Home FEATURED How We Made Oracle Experience Nigeria’s Biggest Experiential Agency – Felix King...

How We Made Oracle Experience Nigeria’s Biggest Experiential Agency – Felix King Eiremiokhae

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His middle name is King. Incidentally, right now in Nigeria, he could rightly be described as the king of experiential marketing. Dr. Felix King Eiremiokhae, MD/CEO of Oracle Experience Limited, indeed, looms large in the integrated marketing communications sector.

Also into charity (with the Felix King Foundation), the father of four who equally owns Mabiso biscuites started out as a member of the defunct singing group, Felix & Moses. However, in what could be likened to a divine orchestration, he ‘dumped’ that for business and today has become so, so successful.

In love with colour white, the Edo State-born silent agent of change, on Thursday, August 21, 2018, inside his Ikeja, Lagos office, poured it all out to YES INTERNATIONAL! Magazine Publisher and Editor-in-Chief, AZUH ARINZE.

The inspiring session with the brand scientist, like he calls himself, will sure open your eyes to too many things that hitherto you never knew, especially about succeeding in business. Enjoy…

You’ve got a beautiful office here – with everything white. Why are you fascinated by the colour, white?

Basically, just trying to create that character of white; white also represents purity and in the environment where we live, you just want to be distinctive so people can look at you and say okay, this is basically what we think you represent. And again, I’m also inspired by my father in the Lord, my pastor, from the Winners’ Chapel, Dr. David Oyedepo. Most times he’s always on white, so I am also inspired by that and the things I see him do; I want to tap into that special anointing and the blessings that come from there.

 

We knew you as a singer back then – specifically as one of the members of the group, Felix and Moses. What happened to your music career, why did you abandon music?

You know life itself comes in different stages. So, at that particular time, when we were playing music in the 80s, and early 90s, that was the phase in our life. So, we’ve done that phase; now I’ve moved away from that phase and I’m in the phase of doing what I’m doing now – the phase of being a typical entrepreneur, and which also enables me to contribute to the development and prosperity of the country as a Nigerian.

 

You people were doing well as musicians, or so it seemed, but along the line you stopped. Was there any reason for that or you just felt it was time to dump music and now face entrepreneurship?

If you take it back, in the early 90s, the music industry itself had a break – being that during the Abiola stuff and June 12 issues, there were quite a lot of challenges then that were going on. What then happened was that different musicians took different decisions on what to do; people like Ras Kimono, Majek Fashek, Mike Okri, Alex Zitto and quite a whole number of them decided to leave the country; they moved to the U.S for greener pastures. Some people stayed, tried to still keep the groove going and some people, well, decided to pause and take their talents somewhere else; watching and waiting for the industry to re-stabilize. So, at that stage, I decided to move into communications and marketing. But by the time the industry came back, then you now discovered that for people like us, we already went too far. So, there was no need to return to where you were coming from. Because you’ve already gone too far and you discovered that it was a totally different world; a more challenging world, but more fulfilling.

The whole idea about delving into experiential marketing, what prompted it and how did it start?

Actually, it was by accident! To be very honest with you, it was by accident. There’s this company then called Direct Marketing Communications, they came from South Africa. The company is called ESP today. I took somebody there; I took my younger brother there, who actually needed a job and as I was having a conversation with the guy, the white guy said, “Hold on a minute, you are the guy I’ve been looking for; I’ve been in Nigeria for 2 months looking for who to help me set up this business and I’ve not been able to find anyone”. So, the guy said why don’t you take up this responsibility and I’m going to pay you so much and at that stage, the entertainment industry was struggling and there were also a lot of opportunities like having a passport; I never had a passport before; opportunity of traveling abroad; so there were a lot of opportunities that came then and the man again believed in me. So, I also didn’t want to disappoint him. You know it’s always very difficult to see people that believe in you. So, when somebody believes in you or someone says oh, I believe in this person, you just want to take up that responsibility and see what is that thing that is making this man to believe so much in me; let me try it out, maybe that is where your new destiny lies. And I tried it, and it worked and today I can tell you, to the glory of God, across all our business concerns, we have more than a thousand people that we are responsible for every single month, which is quite amazing. I believe God knew that’s where I was going to go and created that particular incident about me meeting that person that has now changed my entire destiny and the things I do now. Because, yeah, these 1000 people that we are looking after every month, this is 1000 direct; I’m not talking of indirect. So, when you multiply it – for every single person in Nigeria, you have like about four, five people that are depending on you. So, when you multiply it, you will discover that it’s quite a whole lot.

