Segment: Don't Just Sell the Product,Teach the Value- Every Business Has Value

Summary

Konnected Minds Podcast

Host: Derrick Abaitey
Episode Segment: Don't Just Sell the Product, Teach the Value – Every Business Has Value
Date: March 7, 2026

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Episode Overview

In this insightful segment, host Derrick Abaitey explores the journey of a successful entrepreneur whose emphasis on teaching value, not just selling products, propelled her business growth. The guest shares candid stories about launching her brand, leveraging social media platforms, handling business challenges, and why providing value is the foundation of any thriving enterprise. Aspiring entrepreneurs will find actionable strategies and powerful mindset shifts throughout the conversation.

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Key Discussion Points and Insights

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Starting a Business: The Power of Demand, Social Proof, and Agility

Timestamps: 00:00–04:22

• Immediate Acceptance: The entrepreneur describes launching with a single product via Snapchat. She was surprised by customers’ willingness to pay immediately, without requests for payment on delivery.
  • “At that time, no one was coming to me with let me do payments on delivery...I just put the price there and people were ready to pay.” (A, 00:00)
• Scaling Rapidly: In just 24 hours, significant profit was made (~20,000 GHS), leading her to forward orders to her supplier and invest in influencer marketing.
  • “In a span of 24 hours, I've made about 20,000 Ghana cities, even more.” (A, 00:53)
• Packaging as Value: Realized the importance of proper product packaging and took steps to improve the product’s presentation, underscoring risk management and brand perception.
  • “A product of that magnitude, you can't just send it out just like that. It was risky.” (A, 00:35)
• Overwhelmed by Demand: She recounts feeling overwhelmed by the influx of orders, with funds pouring in and a mounting need for stock, facing supplier shortages and panicked customers.
  • “I was just taking the money, was so overwhelmed. My friend came to me to give me moral support because I didn't know what to do again.” (A, 01:44)
• Sourcing Alternatives: Demonstrates resourcefulness by seeking new wholesalers on Instagram and managing customer communications during stockouts.

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From One Product to a Brand: Expansion and Compliance

Timestamps: 04:22–05:50

• Dramatic Growth: Grew her range from a single item to around 12–15 products, divided between FDA-approved, not-required, and pending-approval goods.
  • “I have about 12 to 15 products.” (A, 04:24)
• Vision for Scale: Expresses ambition to build a luxury, standalone brand by shifting toward in-house production and international sourcing, including travel to China for supplier vetting.
  • “I see it as a brand on its own...I traveled to China for that...I was able to find suppliers, manufacturers.” (A, 04:44–05:23)
• Compliance and Care: Intentionally goes through FDA approval for new products, demonstrating care for customer safety and trust.

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Social Media as a Launchpad: Snapchat, TikTok, and WhatsApp

Timestamps: 05:50–09:08

• Snapchat Beginnings: Built reputation through education and candidness about feminine hygiene, rather than direct sales pitches.
  • “I was teaching people. You barely see me hold a product and sell. I teach people, then I tell you why you need this product.” (A, 06:08)
• Handling Platform Challenges: Overcame deleted accounts and competition on Snapchat, migrated followers to WhatsApp and then TikTok, demonstrating adaptability and tenacity.
  • “I'll create an account, they will take it. I'll create an account, they will take it. And my customers were looking for me.” (A, 06:42)
• Influencer Investment: Spent significantly (≈80,000 GHS) on influencer partnerships for brand exposure, preferring genuine advocates beyond mere posts.
  • “I've spent about 80,000 Ghana cities with influencers to make sure that my products are on the minds of people, on the lips of people.” (A, 06:59)
• WhatsApp Community: Built meaningful customer engagement by moving the audience to WhatsApp, where over 600 people joined in a single day.

