You Can't Be an Influencer Forever' - How I Built a 6-Figure Business From My Phone- Ama Burland

Summary

Konnected Minds Podcast Episode: ‘You Can’t Be an Influencer Forever’ – How I Built a 6-Figure Business from My Phone (with Ama Burland) Host: Derrick Abaitey | Guest: Ama Burland Date: March 6, 2026

---

Episode Overview

This episode features Ama Burland, a Ghanaian-Scottish influencer and entrepreneur, best known for building a 6-figure business, Dia Organics, through leveraging her content creation skills and social media presence. Ama shares her journey from a protected childhood to online notoriety, the challenges of influence and entrepreneurship in Ghana, and valuable advice for aspiring young entrepreneurs—especially young women. The conversation dives deep into mindset, the realities and saturation of influencing, business structure, and how to turn negative experiences into growth and success.

---

Guest Introduction & Purpose

• Ama, though popularly known online as “Ama,” reveals her full name is Princess Amdia Berland.
• She is both an influencer and a business owner, known for her candid personality and success in turning content into commerce.
• Purpose: To inspire audience, especially young women, by sharing personal journey and lessons (02:52).

Quote:
"Because I’m here to inspire people with my story. I know a lot of young girls and boys look up to me." — Ama (02:52)

---

Background & Upbringing

Family & Childhood

• Multicultural background: Ghanaian mother (Muslim) and Scottish father.
• Raised primarily by her mother, the youngest, describing a loving and protected upbringing with supportive siblings.
• Moved through ~10 schools as a child due to family decisions and incidents at school.
• Parental style was open, non-authoritarian, and fostered confidence and independence.

Quote:
"I’m not from the typical African home ... There’s no conversation in this world I can’t have with my mother." — Ama (11:28)

School & Personality Development

• Friendly and likable; naturally made lasting friendships.
• Academic performance was above average until high school; slight drop in grades but recovered.
• Did not have a clear career ambition — considered being an air hostess, but mostly just wanted to be "rich."
• Emphasizes that supportive but non-authoritative parenting fostered her confidence and open-mindedness (13:08).

---

Early Encounters with Adversity

• Ama addresses being bullied and body-shamed online, but maintains a resilient, positive outlook.
• Learned that criticism is inevitable, but focusing on personal growth and value is key.
• Used setbacks, like public scandals, as catalysts to start her business.

Quote:
"I always say life is a movie and I'm part of the main character. So things will always go well for me, even if I'm going through the worst things." — Ama (17:36, 43:43)

---

The Birth of a Business

Getting Started

• Faced skepticism from extended family for being constantly on her phone and on social media.
• A scandal involving a mistaken identity with a deleted nude video led to suicidal thoughts—but later, acts of kindness and support inspired her to post her sister’s products.
• Realized demand rapidly when 10 bottles of homemade hair oil sold out in 30 minutes (30:02).

Turning Influence into Commerce

• Discovered the power of audience-first entrepreneurship: built a following first, then sold products.
• Developed Dia Organics (hair care) and The Studio by Dia, starting with minimal capital (just 50 GHC), and iteratively reinvested profits.

Quote:
"I had money weekly for school ... all I needed was the bottle and I just needed 50 cedis." — Ama (34:09)

Funding & Scaling

• Won a 5,000 GHC grant from Sunlight Shiro competition.
• Expanded from one product (hair oil) to a suite of haircare offerings with proper formulations and certifications after going to school for cosmetic science.
• Delegated roles as business grew, focusing on content creation and business strategy (50:39).

---

The Realities of Influencer Life

The Limits & Lifespan of Influencing

• Stresses that influencer careers are temporary; external attention wanes over time.
• Advocates for using current influence to build tangible businesses or systems that outlast personal relevance.

Quote:
"You can’t be an influencer for the rest of your life. Your time will pass." — Ama (36:52, 37:05)

Navigating Challenges

• Reflects on creative control conflicts with brands, difficulty maintaining consistency, and the lack of industry unity in Ghana (40:27, 42:47).
• Notes stigma, underpayment, and lack of transparency in influencer contracts.

Quote:
"People don’t like to talk about finances ... but if we had honest conversations about money with figures ... it’s a realistic conversation." — Ama (44:37)

Is Influencing Viable in Ghana?

• Asserts that influencing is still a relatively accessible way for young people to make money, despite saturation.
• Over-saturation is more about everyone doing the same kind of content, not the volume of creators.
• Relatability and personal narrative are key to building a loyal audience and then a “cult” community that reliably supports your business (48:14).

---

Business Structure & Lessons

Organization

• Ama directly manages content and brand ambassadorship.
• Employs staff for finance, customer relations, and order fulfillment.
• Early struggles included order management, delay in delivery, and customer service during sudden surge in demand.

Growth & Delegation

• Recommends hiring or delegating early to manage pressure and avoid burnout (especially as orders scale unexpectedly).
• Transparency and communication with customers were critical in surviving early business challenges (55:57).

Mind & Money

• Discusses the importance of mental resilience in entrepreneurship.
• Money is an important tool—not everything, but it brings practical relief and self-worth.
• Encourages building a business not just for income, but as a way to generate pride and respect.

---

Empowerment & Advice for Young People

• Take every opportunity seriously; no opportunity is too small to turn into something significant (61:00).
• Self-love, confidence, and resilience are foundational traits for risk-taking and overcoming failure.
• Failure is part of the process; consistency and learning from setbacks lead to eventual success.
• Build an audience that is a “cult” — loyal and ready to support your ventures, not just passive followers.

Quote:
"It’s okay to fail ... But at least you know you tried. Giving up is not something you should consider easily." — Ama (61:00)

Giving Back & Bigger Vision

• Expresses desire to give tangible support (startup capital) to women through business grants or even free advertising (71:22).
• Draws on her own experience winning a small competition and the difference it made.

---

Notable Quotes & Moments

• "Money puts you in high places. Money makes people give you value." – Ama (23:11)
• "If this is your field, you will shine regardless of whoever is around ... relatability is the key." – Ama (46:36, 48:14)
• "Having an audience is different from having a cult." – Ama (49:18)
• "Delegate. Delegation has been the best thing ever." – Ama (55:41)
• "I have people to prove wrong, to show ... that this is your daughter." – Ama (27:56)
• Derrick: "If we have 10 people every year set up businesses simply by listening to you ... in 50 years Ghana will be better." (70:27)

---

Resources & Book Recommendation

Recommended Book:

• Faceless by Amma Darko
  “It opens you to the struggles of people ... It shows there are some parts of Accra that it’s not just a struggle—it’s a fight for survival. It made me want to give back.” — Ama (76:14)

---

Key Timestamps

• 02:52 — Why Ama wants people to listen: inspiration, representation.
• 13:08 — How open parenting influenced Ama’s confidence.
• 17:36 — Mindset: life as a movie, remaining positive through adversity.
• 30:02 — How a scandal directly led to starting her business.
• 34:09 — Starting Dia Organics with minimal investment.
• 36:52 — “You can’t be an influencer forever.”
• 42:47 — Discussion on influencer pay, lack of transparency, and unity in Ghana.
• 48:14 — Audience vs Cult; building a loyal community.
• 50:39 — Delegating roles in the business, building a sustainable company.
• 61:00 — Life advice for young women: opportunity, self-love, failing forward.
• 76:14 — Book recommendation: Faceless by Amma Darko.

---

Conclusion

Ama’s journey powerfully illustrates that content creation—when combined with personal authenticity, resilience, and business acumen—can yield not only popularity but also lasting economic empowerment. Her story offers a realistic, motivating blueprint for those seeking to turn influence into genuine impact and financial independence, especially in the unique context of Ghana’s digital economy.

---

For further empowerment content, subscribe to Konnected Minds Podcast and check out more entrepreneurial journeys.

Transcript

[A]

I was paid $5,000 for a brand. I see people keep saying that influencing is oversaturated. I don't think so. The problem with Ghanaians and the reason why there's oversaturation is that everybody wants to be a food content creator. Everybody wants to do lifestyle. When you are unemployed, that can also be a content idea.

[B]

Do you genuinely think influencing is a way that young people can start making money for themselves?

[A]

It's a good way to make easy money as compared to being a lawyer and having to put articles. So, so, so, so, so, so rather do a day in my life.

[B]

Do brands take influencing in Ghana seriously? Is there real unity in the influencing business? Growing up, what did you want to become?

[A]

Nothing. Not so long ago they were body shaming me in the comments was just people body shaming me. I just have this feeling like that life is a movie and I'm part of the main character. So things will always go well for me, even if I'm going through the worst things.

[B]

You could have just focused on being an influencer. You added business to it because you know that your brand can influence people to even buy your product.

