Looking at the unfolding economic hardship that has gripped Nigerians, you easily see practical applications of the timeless lessons in Robert Schuller’s book, Tough Times Never Last, But Tough People Do, in what the people are doing to survive.
Without mincing words, every Nigerian needs to read or re-read Schuller’s bestseller. It is a book that provides guidance on how to navigate the rough life and handle difficult situations. It stirs you up, boosts your morale and makes you resolve to ride out the tough times.
Granted, this is not the first time that Nigerians are encountering tough times. When such times came, they found ways to survive and forge ahead. I came to this conclusion after the interactions I had with some people during my recent trip to the Southeast for the burial of a dear cousin, Dr. Emeka Iwuagwu. From the encounters and interactions, I found out that rural dwellers have risen to the occasion and come up with ways to survive the hard times. Mrs. Olachukwu Osuagwu, popularly known as Mama Chinonso, is one of those fully resolved to outlive the present season of hardship. She is a food vendor. One cool evening after a drizzle, we had a conversation.
I asked her: “How is your business moving with the recent removal of the fuel subsidy which has caused difficulties and made the prices of goods and services to shoot up?” Calmly, she responded that business was good. She added that she had not increased the price of one plate of rice, saying that she still sells at N500 per plate.
I wondered how she could be meeting up despite the increase in the prices of foodstuff. Her response made recall the strategy FMCG companies have been using for than six years to remain in business: “Well, what I did was to reduce the quantity of food. Instead of increasing the price per plate, I reduced the quantity. When my customers complain about the reduced quantity of food, saying that they might not be satisfied, I would politely explain the obvious reason to them since all of us are in the same ship. We, therefore, have no other option than to adjust both the cost and the quantity to keep the business going.” The customer who is also aware that subsidy removal has affected other goods and services would agree with me, and request for more food. The chemistry is that a plate of food I would have sold at N500.00 would now be sold for N1,000.00 and the customer would not mind because, he has seen reasons why he should pay double the amount he would have paid previously. It was Mama Nonso’s idea to keep her business going which shows she is a tough woman.
In the same vein, commercial motorcyclists in the villages have also become capitalists of a sort, and determined not to go down. One of them, Chijioke Nnalu, 33, is a father and farmer, said: “If I buy three litres of petrol at N550 per litre, it costs me N1,650. So, when I carry a passenger, I charge N1,000 per trip within the rural communities where we used to charge N500 before subsidy was removed. earlier; before the fuel will finish, I will make at least N8,000 within that short period and then go back to the petrol station to purchase more and continue my business. Before I used to work for eight hours a day, but now I work till the late hours of the night because I am gaining from the situation.”
It is said that when throws lemon at you, turn it into lemonade and keep moving, because such occurrence is a phase of the life that would eventually pass as one makes necessary adjustments. Again, when I returned to Lagos, I came across Aderonke Rasheed, who roasts corn close to a popular bus-stop. In the face of the present difficulties, instead of complaining all day about the high cost of living, she added the roasting of plantain and yam to her menu. That way, she will earn more money to support her family.
Sunday, a teacher has started managing his kitchen by himself to curtail costs. “I am not quarrelling with my wife, but we agreed that I am a better home manager, and therefore I taken over home management.” I did not quite get the logic, so he explained: “Instead of shopping around and losing much to retailers, I would wake up very early and get to the major markets like Iddo, Oyingbo and Mile 12 where I would see wholesalers and buy from them. When I go to Oyingbo to buy foodstuff, I meet men and women who are either wholesalers or retailers. Since we all came for the reason of buying stock at a cheaper rate, what they see as profit is what I will see in my pot.”
Of interest is the fact that the Edo State government directed all government workers come to work only for the days per week, to alleviate the cost of transportation. The government should be commended for the gesture, as a way of supporting them to get over the tough times, and not a political gimmick.
As the tough time continues to rage especially on the transportation sector, so many vehicles have been removed from the road and most road users insist on when and where that is necessary. Ezekiel Babajide, retiree of the federal ministry said “Times are really tough; I took time to look at my schedule and the cost of buying fuel to drive in and out of town; it was not looking rosy for retirees. Therefore, I suggested to most of my club members that we can be having our meetings and contributions online which they also accepted. We would only meet when there is need and they all bought the idea. Babajide’s other very important schedule is to assist his son for the school runs for his grandchildren even though he offered to do so because he enjoys it. Since we live in the same estate, dropping off and picking the children has become my regular routine and exercise. Otherwise, this period is not a time to waste little resources.
Dear Nigerians, there is need find a way to tackle the hardship facing all of us. Identify another stream of income that will help and uplift the family, and go into it. Give it your all. Whether you are husband or wife, get on with it, for the welfare of the family.