – Steve Babaeko and Ayeni Adekunle. His reasons? While the former came to Lagos from Kaduna with nothing but as at today his X3M Ideas has become one of the biggest advertising agencies, not only in Nigeria but on the African continent, the latter, Ayeni, a graduate with 3rd class, who once worked under the author while he was the Editor of Encomium Weekly currently runs one of the leading Public Relations agencies in Nigeria. Little wonder that both graced the cover of the prestigious ‘Forbes Magazine’ in September, 2019!

Most inspiring, you would definitely agree. So, to spice up this home-cooked delicacy the author has added 24 similar zero-to-hero stories to make the book an irresistible serving for those with the hunger for success. One is talking about those willing to lift themselves up from the dungeon of hopelessness to the pinnacle of professionalism, while turning their stumbling blocks into stepping stones.

THE CHAPTERS:

There are 30 of them. Though these Chapters are largely arranged in their thematic focus, to create a format that flows smoothly for the reader, some minor adjustments could be made thus:

For instance, these Chapters could be segmented into the top players as:

Part One: The Business Sector.

Part Two: The World of Religion.

Part Three: The Advertising and Marketing Sector.

Part Four: The Field of Sports.

Part Five: The Media Industry.

Part Six: The Entertainment Industry.

Part Seven: Law and Human Rights Activism.

If this is done, Chapter 25 (on Tunde Okewale, MD/CEO of St. Ive’s Hospital and Chairman, WFM), Chapter 26 (Evans Akere), Chapter 29 (on Ike Biobaku, astute businesswoman and MD/CEO Mix and Bake and Chapter 30 (on Isaac Durotoye, the uncommon risk taker and pioneer MD, Mobile Toilets) would flow with Chapter 1(Chief Christopher Kolade, Nigeria’s former High Commissioner to the United Kingdom and Chairman of Cadbury) and Chapter 2 (that focuses on Tony Ezenna, the well-known billionaire businessman/Chairman of Orange Drugs) all falling into the Business Sector.

Similarly, Chapters 27 (on the resourceful designer, Vans Kere, Ayeni Adekunle, described as a fantastic writer and Founder, Black House Media Group) and Chapter 28 (on Sola Fajobi, Ideas man and MD/CEO, Digital Interactive) would merge with Chapter 13 (on Simon Kolawole, Founder/CEO of TheCable Newspaper), Chapter 14 (on Azubuike Ishiekwene, MD/Editor-in-Chief of The Interview Magazine) and Chapter 15 (Femi Sowoolu, MD, Jamz FM) as the top players in the Media Industry.

THE SURE STEPS TO LASTING SUCCESS, FROM THE MASTERS

The million-Naira question therefore, is what are the specific experiences of these selected achievers on the steps they took in the chequered journey of life, that eventually led them to resounding success? The answers are there for those willing to stoop to conquer.

For Christopher Kolade, God is the author of life and to succeed you have to seek His face. His next piece of admonition is to listen to God and obey His voice. One must work very hard and also be ready to learn. In a nutshell, “our success is up to us.”!

In his own bold words, Tony Ezenna preaches honesty and creativity in brewing new ideas: Says he: “So, trust rules everywhere. In business, without trust you have not made anything. That is why I claim that I have a name, I’m credible, I promise and I deliver.” What do other entrepreneurs consider as the nuggets of success to turn them into big businesses?

On her part, IkeoluBiobaku, the MD/CEO of Mix and Bake Confectionary and School believes that one should add skill to his or her passion. She urges business owners to set their priorities right and engage the services of professional money managers.

Of significance is the need for business people to develop a thick skin to criticisms of all sorts. That is what Isaac Durotoye advises. He was derided by people when he decided to venture into the shit business. “You worked for M.K.O Abiola, you worked for American Express, you lived abroad and you want to end up your career by packing shit”, they told him to his face. But thank God that he did not listen to them. Interestingly, a few years later three of those same critics ended up in the same shit business! He has also wisely identified the fact that whatever you studied at the university may not be one’s calling but whatever one chooses to do one should be focused.