[A]

And you can't be an influencer for the rest of your life. Your time will pass.

[B]

You've got two businesses.

[A]

Yeah.

[B]

And you use content to push all of them.

[A]

Yeah.

[B]

I really want you to tell the young people people something that will really empower them. Where did you get the money to start it?

[A]

Oh, it wasn't hard. All I needed was 50 TVs for that. Ah, yeah.

[B]

You're welcome to Connected Minds Podcast. My name is Derek Abayte. My guest today is Amma Band, the popular influencer who's using influencing to push her business as well. For me, she's showing a lot of the young girls that you can actually build business on the Internet while you're creating content that you love. And this is why she's in the studio today. Stick with me and if you make it to the end, I'd love to know, if you didn't know that you can listen to Connected Minds podcast on your phone. Yes, you can. Any app you use to listen to music. Just search Connected Minds Podcast on Spotify and on Apple, any other platform. Stay with me. You're welcome to my studio, Amabeland.

[A]

Thank you. Thank you for having me. I appreciate you having me, actually.

[B]

And I appreciate you for coming. I. I think this is going to be a. A conversation that my audience will enjoy, but I want to enjoy it more than them. So let's see how this Goes. Why should anyone listen to this conversation all the way through to the end?

[A]

Because I'm here to inspire people with my story. So I know a lot of young girls look up to me and boys as well. So I'm here to try my best to inspire them with my story.

[B]

Yeah. Well, thank you. I mean, that's what we do here. Connected Minds podcast. So I. I'm. I'm happy to take all the inspirational aspect of life that you have gone through yourself. Now, I've kind of split this conversation up into five parts.

[A]

Right. Okay.

[B]

And the first part is to get to know you on the pot, and then we'll get through to why you decided to start creating content, and we talk about the business and every other thing we'll go through. So. Yeah. What's your background?

[A]

Okay, so my name is Princess Amdia Berland. My name is not Ama. My background. Okay. So my mom is gone and my dad is Scottish, so it makes. But then I cleaned the gam up because I've never been to Scotland before. Yeah. And, yeah, I went to about 10 junior high schools, but then I completed in Mary Star of this international school. Then I went to Central City Senior High School. Then Lagoon. I study psychology and information studies.

[B]

Okay. Yeah, psychology.

[A]

Yes. And information studies. And, you know, I did use the. The thing, like, the psychology for anything, but right now talk to me a lot. So I feel like I should tap into it because people listen, like, talk to me a lot. Like, they confide in me a lot. And I'm like, why? But I think I have to start, like, considering using my degree for something. Yes. And when it comes to my mom and dad, I'm an only child, but I have a lot of step siblings who. Yeah, we have a great bond. Like, I found out that they were my step siblings, like, in like, JHS1 or something like that, because of a conversation I overhead. But that's how, like, close I am with my step siblings. And I only see steps. They're like. They're my siblings, you understand? Yes. And yeah, that's. That's basically my.

[B]

So you ever lived with your father?

[A]

Yes, when I was very young.

[B]

Okay.

[A]

But then he left to the uk, so.

[B]

Okay.

[A]

Yeah.

[B]

So what sort of relationship did you have with him growing up?

[A]

I don't. I was. When I was a kid. I don't really remember that part, but when I see pictures, like, we're like this because I look just like him. So we're like this. When I was, like, I was a kid and everything, but because we didn't grow up to get like together. The relationship I have with my mom is different from what I have with my dad. Like, I respect my dad and everything, but like the jokes I would make with my mom and the way I'll feel free around here. It's not the same with my dad because he lived in the UK for a long time. I started coming back to Ghana when I was like older and everything. So it will still not be the same as somebody that I've lived with my whole life growing up.

[B]

So growing up, who did you live with? Was it your stepfather?

[A]

No, my mom. I don't have a stepfather.

[B]

Oh, okay. But you said step siblings. Siblings.

[A]

My daddy has children. No, my mom has children as well. I'm the last born.

[B]

Okay.

[A]

So I'm a patient baby. Yes. They met in their late 30s, like my mother gave birth to when she was 37. So like I'm the last. So they had children before me. So those are the step siblings. But I grew up with my mother's children, right? Yes. But then like I'm good with my father's children as well, but I didn't grow up with them because they have a mother as well.

[B]

Okay.

[A]

Yeah. So most of them are not in Ghana, huh?

[B]

Right. So take me inside the home. How was it growing up in the home?

[A]

It was amazing.

[B]

Yeah.

[A]

I had a good childhood. I feel like my mother tried her very best with me and my siblings as well. So as I said, I'm a patient baby. I'm in my 20s. My big sister right now is 41, 42 thereabouts. So she was like my mother at a point too. Like I had like two mothers. My other big sister who is like, she's now turning 40, so it's like I had like three mothers there. So like I felt very protected and loved and everything. Like growing up was very good. Like there was this time where it's like a teacher slap, like lashed me in school, my child was lashing me and they took me out of their school. Like that's how much protected. Like I was growing up. So. Yeah. But they didn't let me go out a lot. I appreciate that. Now I wasn't seeing why then, but apart from that I had a good.

[B]

Like you were protected?

[A]

Yes, I was protected. Like I felt loved from her.

[B]

Yeah, right. I mean, your sister going to slap someone could be a reason, One of the reasons why you ended up going to what, 10 schools you said?

[A]

I guess.

[B]

Right. Cuz you keep moving from one place to the other.

[A]

Yeah. Like, if you like that wasn't the only reason why. So I was in school at. I want to use distances so that people understand. But then the teacher lashed me and then made me stay in school to sweep the compound. I was in class one.

[B]

Wow.

[A]

Yes. So I had to walk. I'm going to use a distance from like let's say American house to lagoon. If you use straight and ars runabout. Like I had to walk home because the school bus left me. Wow. Yes. So my sister was very irritated by that because what could I have possibly done? I didn't have a book. Yeah. And that was the punishment to lash me. And let me see, like he's.

[B]

He or she's teaching you sense. Right? That's what they said. That's what, that's what they say when. When they are beating you for punishment in school. But okay, now you are in school. How was your relationship with friends?

[A]

Like, which part of school? Junior high school, senior shs. Oh, at the end of shs, I made like amazing friends. Like in the start I didn't really make friends, I was just there. Like, I'll laugh with. I mean, I laugh with everybody. You. But that doesn't mean that you're my friend. You feel me? Yes. But then like when I was in, like I made actual friends that I'm still friends with some of them. I made friends with Frida, Prila, Kani, you know, those people.

[B]

And then were you always naturally a people person? Always. I'm trying to figure that out from when you. I guess through school.

[A]

I guess naturally, yeah. I mean, you hate me or love me?

[B]

Yeah.

[A]

But then the love was more growing up, like everybody knew me in school.

[B]

So were you the sort of kid that used to get good grades?

[A]

Oh, yeah.

[B]

Okay.

[A]

Yeah, okay. And I. Yeah. But then I just never chop fists. But like first to fifth year, I'm inside.

[B]

Yeah.

[A]

Yeah. But when I went to shs, I stopped learning a bit. So like I became an average student. But then like it wasn't hard to pick back up when, when I got my first from the school I was coming from, I knew that, oh, I'm always first to fifth. So when I went to SHS, the first term I was like 10th and I was like, hey, I've come to me. So that was when I stepped picking up and everything. But I've always been like a good student growing up.

[B]

What did you want to become?

[A]

Nothing. I didn't really think about that. But when I went to senior high school, I think I wanted to Be an air hostess. And later I changed my mind. I didn't really know what I wanted to do.

[B]

Okay.

[A]

I just knew I'll be rich.

[B]

Right. We'll talk about it richly.

[A]

I just knew that I. Like, I would be like, I'll take care of myself. I'll get money to do this. But I just didn't know how.

[B]

Okay, but why? Nothing. Why? I mean, young girl growing up in Ghana. Why Nothing.

[A]

Because I live a simple life. I live a very simple life. And a lot of the things didn't appeal to me. My mom wanted me to be a lawyer. It didn't appeal to me. I never, ever thought about being a doctor, ever. The only thing, like me, I'm a soft girl. And the air hostess looked like, oh, it's a nice job. You get to travel, you know, all these kind of things. That's the only thing thing I ever considered at a point.

[B]

And how do you navigate trying not to become a lawyer in the house, if that's what your mom would do?

[A]

Oh, she just suggested the house. I'm from. They don't impose stuff on you. They just said, oh, I think you should do this. No, I won't do it. Oh, yes, I will. Yes.

[B]

And it wouldn't cause any problems.

[A]

No. I'm not from the typical African home, so it's good. Like, it's when I grew up, came on social media and realized that, oh, people have curfew, then they told them to do this, do that, do this, become a this. I'm like, what's. What's going on here? Like, wow. Yeah. My mother listens.

