Benin Bronzes to Nigeria

When social media platforms like Facebook and Instagram got started, they had focus: they were places where people with common interests would gather and share. As the number of users grew, marketers realized they could also use their platforms to infl uence purchase decisions. Their focus quickly shifted. They invested aggressively in evolving the sales part of their model. Initially, this was not well received by users who reminded brands why they were congregating in the fi rst place--which wasn’t to be told what to buy. In being so short-term focused, prioritizing commerce before people, the platforms were missing the bigger picture: the dynamics of how online communities like to interact, including the desire to be entertained.

For marketers building an e-commerce solution for the fi rst time, it can get easy to get myopic-looking only at the next moment and not the larger context. Having learned that lesson, Gander takes a holistic view--considering consumers and culture; knowing that when you get those two things right commerce often follows. This is why sites that integrate our video solutions often see sales increases between 15-40%--by integrating strong aspects of diversity and inclusion, we’re keeping people engaged and entertained. Thinking in a larger context, and looking further ahead, helps us make better decisions for today and tomorrow.

Given your experience, what advice do you have for entrepreneurs working to make an ongoing difference with their business ideas?

First, fi nd your fi re. Second, recognize that things that look like setbacks can often become your fi re. You know, at the start of this discussion, I shared my story about wanting to look a certain way to fi t in. Then I shared my story about the college counselor who tried to limit my academic pursuits because I didn’t fi t a certain stereotype. Those were both moments where, at the time, I felt sad. I felt defeated. I didn’t like the way the world worked. At the same time, I used those moments as fuel to change things. Now, I am building this amazing company, Gander, as my response.

Being an entrepreneur is hard work. You’ll experience long days and nights and stressful situations. There’ll be many times when you’ll feel like you’re getting things all wrong. Especially during these periods my encouragement is to not be deterred, don’t back down, and to keep the fi re burning. https://www.inc.com/mark-miller-2/ganderfounder-kimiloluwa-fafowora-on-building-an-ecommerce-brand.html Image credit: apps.shopify.com, gogander.io