Beyond Akara and Corn: Reimagining Wealth Creation, Innovation and the Future of Work in Nigeria
Beyond Akara and Corn: Reimagining Wealth Creation, Innovation and the Future of Work in Nigeria
By Professor Ojo Emmanuel Ademola
Recent comments by Nigeria’s First Lady, Senator Oluremi Tinubu, encouraging unemployed women to consider small‑scale enterprises such as akara and roasted corn sales have generated extensive public debate. While some critics have interpreted the advice as an oversimplification of Nigeria’s unemployment challenge, a broader economic and historical assessment reveals an important truth: many of the world’s most resilient economies were built not merely on government employment but on the ingenuity, productivity and entrepreneurial courage of ordinary citizens.
Today, micro, small and medium enterprises (MSMEs) account for over 90% of businesses worldwide, contribute more than 50% of global GDP, and provide over 70% of total employment, according to the World Bank. In Africa alone, MSMEs generate approximately 80% of jobs, while informal enterprises contribute up to 40% of GDP in some countries. Even in advanced economies, small businesses remain foundational: in the United States, they create two‑thirds of all new jobs, and in the European Union, they represent 99% of all registered firms. When properly understood, the First Lady’s message is not about limiting ambition to roadside trading; rather, it is about recognising the transformative power of enterprise, innovation and value creation as engines of national resilience and long‑term prosperity.
Nigeria stands at a defining moment in its economic history. The digital age is reshaping patterns of employment, production and wealth creation across the globe. Traditional assumptions that success can only be achieved through civil service positions, political appointments or salaried employment are increasingly being challenged by technological change. The future belongs to individuals and communities capable of identifying opportunities, creating solutions and continuously improving products and services.
Historically, generations of Nigerians accumulated credible wealth through commerce, agriculture, craftsmanship and small-scale industry. Long before the expansion of modern government bureaucracies, Nigerian communities sustained thriving economic systems. The farmers who cultivated cocoa in the South-West, groundnuts in the North and palm products in the South-East created substantial prosperity. Traders moved goods across regions and international borders. Local manufacturers transformed raw materials into products that served practical needs. Their success was rooted in productivity, discipline and enterprise rather than dependency on government appointments.
The lesson from history is clear. Wealth is created when value is produced. Sustainable prosperity emerges when people solve problems, meet needs and improve lives. This principle remains unchanged in the digital era. What has changed are the tools available to entrepreneurs. Today, a simple business can become a scalable enterprise through technology, branding, digital marketing, logistics innovation and data-driven decision-making.
Consider the humble akara business. In its traditional form, akara represents a small-scale food enterprise. However, with innovation, product standardisation and quality control, it can evolve into a recognised brand. Packaging improvements can increase shelf appeal. Digital ordering platforms can expand customer reach. Delivery partnerships can improve convenience. Entrepreneurial owners can diversify into related products, establish franchising systems and create employment opportunities for others. What begins as a modest venture can become a sustainable enterprise when innovation is combined with discipline.
The same principle applies to roasted corn and numerous indigenous products. Around the world, products once considered ordinary have become multi-million-pound industries through continuous improvement and branding. Coffee, once sold in basic local markets, now supports global chains. Street foods have evolved into internationally recognised brands. Agricultural products have moved from local consumption to export markets through deliberate value addition. Nigeria possesses countless opportunities for similar transformation if entrepreneurial thinking is encouraged and supported.
The global future of work reinforces this perspective. Automation, artificial intelligence, robotics and digital platforms are transforming labour markets. Many routine jobs are disappearing while new opportunities emerge in technology, creative industries, e-commerce, digital services and specialised production. The World Economic Forum and other international institutions have consistently highlighted that adaptability, innovation and entrepreneurial capability will become increasingly important in the emerging economy. Future success will depend less on waiting for employment and more on creating economic value.
For young Nigerians, this reality demands a mindset shift. Educational achievement remains important, but qualifications alone no longer guarantee employment. Graduates must develop entrepreneurial awareness, digital literacy, critical thinking and problem-solving capabilities. Universities and training institutions should prepare learners not merely to seek jobs but to create opportunities. The objective should be to cultivate producers, innovators and business builders who contribute to national development.
A major challenge in Nigeria is the excessive social prestige attached to certain categories of employment. Civil service careers and political appointments are often viewed as superior pathways to success. Yet economic evidence demonstrates that sustainable national prosperity depends on a vibrant private sector. Government cannot employ everyone. Public institutions have essential responsibilities, but they cannot singularly absorb the growing youth population entering the labour market each year. Entrepreneurship therefore becomes not only an economic necessity but a strategic national imperative.
This does not mean government should withdraw from its responsibilities. On the contrary, public policy must create an enabling environment for enterprise. Infrastructure development, reliable electricity, access to finance, digital connectivity, regulatory efficiency and security remain crucial. Governments should support innovation ecosystems, strengthen vocational education and encourage small and medium-sized enterprises. When the public and private sectors work together, entrepreneurial ventures can flourish and generate broad-based economic growth.
Women in particular have a critical role to play in this transformation. Across Africa, women-led micro and small enterprises significantly contribute to household incomes and national economies. Digital platforms have reduced barriers to market entry, enabling women to reach wider audiences, access financial services and participate in expanding commercial networks. Supporting female entrepreneurship is therefore not merely a social objective; it is an economic development strategy capable of strengthening families and communities.
The conversation should therefore move beyond caricatures and political interpretations. The real issue is not whether an individual sells akara or corn. The more important question is whether the activity creates value, generates income, demonstrates innovation and possesses growth potential. Economic dignity is not determined by the size of a business at inception but by its capacity for improvement, expansion and sustainability.
Nigeria’s future prosperity will increasingly depend on its ability to transform everyday opportunities into scalable enterprises. Digital payment systems, social media marketing, online marketplaces, artificial intelligence tools and modern logistics networks provide unprecedented opportunities for growth. A young entrepreneur can now reach customers across states and nations from a mobile device. Such possibilities were unimaginable to previous generations.
Ultimately, the future of work in Nigeria requires a culture of innovation, resilience and continuous improvement. Whether the starting point is agriculture, food processing, software development, digital services, manufacturing or retail trade, the underlying principle remains the same: create value and improve continuously. As innovation becomes embedded in business processes, dependence on civil service employment and political patronage will gradually diminish.
The enduring message is therefore one of empowerment rather than limitation. Nigeria’s economic renewal will not emerge solely from government offices. It will come from millions of productive citizens who identify opportunities, embrace technology, build enterprises and create value. In that context, the akara stand and the roasted corn business are not symbols of economic failure. Properly understood, they represent reminders that every great enterprise begins with a simple idea, a willing entrepreneur and the determination to improve continually. Such a mindset will define the winners of the digital age and shape a more prosperous, sustainable and inclusive Nigerian future.
Prof Ojo Emmanuel Ademola is the first African Professor of Cybersecurity and Information Technology Management, Global Education Advocate, Chartered Manager, UK Digital Journalist, Strategic Advisor & Prophetic Mobiliser for National Transformation, public intellectual, and African governance thinker and General Evangelist of CAC Nigeria and Overseas
