Do you want to be visible, or do you want to be valuable?
In this industry, being seen is not the same as being solid.
I’ve been in rooms where everybody knew everybody, but if you asked what half of them actually do, you hear “you know na… he’s really active.”
In this industry, visibility is everything… until it isn’t. Until you’re leading a team, handling a release, closing a deal; and suddenly, the followers, party invites, and panel appearances can’t help you execute.
It’s something I’ve been thinking about a lot lately, especially in the Nigerian creative industry where proximity to hype often looks like success. You know the type: always around, always posting, always “in the mix.” But when it’s time to deliver? Zilch. Nothing to show for all that access.
Let’s be honest; a lot of young creatives are performing relevance instead of building value.
And I get it. Visibility matters. It’s a real currency in this space. But too many people want to be seen before they even know what they’re bringing to the table. It’s like borrowing a Benz for an event but you still live in a face-me-I-face-you. Everything is loud, but nothing is solid. It looks good in pictures, but it can’t carry the weight of actual work.
Because what this industry will do [especially in this side of the world] is give you access before you’ve built discipline. It will throw you into important rooms fast, and you won’t even realize you’re fumbling until it's too late. A lot of people are just winging it on vibes; and while that might get you in, it won’t keep you there.
And honestly, it’s starting to cause real problems for those of us building teams, systems, and long-term structures. You’ll find people who say “proficient in Canva and Google Workspace” on their bio but can’t put together a clean deck or use a spreadsheet without causing headache. People who don’t show up to work on time, don’t follow simple processes, and expect everything to magically align for them… just because they “have talent” or because they’ve been in a few rooms and have a visually aesthetic portfolio. Zero accountability. No real output. But plenty vibes on the outside.
Listen, I love creativity as much as the next person, but vibes do not scale. Vibes do not build companies. Vibes won’t keep you hired, and they won’t keep your clients coming back either.
So the real question is: if you weren’t allowed to post it, tweet about it, or slap it on a “look at me” carousel, would your work still speak for you?
Would people still call your name when it’s time for real opportunities? Or are you only remembered when it’s time to “turn up”?
Feel free to toot your own horn but I think it’s time we all started separating personal branding from actual value. Learn the business. Respect the process. Sharpen your skillset. Be consistent even when nobody’s clapping for you. That’s what actually builds longevity.
Ask yourself today, what are you really building? Your visibility or your value?
P.S. I have a bone to pick with the self-acclaimed “creative directors” who haven’t actually made any solid creative impact but still want to charge an arm and a leg for every project. But we move. We live to fight another day.
Best thing I have read all year.
Preach!