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TikTok: The Ultimate Growth Engine

Timestamps: 07:50–09:53

• Education, Not Just Sales: On TikTok, focuses on teaching, not dancing or trends, positioning herself as a trustworthy expert.
  • “You barely see me on their dance. And I'm not dancing. I'm here for business. So I sit down and I tell the ladies what they need to hear because I know what they need to hear because I wish I had those stuff.” (A, 07:56)
• Building Deep Connections: Her genuineness and willingness to address taboo or sensitive topics empower and educate her customer base, leading to celebrity and public figure clients.
  • “They love the father. I made them feel like whatever they are going through, I'm also going through it or I've been through it.” (A, 06:59)
• Massive Impact: TikTok now drives 90–95% of sales, vastly outperforming all previous channels.
  • “I think right now say TikTok is about 90%.” (A, 09:08)
  • “Honestly, I just have to post on Tick Tock now.” (A, 09:47)

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Advice: Teach the Value, Don’t Just Sell

Timestamps: 09:53–End

• Universal Value Lesson: Every business must focus on imparting value for their product or service, not just the item itself.
  • “You need to give value. Okay? Every product has its value.... If you are selling clothes, you can show people how to style the clothes.... If someone comes to you to buy the shoe, the dress, she might add the shoe to it because you styled it for them.” (A, 09:58)
• Practical Application: For any niche (apparel, tech, etc.), demonstrate the ‘why’ behind purchasing—educate potential customers on use-cases, benefits, and solutions.
  • “Let me know why I need an iPad.... Maybe a camera has good quality. State the qualities that this camera has. You don't just post that you are selling camera. No one really cares but if you take a video with a camera or you compare it with the phone...you push people.” (A, 10:50)
• Mindset Over Limiting Beliefs: Emboldens listeners to move beyond just showing products—become educators and value providers in their space.

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Notable Quotes and Memorable Moments

• On Launching Without Overthinking Pricing:
  “People were ready to pay just like that.” (A, 00:22)

• On Facing Overwhelming Initial Success:
  “I was just taking the money, was so overwhelmed. My friend came to me to give me moral support because I didn't know what to do again.” (A, 01:44)

• On Value-Centric Content Creation:
  “I was teaching people. You barely see me hold a product and sell. I teach people, then I tell you why you need this product.” (A, 06:08)

• On TikTok Strategy:
  “I'm not just selling products, I'm giving them value. I'm teaching them how to, you know, take care of themselves.” (A, 07:53)

• The Core Business Principle:
  “You need to give value. Okay? Every product has its value.” (A, 09:58)

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Important Timestamps

• 00:00–01:27: Initial launch, fast sales, influencer marketing
• 01:27–03:05: Overwhelmed by orders, customer communications, supply issues
• 03:05–04:22: Sourcing, packaging, managing customer expectations
• 04:22–05:50: Business expansion, product range, FDA compliance, vision for the brand
• 05:50–07:50: Transition from Snapchat to WhatsApp/TikTok, influencer investments
• 07:50–08:58: TikTok content strategy, business philosophy
• 08:58–09:53: TikTok as sales driver, impact metrics
• 09:53–End: Advice for entrepreneurs: teach value, practical examples, mindset

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Summary

This episode provides a blueprint for building a value-driven brand. By prioritizing education over hard selling and daring to address customer needs directly, the guest turned initial social media hustle into a multi-product brand. Derrick Abaitey’s probing questions reveal practical lessons about leveraging digital platforms, investing in genuine influence, and relentless customer-centric improvement. For anyone building or scaling a business, the message is clear: teach the value, don’t just sell the product.

Transcript

[A]

She doesn't know because she, I mean she's not used to. Because the people. And people believed me. And they were paying. At that time, no one was coming to me with let me do payments on delivery stuff when you come and how I even thought, I mean, I just put the price there and people were ready to pay. I was like, really? People are ready to pay just like that. So they were paying and I was forwarding it to her. And then she started delivering the next day. I think we started in the evening. So the next day she started delivering. And then that was where I also thought of making it better because she was just putting it in a rubber and sending it out. And a product of that magnitude, you can't just send it out just like that. It was risky. So that is where the idea started from forwarding it to her. And then I was paying the influencer to keep posting it, keep posting it for me because the orders are coming. And in a span of 24 hours, I've made about 20,000 Ghana cities, even more.

[B]

Okay, it's like, wow, just selling on Snapchat.

[A]

Snapchat alone, no other platform. I didn't even like WhatsApp. I didn't, I didn't even. I didn't like Tick Tock, Instagram, those stuff. I didn't like it. I think it was a year into my business before I started Tick Tock and just Snapchat. But that one, you need to pay influencers. And I didn't mind so far as the money was coming. I was just paying them to, you know, keep posting for me, keep posting for me. And then the others were coming. I've sold about 500 pieces in a span of about two to three weeks.

[B]

How did that make you feel when you started making money from the business?

