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Strategic Metrics: Moving Beyond Vanity KPIs to North Star Alignment

In product development, teams often drown in data, tracking things like daily active users, page views, and sign-ups.

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Demilade Olufayo | Strategic Metrics
Demilade Olufayo

In product development, teams often drown in data, tracking things like daily active users, page views, and sign-ups.

These numbers seem important but don’t always show the product’s real status.

These basic KPIs are similar to only looking at a car’s speedometer; they tell you how fast you’re going but not where you’re headed. Top product teams know they need one clear metric to cut through the confusion and unite everyone toward a meaningful goal.

That’s where a senior product manager who can define and put a North Star Metric into practice is important.

Demilade Olufayo brings this skill to a team, empowering them to move from simply tracking activity to measuring real value. This provides the clarity needed for lasting growth. His guidance makes sure every product choice, from small feature changes to big roadmap shifts, supports the company’s main vision.

A North Star Metric (NSM) is the key measurement of the value a product provides to its customers. For social media, it might be monthly active friends. For a marketplace, it could be the number of successful transactions. Demilade commences by collaborating with his colleagues to find the single metric that, when improved, guarantees value for both the user and the business. Creating this NSM requires a deep understanding of the product’s value and the customer’s experience.

Once the NSM is set, Demilade implements it by finding the key metrics that contribute to the North Star. For a content platform, the NSM of minutes of content watched might depend on things like number of creators, number of new videos uploaded, and view-to-completion rate. By linking team actions to the main goal, he turns the product roadmap into a plan for moving the North Star.

Demilade understands that an NSM can be risky on its own. If a team only aims to increase one metric, their effort could result in adverse outcomes. To avoid this, he balances the North Star with guardrail metrics. These measurements make sure that working toward the NSM doesn’t hurt the product’s quality or long-term health. For a ridesharing service, an NSM of trips completed might be balanced with guardrails like driver satisfaction rate and customer wait time, ensuring that growth doesn’t hurt quality.

Creating a good NSM isn’t a one-time thing; it needs to change over time. As a product grows and the market changes, its core value might shift. Demilade constantly checks if the current North Star still shows the product’s purpose. He teaches his teams to embrace change, understanding when to adopt a new NSM that better fits the company’s current strategic aims. This flexibility is important for staying relevant.

Demilade’s leadership offers the strategic focus that sets top product teams apart. He turns a company’s big ideas into a measurable strategy, empowering his teams to reach decisions that lead to strategic results. By connecting the product roadmap to a single, uniting goal, he guarantees every action is both productive and meaningful, pushing the product and the business forward.

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Sahara Leaders Named in African Energy Chamber’s ‘20 Under 40’ Rising Stars List

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Mariah Lucciano-Gabriel Yetunde Sorinola
Sahara Leaders Named in African Energy Chamber’s ‘20 Under 40’ Rising Stars List

Sahara Group, a leading international energy and infrastructure conglomerate, is celebrating the recognition of two of its business leaders on the African Energy Chamber’s 2025 “20 Under 40 Energy Women Rising Stars” list, a landmark that reinforces the company’s role in shaping the next generation of global energy leadership.

Mariah Lucciano-Gabriel, Head of Integrated Gas Ventures at Asharami Energy, and Yetunde Sorinola, Chief Financial Officer of Egbin Power Plc, were named among the continent’s rising stars for their outstanding contributions to Africa’s energy sector.

Their recognition reflects a wider global shift as the energy industry navigates the twin imperatives of expanding access to power and advancing a just energy transition.

The “20 Under 40” list shines an international spotlight on women who are redefining Africa’s oil, gas, and renewable industries, at a time when the continent’s leadership in innovation and resilience is increasingly shaping global conversations.

Moroti Adedoyin-Adeyinka, Executive Director at Sahara Group, described the recognition as evidence of Sahara’s long-standing commitment to empowering leaders who drive impact across Africa and beyond. “Mariah and Yetunde embody the Sahara spirit of resilience, innovation, and excellence. Their achievements demonstrate our commitment to Making A Difference by nurturing talent that can thrive on the global stage while bringing energy to life responsibly for communities across the continent and the globe,” she said.

Bethel Obioma, Head, Corporate Communications at Sahara Group, said the recognition also reflects Sahara’s people-focused strategy across the energy value chain. “At Sahara, our people strategy is centered on growing expertise and giving our employees platforms to express their abilities maximally, both within and outside the workplace. Our core values of being disruptively creative and ambidextrous empower every member of our team to harness their potential, drive innovation, and deliver impact that transcends borders,” Obioma noted.