 

What year specifically did you now set up on your own?

Yeah, Oracle Experience is 12 years old. Our very first project was done, I think, in 2006. So, we started 2006 and we’ve been on for the past 12 years.

 

Who was your first client?

My very first client was Nestle. Nestle was the very first client that we got. In fact, when I tell people that when I started business, the very first business we did was for N4 million, they don’t believe it. But from N4 million, you move into billions of naira billings. So, you can understand the kind of growth that we’ve been able to record within these 12 years and God has continued to be very faithful.

A whole lot of businesses must have also started at the same time with you and many have failed. But you are still standing and waxing strong. What would you say has kept you going?

First and foremost, I think it’s the grace of God. It’s God. That’s how I see it. Not that we are doing something special. Fine, there are a lot of things that make people to succeed in business and also make them to fail in business. But first and foremost, you need to have God in your business. For instance, in this place, compulsorily, three times every month, everybody must fast. We fast for three days every month because we believe in the importance of having God to drive the affairs of the things you do. Spiritually, we put that aside. So, now, let’s come to the physical side of it. One of the reasons why a lot of businesses fall apart along the line; it could be likened to a child. You know, when you give a child money, the first money a child gets, he wants to use it to go and buy chewing gum and sweet and all that stuff. So, in Nigeria, most people, they don’t like to invest in their business. A man is struggling, he gets his first  contract, the next thing he remembers is, oh, I need to go and drive that nice-looking car; oh, I need to move into that nice-looking house, without first of all looking at how much you have been able to stabilize what you are doing. You need to sacrifice a lot. People don’t want to sacrifice. But you need to sacrifice a whole lot to ensure that your business itself stands. So, once you are able to stand your business properly, then every other thing can follow. But unfortunately, I’ve seen a lot of people, they are not patient enough to pay that price, because in business, you keep paying the price until the last day. It’s about price paying until the last day. And sometimes people believe that when you get your own contract, you’ve already arrived and when you start to have that mindset, you will discover that you can’t really go far. That’s the way I look at it personally and that is what has kept us going. Just be who you are, always try to be at your best, and try to be as humble as humanly possible, because like a child, you can never grow more than your parents. So, that’s also the way your clients are; your clients are your parents, because they are the ones that look after you. So, sometimes, I’ve seen people lose accounts based on their arrogance, I’ve seen people who folded up based on selfishness. What do I mean by selfishness? Because you must look after your client, you must look after your staff. When you don’t look after your staff, there’s no way your business is going to grow. That is the reality, because I keep telling people, the secret behind our business is because we have the right people who behave as if they are entrepreneurs. So, you must grow your people to have that kind of spirit, because even if you are not there, they are there to represent your interest, just the way you will also do it. But when you treat your staff as if they are not important, then they also will treat your business with that kind of attitude and once they start to show that, it will start to show on the total delivery of what you do and before you know what is going on, the thing will just start to nosedive.

 

There are a whole lot of experiential marketing companies out there, what stands Oracle Experience out, what separates you from the others?

Well, quite a whole lot of stuff.  We, as Oracle Experience, it’s about how do people, our clients see us as an agency? The difference between us and other people is very simple – people or clients want to work with agencies that when you give them a brief on what to do, you can go and sleep, without thinking is it gonna be done well or is it not gonna be done well? But most importantly, it’s our structure. We are the most structured experiential agency in Nigeria in terms of people, in terms of logistics, in terms of finance, everything. I will explain that to you. We are the only agency with footprints across the entire country; with over 1000 people scattered across the country. We live as if we are your next door neighbour.  We are the only agency that can tell you we speak our 530 Nigerian languages, because of our closeness to the people. So, while some agencies are thinking, boasting with their African structure; oh, I have an office in South Africa, Kenya, no, that is not what I talk about. I have the Nigerian structure – I’m in Maidugri, I’m in Kano, I’m in Enugu, I’m in Abakaliki, I’m in Makurdi, I’m in Abeokuta, I’m in Jos… All over the country, we are there with our people. We are the only agency who can activate Nigeria within 48 hours simultaneously, without stress. We are the only agency that you will call and say okay, I want to do X,Y,Z on a Sunday…If I have a brief on a Sunday and I need to start this work on Monday, I can get that done. Why? Because of the huge investment we have. So, what we’ve done is we don’t depend on any third party to make things work. If I’m gonna brand, for instance, one hundred vehicles, I’m gonna do merchandizing, I’m gonna do visibility, I don’t need to contact anybody. We have all the facilities here. We have our press, we print all our banners ourself, we do all our vehicle branding ourself, we own all the equipments we work with. So, we rely on nobody at all to make things happen and we go the extra mile to make our clients happy. That’s why the clients, they are always very happy to work with us. We can decide to give clients as much discount as we want to, without it telling on the quality of what we do. Why? Because we have total control of everything we work with – from the huge LED screens to stage, anything you are talking about, we have everything in-house. So, that stands us out from other people. When you tell people, let’s go and drive this activation across Nigeria, I’m sure there’s no one agency that can tell you give me 48 hours, but we can.

