Segment: The Dirty Jobs Bring The Cash - Graduate explains Why He Sells Bread Instead of Working 9-5

Summary

Konnected Minds Podcast with Derrick Abaitey
Episode Segment: The Dirty Jobs Bring The Cash – Graduate Explains Why He Sells Bread Instead of Working 9–5
Guest: Samuel Echakon
Date: May 25, 2026

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Episode Overview

In this episode, host Derrick Abaitey is joined by young entrepreneur Samuel Echakon, owner of Banana Bread gh, to challenge the traditional path of white-collar employment for graduates. Samuel shares his journey of opting for a “dirty job” — selling bread — over a conventional 9-to-5, with the goal of inspiring young Africans to embrace unconventional career paths, value problem-solving, and develop financial management skills. The episode centers on breaking societal norms, leveraging social media for business, and the mindset required for real success.

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Key Discussion Points & Insights

1. Dreamers vs. Doers & Financial Mindsets

• Opening Statement: Samuel distinguishes between those who just dream and those who act on their dreams.

  • “Everyone has a dream, but there are some people who are talkers. There are some people who are talkers and doers.” (00:30 – Samuel Echakon)

• Financial Management Issues Among Youth:

  • Samuel observes most Ghanaian youth desire flashy, social media-fueled lifestyles but resist the hard work needed to sustain them.
  • “Majority of our youths like what they see on social media, but they don’t want to put in the energy or work to get the needed resources to fund that particular lifestyle... All those things are just liabilities. You’re not thinking about acquiring assets.” (03:26)

2. Breaking the ‘Go to School, Get a Job’ Mentality

• Rejecting the Traditional Path:

  • Samuel refused to pursue a white-collar job after university, despite family expectations.
  • “I told him I was not going. I’m going to do my own job.” (01:02)

• Early Entrepreneurship:

  • Samuel began hustling and running businesses as early as class 4, including food sales at school.
  • “I started business in class four... I built a network that brings a lot of opportunities to my doorsteps.” (09:21)
  • “Fast forward to Class 6. I had taken the entire market in the school from JHS to upper primary. I was providing them lunch.” (10:28)
  • Memorable moment: Samuel’s entrepreneurial success in school led to parent-teacher association (PTA) meetings about his dominance in the food market. (10:54–12:07)

3. Starting & Funding the Bread Business

• Access to Capital:
  • Samuel took a local route and started with an MTN quick loan — not foreign remittances.
  • “I took a quick loan from MTN.” (01:12)
  • He confirms he did not rely on travel abroad for startup capital.
  • “I have not traveled outside to go and stay there. I go for holidays.” (01:24)

4. Staff & Recruitment Challenges

• Hiring Attitudes Over Skills:

  • Samuel shares staff hiring in Ghana focuses on morale and attitude, not just skills.
  • “You don’t hire because of skill, you hire because of morale and attitude.” (01:38)
  • His current operation employs eight people (01:45).

• Cultural Pushback and Perseverance:

  • Social resistance is strong; people try to discourage those who challenge norms.
  • “Ghanaians will always say, you are too known. You are coming out of your shell... But in the end, you know what you want.” (01:47)

5. Leveraging Social Media for Business Growth

• Social Media as a Tool:
  • Samuel attributes his success to using Instagram and (more recently) TikTok for marketing and networking.
  • “All I have is built on social media... Social media, it’s a game changing era for everyone.” (04:11)
  • Contrasts the use of social media for clout vs. business (04:44).

6. Bread and the Ghanaian Diet

• Why Bread is Popular:

  • Bread is affordable and filling — ideal for the average Ghanaian hustler.
  • “Bread would say would be the most affordable, the most cheapest for us as Ghanaians to hop on to fill the tami so that we can go and hustle.” (05:35)

• Lack of Value Addition:

  • Discusses how flour could be used for innovative products, but local businesses focus only on bread.
  • “We are just looking at it from just one angle. Bread and just different breads. But people are using the same flour to make something... that is worth much (as) the bread. So what’s the problem? Problem is not thinking...” (06:49)

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Notable Quotes & Memorable Moments

• On Mindset:

  • “Solve a problem and the problem attracts wealth. So I always found joy in solving problems that people felt... it was dirty to be done.” (06:56)

• On Parental Expectations:

  • “My dad was that person who was always saying that go to school, get a job, get married. That kind of old mentality. But I had to let him learn the hard way.” (06:56)

• On Starting Early:

  • “Anyone who knows me from University of Ghana Legon, they might know me as a bread seller, as a perfume seller, as a sock seller, like anything that really needed... Basically because I built a network that brings a lot of opportunities to my doorsteps.” (06:56)

• Reflecting on the Value of 'Dirty Jobs':

  • “The most jobs that bring in their cash are the dirty jobs. And someone who has completed University... backed an economics and geography major. Why would I go and do such job? Any mere Ghanaian... would be having that mindset. ‘I have a degree, why should I do this job?’ That’s where the money is also.” (06:56)

• Childhood Ingenuity:

  • Samuel recalls leveraging demand among classmates to create a food business, and even navigated school politics to keep his operations alive.
  • “My mom was my accountant as at that time. So when they brought me the letter to go and give to my dad, my mom knew what I was doing in school. And the only bargain was that I should make sure my grades were good… so that it doesn’t bring any suspicion that I’m focusing on the money.” (12:00)

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Timestamps for Important Segments

• 00:30 – Samuel on dreamers vs. doers.
• 01:02 – Why Samuel refused a typical job after university.
• 01:12 – Funding: starting with a local loan.
• 01:38 – The real basis for hiring: morale/attitude.
• 03:26 – Youth and financial management issues.
• 04:11 – Building a business on social media.
• 05:35 – Bread as an affordable staple in Ghana.
• 06:49 – The need for creative thinking in adding value to flour-based foods.
• 06:56 – Samuel’s story of early entrepreneurship and parental resistance.
• 10:28 – The school lunch business and the unintended PTA consequence.
• 12:00 – Samuel’s mom as his “accountant” and balancing school with hustle.

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Episode Tone & Closing Thoughts

The conversation is open, candid, and motivational, mixed with Derrick’s supportive prompts and Samuel’s honest storytelling. Samuel’s journey is both practical and inspiring, emphasizing action, courage to resist societal expectations, and creative problem-solving as keys to entrepreneurial success.

Summary Takeaway:
Breaking out of the traditional mold to pursue problem-solving, so-called ‘dirty jobs’ and leveraging modern marketing tools like social media, young people can forge successful and fulfilling careers. Samuel’s story is a testament to grit, innovation, and the power of mindset.

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For networking and more inspiring talks, the podcast encourages listeners to join Connected Minds Live events, bringing together business-minded youth and successful entrepreneurs in Ghana.

Transcript

[Spanish Advertiser]

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[Samuel Echakon]

Everyone has a dream, but there are some people who are talkers. There are some people who are talkers and doers.

[Derek Abayte]

Do you believe that the average Ghanaian youth has a problem with financial management?

[Samuel Echakon]

Majority of our youth like what they see on social media, but they don't want to put in the energy or work to fund that particular lifestyle. And that was that person who was always saying that, go to school, get a job, get married, that kind of old mentality, because that's what he was programmed to do after university.

[Derek Abayte]

What was your plan?

[Samuel Echakon]

I did my national service. He lobbied for a job. I told him I was not going. I'm going to do my own job.

[Derek Abayte]

How much did it cost you to start your bread business?

[Samuel Echakon]

I took a quick loan from MTN.

[Derek Abayte]

I have been told that 70% of the people I interview on this podcast, they got capital to start their business coming from abroad. Did you travel abroad?

[Samuel Echakon]

I have not traveled outside to go and stay there. I go for holidays.

[Derek Abayte]

There's a discussion the staff troubles that most business owners face in Ghana. My research tells me that it's worse in Nigeria.

[Samuel Echakon]

You don't hire because of skill, you hire because of morale and attitude.

[Derek Abayte]

Sami, how many staff members do you have?

[Samuel Echakon]

I have eight people.

[Derek Abayte]

I see.

[Samuel Echakon]

Ghanaians will always say, you are too known. You are coming out of your shelf to know that this, this and that, you can achieve it. But people, they'll just bring you back and sell you this guy. But in the end, you know what you want.