[B]

As a kid, you. You could. You could have conversations with your mom.

[A]

Yeah, she would have conversations with me, so I'd have any conversation with her. There's no conversation in this world I can't have with my mother. Every think about the craziest thing. I can sit about it with my mom today.

[B]

When you sit with some of your friends who may have had different parenting to the one you had, do you see a slight difference in the way they. They relate with the friendship cycle compared to you?

[A]

No. I just see they are thinking a difference in their thinking, their way of life and things. Yes, I see that. Oh. Because this and this and this thing happened in their house. So that's why this and this is what's happening. Because in my house, you can do this, you see? So I can tell, like, a different. A difference in personality, a difference in being vocal, you know, sharing their thoughts. Because you can share your thoughts in my house. Oh, I feel this and this way about this. No, it shouldn't be this, shouldn't be that. But then in the real world, people are not trying to hurt people's feelings in real life. Or people are actively trying to hurt people's feelings. Like there's no balance, you see. But where I'm from, there's balance, there's conversations, there's no, don't do this to it like this. Well, I don't think this, you know, and there's. Sorry. I'm sorry. Yeah.

[B]

Is this how all your other siblings are? They're very, very open minded, very able to communicate?

[A]

Yes.

[B]

Wow.

[A]

From my mother's side.

[B]

Yeah. No, no, no. That means she did a great job. How has that influenced you as a person? That type of prevention?

[A]

Yeah, it's made me confident, very confident in myself, in my beliefs and, and it has, it makes me open to understanding people and everything. Yes. Because my mother takes time to understand why like growing up, if they will make food for everybody in the house and they'll cook rice for me because it's not by force that I have to eat rice. But then I found out that they say it is like in other places. Yeah. So it has made me understand other people's thoughts, processes. Like try to understand why you think like this and be like, oh, okay, so this is how some people also think. Or this is how some people also. That's how it has shaped me. I'm very confident if I think this way. Like that is what I think it is. I'm not saying that it is like that. I'm just saying that this is what I think. So if you don't think so, just

[B]

see it like somebody will say, because I mean the whole my grew up in. How dare you say you don't want to eat what we are all eating?

[A]

Hey, you know, I even heard if you break a plate, they beat you for it.

[B]

Oh yeah. I mean, I was beaten a few times for breaking a place.

[A]

Why would you purposely want to break a place?

[B]

My, my, my. My step had. Father had one of these. There's a glass cup, like a jar, right. It has some box. Box around it. And they cherished it so much. I mean, it was only when visitors come to the house, that's when we pull it out to set them, serve them water. And you dare not play with it because if you break it, you might, you might not even stay in the house.

[A]

Okay. But growing up, what has that done for you?

[B]

I mean, if I look at the life I have today, Right. I'm grateful for that path. Maybe if my life had turned out differently, I would have said something else. But I'm really happy with my life now. So everything I've been through has not been a mistake or it hasn't been. I may not say. I can't say it's bad, even though I'm not doing the same thing for my kids. Do you know what I mean? Like, I'm not beating them when they break things, or it's completely different. But I was really just trying to figure out that. I'm sure 70 or 80% of the people you come across, they grew up in a home where they were not as open to conversations, you know.

[A]

But I still don't met anybody from a home like mine. My mom is Muslim on top of that, right? Yes. And I can move about with my hair like this, like, so I'm just

[B]

wondering where she learned it from.

[A]

She was also very. She can tell her mother her mind and all of that, so. And I see it with my auntie and her children as well. Like, my auntie and her children have like a very great bond because they can talk to her, they can have conversations with and everything. Regardless, the discipline is there. But it's best to be able to tell your mother, I intend to do this rather than sneaking about. Like, I've never thought about it, jump all and go and do something or all of those kind of things. Because if you ask for permission and they say, if your mother says go, go and listen around. She says, don't you now you wouldn't go, yeah, because she always allows you. So why is she feeling like, nah, this time around I shouldn't, you see. And then there was. I feel like one of the reasons why my mom was like that with me was because when I was. I was in school, that was at that time. And then I used to go to school bus, like to go and pick up. Pick the bus and everything. And then there was this time I said, I don't want to go to school. And as I mentioned, I was a good student, so I liked school, but I just didn't want to go to school. And she forced me to go to school. When I went to school, I can't knock me down.

[B]

Ah.

[A]

I feel like guilt is part of the reasons. Yes. When the car knocked me down the next week, I was already limping. My leg was swollen and also poured here. So I. This whole place melted. She was so sad. She was like, oh, my God. She didn't have made her go to school this. So I feel like guilt is also part of the reason, but not the, the whole reason. Because I saw how my sister, my sister is related with her growing up and everything. She's just. Yeah, cool.

[B]

Also. Now let's talk about money. You, you mentioned right now that you always knew you were going to be rich, but you didn't exactly have a dream of. This is the type of person I want to become. Oh, I want to do this job. Which is quite weird because. And when you're growing up around these areas, you know you have to become something. You know, you know what I mean? And but you, for you, what made you think that you're always going to make money?

[A]

I just have this feeling like that life is a movie and I'm part of the main character. So things will always go well for me. I just have a positive mindset. Even if I'm going through the worst things, I just know that something good is always going to come out of it or I'm going through this because something good is going to come out of it. I'm going to give you an example. Not so long ago, they were bullying me because and say, why me here brought me some package. They're bullying me about my body and everything. They were body shaming me. Yes. I went for a life changing meeting. I can't see it right now because it's not yet out. Right. And one of the heads there, when I was being introduced to him, said I know you. And he said from. And I was like, really? And he was like, yeah, I've seen you on social media. I saw when he brought you the package. The package in the comments was just people body shaming me and he's seen that and he finds me fit to represent them in that way. So I always feel like even if there's something bad, it's building up to something. You, you are bullying me. The head of this person maybe feels empathy for me that oh my God, how can she be going through this? Like I, I wish this and this and that. So once my name goes here that, oh, let's bring this person here on board for this and this and that people be. Just because of the soft spots I have, I have gained from people because of the bullying I have gone through. It's easier for me. That is why I always say that life is a movie, I'm part of the main characters. I'm going to go through hurdles, but it's always going to bring something positive

[B]

in your mental space. This young girl that is Listening to you thinking, well, what she's saying is brilliant. I can't believe that's how she thinks. How do you figure out that this is how you should navigate situations?

[A]

It's. I. I feel like it's because of things that I have been through, you know? When can you hit me five times? Right now?

[B]

Can I?

[A]

Who hit me? Hit me. Like, keep hitting me like this. No, no. Just as you do. Yeah. Just, just not painful. Just. Just.

[B]

Just the way out.

[A]

So if you keep hitting me like this, right?

[B]

Yeah.

[A]

In the start, I feel a pain, but once it starts going, it starts feeling numb. Do you get it? So then you don't start feeling it again. And then you start realizing that. Okay. That's how come in sjs people do audacity. I used to do a day she in school. You hit me, you hit me. You hit me, Hit me. At the point I get like, just, just get over with it and done. That's how I view life. You keep saying, you, you are this. You are this. You are this. You are this. I realize that it's not really affecting my life in a negative way. The only thing that can affect my life in a negative way is if I actually do something wrong. But as long as I have not done anything wrong, you can't hold anything against me. It's just your feelings about me, but not the feeling about what I'm supposed to achieve. There's a difference between somebody bullying me for my body and there's a difference between somebody bullying me for me raping someone.

[B]

Okay.

[A]

Those are two things. One can never end my career, but one can end my career just like this. So as long as I'm not on the end that it can end my career. It doesn't do anything. They are just opinions. They are just thoughts. So that's how come I got to this point, because I realized that people are talking and spoken and spoken. And what has changed? It hasn't changed anything. There's somebody that doesn't like somebody. So you. They are talking about me like this. You don't like. You know, so it doesn't really alter anything in your life. So that's how I got to this point. That's why I always have a positive mindset.

[B]

You see, we will talk about this. The aspect of growing a business with content and how people feel about putting a camera to their face. Right. So you've. You've got two businesses.

[A]

Yeah.

[B]

And you use content to push all of them.

[A]

Yeah.

[B]

The reason I really want you to talk about this Is because somebody wants to use content to also push their business. But they feel like they're going to be bullied. When it starts, somebody is gonna think, okay, my nose is too big, my skin is too bright, my skin is too dark. You know what I mean? But you've been able to really navigate it well.

[A]

Yeah.

[B]

Which is why I really wanted to tell the young people something that will really empower them.