Then, take that aside, we are never scared to try new things. That’s why if you check, we have done quite a lot of amazing stuff that we can look back and say yes, we are very proud of what we’ve been able to achieve as a team.

Your agency is called Oracle Experience, how did you come about the name and why Oracle Experience?

If you look at the word, oracle; people consult the oracle, then if you have issues, you go to the oracle, you go and consult the oracle, you say oh, oracle, I have so, so, so problem, help me find out; they will do all their stuff and they will come up with an answer. So, we are the oracle of the marketing industry and what normally happens is this – a client comes to you and says oh, my brand is not doing as much as I want it to do; I want to do this, I want to do that. When you go for a pitch, what do you do with a pitch? To come up with solutions. So, when they come to us, they consult us and then you ask questions and then we come up with the answers. So, that’s where the name came from – as oracle!

 

So, what exactly do you people do at Oracle Experience?

We bring brands to life. We bring brands to life. That’s what we do.

 

Can you tell us some of the brands that you brought back to life or that you have injected life into?

Amazingly, we’ve done quite a whole lot of work for Nigerian Breweries. I mean, if you look at the One Lagos that was done last year, which was quite phenomenal, how we were able to take Star; we said let’s tell a Star story. Lagos State, as Lagos, is synonymous with Eyo masquerade and when you talk about Nigerian Breweries, Star is one of their leading brands and Star is the very first beer that was locally brewed in Nigeria. So, Star and Lagos, they have a lot in common. Eyo represents Lagos. So, in One Lagos, how do we then bring Star to life, tapping into that Lagos cultural relevance? What did we do? It was to take Star crates, we used Star creates to build this 70-feet Eyo statue which was quite an amazing stuff, unbelievably amazing stuff. We’ve done a lot for Star, we’ve done a lot for Gulder, we’ve done a lot for Heineken, we’ve done a lot for Legend, we’ve done a lot for 33, we’ve done a lot for StrongBow. In fact, last two months, we built a 180-feet wall, which people had to climb and people thought it was not possible. So, we do things people believe are not possible, because we always believe that with God everything is possible. And again, with determination and belief, things can always work. We also do quite a lot of exciting jobs for Nestle, we do quite a lot for P&G, Procter & Gamble, we do quite a lot for DStv; basically, we do almost 90 percent of what DStv is doing and most excitingly, we are the only agency who has been able to keep a client above a 10-year period. You know it’s not easy to keep clients. But all the clients we started business with in the last 12 years, they are all still with us.

It’s obvious, and also from the statistics you just reeled out that you’ve worked for a lot of multinationals, companies and agencies. Is there any, maybe a multinational, company or agency, that you would still like to work for and hasn’t been able to get?

Okay, the only client I’ve always wished I could work with is MTN and you know, we almost got there, but somewhere along the line, something happened and we had to like pause. For instance, for Cocacola, it took me 10 years to break into the Cocacola system. But today, we play a very key role in the Cocacola system. So, I always believe that as we try to grow the business and as we are growing, we are adding, we are growing, we are adding. Today, at least, we have about seven multinationals we are working with and I think just the only client we need in our portfolio, which I strongly believe is also going to happen, is MTN.

 

Of all the clients you’ve worked for, whose job has given you the greatest thrill and why?

The way we operate here, Oracle Experience, for each client, it’s a different experience, different team of people working on a client. So, if I throw that question, for instance, to the Nestle team, their story will be different from the Nigerian Breweries team; which is also different from the P&G team. However, corporately, if you look at it, you will discover that the experiences we gain from working with each of these different clients, I think, also had helped us as an agency to be who we are, because you will  discover that when you go to P&G, for instance; because of their culture, it’s an American company, so their thinking, their processes, everything is along that line. So, it’s a different experience. When you go to Nestle, it’s a totally different experience. But when you go to Nigerian Breweries, it’s also a totally different experience. Again, because Nigerian Breweries is more about beer, it’s more about fun and all that stuff. Then, when you talk about those kind of mind-blowing massive kind of experience you want to create, Nigerian Breweries gives you that room to do those kind of things. But when you talk about doing consumer-immersion kind of programmes, you will see that there are other clients too. So, it’s different experiences you get from all these people and so it’s a little bit difficult to say this excites me most. They are all different experiences.

