This is the concluding part of the Interview with Sunny Ojeagbase published March 19 2025. Read On…
Could necessity push you in a particular direction in life?
I think it does at times. At times, a particular necessity could make you do something that you later discover to be something you would love to do in the long run. At times, it could be a need in your life or a need in your community.
You said your life would have been very different without the books you read. Could you please explain that?
Yes. I was fortunate enough to have understood the power of good information and applying the principles I was learning because it is in the doing and practising that you get results, and not just reading. I was hungry for books. Certain books provided information that changed my life.
In 1974, I was in the army, seriously broke and under financial pressures. Then, I got involved in pool betting. This got me into serious problems. Then a friend of mine gave me a book titled ‘The Seven Laws of Success’. The book had a tremendous impact on my life. Because of a knack for following through, I read the book and practised everything I read. About that time, I also made a commitment of my life to God.
You said you had the knack to follow through..Does that have to do with your natural temperament?
I am an introvert but I don’t think following through is entirely dependent on that. It’s just borne out of an understanding that if you don’t follow through,you won’t achieve your goal. If you don’t follow the doctor’s prescription through, you won’t get cured. It’s as simple as that.Yhst understanding is what helps me follow through on things.
So, your resiliency trait is not an ‘inborn’ thing?
I’m not sure. All I know is that I read in SEVEN LAWS OF SUCCESS and THINK, and GROW RICH that persistence is vital to success.. So I decided to be persistent in all that I did, since I was desirous of success.
You wrote that many years ago, you desired to go to a university, but because of your financial challenges and family responsibilities, you had to change your plans. Do you regret not going to a university?
No! Americans are not bull-shitting. Bill Gates and the rest of them for dropping out of college.
I kept telling myself that if some guys didn’t go to college and yet made it,then I can make it too. I don’t despite formal schooling but if for one reason or the other you can’t go, then get yourself into an informal one. Get books, get mentors, and get into the university of life.
It’s no boast, but many things I know about marketing today, some professors don’t know. I learnt them in the marketplace. We need more people to come out and tell young Nigerians this do they don’t waste their lives simply because they lack formal education at the highest level.
How do you study? Do you have a filing system? So many people read so many books, yet they don’t get positive results in their lives.
The first question you need to ask yourself is, ” What is my objective for reading ? You need to do targeted reading. In the past, I used to read everything like many people do. But when I started to understand that if you can properly read a good book and practise what you learn, it can take your life to the next level, I became more focused on my reading.
So, I started concentrating on books that could help me learn what I needed to learn at that particular season of my life. For example, in the last five years, if you want me to estimate my time spent on learning, I’ve spent 75% of it studying to do business on the internet. I realised one could do a lot through the internet, So I felt it would be a very good investment to study it.
When I wanted to know about marketing, I devoted seven years to studying it. That helped me a lot about it. I didn’t go to any formal university to learn it.
How did you handle the bankruptcy that confronted you in 1991? That was certainly a very challenging season for you.
I think staying calm and positive really helped. I faced the challenge squarely and positively. Whatever problems come your way in life, you need to face them. You need to stay positive and believe that you will get through things.
Many people battle with lack and poverty in this part of the world. What’s your advice to the individual who is struggling financially?
There are two main ways of getting successful financially. You either inherit it or you provide a service. Very few people fall into the inheritance category so you’ve got to find an area where you can provide quality service that will solve problems for people. Money comes when you help people solve problems.
In business, what does it mean to be focused ? Some people say stick to one thing. Some others say it is alright to do a number of things together.
I think it’s right to diversify. I advise people to create multiple streams of income and not depend on only one source. It’s just too risky to do that. But I also say that before you go for multiple, try and establish one major source first. And for the other sources or streams you decide to create, try to make sure they are linked to the core. In our own case, when we felt we weren’t succeeding enough, we decided to go into soft -sell magazine publishing and that proved to be a major mistake. It cost us dearly.
The mistake we make in life is that when we have a seed in our hands, we do not fond out what kind of seed it is, whether it is cocoa or groundnut, or corn or yam. You see, they all have different durations for growing. If you plant cocoa and expect to reap when the guy who planted corn is reaping, then you’ve missed it. We left soft-sell and went back to our core business and things turned around.
How much time do you devote to studying?
Studying is my hobby. Virtually all my spare time is devoted to studying. I read and read and read! Apart from that, I use my spare time to sleep or watch home videos. The home video industry fascinates me a lot because it has awesome potential. It’s growing at an amazing rate in Nigeria.
If you have to tell the next generation what to do, what would it be?
Create your own world and live in it. Don’t place responsibility for your life in the hands of the government, or any other group or individual. Take responsibility for your own life. Some principles govern success; learn them and apply them to your own life.
You always mention your wife and your commitment to God. Would you like to tell us anything about your relationship with these two?
My wife Esther did something that absolutely wielded me over to her and has been consistent since. It was only two years into our marriage when I told her we should go into business, and she agreed wholeheartedly. Soon after, we started our business we had a few disappointments. One day, we went out to collect returns from the agents and they were not forthcoming. We were faced with the daunting task of finding the money to produce the next edition of our paper. That day, when we returned home, I sat at the edge of my bed feeling too dejected and too low.
I seriously considered going back to get a job. She walked in and placed her hands on my shoulders and said, ‘It is too late to go back to get another job.’ Those words meant a lot to me.
I also remember how she went out with me one night at about 3 am to distribute our paper to agents who were helping us circulate our publications. That night, she had our baby on her back. When T recall those two instances, I always feel grateful to God that I have her as my wife.
I talk a lot about God these days because God’s help is very important for business success. It’s important for business success. It’s important not to rely on yourself alone but to trust God while doing all you need to do to ensure success in your business.
How would you like to be remembered?
If I’m remembered for having shown the light to others, if I’m remembered for throwing lifelines to others, then, I would be glad
Sunny Ojeagbase is one of the most successful publishers in Nigeria. Yet, he never went to any university or polytechnic. In a nation where university /polytechnic certificates are naively equated with success, that’s an amazing feat.
With a string of best-selling publications on a daily and monthly basis, his organisation has reached the very top of its niche area.
A combination of factors influenced Sunny Ojeagbase over time in choosing his business.
First, he observed he had a keen interest in sports and journalism. With this in mind, he thought of what he could get into that would combine both lines. Sports journalism was it.
After working in that profession for a while , the desire to go entrepreneurial and to create wealth prompted him towards brainstorming on what kind of business to start on his own.
By carefully observing the Nigerian business environment, he noticed a gap in the publishing industry in Nigeria at that time. The gap was in the area of high-quality all sports publications. Since he loved sports and was already into sports journalism and keen on starting his own business, he felt he was the man to fill the gap.
With virtually close to zero capital, an ironclad determination , a supportive spouse, a burning idea and firm faith in God, Sunny Ojeagbase stepped into the world of entrepreneurs and wentbahed to build a successful publishing business.