Why is PanAfrican Storytelling Urgent?
African Hospitality
“Wake up! We’ve got some guests today.” This is a statement that I often heard as a teenage African growing up in a home with a very present and vocal Mama. Instantly, all of my plans for the day got cancelled. Because whenever Mama woke us up early to prepare to receive some guests, it would often be a full-day affair. It’s as though she lived by Ellen Johnson Sirleaf’s words, “I work hard, I work late, I have nothing on my conscience. When I go to bed, I sleep.” Like an army general, she would lead the entire household through an orchestra of activities. Sometimes, I literally didn’t know what on earth was going on, but worse was Mama finding me doing nothing. Heaven would come down! And no matter how tall, deep-voiced, and strong Papa was, he would not make the mistake of letting Mama see him doing nothing as well. So he would either somehow make himself invisible or take charge of the music entertainment, reliving his younger days as a DJ.
I really wondered why Mama made us go through all that trouble just to receive a few guests — relatives from the village, women from the church, colleagues from the Nursing Council, or Papa’s British business partner. Why she would cook food we only get to enjoy during Christmas and holidays, or use special dining sets, or clean the house as if a government inspector was passing by. I mean, I had “so much stuff to do” as a teenager. Like listening to the radio and recording my favourite songs on a cassette — my special mixtape. Growing older, I got to understand that it wasn’t just my Mama. Other African mothers did it too. And mothers carry culture. It was the most beautiful yet tasking introduction to the world of African Hospitality, where the goal is to out-serve your guests. At the end of the day, an African family’s name would be recognised and celebrated by how well it served its guests. Mothers wouldn’t have to do the bragging, guests would. Friends, this is at the core of what PanAfrican branding is all about — perception about our service offer to the world. One that’s worth telling about.
Danger of a Single Story
I believe in a world where African stories break barriers.
And I believe that every African reading this has got something powerful to out-serve our continent with. Just look around. Innovation is in our blood, collaboration is in our spirit (Ubuntu), and creativity woven into our DNA. These facts are painted all over our pre-colonial history. Our continent is an oasis of wealth of all kinds — Cradle of humankind, Intellect that built the pyramids, Natural wonders of the world, Beautiful cultures and identities, and our fertile land beneath our feet that’s studded with rich minerals. Yet despite knowing this fact, our continent has over the years gained a different perception globally.
“The Dark Continent” “Poverty” “Developing World” “3rd World” “War” “Disease” “Hunger” “Drought” “Malnourished people” “Violent men” “Elephant carcasses” “Victimised Women” “Genocide” “Dictatorship” “Bring Back Our Girls” “Terrorist Attacks” “Pirates” “Donate” “Save Africa”
We’ve all seen these countless times in words and images, right? And the more they are seen, voluntarily or involuntarily, the more they are believed. They create a subconscious perception that Africa is indeed such a place, and with time it grows into a belief. A single and incomplete narrative.
“Stories matter. Many stories matter. Stories have been used to dispossess and to malign, but stories can also be used to empower and to humanize. Stories can break the dignity of a people, but stories can also repair that broken dignity….When we reject the single story, when we realize that there is never a single story about any place, we regain a kind of paradise,” said Chimamanda Ngozi Adichie.
Pain Point
Sadly, with time some Africans have believed in the false story. I recently heard a Kenyan say, “But Sudan is such a dangerous place,” yet my favourite East African business newspaper informed me that gold is still being mined in South Sudan, and that its value has appreciated over the years. Surely, someone needs to be there on the constant to make all this to happen. The perception of “danger,” “war” and “uninhabitable land” must truly be worth a shiny coin to someone who benefits from the single story of Mama Africa’s last born. After all, one of the longest-serving women parliamentarians in Kenya, Phoebe Asiyo said, “When there is war in a country, it is business.”
It is heartbreaking to watch a fellow human being rebukes one’s own African identity. I see it today in various forms. The dying African dialects, shame of the African accent, abandoning of African names, theft of African ideas, poaching of natural African resources, breaking away of Ubuntu spirit, political polarising of African people, and loss of confidence in African ability and dreams. But mostly, when African people have to swim across dangerous waters to seek better lives in foreign lands, even as refugees.