[Derek Abayte]

I'm speaking to an entrepreneur, a young person. His name is Samuel Echakon and Samuel owns Banana Bread gh. A very young guy, he's working really hard and he has a message for you that you can also change your life simply by thinking right and taking the right action. On 9th September, we are going to Kumasi or Sakurum for our second edition of Connected Minds Live. Connected Minds Live is an event where every lover and a fan of what we do here, we all come together, we network, because I believe in network. And then also I get to give a speech and bring guests around as well. Obinda Akwin is going to be there. Eko Eshon is going to be there and a few other business people we are going to invite are going to be there. So you don't miss out. There's a lot of details that we are going to put in the description. You should grab a seat for the event. You can also listen to Connected Minds on Apple and Spotify. The link is in the description. My name is Derek Abayte. If it's your first time here, subscribe so that we can grow and get bigger, bigger, big and bigger guests. Hi Samuel, how are you doing?

[Samuel Echakon]

I'm good, Derek.

[Derek Abayte]

Yeah, I'm hoping that the people that are listening to this podcast will get more value out of it like I have, you know, speaking to you before the port. Samo. Do you believe that the average Ghanaian youth has a problem with financial management?

[Samuel Echakon]

Yes, I believe solely because majority of our youths like what they see on social media, but they don't want to put in the energy or work to get the needed resources to fund that particular lifestyle. The best money they get, the best thing they think or first thought that comes in mind is to look good, go to a flashy restaurant, a flashy hotel, take videos, take pictures and come and push for the ground. Meanwhile, all those things are just liabilities. You're not thinking about acquiring assets. Basically, that's that. That's our major problem as youth social media.

[Derek Abayte]

So the social media is really messing us up.

[Samuel Echakon]

Instead of us understanding social media very well and use it to our own gain, we are looking at it from a different angle and it really hurts.

[Derek Abayte]

You have used it to build a business.

[Samuel Echakon]

Yes, I have. I built a business out of social media. I'll say all I have is built on social media. From the bakery I have, there are two bakeries. One does what you just spoke about, banana bread, Kana. But I have one that also deals in bakery batches for higher standard or higher class. Basically the one you know is this. And social media has done it all for me from especially Instagram. I guess I'm just new on TikTok, but I'm still finding a bigger audience. Social media, it's a game changing era for everyone.

[Derek Abayte]

You know, there are people on social media, they use the platform to build a business and there are some people they use the platform to build like a cloud. Cloud. Let's say you've come in today, you drove yourself here, brought us some products as well, which I'm going to show to the audience as well at some point. And I can clearly see that, you know, you're a very humble guy and your aim is simply just to build your business and focus on what you're doing.

[Samuel Echakon]

Yeah, that's what I'M doing from Monday to Sunday, from 4am to 7pm that's all that's on my mind, nothing else.

[Derek Abayte]

Let me go through the research.

[Samuel Echakon]

Good.

[Derek Abayte]

The USDA made, you know, put a data together. It says that the Ghana Grain report, it says 70% of wheat flour in Ghana is used for bread making.

[Samuel Echakon]

Why?

[Derek Abayte]

How do you consume so much bread?

[Samuel Echakon]

We consume so much bread because bread would say would be the most affordable, the most cheapest for us as Ghanaians to hop on to fill the tami so that we can go and hustle.

[Derek Abayte]

Isn't there other alternatives?

[Samuel Echakon]

There are so many different alternatives that we can route to. But you know, the general Ghanaian mind, once we are told that this is for this, it's difficult for us to do further research to see what are other products can we use the flour for. But basically we know flies for bread, flies for frying meat and all that. But we've not gone and sat down and see what can we do. That's how the other big big businesses coming into the market are using the same flour we use for bread to make game changing products in our market such as the biscuits and all that. But we individuals organis importing the product into the country. We are not seeing the actual value. We are just looking at it from just one angle. Bread and just different breads. But people are using the same flour to make something that is worth match the bread. So what's the problem? Problem is not thinking, sitting down to do research to see what we can do with something beyond what we are using it for. That's all.

[Derek Abayte]

Now after university in fact at uni, what was your plan? And after university what happened?