[A]

Yeah. Okay, so I. You have to find solace in the fact that if somebody bullies you for your nose, you can just buy a new nose if you want. You just don't want to. So you have to work, put out the content people. Somebody will bully you, but somebody will still buy. You have to put out the content. Also. There are some people that are like ghost people. But because of this calm on social media right now, people don't really like to purchase from people that don't show their face. So you have to. Somebody you want to. You don't want to post online because somebody will say your nose is big online. But when you work in real life, somebody thinks your nose is big. In real life, somebody already thinks that. So just post, filter your comments so that you don't have to see those things you are selling. Oh, I'm selling a cup, guys. I'm selling this cup. It can do this, this and this and that. You post your thing and you go. One person will say your nose is, is big. But another person is intrigued why this cup is doing this.

[B]

Yeah.

[A]

And they want one.

[B]

Yeah.

[A]

So concentrate on the one that wants the cup. Get your money up. And once you get the money one, you know, money really, like people don't understand this, but money really solves a lot of problem. People say money is not everything, and that's true. But money really solves a lot of things. It really alters your perception. Like the thoughts that you can afford something. It's. It's like it gives you solace. There are those times where I used to feel depressed. Nowadays I've not been feeling depressed in a while because. And then I realized that maybe it's because I didn't, I couldn't buy this and this and that. Maybe I'll be thinking, ah, then it will just put me in a state. But the fact that you can afford like little things if you come in, like just, just ignore people. Like, I know that it's, it, it will be difficult in the start, it will be difficult in the stats, like just ignore people. It's not easy like that to just ignore people. But Then you have to create the content, the money because it's very important. Money is very, very important. Money puts you in high places. Money makes people give you value. You can go to a restaurant, somebody will be driving a Corolla S and you, you'll be driving G wagon. Even a more here if you drive your cooler, somebody be driving G. You go and look for parking space. They say go to the corner. But you with your, your G, they remove the barade for you that oh boss, come and share here. So at which side of life do you want to be? You want to be here or you want to be here?

[B]

Yeah.

[A]

Yeah. So if you have to pass through, nothing is easy. You have to pass through the header and and post on social media. These are the obstacles you get as a business owner. People talk about you. People will say, oh, this year she's posting too much. She's doing this, she's doing that. But you have to. If you have goals and you want to accomplish your goals, you have to. And when you become a likable person on social media, people will fight for you. Don't even have to fight your own fight.

[B]

Yeah, people fight for you. Yeah, please fight for me. Watch this. A young girl growing up seemed to be in a home that really fosters your growth. You go to senior high school, you know, go through other school systems, really likable personality. Now today you're saying that there was a moment where you felt depressed because maybe you didn't have money. I mean I'm. I'm struggling to marry the two of coming from such a home and saying that you didn't have enough money initially.

[A]

Having being loved from home doesn't mean that you can afford the fanciest stuff in life. You know, when I was in Classics, my mom lost her business. She used to.

[B]

Let me stop you here for a minute. So if it's your first time watching Connected Minds or you have been here before but still have not subscribed, do us a favor because majority of the people that watch our videos have not subscribed. This doesn't help us grow beyond what we expect. So help us by hitting the subscribe button. Thank you. Now let's get back to the conversation.

[A]

She used to go to Togo, China and everything. They seized her goods at a point from class when I was in Classics. But I never noticed till I go to sh shs because she made sure that she found we at least two fees there. She'll make sure that I pay. So being able to afford the basics doesn't mean that you can afford the fanciest stuff. My mom sold all her cars. She didn't have a car at some point. So you have. I have enough stability to my. The basics are done. Like, my school fees has been paid in my weekly. Has been given to me. But is that where I want to be? Like, is that all I want to be? Like, I want to see a nice dress and bite. I want to see this jewelry and buy it. So because of the opportunities I have had, I don't have to think about paying my school fees. I don't have to think about taking care of my nephews or anything. So that means that I have an advantage in life. Not having all these responsibilities is already an advantage. So now with the disadvantage that I have, what can I make out of it? It. Yeah, you see, so that's when you start, like, doing something so that you can build something for your own self, something that you can move from being like the average person. Like, if. If my Weekly money is 150 Ghana cities, somebody's taking thousand Ghana cities, why can't I also have thousand ganas? This If I'm making. If I. If I can make it by myself, you see? So, yes, I have the basics. They took care of me. They paid my fees and everything. But I don't want to be an average person. I don't want to be just an average person. I want to feel comfortable, you see. Feel. I want to also make my own money and for my mother to be proud of me as well, you know, because I was a shy kid at a point. Yeah. And I don't know, some of my aunties will be saying this girl when she goes to school, this, that. So I had people to prove wrong too, right? Yes. Had people to prove wrong, to show.

[B]

Yeah, I figured it out.

[A]

I have people to prove wrong and then tell them that, nah, this is your. This is your daughter.

[B]

So there were people in the family that were on your side.

[A]

Yes, but not my nuclear family.

[B]

Yes.

[A]

Okay. Extended family.

[B]

Yes. I was trying to figure it out.

[A]

Yeah. That is it.

[B]

So it wasn't always, you know, moms wants you to do this. Everybody's supporting you. You didn't always have the support, right? No, there were people outside of the nuclear family that were. Point your fingers. I'm not sure about.

[A]

She's always on her phone. Why? Why is she always on Snapchat? This your daughter? Then they'll call. Like, my mother traveled at some point, so I had to go and live with a relative. Your daughter is Doing this, this like everyday mis. I'm like, what? What crap? And all I've done is use my phone. Then they'll seize my phone. They'll do this. So I'm glad that because of my phone I'm. You've invited me on the podcast. Yeah. So maybe a happy to prove wrong as well. Yeah.

[B]

But at which point did you start feeling I need to make my own money?

[A]

Maybe my whole life. But like the determination or the determination.

[B]

The actual. The switch happened. Okay.

[A]

I went through a scandal. Yes, I went through a scandal. Can I see it? Okay, so like, I feel like I've said this everywhere, but a nude video was posted and it was deleted in five minutes because it wasn't me. But then they had already posted the, you know, people like gist and everything. It was all about the blog. And I wanted to kill myself. I wrote a suicide note. I was going to kill myself. Then another banama reached out to me. She reached out to me. She hung out with me the whole day. I came back home, I was like, if another doesn't care, even if it was Mikra in the video, she doesn't care. What's there to care about? So that time people were viewing my story and my sister sells underwears and all of that. So I posted the underwears and yes, she got biased. That was day two, day three. I posted my products because I had made. That's the organics, the first oil. Then I made it for free and posted it on YouTube.

[B]

Wow.

[A]

And did the whole process and posted it on YouTube because I wasn't. I didn't intend to sell at that point. But on the third day I was like, no, let me make this something from. For myself. So I had like some of the oils and I put them in bottles. It had no label. I had them in bottles and it was just 10. Then I posted on my social media that the oil that you probably forcing me to mix and I've made it and I have 100 pieces. So I need you guys to purchase it and everything. And then the 10 that I had got finished in 30 minutes. So they thought 100 bottles got finished in 30 minutes. But it was just 10 bottles. And because of that they demand because people are like 800 and they finish this one. So now we have to pre order right now before. So I open pre order and that's the set of the organics as well.

[B]

This is the second time I am hearing a guest saying that they built audience, either deliberately or by accident built audience. And then they decided to find products and services for the audience.

[A]

Yeah.

[B]

Go by. I mean, and this is the real power of influencer.

[A]

Right.

[B]

When you build a brand and people are. I mean, I'm sure people are watching this episode and then they like what you're wearing. So anyway, give me the affiliate link. I'll drop you in the comments.

[A]

Okay.

[B]

Right. And then they want to. But this is the. The real power of influencing. So someone is watching right now and you're thinking, where do I start? It starts with a small circle. You have start creating content either on Snapchat, Tick Tock, Instagram, Facebook.

[A]

Yeah.

[B]

And when you've built some sort of audience, maybe in the beginning you do it for fun. Right. Just doing a lifestyle video for fun. But at some point you realize that. Nah. Okay, now let's. Let's put some business. Business Hat.

[A]

Yeah.

[B]

On and then, you know, advertise some products to the people. This is great. It's actually the second time a young lady is telling me this because I

[A]

didn't start out to be a content screen. I didn't know what that was. I didn't know what it was. In 2019, I just, I just had the followers. So it was like one. Branda reached out to me that she wants to give me bags so that I posted. So I collected bags the first time and then the next time it was like a big company and they, they did photo shoots with me for 800 cities. And I was so happy. I see 2019, 800 cities. You spoiled it for me. So that was when I was like, oh, so this is a thing like people get paid to start making money from these things. I was like, okay, this is something I can consider. So that's when it started. So when they paid me the 800c and then I was later I was like, but this job is playing to you for 800 cities. So that's when I start upping the prices. And I said, like, finding out, talking to people and everything. And I started like making sense. That's when I started finding my feet in like the content creation part. And covet happened and we're all home. So now people were watching my page and the reach grew and everything. Then I changed my YouTube from hair because I was just doing hair on YouTube to showing my personality. Okay. Then people found me funny and then they would cut like short clips, post it on socials, making memes and everything. And that's also part of the reasons why I sort of blew up. And yeah. So I can't really pinpoint that's why when you ask me if there's one picture, I can't think of it. Yes.