As far as succeeding in the spreading the gospel of salvation is concerned, Madubuko canvasses that to succeed in life one must find who he really is, by divine inspiration and be true to oneself instead of trying to be someone else. He warns against losing the fear of God when one succeeds and also avoid the urge for overnight success.

Similarly, Wole Oladiyun advises those who want to succeed in the Ministry to understand their purpose and be specific in the area of the ministry God has called them to serve. He loves to read and write and wants those craving for success to imbibe such passion.

For Akinwunmi, the Group CEO of Prima Garnet Africa, one should trust God completely – which is an abiding faith – and one must not give up in the face of adversity. And Steve Babaeko, the creative mind behind X3M Ideas believes strongly that having and honing the passion for a particular business venture does the magic. One should put in place measures for the business to outlive him or her and shun pride. Controversial as his view may sound, he does not believe in partnerships as far as business is concerned as it is alien to our culture.

Others’ views on the subject of attaining success align with having the courage to try something new, according to Eiremiokhai of Oracle Experience Ltd and having the courage to stand by and speak the truth according to Dr.JoeOdumakin who was inspired by Martin Luther King Jnr.’s words and wants her impact felt as a positive change agent.

To excel in law one should be inspired by Wole Soyinka’s counsel that ”justice is the first condition of humanity’. Also, one must also work hard and be patient. On his part, Adegboruwa believes in the fear of God, widening one’s perspective about life and never take anything for granted.

To become a top player in the sports field, Kanu Nwankwo has a firm belief in God, development of one’s talents and never giving up. Jay Jay Okocha says that one must have a competitive spirit and set high standards to become an achiever.

On journalism as a profession, Kolawole is happy that it has taught him to be broad-mined, given him the opportunity to re-invent himself and to be a solution-provider. For Ishiekwene, it has provided the platform to meet a lot of people and learn from them. He also cherishes the thirst it provides to pursue justice.

When it comes to the world of entertainment, Ogidan takes little things seriously, adding the professional touch to stories and turning them into blockbusters. The veteran actor, Pete Edochie strongly believes in the pursuit of perfection, reading a lot. But that is not all. He believes that being mischievous is an attribute one needs to be a good actor!

Iconic Olu Jacobs is also a perfectionist who insists that things can always be done better. While Dele Odule stands for determination and consistency, Funke Akindele goes for being pushy and focused. Kate Henshaw is all out for great interpretation of stories and appreciates that Nollywood has opened doors to success for her.

LAST TAKE:

Azuh, the creative and indefatigable author has certainly carved a notable niche for himself in that interactive segment of media practice that involves meeting one-on-one with the subject matter and as they say, hearing it from the horse’s mouth.

The book, which is presented in simple, easy-to-read format, devoid of ambiguity and covering a wide array of subjects from the perspective of the achievers is a must-read for all those with the thirst and hunger for enduring success.

It is hereby recommended for all students, from secondary school up to the tertiary education level – who want to turn their dreams into reality against all odds. Any one engaged in the study of entrepreneurship, economics, commerce, marketing, public relations, religious practice, sports and entertainment will find it a most useful guide.

In essence, this enriching book builds upon the strong foundation laid by ‘Tested and Trusted Success Secrets of the Rich and Famous’ as well as ‘The CEO’s Bible’, all of which have turned into bestsellers.

One would therefore, advise the author of this motivational masterpiece to take it all from theory to practice. He should set up a Non-Governmental Organization (NGO) to bring these timely truths to the doorsteps of today’s restless youth. One is talking about the hordes of con-men, fraudsters, yahoo-yahoo boys, ritualists, kidnappers, paid political thugs and arsonists who have found themselves caught in the well-woven web of the Machiavellian tactics; of the end justifying the means!

Then, they would drink from their fountains of immense knowledge. And come to understand that irrespective of one’s profession, integrity, which Azuh discovered as the ”common thread” amongst these trail blazers, should be their driving passion. Through such lectures/symposia they will get to know that indeed, ‘Success is not Served A’ La Carte’!

