Growth in business is not about how loud your marketing is, but how deeply your product sits in the mind of the consumer.
Apple didn’t just sell a phone. They sold a pattern of behavior. From the swipe screen to the Face ID, they’ve conditioned users to interact with technology in their way.
That is what it means to live rent-free in a consumer’s head. Your business becomes part of how they think and act.
Until your brand reaches that level of influence, you’re not growing, you’re just existing.
Dr. Smith Ezenagu is the Chairman of Esso Group, a diversified conglomerate shaping real estate, finance, education, and media. Dr. Smith Ezenagu is recognized as a real estate & investment mogul, life coach, and private equity expert. He leads Esso Group and its subsidiaries: Esso Properties (awarded Nigeria’s Most Innovative Real Estate Company in 2024 and recognized as the best real estate company in Nigeria), Esso School of Enterprise (the leading institution equipping entrepreneurs), and Esso Capital (delivering smart, trusted financial solutions across Nigeria).