[B]

Yeah.

[A]

It's just like things that we're building up, it's. It's.

[B]

But. But essentially it's been content. Content. Content, yeah. Right?

[A]

Yeah.

[B]

It started off with content.

[A]

Yes.

[B]

Well, by accident.

[A]

Yeah.

[B]

And then, you know, you put intentionality and started actually doing to yourself, you know, and this is why content is very powerful. So now let's talk about your company, Diya Organics and Studio. Now, I think you've already hinted how you started it.

[A]

Yeah.

[B]

Where did you get the money to start it? Or you didn't have any money?

[A]

Oh, it wasn't hard. Okay. Because I had money weekly for school.

[B]

Okay.

[A]

So I had like. And all I needed was the bottle and I just needed 50 CDs for that. For the bottles. Because I didn't put label on it or anything.

[B]

Okay.

[A]

On the product or anything. Like, I just needed a bottle. And that time, bottles were not expensive. Yes. So it wasn't very hard like that. I just had 50 cds that I put inside the first one. So the ones I took pre orders from.

[B]

Okay.

[A]

When I took the pre orders, you

[B]

got the money and I got the

[A]

money and put it back inside. And then my brother trusted me with an Okada bike and I started Okada business and realized that transport service business is not my field. So I sold it and put it back into the business. And then I went into a competition. I think it's called Sunlight Shiro.

[B]

Okay.

[A]

Yeah. So Sunlight was doing a competition and they said write your business page to them and everything. And then they selected 10 people and they kept short listing, shortlisting. And I won the 5,000 cities. And

[B]

so this product you were making.

[A]

Yeah.

[B]

You had it before the thought of making into a business.

[A]

Yes. I didn't want to make it into a business. I was doing it for free on social media.

[B]

And you were using the product yourself?

[A]

Yes, yes. So that's how, that's how my first. I have people that have been using my products from then because they know I had cut my hair and that was what I was using to grow my hair. So it was something I posted that, oh guys, this is what I do. This is the oil I use to grow my hair. So people are like, oh, we can't find these herbs here. We can't find this herbs here. And I was like, please, I'm not going to do anything. Like I'm. No, I'm a student. I'm not going to do business, you know, all those things. So it was my oil that had made that I poured into the bottles.

[B]

Okay.

[A]

To sell. So then when they pre ordered, because the oil takes time to make, that's why they had to pre order for me to like make it. Yes. So I was, I started with the oils.

[B]

Yeah.

[A]

Yes. Then I realized that like I have to expand as a business. So just oil is not enough. If they are, if they believe me to be using my oil, then shampoo is needed, deep conditioner is needed, all of that. So that's when I went to school.

[B]

Okay, all right.

[A]

Yes. Went to school, learned the formulations and all of that. And I started making the product. Like I expanded and had like a lot of product in there.

[B]

I mean, you could have just focused on being an influencer. Right. But for me, what I just love about your story is the fact that you added business to it because you know that your brand can influence people to even buy your products.

[A]

Yeah. And you can't be an influencer for the rest of your life. Your time will pass.

[B]

I would, I would take that statement again. Yeah, yeah.

[A]

You can't be an influencer for the rest of your life. Your time will pass. People will come. People will be younger, people will be more vibrant, people be more in tune with the culture as opposed to you. That's why there are generations. Millennials have a different thought process as compared to the agencies. And that's the same way that the Gen Z's will have a different thought process as the gen Alphas, the ones coming now. So you can't always be on top. There are just some few cases or people like Nana Amama Brown that she's still like handling the deal by rare cases that you are still relevant to that point. Okay. There was a, the meeting I was in yesterday, they were looking for artists to do something and then they mentioned they were like, oh, the top three musicians that we know, they are already big. They're already. Okay. People know them, but they are looking for someone that appeals to the younger people. So that's always going to be it. So you can't be dependent on it. You just have to find a way to make sure that your influence starts working for you when people don't see your face. Yes. So you have to find something. Not necessarily be, start selling. You can start something if you're an influencer. You can start an agency because now you're connected to people. You can start something even if it is, if, even if it is your 9 to 5. You can find a way to infuse your influence into something that can keep working for you when you are sleeping, when, when there are days where you don't want to show your face, when there are days where you want to have a vacation for one month, but then there's still something running for you. Because influencing can be very dicey. You can lose it. Like, I don't even know how come I've been relevant from 2019 till now. Because, like, it's a long time. Usually, like, some people are just there for like some months and then they are gone. So the moment you get that, people are looking at you. You have to find something and put it inside. Like, find something and just put the influence inside. Like, otherwise you can't, you can't be. Oh, you can't be popular forever. It's not possible. You can't. People hear about you, but you can't have that hold on people forever. It's facts that people have to start dealing with. But you, it can be your. So it's like football. So football. You can't play football for the rest of your life. You have to. Even if you don't retire, the revolutions will retire you. Yes. So that's the same with influencing. If you're lucky to be able to, to, to be an influencer for 10 years, 12 years, that's a blessing. So that 10 years, you should be able to, hey, 10 years is a long time for you to be able to build something like people's attention being on you for 10 years. Wow. What were you doing? Like, that's amazing. So within that 10 years, when now you're telling your children that, hey, me, when I was there, I was popping. What did you do within that 10 years? You have to find something, something to do in that 10 years.

[B]

No, I love it. This is like some of the things, the hard truths that people don't want to hear that, you know, you're not going to be on top forever. The time is going to come when somebody else is going to. Yeah. You know, and then you, you, you'll be there. You'll be stuck there. Now, Emma, what's the, the biggest challenge you faced in influencing brands?

[A]

Sometimes my biggest challenge is that you see, I don't prep. Like when I'm going to interviews, I never ask. What questions will you ask me? I am on the spot. I'm on, I'm an. On the sports thinker. But sometimes I'm supposed to write scripts on what I'm supposed to do. I can write the script and Then I'll go here and now I'm like, nah, I think this work better because I work on the spot like in the middle of it. Like I can be looking at the product before I'm like, okay, I think this will work better. But sometimes it doesn't work with some brands they want you to script it or they have their own storyline to give you for you to put out. You see that becomes difficult because it's not just bad for your brand, it's bad for my brand as well. Because if you come on my TikTok and you're seeing 500000 views, 400000 views and then that one brand post is 50, 000 views things, it's not good for me, it's not a good look for me. But then some brands don't allow, allow you to feel free and exercise your creative freedom. So that's one of like the big challenges when it comes to.

[B]

Do brands take influencing in Ghana seriously? Brands, not the influencers like seriously as in, you know, put contrast together, pay them what they are due.

[A]

Not every brand, but some brands take brands seriously and some influences seriously and some brands don't. It's a mixed thing. It's like a 50 50. But right now they are starting to take an influencer seriously. I think it's better now than when we started in 2019. Yeah. Like brands are starting to understand the power that social media has as compared to traditional media. So they are starting to pay people they are with. So when it all boils down to influences, because one influencer will say this one, I'm taking 10,000, another one, you can't give me the 5k like that, you see. So then you ruin stuff and it's like if this person is taking this one, my paying you this.

[B]

This reminds me of the type of work Shutter had to do to fight for musicians in the country. Fight for what they, they deserve, you know, show money and, and all of that. And now, you know, artists are really enjoying. Yeah, I heard Abeku Santana was saying this as well on the, on, on TV station. But when he started we didn't understand him. You know, is there real unity in, in the, in the influencing business?

[A]

Unity, that is a very subjective word when it comes to your place of work. What is unity in this context?

[B]

Okay, that's.

[A]

It depends on that. What is unity in this context? Is it that are different or are they sharing opinions?

[B]

Yep. And then do they work together to demand, you know, fair pay?

[A]

That's no. Okay, but it's because there's no who is going to start that conversation in the country that we are in right now. I went on an interview like three years ago and I mentioned that I was paid $5,000 for a brand because I feel like it was a conversation so that the other people coming up will know that okay, this is what you can be worth from a brand that understands you. And everybody said I was lying, I'm a liar, I'm lying. So now who wants to have the conversation? Because when somebody tried you almost. So it's like nobody is willing to be the forefront or have that conversation with like, oh, like influences. Let's gather here, let's have this conversation. The thing to you is that people are afraid of sellouts. We can all agree to something and somebody will go and spoil it. Like it has happened to me before. It has happened to me before. So it's like the country we are in right now. People don't like to talk about finances or give figures to finances. But I feel like it's a realistic conversation to know what to expect in the real world. Like if I am supposed to be a banker, how much am I supposed to expect? Everybody's hiding their salary like but I get it too because there are people who pockets watch. But then if we had honest conversations about money with figures, not network your network. Like if I post 4 posts, how much? If I have 500000 followers, how much is is a good amount?