[A]

I was like, sit tight. I told myself, sit tight, you are now starting. Because it was just one product. And I didn't, I was like, I can do this better. So you know, in a span of 24 hours, this lady was already tired. I had to think on my feet. I was like, how am I going to make things better? So I asked that you do wholesale. She said yes. I was like, okay, I want wholesale. I want 3, 000 pieces and they are 13 a container. So I think thousand. Each piece is like 33 and you get a three containers or so. Yeah, something like that. So I was like, I want to host. So she said she doesn't have a lot of products and the monies were coming in. I didn't know how to tell them to stop, because the money, that's the first time I'm making like some good, substantial money. And I don't know how. I was like, so what do you think? And then she was not even replying me. I was getting scared because people are giving me their money. I didn't know how to say, don't buy, don't send the money. I was just taking the money, was so overwhelmed. My friend came to me to give me moral support because I didn't know what to do again. So I went on Instagram and I was searching where to get wholesale. And then I realized I can get it from somewhere else instead of hair. So I think that was about three days later. And then I just paused. I wasn't taking orders again. I was like, they should wait. Our products are sold out. When they come, people are ready to pay and wait. So those who are ready to wait, they paid. And I think giving value does the basis of business. Because I didn't just start posting, I had knowledge about what it was about. So I was giving them why. Even though it was just the first day I started a business, I was giving them why they should get this product.

[B]

Because it's a product you have been using for.

[A]

I've used. And then I realized a lot of ladies need it, right? So I. I saw the wholesaler I bought from and it was outside the country. So that was when I went to my friend. I was like, the money with you, I would need it. I don't want to buy small and I want to buy a lot. So I started with, I think 3,000 pieces. She brought it. I. It wasn't enough because I had so many orders there and people were now getting angry. So I was like, let me take the bold move and then order for 10,000 pieces. I ordered for 10,000 pieces. It got sold the same day. But let me go back. So whilst I was searching for these things, I had to think about my packaging. I couldn't put it in, just the rubber and all that. So I went on Instagram once again, search for a designer. Search for. So it's like everything was just shop, shop. I needed a shop, shop. So the guy designed for me. Within two days, she bought the things, the stickers, and then containers. I have to get containers. And, you know, it was just one product, so it was easy to do things. But people were not patient. They felt like I've scammed them. They were angry, going back to the influencer, telling the influencer I've taken their money. And I didn't know what to do at that time. But, yeah, I think taking the boldest move has gotten me to this point.

[B]

So now, how many products do you have?

[A]

I have about 12 to 15 products.

[B]

And this is all FDA approved? Most of them.

[A]

Yes, most of them are. Most of them doesn't require approval. Okay. Yeah. And then most of them does. Some are approved, some are still under the. With FDA going through the approval process.

[B]

Awesome. I love it. And now your plan is to make this business very big.

[A]

Yes, I want to make it firm. Luxury. I, you know, I used to. Yes, I want to make it firm, Lux, because I see it as a brand on its own. I used to take from. Let's say we have feminine washers that I take from other people. But right now we are going into our own production. It requires a lot, and I'm not rushing the process. I want to take my time and go through the process and then, you know, come up with my own production and all that. So I think we've started with probiotics for femlocs and then we are taking it to FDA for approval. And then from there we are bringing in our own feminine washes, which we are yet to get the samples. I traveled to China for that to, you know, because I was very specific about my ingredients, about who I'm trying to serve, what I want my customers to get out of the product. So I had to travel for that. So I went. And then I'm able to. I was able to find suppliers, manufacturers. We spoke about it. It requires like a large sum, but I told them I wanted a sample first. I want to make sure it's approved before I come there for a large scale. So, yeah, we are still on it, but now femlax is okay. It's doing well. Okay, now.

[B]

Wow, what a story. So you move from Snapchat.

[A]

Yes.

[B]

Built a business.

[A]

Yeah.

[B]

And then a year after you go

[A]

on Tick Tock, that. Yes.

[B]

Talk to me through your journey on building your business on Tick Tock as well.