As Head of Integrated Gas Ventures, Lucciano-Gabriel has been a driving force behind Sahara’s midstream gas business, accelerating revenue growth and expanding access to cleaner energy. “Being named among such a dynamic cohort of women is a powerful reminder that Africa has the talent and vision to lead global energy conversations,” she said. “This recognition inspires me to keep pushing boundaries, driving innovative gas solutions that can fuel inclusive growth” Lucciano-Gabriel added.

Sorinola, who leads the finance operations of Egbin Power Plc — Africa’s largest privately-owned thermal power plant — has built a reputation for strong governance, compliance, and financial stewardship of capital-intensive projects. “This honor belongs to the entire Egbin and Sahara team whose collective drive makes our work possible,” Sorinola noted. “We know that reliable power is the bedrock of economic progress and community empowerments and our focus at Sahara remains on championing financial governance, sustainability, and mentoring the next generation of leaders who will power Africa’s future.”

NJ Ayuk, Executive Chairman of the African Energy Chamber, added “These women are not only recognized for their amazing careers, but for their work and commitment across their respective communities. This is what happens when women are given opportunities to lead in the industry; going beyond executing their jobs to championing communities and mentoring others to become part of the larger African energy family.”

With operations in over 42 countries across Africa, Asia, Europe, and the Middle East, Sahara Group continues to drive equitable career growth across an inimitably diverse and growing workforce of more than 5,000 irrepressible people committed to Making A Difference, bringing energy to life responsibly.

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MTN’s Dr. Goodluck Named Among Nigeria’s Top PR Changemakers

Nigerian PR Must Adopt Customer Service Principles Says MTN’s PR Manager | Reporter: SANDRA ANI

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MTN’s PR Manager - Lakinbofa Goodluck
L-R: Segun McMedal, Lead Partner at Upticomm Marketing Company, and Former Chairman of the Lagos NIPR; Jimmie Akinsola, TV host and Actor, and Founder, Lagos Athletics; Dr. Olubukola George-Taylor, Managing Director, Robert Taylor Media; and Dr. Lakinbofa Goodluck, Public Relations Manager, MTN Nigeria, during the Lagos World PR Day Soiree and Power List Presentation where Dr. Goodluck was recognised as one of Nigeria’s top PR Changemakers, held at the Alliance Française, Ikoyi, Lagos.

Dr. Lakinbofa Goodluck, MTN Nigeria’s Public Relations Manager, has been recognised in the ‘Changemakers’ category as one of the leading voices advocating for a shift in how Nigerian PR professionals approach their craft.

Speaking at the recent 2025 PR Power List event at the Alliance Français, Ikoyi, Lagos, he drew compelling parallels between customer service excellence and effective public relations strategy.

“PR has progressed from that period when the speech was one company to everyone, now we do one company-to-one person engagement. It’s the same principle that is applied in customer relations,” Dr. Goodluck explained during a panel session. His approach centres on the principle that successful brands speak to one customer at a time, designing products and messages for individual satisfaction, knowing that others within similar demographics will naturally follow suit.

At the corporate level, managing communications for Africa’s largest telecommunications company requires a delicate balance between authenticity and appropriateness. Goodluck emphasised the critical importance of understanding media consumption behaviour as part of audience analysis, a component he believes many PR professionals overlook. “If you understand the media consumption behaviour, then you’ll be able to tailor your message to the audience properly,” he stated.

The communications expert referenced Marshall McLuhan’s famous theory that “the medium is the message,” explaining how platforms dictate communication formats and styles. This insight becomes particularly crucial for Nigerian brands navigating diverse media landscapes, from traditional outlets to rapidly evolving social media platforms like TikTok, where content format fundamentally shapes message delivery.

His customer service-inspired approach to PR represents a strategic evolution for Nigeria’s communications industry, moving away from broad, generic messaging toward precision-targeted, individually-focused communication that creates ripple effects across larger audience segments.

Others present on the panel session titled “The PR Hustle: Breaking In, Staying In, and Standing Out” were Segun McMedal, Lead Partner at Upticomm Marketing Company and Former Chairman of the Lagos NIPR; Jimmie Akinsola, TV host and Actor, and Founder of Lagos Athletics; and Dr. Olubukola George-Taylor, Managing Director of Robert Taylor Media.

