91. From Offline to Online: Why Brands Keep Failing - Kehinde Dawood

In this episode, Kehinde Dawood shares his journey into marketing and the hard lessons he’s learned along the way. We discuss common mistakes brands make when transitioning from offline to online, the power of great customer experience, and whether bad people can still deliver good service. Kehinde also dives into the logistics challenges crippling Nigerian e-commerce, the importance of unit economics, the weight of black tax, and why many SMEs and startups fail.We wrap up with advice to a confused 22-year-old man and a peek into the books currently shaping Kehinde’s thinking.Timestamps:01:00 – How I Got Into Marketing06:55 – Mistakes Brands Make When Transitioning to Online14:33 – The Difference Customer Experience Can Make26:32 – Can a Bad Person Offer Good Customer Experience?29:28 – How Logistics Bottlenecks Are Affecting E-commerce in Nigeria33:50 – The Unit Economics of Business43:04 – Black Tax45:50 – Why SMEs and Startups Fail54:04 – What I’ll Say to a Confused 22-Year-Old Man01:03:00 – Books I’m Currently Reading