[Samuel Echakon]

Okay, so in uni I'm someone from childhood I've been telling my parents that I don't fancy a white collar job and my dad got crazy about it. Okay, I'll tell you that story later. In the end, I used to hustle a lot because anyone who knows me from University of Ghana Legon, they might know me as a bread seller, as a perfume seller, as a sock seller, like anything that really needed or as a connection man. Basically because I built a network that brings a lot of opportunities to my doorsteps. So anyone who knows me who is watching this podcast, some people even say I am an electrician because anything that I thought there were so much problems and I had so much solutions to it. And I read a book which says solve a problem and the problem attracts wealth. So I always found joy in solving problems that people felt first and foremost felt it was Dirty to be done. They would think, what would society say about it? That's what I prefer to do. And majority of Ghanaians have not studied that the most jobs that bring in their cash are the dirty jobs. And someone who has completed University of Ghana Lagoon backed an economics and geography major. Why would I go and do such job? Any mere Ghanaian would be having that mindset. I have a degree, why should I do this job? That's where the money is also. So if you are shining it away, you are going to fall back. So there are a lot of ways to do stuff. Come to talk about it. University actually opened my mind to do a lot of stuff go out beyond my capabilities because I realized there was so much to do. And my dad was that person who was always saying that go to school, get a job, get married. That kind of old mentality. But I had to let him learn the hard way and also took it the hard way because it got to a point he didn't fail because that's the assertion he had that, that process, that part is what is going to bring success. Because that's what he was programmed to do. But in the end, as I stated, I always told them I didn't like to do a white collar job. I'm going to do my own job.

[Derek Abayte]

But why? Why didn't you want to just, you know, do a white collar job?

[Samuel Echakon]

Because I felt that was not for me.

[Derek Abayte]

When did you realize that?

[Samuel Echakon]

Oh, at a young age. Class four.

[Derek Abayte]

I see.

[Samuel Echakon]

Actually started business in class four. Anyone who is watching me who went to dance one Baptist Academy. I started business fast for less Castle one back in class four. Thus then the upbringing of sausages, noodles and fast food. And everyone wanted a piece of it. So where we lived, there's a junction. There was one food seller at the entrance of the neighborhood and was one at the exit of the neighborhood. And there was already one who was already existing in the middle of the neighborhood. So the people who came from the left side of town were stopped because the first person who was at a junction had backed the customers over there. The second one on the right side had also backed. So no one was moving into the main neighborhood to come and buy the food. Okay, So I realized this guy is having low sales. I have an idea. Why don't I approach him, tell him that I can sell the food for him. But I didn't tell him directly. I told him that I want a pack of noodles so that you deliver to me in school. And in school everyone says that whenever I eat it Becomes mouth watering for them.

[Derek Abayte]

Okay.

[Samuel Echakon]

So I leverage on that. And he brought the food during the break time and no, during kids as kids will go to break. Then a few minutes to break over, we walk through back to the classroom. That's when I opened the food and that's where I started business. So fast forward to Class 6. I had taken the entire market in the school from JHS to upper primary. I was providing them lunch.

[Derek Abayte]

I see.

[Samuel Echakon]

So the point, they had to do a PTA because of me. Because the canteen people were complaining that anytime they brought food the kids were not buying, they were buying from me. So they had to ban me. And they didn't know that because I had built a network. I had the headmaster because he liked Jolof and he had heart conditions. So I made the one who was supplying the food do a special pack for him. And funny enough, my dad was just a road after my school. So anyone could have just gone to report me. But all of them who doesn't like free lunch? I always brought them freelance. You are not paying for food so why would you go and report? Fast forward. They had to do a PTA because of me to understand why I've been able to conquer the market. And they told they gave me a letter. That's why I felt my teachers made a wrong mistake. Because my mom was my accountant as at that time. So when they brought me the letter to go and give to my dad, my mom knew what I was doing in school. And the only bargain between my mom was that I should make sure my grades were good. Yeah. So that it doesn't bring any suspicion that I'm focusing on the money

[Derek Abayte]

Connected Minds podcast.

[Spanish Advertiser]

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[Samuel Echakon]

To Lowe's Mastercano.