[B]

Like a range?

[A]

A range? Y. It's a good conversation so that people know what to expect and everything. But nobody's willing to have that kind of conversation.

[B]

Well, you live in a country where unemployment is really high. Do you genuinely think that influencing is a way that young people can start making money for themselves?

[A]

Yeah, if you do it well, if you do it wisely, if you position yourself well and brand yourself well, you can make a lot of money from it. I. I don't know. People keep saying that influencing is oversaturated. I don't think so.

[B]

Okay.

[A]

Anybody can be an influencer. Look at the number of lawyers that complete Doctors plenty. So why, why is influencing oversaturated? The brands will know who they want to pick. Everybody should post the brands now. When they come, they'll see who they want. And as I, as I said earlier on that some things are great. If this is your field, you will shine regardless of whoever is around. So I don't think there's over saturation in it' way to make money. Like easy money? No, not easy but like easy money as compared to being a lawyer and having to put articles. So, so, so, so, so, so, so, so honestly, I would rather do a day in my life. I'd rather that. You see. So it's an, it's a, it's a way of making easy money as compared to what you can meet from the real world. In the real world, like putting out content, you can never compare that to being a cleaner. You can't compare that to being a plumber. You can't compare that to. Like I said, like it's. There are more difficult jobs than creating content. So when you're a content creator, it usually comes to you naturally. But being a plumber, you have to go through a lot. Yes. You see, so it's easier as compared to something. So if you feel like you can do it, just put your work out there.

[B]

I mean, what's even more beautiful is that once you've built the brand, you can build a business behind.

[A]

Yeah, behind it.

[B]

Right.

[A]

So now you don't have to be dependent on brands because there are days where a whole month you also not get a gig.

[B]

I see.

[A]

It's possible. Unless you are like, you have like brand ambassadorial deals and that doesn't come easily. I started in 2019 and it is last year I started getting brand ambassadorial deals. Brands that want to work with me for a year. So you have to work your way up for the brands to see that. Okay, I want to retain you for one year because one year money is not easy. So they want to see why you, they should keep you for one year. Why you'll be valuable to them for the next one year. Because attention span. So you have to work your way. You don't just turn up and then tomorrow, now they'll pick you though. So there are months where you will not see any money. In fact, three months, girl, you may not see money. Yeah, right.

[B]

I see.

[A]

Oh yeah. Oh yeah.

[B]

But I mean instead of staying at home after university and just waiting for you to be employed.

[A]

Yes. I mean you can create content.

[B]

You can create content. Right. Because you could end up staying home for five years, still no job.

[A]

Yes. And even, even that one, you see the problem with Ghanaians and the reason why there's over saturation is that everybody wants to be a full content creator. Everybody wants to do lifestyle. When you are unemployed after university, that can also be a content idea. Struggles of this, what I did from school, like there's so many content ideas you can come up with with your situation that you don't have to. You are struggling. You don't, you don't have a job. You can talk about how you've not got a job and everything but you rather wake up and fry egg. For ssc, everybody knows how to fry egg. Everybody knows how to, you know, do these kind of things. So what's your. You have to, you just have to find that content that will make you stand out that unemployment. A lot of people can relate to you. So you can get a lot of audience from unemployment and how your struggles and everything. Like relatability is like the key. Okay. To get in on top, you have to be relatable to somebody, at least a group of people. Because if you are not relatable to anybody who is coming on your page to watch you. If, let's say I'm cooking food, Chef Abyss is cooking food. They read the people who can't cook cook come to a page because they want to learn how to cook from her page. Right now, if we talk about you connected minds right now, if somebody wants to understand business, they'll come here. So everything your, whatever content you are doing, you have to be relatable. But if every day you're waking up in the morning to do this sweep and this, there's so many people that have done that. So what's special about you see what's special about you that you, you, you, you can build an audience and later put it into business. You see? And whatever content. Having an audience is different from having a cult.

[B]

Okay, talk to me.

[A]

Yes, some audience. They are just sitting there watching you. A cult is people that me I'm part of Sac Nation courts. If Sargodi issue that fty shoe they were selling it, I would have bought it because of sarcode. That is a cause. That is people that you know that they are always going to buy something just because you held it or something. So you have to see, find a way to build that type of people. That is how you can move them from here to your own brand to your own business. You get it?

[B]

Yeah.

[A]

Yes. So there are whole lots of business ideas you can come up with once you have a lot of followers. I mean it can be seasonal business like World cup is coming right now. You have followers that believe in you. Sell vuzela. Sell something that people buy in that moment. It can be seasonal later you can think about long term business. But try your best to make sure that you make the best out of every moment so that when it pass, you know that at least you did something for somebody.

[B]

Who has come from creating content, essentially stumbled upon business. It's luck. If you think about it in terms of the road structures of a business, the way you run a business is different from how you create content.

[A]

Yeah, yeah, right, yeah.

[B]

So how are you running the business?

[A]

So my business, I am the founder and content creator.

[B]

Okay.

[A]

We have delegated. I know my stronghold. I know also when it comes to finances, I have a relationships manager. When it comes to social media, I have somebody. When it comes to receptionists at the shop, I have somebody. When it comes to somebody that replies to messages, I have somebody. Because me, I can't come and reply messages, okay. So I know my strength and what I can do. My strength is to look like the ambassador of the brand. Although I'm the founder, I'm still the ambassador of the brand. There are people that they are good at each of their positions. So I've hired them to take care of that part. At the end of the day, we can. We have conversations. Oh, this and this and this and that. I think this and this and this and that. That by the end of the day, you know, your strength, be my own. Is to be there to get the bias. But how to retain the bias or to keep them coming back can be through customer service. It can be fast replies, like how they apologize to you when we delay. There are people that will do that. You see, that's. So that's how I've done it. Like I have delegated tasks to people so that everything can be run smoothly.

[B]

What are some of the challenges you faced in that business?

[A]

Oh, when I was starting out, was the responding to people? Yes. And then what to do when there's an issue, like there's a delay in delivery. Because sometimes it's not me, sometimes the delivery service, they can keep the package. Yeah, some. Sometimes it can be me because maybe I missed an order or something. But I never started as the average business person. I started with plenty orders. You see, you know that there are some business people that started with selling just one a day and two a day. And God willing, their business blew up in some years time and everything.

[B]

For two years in my business, I was not making any money.

[A]

Exactly. So I feel like you can navigate more than like me at that point. Because you see, you, you, you took time to build your structure, to understand yourself, to understand your flaws. It's like being popular. You know, some people just become popular. Boom, like that. And now they don't know what to do with themselves.

[B]

Okay.

[A]

Yes. So that's what the Business do it can boom. Like this, like, not me. How do I tell this person I'm sorry? That was also like, you know, like, it was hard for me. It was so hard for me. And my worry every time was so good. I hope the way I spoke to this person, this person will come back again. I hope this, this little guy killed me or this, like, I was all over the place because I never started with one or one order. Now you know that, okay, if I package it, if it's just one order and this delivery service disappoints you, you. You don't know to go there again. Now me, I'm sending you 100 order. Your face. The first time. No. Where is my left and right? Like, now you've embarrassed me. 20 people straight. I have to beg 20 people. Like, it was too much. It was too much for me. In the early days was when I hired somebody to start responding to me, to my. My messages on Instagram. Like, early, like one year into the business, I was like, no, I'm done. You see that I stop this. Or like, I stopped this business because I started, I did a little bit of skincare at a point because I used to do my own skincare products, right? And then it was African black soup. Now, African black soup, when you use it on your face, you don't leave it on your face for 15 minutes. It will burn you. Okay, yes. You need to use to wash your face in a circular motion for one minute. And that's what I was doing. And then I sold it to somebody, and the person said, hi, I'm. Your product has bent my skin. I. I left it for 15 minutes. I was like, you left the product for 15 minutes. Business shut down. I was done with it because I can't live with the thoughts that somebody used my product and then they hate their. Their face and I just shut down the business. But at this point, at this point in my life, because I've delegated people and everything, they would have found, like, the right response to give the person and then we'll find, like a solution and everything. But at that point, I knew nothing about business. It was just lost, lost, lost, lost, lost. Like, not lost financially, but, like, probably lose like some customers, delivery, packaging, overselling. Because I didn't have a website at that time, so maybe I probably oversell without even noticing. I really struggled when I. When I was starting, I struggled to tell people will be a blessing. But to me, at that point, if I didn't take time.