 

What would you describe as the greatest lesson you have learnt about business?

Hmmm! You know, when you say the greatest lesson, I will say there’s even no greatest lesson. Because every single day you wake up, you learn a new thing. The learning has no end, you just keep learning, you just keep learning…Rather, I will look at it more as what the challenges could be, running any business in Nigeria…

Okay, what is the greatest challenge you have faced as a businessman?

You see, the greatest challenge we face in Nigeria as a business is also what I will call the Nigerian factor, and it’s a very sad Nigerian factor. It’s a very sad thing; it’s a very sad thing that our environment as Nigeria is exactly the way it is.  Governments are making things very difficult for people to really thrive as business people and I will tell you why it’s like that – because most of the people who are the decision makers, they have nothing at stake. That is the reality. They have absolutely nothing at stake. What do I mean by they have nothing at stake? If you check all your senators, all your House of Reps members, how many of them have their personal businesses that they run? None! A politician in Nigeria will prefer to have N1 billion, keep it somewhere, every morning you go there and look at it and say oh, my money is there. So, they don’t really care about what is going on; they don’t care if somebody who runs a factory, the challenges he’s facing, because it has nothing to do with them, because they are not stakeholders. I will give you a typical example – Ogun State, for instance, I hear the man (Governor Ibikunle Amosun) say a lot about how much they are making, how much they want people to come and invest, but it is so sad, when you go to the heart of Ogun, the place that brings them money, which is Agbara axis, there’s no road! Trucks going there to lift and drop, everyday, you see these trucks falling on that road, everyday you see a lot of stuff going on there. A journey that will take a truck to move things there like one hour, the truck can spend about 4 hours going through that road. Nothing is going on, but in a real state, country, the first priority will be those axis, because those are the people that are contributing hugely to the economy. They won’t do that, yet what they are doing is coming up with different kinds of ways to make money; come and pay money for borehole, come and pay money for a machine because you have a generator and the smoke is going out…so, it’s really, really crazy. There’s so much multiple taxation going on everywhere. You see, they need to understand how difficult it is to run business in Nigeria, especially when you move into the manufacturing sector. It’s really, really, really crazy; it’s so, so, so crazy. It’s unbelievable.

 

If a young man or woman who is interested in going into business comes to you, what advice will you give the person considering that you’ve been into business now for years?

Okay, for me, first and foremost, you need to love Nigeria. That is the No. 1 thing. You must believe in Nigeria, because if you don’t believe in Nigeria, you can follow others and want to run away. I have a lot of my friends that started businesses, they have folded up and ran out of the country. But I said no, you don’t need to do that because I see Nigeria as a country with lots of hidden treasures. They say America is a country of opportunities, great! But Nigeria is country of hidden treasures. There’s so much to be done here, there’s so much to be made here, once you know exactly what to do. However, to succeed in Nigeria, you need to really have a thick skin. But again, when you take it to the Bible, we live exactly the way it is in the Bible. For you to get these things done, it’s not gonna be easy; the road to achieving success is not easy, it’s very rough. It’s really, really rough. But if you remain focused, if you really, really remain focused in this country, Nigeria and you know exactly what you are doing, the chances of making it are higher than the chances of making it outside the country.

 

What is the commonest mistake that most business people make?

The biggest mistake people make is this; two things, not just one. One, business people, they give up too easily. I think, for me, that is the commonest mistake people make. They give up too easily. You want to start a business, you believe, oh, you’ve done your calculation, I’m going to make so, so million now, now and you start, then there are some disappointments and you quickly give up. So, the biggest mistake people normally make is that they give up too easily. That is the way I look at it.

In life, some people attain success, but they are not able to sustain it. Where do you think they normally get it wrong?