[A]

Okay. So it all started with Snapchat. Snapchat was taking my account because, you know, feminine hygiene. I was teaching people. You barely see me hold a product and sell. I teach people, then I tell you why you need this product. So. And sometimes they are explicit because feminine hygiene, you need to mention it as it is. And people are so. I don't see Ghanaians doing that. It's like they are scared to mention those stuff. But I was so confident to mention them. And then Snapchat and Then there was, when I started, there was not much competition, competition started coming in and people were so, you know, decided reporting my account and all that. So I'll create an account, they will take it. I'll create an account, they will take it. And my customers were looking for me and at that time I had paid a lot of. I've spent about 80,000 Ghana cities with influencers to make sure that my products are on the minds of people, on the lips of people. So I invested so much in influencer advertisement. Then even though they were not finding my pages, they were still looking for me. So I was like, you know what, I don't like WhatsApp but I'm going on WhatsApp. So I created another account and then you know, these influencers posted for me. People came to add me and I was like, we are moving to WhatsApp so please add me on WhatsApp. And I think in a day I had about 600 people testing me to save their contact. I mean people need education and they love the father. I made them feel like whatever they are going through, I'm also going through it or I've been through it. So yeah, people love that aspect of me. So they came and then I started posting on TikTok. Yeah, I think that was 2024. Yeah, I started posting on TikTok. And tick tock also did its own thing. I mean Tick Tock. I wish small business owners would take a Tick Tock serious, take me through it. Why? You know the business of every business is giving value.

[B]

Okay.

[A]

And I know per what I sell, I know the value. If I'm able to talk about it well I know I can attract my people. So I didn't go on Tick Tock and just go and fool. You barely see me on their dance. And I'm not dancing. I'm here for business. So I sit down and I tell the ladies what they need to hear because I know what they need to hear because I wish I had those stuff. So I tell them what they need to hear and they fall in love with it. And then they come to me. So I'm not just selling products, I'm giving them value. I'm teaching them how to, you know, take care of themselves. They are mothers, they. I have, I have some of the celebs patronize me. I have pastors, wives. Like I have a lot of people come to me which they don't even have idea about the things I talk about. Okay. So it's like they get to learn from me. So people just come and be like, I want to learn from you, so please save my number when you post. I want to see it. So that's how I started Tick Tock. I wasn't going there to dance and do stuff. I wanted to give value of the products I'm selling. I wanted ladies to learn and for the ladies, so I wanted them to learn. And then I was teaching, I was just teaching. And then my God's grace, it picked up.

[B]

How has Tick Tock pushed your business? Oh, in terms of percentage, like if you say okay, Snapchat pushed it, maybe about 20%. How much do you think TikTok has?

[A]

I think right now say TikTok is about 90%.

[B]

Wow.

[A]

Because for the whole of 2025, let's say from I started in 2023, I was paying influencers for adverts. That was so good. But you know, money was going into it and I don't like to go and just I don't want you to post my products alone. I want you to talk about it. So I don't pay the small, small amount. I pay for ambassadorial dues. I pay for I don't care business to be on the left of people in the minds of people. So I, when I go to them, I pay them good amount of money to, you know, promote my business for me. Then you know, all this came about and I was like Tick Tock is now about 90 or 95. Honestly, I just have to post on Tick Tock now.

[B]

What did you do differently? I mean there are people that have businesses on Tick Tock and it's not working for them. What are you going to tell them?

[A]

You need to give value. Okay? Every product has its value. If you are selling clothes, you can show people how to style the clothes. If you are selling shoes, teach people how to style the shoes. You don't just post shoes. I don't need that shoes. If I'm wearing this heels or I'm wearing this dress, tell me what shoe I can match with the dress. If someone comes to you to buy the shoe, the dress, she might add the shoe to it because you styled it for them. Every business has its value. That is what you are supposed to be pushing out. Value of what you are selling. Push that one out. I was only pushing the value out. I mean I saw feminine hygiene product so I was teaching about feminine hygiene. And if I'm able to teach you about the feminine hygiene, it means you need a product. I will chip in my products for you to know that, okay? This is what I used. Okay this is the benefit of this. There's the benefits of that and it brings the people so you have to give value. You don't have to just go and post. Let's say you want to sell this MacBook to me. I don't know this iPad. I don't know a lot of things about iPad so why should I buy it? Let me know why I need an iPad. As a business owner, let me know how I why I need an iPad. As a person, if I want to buy a camera, why do I need a camera? Let me know why I need that camera. Maybe I'm okay with my phones recording with my phone but maybe a camera has good quality. State the qualities that this camera has. You don't just post that you are selling camera. No one really cares but if you take a video with a camera or you compare it with the phone or this a phone's camera, this is the camera itself. You push people connected minds podcast.