Some Truths About Business and Keeping the Lights On

...if raw talent were enough, we’d all be millionaires.

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Years ago, I walked into a local art gallery tucked inside a corner of Victoria Island. A quiet space, warm lighting, soft music, and beautiful, vibrant work hanging on clean white walls. I got talking with the gallery manager. Talented artists everywhere, she said. But only a handful had sold any piece that month.

That stuck with me.

Because if raw talent were enough, we’d all be millionaires. But the truth is, whether you're a painter, fashion designer, event planner, or even running a tech-enabled business, many are not really making money. Not consistently. Not sustainably.

And if you’ve been in the game for a while, you know what I’m saying isn’t shade. It’s reality.

A lot of us are trying. We’re posting, pitching, showing up. But for many founders, freelancers, and creatives, the numbers are simply not adding up. Rent is due, staff need to be paid, data must be renewed. And still, the business isn’t moving the way you thought it would. Maybe it never really has.

So let’s talk about it.

Understand the Stage You're In

Every business has seasons. You might be in the idea stage, testing stage, or survival stage. Many people don’t realize they’re still in early survival, not growth. And if you misread your stage, you will mismanage your energy, your expectations, and your cash flow.

You’ll think you’re failing, when you’re actually still building. Or worse, you’ll act like you’ve “arrived,” when you’ve only started scratching the surface.

Self-awareness is underrated in business. Know where you are, and be honest about what that stage needs. Sometimes, it’s not more design work or another Instagram ad. Sometimes, it’s a shift in business model. Or a completely new skill.

Go Where Your Market Is

Here’s the part many of us struggle with, especially if you’re in a creative or passion-driven space.

You can be amazing at your craft and still be talking to the wrong people. You may be writing poetry for folks who want tech policy newsletters. Selling bridal makeup services to a student market that just wants daily glam. Offering ₦50,000 cakes in a neighborhood where nobody is spending more than ₦12,000.

The problem isn’t always your pricing. Or your logo. Or your vibe. Sometimes, the problem is placement.

Business isn’t just about what you love to offer. It’s about who values it, and where they are. And until you figure that out, frustration is inevitable.

This might mean adjusting your product. Or moving digital. Or joining new communities. It might mean leaving the validation of your current circle to meet the people who actually need your work.

Learn a Skill to Keep the Lights On

Let’s be honest: your dreams are valid. But dreams require electricity. Food. Wi-Fi. Transport. And until your main business can fund your life consistently, it’s okay, wise, even, to find something else that pays the bills.

This doesn’t mean you’ve failed. It means you’re smart.

I’ve seen brilliant photographers who also do brand strategy. Designers who teach workshops. Event planners with side gigs as MCs or voice-over artists. Writers who consult for NGOs. Fashion entrepreneurs who work part-time as social media managers.

You don’t need to post every side hustle on your Instagram bio. But you do need to survive long enough to build what you believe in.

Let that be your focus. Build the dream. But do what’s necessary to stay in the game.

Final Thoughts

This journey is not about shame. Many great businesses took years before they made profit. Many household names we admire today had multiple side gigs to keep the business afloat.

So, if your business isn’t making enough money yet, breathe. You’re not alone. You’re not broken. But you do need to pause, assess, and pivot if needed.

Understand your stage. Go where your market is. And don’t be afraid to learn something new if it will help you keep the lights on.

The vision is still valid. Just adjust the vehicle. See you next week.

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