Still goes back to what I said before. You know, in life, when you want to start anything, it’s just like a journey; when you left your house, you already made up your mind that you were coming here this morning. But on your way, if you get distracted and you say okay, let me go to so, so place, by the time you get here, I’m already gone, and this interview is not gonna take place. So, people, along the way, quickly over-celebrate their success before they get to their destination, and when people start to make small money, they lose focus. That is what I have discovered about Nigeria; we lose focus too easily and we get discouraged too easily. So, you will discover that somebody who already has made a plan, this is exactly what I want to do and this is the business I want to go into; now, what makes people to lose focus? I was listening to some guys; if you also listen to Richard Branson, he will tell you; I mean, I’m a student of Richard Branson, so I also try to learn a lot from him. It’s your ability to see tomorrow. What I mean by your ability to see tomorrow is being able to see things. We’ve been talking about publishing magazine, but it’s your ability to sit back and say okay, this magazine I’m printing is great, but how can I still diversify and not move away from the core business? So that at the end of the day if something or this is not moving in the right way, then this is moving. Because you cannot keep remaining an analogue person when the world is fast moving away from the analogue side. But people, sometimes, they feel too comfortable in their comfort zone. Now, follow what is going on, because the world is moving or you will just discover that you’ve become obsolete and because you’ve become obsolete, you are gonna struggle. That’s what I think.

 

What’s your vision for Oracle Experience?

Yeah, my vision for Oracle Experience is endless, but I always try to take it one day at a time. When I started the business, my first vision was to make Oracle the largest experiential marketing agency in Nigeria. We have achieved that. That’s gone. So, our next phase is sustaining that for another five years and sustaining it takes a whole lot; it takes a whole lot of commitment, a lot of investment, because you must keep investing your money; but people don’t want to invest. I’ve invested close to N1 billion into this place. People don’t want to invest, people prefer to buy houses, people prefer to do quite a lot of stuff, become the big boy in town and all those stuff. So, you just need to keep investing and try to see that you build an empire that just keeps growing.

 

It’s obvious that God has been very, very nice to you…

Not just nice, He’s been very, very gracious…

 

So, what more do you want from God? What is the thing that He has not yet done for you?

Basically, God has always been very faithful to me. If I say this is what God has not done, I will be very, very unfair to God. So, basically, all I keep asking God for everyday now is just the grace; it’s just the grace to keep doing the things we do. Our appreciation for what God is doing for us is what gave birth to the Foundation…

 

What’s your Foundation called?

The Felix King Foundation. And through our Foundation, we’ve been able to do quite a whole lot and we are also still going to be doing quite a whole lot. The Foundation, basically, is for the disadvantaged widows. So, what we try to do is…we discovered that because of the way Nigeria is, women go through a whole lot; they go through a whole lot of sad moments. In some parts of the country and in most parts of the country and some families, you will discover that when a man dies, and because he didn’t write a Will, there’s always a possibility of the woman and the family of the man having issues, whereby they have to disinherit her from what actually belongs to the man. Mostly if the woman does not have a male child or if the woman does not have children that are grown up. We’ve seen a situation whereby a lot of women at the demise of their husbands struggle a lot to make ends meet. Most of them, their children are sent out of school, and they are back to street and all those stuff. So, what we do at our Foundation is we use our Foundation to empower some disadvantaged widows so that they can be able to send their children to school…

Was there anything that prompted this; what made you decide to focus on widows?

Yeah, 12 years ago, before I started Oracle Experience, life was really, really difficult and I had taken my child to the hospital and the hospital bill was N6000 and I couldn’t afford it. I couldn’t pay N6000! And the hospital, just to show you how Nigeria is; they refused to treat my daughter. And then somewhere along the line, after so much moving round, I was able to raise N3000. I paid the N3000 and they said don’t worry, we are going to give your daughter half treatment, when you get the other one, we ‘balance’ the treatment. It was really crazy then, but when I talk about it today, I just laugh. That was the first time God spoke to me, and God just said my son, when there is life, there is hope. He told me some other things and I said God, if this is me and my wife, we are having this struggle, then how about women who are alone? So, I said if I’m able to overcome these my challenges, I’m gonna set up a Foundation where I am going to be looking after women, disadvantaged women and their children. So, today, we have quite a lot of children who are under our scholarship. In fact, I pay their school fees before I pay my children’s school fees. We have like 1500 widows who are under our platform, who we support with funds. What we did was we created what we call the Progress Platform. How it works is we try to support widows so that they can also support their fellow widows, which means they form themselves into different groups, we give them money, we give them N100,000 per lady to start their own business. From that N100,000, we are giving to you N40,000, but the balance you are going to pay back to the association; which means that at the end of six months, whatever you pay back of that N40,000, we give it to another person. So, a group of ten people will now move to like 14 people at the end of the year. And then we are also doing some campaigns presently because June 23 is International Widows’ Day. A lot of widows are still being maltreated. So, we started a campaign, which is June 23rd, Zero-Maltreatment Day for Widows. It’s a campaign we are trying to push to UN (United Nations) so that they can declare June 23rd a zero-maltreatment day for widows. So, what I try to do in this business is that a certain percentage of the income or what comes into this business moves straight to them. It’s a private Foundation, we don’t raise money from people, we finance it.

