only applies to marketing but is a lesson in life as well. It emphasises the importance of respecting and accommodating those who hold different views from us, no matter how irrational they may seem.
Spice Two: Our Contribution to the World Should Not End With Our Careers
When President Carter passed on last month, 29th December 2024, at the ripe age of 100 years, many eulogised him as a great man and deservedly so. For he accomplished so much, making things better for humanity across the Globe, post presidency than he did in his four years as President. Speaking on CNN after the news hit the airwaves, Van Jones, a writer, former adviser to President Obama, had this condiment to add to our dish:‘ President Carter worked just as hard post presidency and impacted many people, probably as he was not shackled to America giving him a certain kind of freedom which he used well and therefore had a consequential post President life’. Then he put in the sweetener:‘ Who you are when you are striving for power, how you act, reveals something about you. Who you are when you have power reveals a lot more. Who you are when you lose power that is the true test. Carter lost power but did not lose purpose’. Enough said.
Spice Number Four: Writing Is Fulfilling But Hard, Period
This spice was provided by Bruce Springsteen, the multiple Grammy winner whose songs have entertained us for many years. He says this about writing songs;‘ Writing is really hard, it is five minutes of magic followed by a year of slog. It’ s difficult to explain, akin to taking something out of the air and making it physical’. I can relate to this as no matter how many articles I write, it’ s still hard, more so when one wants to write something worthwhile. He goes on to say that he takes occasional breaks from writing which once extended to two years. When I read Marketing Africa magazine I salute those writers who churn articles issue after issue, year after year without fail, for I have not able to do it continuously, taking breaks every now and then. In fact there is a period, 2021 going into 2022 that I did not write for six continuous issues, adding to a full year. Despite the slog it is worth the while. How? Don’ t ask me.
Condiment 5: In Business as In Life Losing Comes With the Territory
Roger Federer, the retired tennis icon, provided this one, when he delivered the Commencement speech at Dartmouth University in 2024. He said that life is a roller coaster with no guarantees and no matter how hard we work and prepare we are still bound to lose from time to time. He was referring not just to a match of tennis but also a job or a pitch for a new client. Though losing hurts we must not dwell on every shot for‘ it’ s just a point’. This outlook allows us to focus with clarity and intensity on the next point. More importantly,‘ losing frees us to work harder on the next point and the sign of a champion is to accept it and force a smile at the crowd’. I remember when working at MCL Saatchi & Saatchi, the ad agency, when we lost a pitch, and the hurt showed on our faces clearly, my boss, Sheena Round-Turner always encouraged us to forge ahead.
He added another spice saying,‘ life is bigger than the tennis court’. His advice to the graduating class was that there is much more to life than a job and career. It is important that they take time to enjoy what the world has to offer with all its mysteries, beauty, gifts and myriad wonders waiting to be explored and experienced, even though
When we watch artists such as actors or singers, on screen, in a concert or a movie, play or concert we may not understand how their role affects them personally. Despite the glory, fame and fortune artists are just in the end human beings, just like all of us, with the joys and pains that come with their trade of trying to entertain us and eke a living from their talent. some may be hidden from plain sight. Also as important and fulfilling, paying big time as the years pass by is spending time with family and friends.
Spice 6: There is more to successful performers than the glitz and glamour we see
I have saved the best for last. Ok it’ s a‘ white’ lie. This was so spicy I did not know whether it would add value or make the food too hot to chew, so I put it off to the last. For Pretty Yende a renowned opera singer born in South Africa and trained in Italy, provided the spice or is it a condiment? I chanced upon her, on You Tube, when she sang Amazing Grace, very gracefully at that, during the re-opening of Notre Dame last year, in December 2024. Curiosity got the better of me and I went on a man hunt for her, on line, where she is featured a lot, being such a gifted singer. For this article I zeroed in on two You Tube features. The first a Video Cast interview on Medici-TV by James Jolly and the second a short feature titled,‘ In Song: Pretty Yende’.
From these I took home three seasonings worth pouring into the mix. The first is that once the opera bug had bitten her, she had to decide what kind of musician she wanted to be. Angelo Gobbato, one of her mentors gave her the choices she had providing the much-needed clarity. He told her that‘ there are two kinds of musicians or artists. Those that sing everything perfect, each sound is perfect, but they don’ t cross the threshold of touching the soul. Then there are those that don’ t sing so perfect, but when they sing, they leave you something that is truly extraordinary’. So, she learned that it is‘ not about perfection, but touching the audience’. She decided there and then she wanted to be the second kind. Watching her performances I think she has done justice to her decision throughout her very colourful and successful career. This is particularly important for those like me who try so hard not to make mistakes when writing or training that I forget the real reason people read or listen to me.
Secondly, she spoke about talent. When she is often asked about the emergence of so much talent from South Africa today or when she is told how unique she is, her reply is that South Africa is full of talented people all over the place. It is just that apartheid robbed many of the opportunity to fulfil it.‘ Each and every village has a Pretty Yende somewhere. But those before my generation, even when they deserved it, were not given the opportunity to further their careers, say abroad due to apartheid’.
MAL64 / 25 ISSUE