Uber’s Efosa Aiyevbomwan makes case for balance between creativity and business’ messaging

What keeps me going is the knowledge that I have barely scratched the surface; even though I have worked in PR and communications for almost 12 years – Efosa Aiyevbomwan

Add: Gather all the knowledge you can while you are alive. After all, no knowledge is a waste. The conversations on Share of Voice has continued and this time we have the Head, Communications, Uber, Efosa Aiyevbomwan telling us how we should be navigating this period and the importance of a good name.

We have previously had conversations with like Bayo Adedeji (Wakanow), Ladi Ogunseye (Palmpay), Oke Umurhohwo (itel), Olajumoke Bolu-Kujero (Jumia Nigeria), Adedotun Ajibade (7even Interactive) and many more.

Read from Efosa:

His Muse 

It’s been an interesting journey thus far. Life will always have its ups and downs, but the most important thing is to remain steadfast in your pursuits whilst being able to course-correct if and when necessary. What keeps me going is the knowledge that I have barely scratched the surface; even though I have worked in PR and communications for almost 12 years, I feel like I have only just begun.

There’s a lot more to be done, a lot more to be accomplished. I am also emboldened by the knowledge that we will all die; while the statement may seem morbid, it does help remind you that with every waking day, you are closer to the end of your time here – therefore make your time count.

His values, his principles

To do better than I did yesterday, find ways to render service, and treat everyone with respect and dignity. These simple rules set the tone for me every day.

Approaching changes – especially now

The only thing constant in life is change – Like everyone else, I’ve had to revisit my ways of working and living. The most important thing I have had to learn is pacing. I’ve learnt to pace myself more with work as the seeming comfort of working from home can be an illusion – you’ll end up doing too much and burning out quickly if you are not careful. I’ve generally always been a fan of evolution so I always see changes as an opportunity for improvements in other areas.

In the absence of social gatherings I have been able to read more, and I have made a conscious effort to reduce my consumption of the news. I am also learning to declutter – physically and mentally – because you realise most of the material and mental things you hold on dearly to are inconsequential, in the grand scheme of things.

Uber and its customers in a changing world

Like every other business around the world, Uber has had to make several strategic and necessary changes.  The business will, however, continue to build products to get people closer to where they want to be. By changing how people and things move through cities, Uber remains a platform that opens up the world to new possibilities. 

What about a post-pandemic Uber?

Since the pandemic began, Uber has taken meaningful steps to help keep everyone on the Uber platform safe. Only recently, we launched a Mask Verification initiative as part of our safety measures. All Uber riders and drivers will be required to wear a mask or face covering when taking a trip.

As part of a new in-app safety checklist, before drivers go online they will be asked to take a selfie to verify they are wearing a mask or face covering using new object recognition technology. Any driver who is not wearing a mask or other face-covering will not be able to go online. Drivers will also be asked to confirm they’ve taken additional safety measures such as regularly sanitising their car and making hand sanitisers available for their riders, while riders will be required to take safety precautions like washing their hands before getting in the car, sitting in the backseat and opening windows for ventilation. 

One big question

Yes, the marketing/communications industry boasts a number of professionals who can compete at the highest level globally. Despite the various challenges faced, we continue to see exemplary work being done in marketing, PR, event management and crisis management.

There is however room for improvement and up-skilling in some areas, and there needs to be an improved synergy in the relationships between clients and agencies especially in finding a balance between creativity/ingenuity and a business’ messaging.

Summoning a genie

Probably would have focused in math class and started my own social network, or alternatively written my first poetry collection much earlier! Maybe I’d have been Jeff Bezos, Mark Zuckerberg or JK Rowling-rich by now.

Does Efosa have one little-big secret? 

Two things. First is I absolutely hate politics but I nonetheless think I’ll be President of Nigeria one day. The second bit isn’t that much of a secret – I’m both an avid reader and film-lover.

In his sage cap…

Read widely and constantly, push yourself to be better than you were yesterday. Never be afraid or ashamed to ask for help; no one has a monopoly over knowledge. Be willing to lead as much as you are willing to be led.
Run your own race – your only competition should be yourself. Do not be afraid to try new things and fail – always fail forward. A good name and reputation remain the best currency you can have – protect this at all costs.

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