 

You just made mention of your family, can we meet them? What’s your wife’s name and how many children do you have? And their names also…

Yeah, I have four kids – Omozele, Shiloh, Zion and Great. Those are my four kids. My wife, her name is Aderonke. Presently, they are enjoying themselves, they are having holiday somewhere…

 

How did you meet your wife?

Ah, that’s a long story! I was looking for a house and somehow I got this apartment and the dad was the landlord. And one early morning, I woke up and I saw this girl just walk past and I said ah-ah, who is this girl? They said she’s the landlord’s daughter and I said okay, that is great! So, from being a tenant, I became a son-in-law (laughter). So, that’s the story.

 

What would you say has kept your marriage going?

Everything is God! You see, in life, there’s no perfect marriage, there’s no perfect family. People will always quarrel. It’s just being able to understand each other. At the initial stage, me and my wife we used to have some little differences; you know in life, when two people come together, you have your different ways. You try to change this and this tries to change that. So, as a wise person, if you try to change your wife, your wife tries to change you; you will discover that it’s going to be an issue. So, don’t change nobody. Just accommodate each other and you will have a very beautiful family.

 

Away from work, when you are not thinking about Oracle Experience, when you are not thinking about Mabisco biscuits or reading books, which you love so much, what are the other things you do?

Basically, what I do, if you check, is just spending time thinking about Oracle, thinking about the biscuit company, and thinking about the Foundation…

 

Tell us more about the biscuit company…

It’s called Mayor Biscuit Company, Mabisco. It’s a huge factory sitting on hectares of land. So, that’s what I spend my time doing, and when I’m not doing all those things, I read my books. We have only 24 hours, out of it, you must sleep. So, just thinking about the work of the Foundation takes quite a whole lot of time because every single time, as I am sitting down here, every single day, one request or another keeps coming into the system, because the way the Foundation functions, we really don’t know anybody. People come with their problems, people recommend people, so if I’m not doing my work, I’m doing the work of the Foundation and if it’s not about the Foundation, I’m talking about Agbara, the biscuit company. But despite all that, I spend sometime reading books, trying to learn, because if you want to keep knowing, then you have to keep reading.

 

Of all the books you have read, which one has made the greatest impact? Don’t mention the Bible because it’s in another class and league…

But the Bible has actually made a huge impact on me, because even in my work, doing experiential marketing, the biggest experiential activity ever recorded in human history started in the Bible. And if you want to really understand experiential marketing, you go to the Bible. Everything you need to know about experiential marketing is in the Bible – and that is the reality.

What was the biggest experiential marketing that happened in the Bible?

That was in the Garden of Eden! When Eve gave the apple to Adam and said try it, you will love it (general laughter) and he tried it and he said whaaooh! That’s exactly what we are still trying to do today. Oh, Maltina is very good, oh, Indomie is good, oh, this is good; it’s what we are trying to do today. And you know, when we talk about engagement, people are talking about engagement every day. Remember also that when Jesus was with that blind guy, that was the biggest engagement. Jesus said take it, rub it on your eyes, go and… That’s exactly what these guys are doing everyday. All these cooking demonstrations you are doing left, right and centre, that is also it…

 

Your best book…Just one…

When you talk about books, you know, it’s always very difficult for me to pick one book and say this is the book, because each book drives home a message and makes its own impact. So, it may depend on how you look at it. Okay, If I will pick one book and say this really made impact, it’s the Michael Jackson book – The Magic, The Madness and The Whole Story. That’s the book that has made the most impact in my entire life.

 

Why?

When I read that book, it just showed me that life itself is not the way we look at it; don’t judge people just from what you are seeing, it goes far, far more than that and it also showed me that people, great people, sacrifice a lot; how much personal sacrifice they make for me and you to be happy is amazing. When you see Michael Jackson perform, everybody will say hey, hey, hey, but if you see the kind of sacrifice the guy puts in, what he goes through every single day, just to ensure that you are happy, it’s unbelievable. So, for every successful man, there’s a sacrifice to be made…

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