[B]

Ah, so right, you open the Orders. There's a lot of orders, but there's not enough stock.

[A]

Yes. No, they, they, yeah, like in different, in different points. At different points. Because I was just using Instagram. Right.

[B]

Right.

[A]

So I'm taking all this. Oh, I want a set. I've taken, I've taken. Now it's time to pack. And now there's no stop. Yes. And then the oil is not some oil that you can do 24 hours.

[B]

Right.

[A]

I need like a month for you to sit, get like the herbs and everything. So it's like, now I have to come in, beg you down. Sorry. And one month is a long time. And that time, although I could make hundred, it was too small for me

[B]

because of the others that were.

[A]

Yes. So the balance. And I was, it was just me. I was just the only person calling people who do label, looking for packaging bottles, like, so delegation has been the best thing ever.

[B]

I mean, like, so how, how do you naturally deal with pressure? Like this type of pressure?

[A]

Yeah, yeah. Like, I'm, I, I, I'm so sad. I don't like disappointing people. So I'll be like, I'll be so sad. But one thing about me is we have to find a, a solution. Like, we'll find. I'll find a solution. Like, I'll beg you. Oh, I'm sorry. This and this and that. Like, please is. But I feel bad that we even had to get to that point. Well, as a business person, I don't know if I can use these words here, but you have to learn how to kiss us. Yes. You be kissing your customers, your clients, you, not the person buying your products. Dm. So you have to, I beg you. Oh, I didn't know, like, the pressure. I was thinking, like, I'm two days. I'm surprised that nobody called me out at that point in my life. And it's like, God bless you people for what you did for me. Because I don't know, maybe it was just consideration that it was consideration that I'm not a scam. If anything, I'm still not a scam. So they know they'll receive it. It will keep locked, but they will still receive it. So I think it's showing my face and people knowing the face behind the person that there's no way this person will scam is, you see? And then the trust I had built with my followers as, like this already before. So it's like, there's no way she'll scam us. So that was what I helped me.

[B]

Did you not think of giving Up.

[A]

Ah. I said I closed down my skincare business. I thought about it and did some. But later I was like, nah, let me relax, let me relax. But this thing is getting me good money. I was in unique and the thought of me being able to afford certain things kept the motivation there that we have to do this. So the time that I, I, when I was able to sort out everybody's orders, that was when I took time to go to school as well. So when I went to school and I asked her, where you put by these bottles, where you do this label, where do you do this, where do you do that? So then I start like paying for all these things for it to come for it for me to see that I don't go and collect a client's money and say, oh, it's coming next. You could. I stopped pre order. No, the item has to be here. Then I'll tell you that it's here now. So come for it. Because you don't know which supplier will embarrass you because some of the things who are coming from abroad and all of that. So that's how come I stay like. So it got better. Then I hired somebody to be replying to my Instagram dm. So even if there's pressure me, I don't see the pressure. I give you, you, you are handling the pressure. So to me we are all good. Maybe you give me a report at the end of the weekend. I'll be like, oh, so this is what you wanna do? Oh, sorry, but I don't really work well under pressure. I'll give up. So it was that's when I decided I hired somebody. And then she was replying to the messages and all of that and I started focusing on production and school and everything. And then things started like going smoothly for me.

[B]

You are very interesting business person in the sense that a lot of the people I've spoken with who run businesses, they, they pressure is what most them. Because it's, it's inevitable that if you're running the business there will be pressure.

[A]

Yeah, right. Yeah.

[B]

But you seem to be on the other side.

[A]

Yeah.

[B]

Like everything you're doing is just very seamless.

[A]

Yes.

[B]

Let me stop you here for a minute. So if it's your first time watching Connected Minds or you have been here before but still have not subscribed, do us a favor because majority of the people that watch our videos have not subscribed. This doesn't help us grow beyond what we expect. So help us by hitting the subscribe button. Thank you. Now let's get back to the conversation. There was a time I put a product on Amazon. This is when the business was struggling. So I put a product on Amazon at a lower price than the lowest price on Amazon. I had not even calculated how much money I was going to make from it. I came back on Monday and we had over 200 orders. The Amazon account got canceled anyway because I could not meet the demand. Very similar thing. The stock was not in. People were not even bringing me the stuff and I didn't have enough money to go and buy because it was terrible.

[A]

Yeah.

[B]

And I lost the account.

[A]

Yeah. Yeah.

[B]

But the thought never came in together ever. I mean I've done several businesses, well over 10 businesses, some of them failed. Thought never comes in to give up.

[A]

To give. Yeah. It's a good thing.

[B]

Like it's always. Yeah, well, I mean, how else am I going to survive? I have to do business kind of thing.

[A]

My own is I go to provide you.

[B]

What message do you have for the young girl watching you who is looking for inspiration in life?

[A]

Yeah. I'm going to tell you that people get opportunities all the time. But it is what you can make out of the opportunity that is going to make you or break you. Don't think any opportunity is too small for you to make something out of it. People make the most out of the smallest one. So no matter the opportunity you get, try your best to put some value to it. That's what's going to keep you. Number two. If you are not going to take anything from me, please take this from me. That loving yourself is very important. And having self confidence and believing in yourself, that is having self confidence that makes people take certain risk that everybody's selling clothes. Me, I'll sell clothes and people buy my own. Why do you think it's because of your confidence and your belief in yourself that makes you feel like people have been selling glue to you are not coming to start your own, but you start your own and people will sell it. So always. And it's okay to fail. It's okay to feel, feel, feel, feel, feel, feel. But at least you know that you tried and you failed and sometimes got the feeling. Don't take that feeling. Try again and see. Try again and see. Because me, the content creation, I went like this more. I came back again at a point like six months. I wasn't getting gigs but I didn't stop. I continued. So you have. Even if you feel cry, don't say that. Oh, it's not my own Try again and see if you try someone or two. I realize that. Okay. And you find another path, then you can. But then giving up is not something I've done. I've given up on certain things that I wish I had stayed consistent. So giving up is not something that you should consider, like easily. Yes. And create that content and put it out there because somebody's watching and somebody can relate with it. Yeah.

[B]

I mean, how. This is a, a happy question. How has starting your own business improved your life?

[A]

Very much. It has improved my life so much. Like, I feel good about myself because of the reviews that I get from my hair products and everything. Like me, I've never hired an influencer before. Like they come and post their own videos, they post their own reviews. I never ask anybody to do that. So it's like the fact that my products make people give people this, this hope that, oh, my edges can come back again, my discs can come back. It makes me feel important. And then when I'm able to go to certain rooms right now, people still don't respect people being influencers and content creators. So it gives me something solid behind that's, oh, yeah, I'm a content creator. But then I can handle the business. I've been doing this for five years, so I can handle a business. It will go left, right. But it will still stand. And the first time I wanted to do an in person sale in March and the people that came to buy the product, whether it's to see me, whether I used to buy the product, I made that number of people come there and like it's a conversation that when I go to rooms I'm happy to show. Oh, look at this picture. Yeah, this is all me. Like, this is all me. And I did it in two weeks. I did that in two weeks. So having a business makes me feel good. Like you and Kata, you feel a sense of belonging. A thriving business that you put this and this and this and this together, you're able to come to this and you're able to make this is. And it just gives you respect. It just gives you respect. Like, especially when it's a thriving business, just gives you some respect. So when you have the influencing, oh, she can influence you, but she has a business too.

[B]

So how about your finances? It's changed now you're happier. You can buy the things you want.

[A]

I have a stamping black car. They gave me a private banking car. Yeah, yeah, I can buy like the things I want. But I've still not bought the ga.

[B]

Still happen it will happen.

[A]

Yeah. But, yeah, like, the basics. I don't. Like, I can buy like, the basics that I need. Yeah.

[B]

I'm happy for you.

[A]

I'm happy for me.

[B]

Happy for you. Okay, great. Is there anything we could have spoken about that we haven't?

[A]

You. Ah, yeah. What's. Why did you pick me to come on your podcast? What makes you select your audience?

[B]

Okay, so the name Amabelland came up. It came up last year. I got a message from my boys, you know, we need to. We need to get my Beland on the show. And then the name came up again this year. And as soon as I got a message and I said, I've been seeing that she has some business. I think this is the time. I mean, look, 2026, our plan is to interview more ladies, to empower young girls as well. Because we've done two years, and the two years we've spoken to a lot of men. Now I want the women more. So I said, yes, I'd love to speak to her. So that's why.

[A]

And I have two more questions, but I'm going to put it in one. One, why did you start Connected Mind Podcast? Ah. And wait, two, two, two. What is the goal for this podcast?