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BBNaija S11: Organisers Signal Return of New Season

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Anticipation for Big Brother Naija is building up again after organisers teased the return of the reality show for its 11th season, prompting fans to call for an official premiere date.

In a post shared across the show’s social media platforms on Sunday, the organisers announced: “A new chapter begins, and this time, everything is for the taking. #BBNaija season 11 is coming soon.”

The teaser arrives months after the conclusion of Season 10, which ended with Imisi Ayanwale clinching the grand prize of N150 million.

The franchise has stayed in the spotlight since the Season 10 reunion, aired on June 8, when all 29 former housemates reconvened to address controversies that defined the season.

In preparation for the new edition, organisers said auditions have been completed.

The application portal opened in May, followed by physical auditions in Lagos, Abuja and Enugu.

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Remembering Michael Joseph Jackson (1958 – 2009)

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By Seyi Orolugbagbe

• Legendary American pop icon, singer-songwriter, entertainer and dancer
• Commonly referred to as, and called Michael Jackson, or MJJ, and at other times ‘Jacko’; which Michael actually never particularly fancied…

How do you get used to a completely nice, selfless, understanding, accommodating, generous, detribalized, hardworking, talented, gifted, compassionate and phenomenal person, such as Michael.

I was blown beyond being traumatized at the news of his passing; to the extent that I am just about coming to terms with the fact that Michael may not be here, physically, anymore. Good thing is his legacies, by way of mostly his offspring and essentially his work, both professional and charity, abound so much here.

I had the rare privilege of meeting Michael in the late 80s, while working in the office of the condominium building, namely ‘The Westford’, on the famous Wishire Boulevard, Westwood area, in Los Angeles, California, USA, that housed the apartment in which Michael lived. The same building, I must say, housed the apartment in which the great comedian, late Milton Berle and famous Amir (Designer For Men) Bahadori, lived. Immediate left of which was condominium complex, ’The Langford’, which housed the apartment, in which lived Mr. T, born Laurence Tureaud, an American actor and professional wrestler (and bodyguard) celebrated for his tough demeanor and iconic roles in television and film. He is best known as Sgt. B.A. Baracus in the TV series ‘The A-Team’, that aired through the late 80s. Mr T had been bodyguard to Michael Jackson, Muhammed Ali, Bruce Lee, Diana Ross, Steve McQueen, amongst others.

As at the time, Michael had a collection of Rolls Royces, both Classic (Antique) models and pretty latest ones; quite a few of which he had parked in the subterranean parking; to the extent, he had to rent extra spaces for them, considering he’d surpassed the spots allocated to his apartment. It is however, instructive, to note that Michael hardly drove any of those exotic vehicles. He would instead opt for his White 2-Door GMC Jimmy; which we popularly called ‘The Big Jimmy’ and which, of course, he usually drove himself.

At a particular time, Michael had taken suddenly terribly ill. So having called for help, we quickly reasoned it was wise putting a call to his personal physician, rather than calling ‘911’; which may have proven a fatal error, because that would have attracted undue publicity; since most of the emergency responders, the police and the news media operated on similar frequencies. So it behooved on me to support Michael, who could not walk on his own, into the waiting Chevrolet Corvette of his physician.

It should be noted, that, the section of the Wilshire boulevard, just west of the Santa Monica Boulevard and East of The Westwood Boulevard (which runs right into the UCLA), is commonly referred to as the Wilshire Corridor, for that section, and essentially because the boulevard looks like a corridor of some sort, consider it is bothered on either side, by high rise buildings. ‘The Corridor’ must be noted, has historically been a major hotspot for high-profile entertainers, business tycoons, and industry executives. The list, though in-exhaustive, includes the likes of Don King (the great boxing promoter), Steven Spielberg (bought a home for his mother), Actress Eva Marie Saint (aka Mrs Hayden), all of whom amongst others had an apartment in the Wilshire Wesholme (on the corner of Wilshire Blvd and Westholme). Mike Tyson and his crew, including his friend and manager, John Horne, were regular visitors to Don King’s apartment. John Horne, I remember used to drive a sleek black late model Mercedes S420, back then with personalized registration MR HORNE; which he would always offer to loan me anytime I wished for it, whenever I admired it.

