My man Philip!

You could be selling the hottest chunk of garbage from the deepest depths of the garbage truck, or the finest debris from the highest heights of the dung hill. Heck, you could offer me the entire landfill, and I’d pay anything for it, just to support you!

Too much?

Maybe. But hear me out.

When a business owner puts their product or service up for patronage, and you say to them that the only reason you’re buying what they’re selling, is because you know them and want to support them, then you’re exactly like Philip’s good friend here.

There’s nothing wrong with support on the basis of friendship and maintaining good relations, but when it comes to business that noble intent is better off a thought.

In 2024 Nigeria, there’s a 99% chance that 8 out of 10 people own startups or know someone who does. These stats are purely theoretical — I don’t have a study or survey somewhere to back it up — but if you live here, you know it’s true.

A new wave of entrepreneurship has swept through the country recently, and it’s refreshing to see. It’s no secret that employment conditions aren’t first-rate, so it makes sense that many people are choosing to carve their own paths.

With businesses springing up everywhere, it’s not unlikely to have friends or friends of friends involved in launching new ideas or working to bring something to life. In our eagerness to show goodwill and avoid being seen as “bad belle,” we want to demonstrate support. So we buy their products, refer them, and post about them on social media — and that’s beautiful.

What isn’t beautiful is embellishing your well- intended support with phrases like,

“I’m just buying to support you o.”

Or, perhaps after being presented with an invoice which you had hoped would have fewer zeros, saying,

“Ahh it’s too expensive, but because its you sha…”

Take it from a business owner: that comment is at best, an insult.

Starting a business means identifying an area where you can provide value and presenting that value to the public in the best way possible.

Your goal of finding customers is based purely on the quality of what you offer. You want customers to buy your product not because they like your face (arguable, I know), but because they believe you have something they need that can improve their lives.

“I’m buying to support you” is the direct opposite of that.

In the end, if we are to be completely honest, true support for a friend’s business transcends mere expressions of goodwill intended to win points in their good book. But truly recognizing the value and potential of what they have to offer, without undermining it with awkward remarks.

If, in your heart of hearts, you believe that your friend’s product or service holds no real value for you and cannot in any shape or form improve your life, then it’s best to remain silent. Demonstrating your love and support this way will be perceived and appreciated far more genuinely.

Wisdom in friendship, especially in the context of business, is knowing when to speak and when to simply be there.

Selah.