How Not To Do Business In Nigeria

Most business books about Nigeria are written by people who've never actually run anything here. This one isn't.

Drawing on 15+ years across Nigerian media, brand partnerships, and digital platforms, including managing advertising relationships for Meta, Snapchat, X, and Spotify, Tintin Imevbore breaks down exactly why foreign brands and Nigerian founders keep making the same mistakes, using real, named cases: Truworths, Shoprite, Meta's regulatory standoff, MTN's leadership history, and Nigerian startups like Okra, Kippa, and 54gene, plus a candid, first-person account from the author's own time running a Meta sales partner's Nigerian operation.

What's inside:

• Part One: 11 chapters on the mistakes foreign businesses make entering Nigeria, pricing, regulation, payment rails, logistics, trust, and more
• Part Two: 8 chapters on the mistakes Nigerian founders make from the inside: loyalty over competence, single-point-of-failure dependency, applause over revenue, and more
• A closing chapter that flips the title into an answer: So, how do you do business in Nigeria?

Whether you're a foreign brand trying to enter this market without becoming another case study or a Nigerian founder trying to scale past the patterns that quietly sink most businesses here, this book was written to have the conversation before the expensive mistake, not after it.

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