[B]

Yes, two questions. So listeners and viewers, now I'm no longer interviewing me. All right. Why did I start Connected Mind Podcast? Information has changed my life. Mentorship has changed my life. Being different has changed my life. So when I came to Ghana six years ago, I realized that a lot of people don't have the right information. In fact, when I came, you know, the first or the second car bought in Ghana was a Range Rover. And there was a day I was driving the car, and this guy walked past me and said, when can I seek a draw? We'll do some. And I said, I turned around, I said, what did you say? And he repeated. And I said, you can go and try. Had some neighbors in my neighborhood who were not sure about me. We're not sure about how I'm making my money. And anytime young people will come to me. Very, not very bold. It bothered me. And I said, I'm gonna bring this podcast back because I had started in 2017 at 18 in London, and I stopped. So I brought it back to give people hope that there are people who are doing legit business that they can learn from. And then also the information that, how do we do this? Look, lives are changing now. People did not even understand how to buy stocks, where to go to. They didn't have very simple information. About business, but simply by doing this, people have the information today. And I'm so happy about that. So that's why I started Connected Minds. It's not. It's something I love.

[A]

It's.

[B]

I love to teach. I love to. To, you know, when I learn something, I'm excited to come and teach it. So doing this and interviewing people like yourself and people like yourself, being available to have conversations with me, it sends hope down the spines of young people.

[A]

Yeah. Yeah. And then the second one, the goal.

[B]

What's the goal for the podcast? Okay. If I say the goal for the podcast, somebody might go and do it, but I'll try.

[A]

Yeah.

[B]

There's a bigger plan for this, and the bigger plan is really to invest in businesses.

[A]

Oh, okay.

[B]

So I've had guests who've sat here and we've had conversations after. Right. This. The other plan as well is to really build. I mean, this year we've done it with. Just set up Connected House. So Connected House is the first time I'm actually saying some of these things and you ask. So Connected House owns Connected Minds.

[A]

Okay.

[B]

We have another podcast coming up.

[A]

Okay.

[B]

As well. I'm not going to be the host. So we've signed somebody else under a new podcast. We also have a product called Tribe, and then we have the Connected Minds Live Connected Academy. So we have products under the brand. That's really the big. But if we have events as well. That we do. And then it's all empowerment.

[A]

Okay.

[B]

Right. I do mentorship. I do coaching. I. Yeah.

[A]

So, so basically, if somebody needs guidance on business, on how to direct your life, it is.

[B]

Yeah.

[A]

No, not Derek. Connected House. Yay.

[B]

Yes, it's Connected House.

[A]

I love that. Oh, that's nice.

[B]

Yeah.

[A]

Call me if anything.

[B]

So, yeah, so that's the. That's the plan. And I have some young girls who may want to learn from you.

[A]

Okay.

[B]

You know, so I'm going to contact you.

[A]

Okay.

[B]

And we'll have some conversations. If you're happy helping some of these young girls, you know, pick themselves up and. Because there's a real struggle here.

[A]

Yeah.

[B]

If we have 10 people every year set up businesses simply by listening to you speak, in the next 50 years, Ghana will be better because the government can't do the job.

[A]

Yeah.

[B]

We need individual people to build businesses and employ people.

[A]

Yeah. Do you know what my plan is? My topmost goal is this year, you know, yet last year I was giving out sanitary parts and things to people, and people actually contributed to it. When I was starting my business as I mentioned I won 5,000 cities from sunlight. So like my, I wanted like an opportunity where I would have enough money to give like five or 10 women, like 20,000 cities each to start a business. Like start something. Because I got the opportunity and then I got to this point. So that's like one of my goals this year. So when you are soliciting for funds, come, follow, call me so that we talk. Solicit my own and come and add it to you.

[B]

Love it. You're right. When we started active pharmacy in the uk, we had three people that paid into the business to support us and that helped us a lot. So this year at our master class, we gave her $2,000. A thousand dollars each.

[A]

That's like a good push right now. Yes. People, Some people have the idea, it's just the push that they need to,

[B]

to like something else you can also do. Right. Is to just pick one business and give them free ad. One young person's business and give them free ad. Yeah, maybe like a month. Once a month you pick someone and then just give them free ad.

[A]

Yeah.

[B]

You know, it'll really go a long way. Like people are really struggling, you know and you know, boys are struggling, girls are struggling.

[A]

Right.

[B]

But how I get a lot of young girls getting the money, you know, they are seeing people like yourself and they don't really know what you do. They don't really understand it and dynamics, they are going to men, you know what I mean? So for me, it's, it's, it's a huge problem.

[A]

I also feel like people like to take the credit for everything.

[B]

Okay.

[A]

Like me saying that I delegate so I have people helping me. People don't tell people that, okay, this person is helping me or that person is helping me. For you to people to understand, okay, this. And when I start my own too, okay, I can seek from hell from here, or I can let this person do this. People make it seem like I did this, I built this from scratch. Like it's okay to build it from scratch, but it's okay too when you have a little help. So people understand that, okay, this is the dynamic of life. You get it? I'm going to use an example. Example. Like maybe you like if I didn't add the sunlight thing or I didn't add my cousin giving me the bike for me to be able to keep restocking in a large amount, it wouldn't make sense to anybody that, okay, well, you were selling and putting inside. But it wouldn't be as fast as how my Own happened. Yes. You get it. So I feel like people hoarding these type of informations. That's why I like your podcast.

[B]

Thank you very much. Thank you very much. So what's the best advice you've ever received? Best of the best. Heard you've applied.

[A]

Yeah, I feel like everybody knows this, but it's not the best advice on this podcast.

[B]

Okay, what is it?

[A]

I believe in enjoying life in the moment. Yeah. Like, like, like sometimes. So let me tell you something. I said this last time. I don't think that the, the, the. The idea of waiting so you can afford something three times before you buy it is a wise thing. That is like what people say a lot. But let's say you want to buy a CRE. It's 450,000 cities, right. So times three is how much. Something, you know. So I feel like having 450000 CDs plus let's say 350 000. It's okay for you. Like you relax whilst you have your crv. Now you can even save your Uber fare and all these type of things so that you can work and increase the money to the rf me sometimes waiting till you can afford history or something. Just relax tomorrow. I don't know, you can't even die tomorrow. But let me not infiltrate your people.

[B]

But you know, that's, that's a very interesting thing. It's something I say actually as well. And I can give you an example with a range. Okay, you mean at the time when I bought the range 2019. I actually went to buy it myself and brought you into the car.

[A]

So you went abroad and go, okay, okay.

[B]

I tell you what. Around the same time I had. I need two acquaintances who own the same car. Within a year, they could not maintain it. It's gone, it's gone. Sometimes I have to, you know, change a table £30,000 because I have to bring it in. I do it myself. If you don't have the money, how do you maintain a car? This is what I'm saying that this is why.

[A]

So you, you waited till you could afford it.

[B]

Can even afford it more than three. But I mean my point is that they. That's why the advice of afford it 3 can make sense sometimes.

[A]

Yeah. So something.

[B]

Because I really want a G wagon. Right, But I'm not buying it yet.

[A]

Because you want to afford it times

[B]

five, maybe time 20 even.

[A]

Wow.

[B]

Right. Because anyway, I think this last part of the conversation is probably your best part. Something you've never seen on the podcast. Before, but it's Amma Beland, you know, she brought it out.

[A]

Yeah.

[B]

Can you recommend a book for us?

[A]

A book? So I'm going to say this book, because I did its literature. Faceless by Amadaku. Okay. It opens you to the struggles of people. As I said, I was very. I was from a very protected home. It was there I saw. There was Abu Bhushi, there was people in Accra that go through teenage pregnancy because they are raped and all of that. So opens your eyes to the struggles of people in Accra, because people think that Accra is Accra, but there are some parts of Accra that it's not a struggle. So that. And then that's part of the reasons why, like when I got the sanitary passing, I went to Jamestown to go and give it out and everything. Like, I picked that particular place. It's because of that book I read. So you're opening your eye to the struggles of people. Can also help you to help people when you are in like, a good position. So I like Feast Days by Amada. But do you want to be money book?

[B]

Oh, no, it doesn't have to be.

[A]

Okay. I mean, we. Good. Awesome.

[B]

Thank you so much. God bless you. God bless you, you know, for doing this for us. We appreciate it. And to my viewers and to my listeners, thank you so much for staying with us. I'm sure you've seen different aspects of Derek because Amabel came to the studio and she's brought a difference. She actually interviewed me in the end. But anyways, if you made it to the end, I'd love to know in the comments. Thank you so much. My name is Derek and I've just finished an episode. I'm out. You are a very lively girl.

[A]

Oh, I love that.