Imagine Africa as a mother whose children no longer feel safe in her own home.
Imagine Africa as a father who can no longer protect his children.
Imagine Africa as a child who believes that anywhere but home is better.
The African Opportunity
If you love and believe in Africa, then like me you are willing to invest in changing this story. And it all starts with awakening inner conversations within ourselves as Africans from an oasis of worthiness. Despite it all, Africa is still here meaning we’ve still got a purpose to protect, restore and transform. So why not build a healed story for generations to come to identify with? We’ve already got the material in us, we just need to awaken it and release into the world. Our authentic African stories matter and they need to be heard.
Stories aren’t just words. They are living values that are intentionally transferred to inspire action. And I believe that’s what our African grandmothers knew as they told us stories as we sat around the fire. Before they called for us to gather or uttered a single word, they knew the right time to tell a certain story, the exact value they wanted to teach us, and the action they wanted to inspire us to take.
This is an old African art that many of us today need to relearn. And many Africans are awakening to the urgency of telling our own stories. Learning from our own examples: Leading like Nelson Mandela, Nurturing nature like Wangari Maathai, Investing like Aliko Dangote, Orating like Chimamanda Adichie, Championing like Eliud Kipchoge, Influencing media like Mo Abudu, and Entertaining like Trevor Noah.
We can transform our African story starting with what pains us the most. Our greatest pain gives us rich context for our greatest service and gift to the world. Like with our African hospitality, we too can experience the joy of out-serving our families, communities and nations. So that one day, people near and far get to proudly say, “I’ve traveled to that great African country,” “I’ve been served by that African community,” “I’ve been touched by that African family” and even “I am inspired by that African person.”
Did you know that the ancient name of Africa is Alkebu-lan? It means, “Mother of mankind.” And so we already live in a land that is bountiful with resources. We just have to rise up with confidence and maximise our opportunities.
My Personal Contribution — LetS Story Basket
During a gathering of young African entrepreneurs from Tony Elumelu Foundation earlier this year, something in me shifted. With a microphone in my hand, and looking at the CEO of this +3000 African entrepreneur support system I asked, “What’s holding back our African entrepreneurs?” And she said that African entrepreneurs aren’t telling their stories. The result is that no one knows they exist, no one knows what they do, and no one knows how to invest. My jaw dropped. It’s not that we aren’t doing enough; we just aren’t talking enough about the positive initiatives that are happening on the ground in Africa. This is a powerful woman who also identified as a storyteller, given her wealth of experience as a filmmaker in diverse markets in and out of Africa, especially Nollywood.
What is your audacious African dream?
I dare to believe that if we partner, I could bring out the most authentic PanAfrican story that communicates your vision and the positive African contribution you’ve been making.
I’m on a mission to do this by out-serving fellow African Women, Youth, and Brands with PanAfrican storytelling products and services that will attract Interest, Investment, and Impact in Africa.
Specifically, my offer to fellow Africans is the new LetS Story Basket — access to PanAfrican Storytelling Products in a Basket. This comes in three packages that are purpose-specific and include storytelling coaching:
· Word Package (Bio and 1-Page Story)
· Online Package (Social Media Cleanup & Strategy)
· Media Package (Professional Photography and 2-minute Vision Pitch)
Africa Reimagined
An old PR quote says, “If you don’t tell your story, someone else will.”
And while I used to look at this statement with fear, today I look at it with hope because I’ve got the capacity as a PanAfrican storyteller to help Africa write her own stories.
But I can’t do this alone. I need fellow African brothers and sisters to partner with me and help our continent shine. I want the world to take interest in your exceptional African story. I want investors to commit real money to drive your innovative ideas. I want the beautiful African people you serve to be the new face of dignified African impact stories.
Imagine this, for a moment:
Her dignity restored. Her voice located. Her children coming back home to strengthen her. Future African generations enjoying the fruit of being out-served by us.
Africa is rising!
Partner with LetS and help our Africa get back into shape.
Sign-up here for the new LetS Story Basket services!
Ayuma.