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At 59, Irona Celebrated as a Steadfast, Trusted Leader

Reporter: SANDRA ANI

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Engr. Gerald Irona,
Engr. Gerald Irona

It was a moment of heartfelt tributes and celebration on Friday, as family, friends, political allies, and well-wishers gathered at the Abuja residence of former Deputy Governor of Imo State, Engr. Gerald Irona, to mark his 59th birthday.

Speakers hailed Irona as a principled, dependable, and courageous leader whose legacy continues to inspire trust and admiration.

The atmosphere brimmed with admiration as speaker after speaker paid glowing tributes to Engr. Irona, describing him as a dependable, courageous, and principled leader whose legacy continues to inspire across political and social divides.

Engr. Gerald Irona and the wife
Engr. Gerald Irona and the wife

In their separate remarks, three former members of the House of Representatives – Hon. Ikenga Mayor Eze, Hon. Jeff Ojinika, and Hon. ThankGod Ezeani, praised Irona’s unwavering commitment to justice and fairness, describing him as a relentless crusader for equity and good governance.

“Irona is dependable. He does not tolerate injustice in any form,” they affirmed. “He is steadfast and upright, always willing to stand for what is right, even in the face of adversity.”

Echoing similar sentiments, former Secretary to the Government of Imo State and ex-federal lawmaker, Hon. Uche Onyeagucha, hailed Irona as “a man of truth who consistently chooses the path of justice, regardless of whose ox is gored.”

Also lending his voice, former Director of Public Affairs at the Nigeria Agip Oil Company, Barry Nwibani, reflected on over two decades of personal friendship and professional admiration. “Engr. Irona’s consistency, integrity, and lifestyle remain exemplary. He represents the kind of leadership Nigeria yearns for – credible, courageous, and selfless.”

In a heartfelt tribute posted on his verified Facebook page, former Governor of Imo State, Chief Emeka Ihedioha, described Irona as “a trusted pillar of steadfast loyalty.” The former Governor used the opportunity to also celebrate the Director General of the Rebuild Imo Movement, Dr. Vin Udokwu, who marked his 68th birthday on the same day.

Engr. Gerald Irona
Chike Walter Duru, Ph.D, Associate Professor of Mass Communication, and Communication Consultant to the Former Deputy Governor of Imo State, Hon. Engr. Gerald Irona, greeting the celebrant and the wife

The message, titled “Honouring Two Steadfast Allies,” read in part:

“To the glory of God, I celebrate two exceptional men – Rt. Hon. Gerald Irona, my trusted Deputy in Imo, as he turns 59, and Dr. Vin Udokwu, our devoted Director General of the Rebuild Imo Movement, marking 68 remarkable years.

Over time, these two gentlemen have proven to be trusted pillars of steadfast loyalty, exemplary character, and resolute commitment. Their dedication to service and the shared vision for Imo has inspired confidence and hope across the state and beyond.”

In his remarks during a virtual chat, former lawmaker representing Oguta State Constituency at the Imo State House of Assembly, Hon. Frank Ugboma stressed that

“His Excellency, Rt. Hon. Gerald A. Irona is not just a leader but an inspiration to many of us who look up to his courage and commitment to service. Celebrating him at 59 is celebrating excellence, resilience, and uncommon grace.”

Irona’s wife, Ogbuefi Vivian Irona, in a special birthday message, described Irona as a selfless leader. Her message reads in part – “today, I celebrate not just your birth, but the man you are- strong, yet gentle, visionary, yet humble, courageous, yet compassionate.”

“Your life of service, both to your family and to the people of Imo State speaks volumes of your character – selfless, noble, and deeply inspiring.”

Adding his voice, former Chairman of Oru West Local Government Area of Imo State, Ken Akunnakwe stressed that “in Hon. Gerald Irona, I found a humble, loyal, consistent, and practical politician. He is a man of few words who leads by example. Beyond his kindness, Irona is deeply grateful to those who have contributed to his journey.

Engr. Gerald Irona birthday in Abuja

Beyond Abuja, the 59th birthday of Engr. Irona was also celebrated by associates and supporters at various locations in Imo State, including the ‘Rebuild Imo movement’, reflecting the wide-reaching admiration he enjoys for his leadership, integrity, and principled politics.

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