One of the first steps you’ll notice whenever a company wants to launch a product is education.
They start teaching. They start sensitizing. They start explaining what the product is, what problem it solves, and why it matters.
Why? Because education creates demand.
The more people understand your product, the more they feel the need for it. Ignorance is a sales killer. Knowledge, on the other hand, is the seed of demand.
That’s why great businesses invest heavily in awareness campaigns before selling. They don’t just launch. They educate.
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).