Directly on the other side of the Wilshire Westholme Condos, across the Wilshire Blvd, was ‘The Wishire Condominium Complex, in which the late Tupac Shakur had an apartment.

The Jacksons
Right next to the Wilshire Westholme is the Wilshire House, on the famous Wilshire corridor. Legendary singer and songwriter Stevie Wonder and acclaimed actress/comedian Carol Burnett are two notable celebrities who lived in the Wilshire House condominium on the Wilshire Corridor during the 1990s.
Next to the Wilshire House, on the southwest corner of Wilshire Blvd and Thayer Avenue, is the ‘Ten-Five-Sixty’ Condominium Complex, named after its street number of 10560, Wilshire Blvd, LA, Ca 90024. In this building, Dr. Clarkson De Majomi (1938–2001) prominent Nigerian journalist, public relations expert, and publisher, born in Oginibo, Delta State, founder of the Mail Group of newspapers and the Obarisi of Urhoboland, bought an exclusive apartment. So did Actor Tom Selleck, Barbara Sinatra, Johny Carson, Shaquille O’Neal, our own Rotimi Obey (Ebenezer Obey’s second son) also stayed there on some of his periodic visits to Los Angeles. There also lived Randy Jackson, Michael’s brother, with whom I quickly developed a relationship, while working in similar capacity, in the condominium management office. May I point out that Randy, running into my brother, Royal High Chief Adebola Orolugbagbe (Oyegbulu 1, The Odole Owa of Ijeșaland) and I, at a dealership, prospecting for automobile, had, after exchanging pleasantries, magnanimously introduced us to the owner as his friends and told him to be look after us. That meant the world to us. Also of note is the fact that Randy at some point humbly request that I scoop a message for him, insisting I drove his Rolls Royce to and from the destination, somewhere on Santa Monica Blvd, in Los Angeles. That was the first time I drove one.

So right opposite the Ten Five Sixty Condominium was The Thayer Condominium Complex; in which another Jackson brother lived.

At various times, during that period, I worked in most of these buildings all through the late 1980s and early 1990s, sometimes working 2 jobs before eventually moving on to working as the accountant, at MB of Beverly Hills, in Beverly Hills.

All of the persons mentioned above, some late, were well known personally to me. Most of them knew me personally as well. Attached are some of the correspondences between Michael and I. I have, also, a collection of $1 coins, as well as some half dollar coins, gifted to me by Michael; just as a set of skiing gears.

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BBNaija Unveils Season 11 Auditions, Sets Registration Dates

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Organisers of Big Brother Naija have announced the opening of auditions for the show’s 11th season, unveiling registration details and requirements for prospective housemates.

In a statement on Saturday, the organisers said, “It’s time! #BBNaija Season 11 auditions registration is here,” noting that registration will run from May 16 to 20 for candidates seeking to qualify for the physical audition stage.

They explained that applicants must register via africamagic.tv/bigbrother, fill in personal details, and select preferred audition dates, locations and times, with physical auditions scheduled to hold between May 22 and 24 in Lagos, Abuja and Enugu.

According to the organisers, “AUDITION IS FREE”, and only persons aged 21 and above with valid identification documents are eligible to participate. They also warned that the registration portal will close once capacity is reached.

The statement further cautioned applicants on data usage and participation rules, noting that by submitting entries, participants grant the organisers permission to use audition materials in perpetuity and across global platforms. It also warned that multiple registrations could lead to disqualification.

The announcement comes months after the conclusion of Season 10, which returned to screens on July 26, 2025, featuring 29 housemates competing for a N150 million grand prize.

Imisi Ayanwale emerged as the winner of the season after securing 42.8 per cent of the total votes, ahead of finalists including Dede, Koyin, Sultana, Kola, Jason Jae, Mensan, Isabella and Kaybobo.

Past winners of the reality show include Mercy Eke, Laycon, Whitemoney, Kellyrae, Phyna and Ilebaye, with anticipation now building for Season 11 as viewers await possible new twists and format changes.

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