In the last 15 years, I’ve had more than 50 staff try to copy our business, join competitors, or take customers directly from under us, all in the name of “I can do it” or “na we dey do all the work… is it not just juice, parfaits and salads?” Unsurprisingly, most of them fizzled out before they started.
Not because they couldn’t replicate the product, some even used the same suppliers, and had the techincal know-how, but because they didn’t understand the business of building a business. They saw the surface, not the structure behind it.
People often ask me, “How do I protect my recipe?”
My response is usually: you mean watermelon and pineapple juice? There’s a lot more to building a business than the product. Yes, product matters, but it’s only one piece. In many cases, nailing consistency beats having “superior” quality. The ability to deliver the same experience, every single time, across locations, teams, and over time, is where the real work is.
And that’s why, for me, one of the most unserious things you can say as a business owner is: “I don’t want people to steal my idea.” Because ideas are a small part of your success. Anyone can come up with an idea, not everyone can execute.
Another common myth is that you must have a protectable IP or some special “secret sauce” to win., (i don't know why cake people liek to think they have one secrest recipe... 😂😂). It rarely works that way in reality. Yes, where there are clear grounds for protection, take it seriously. Protect what’s worth protecting. But don’t get stuck thinking you need IP to make it big. You don’t.
What you need is the ability to build, and keep building, long after the “idea” phase is over.
Instead ask yourself these serious questions:
- How do I distribute this product at scale?
- How do I systemise operations, so the business runs well?
- How do I build a high performance culture where people take ownership and standards don’t drop?
- How do I keep my brand top of mind in a crowded market?
- How do I acquire customers predictably and keep them coming back?
- How do I manage my finances properly, so I don’t run out of money?
This my friend is where the real work is.
These are what separates a good idea from a sustainable business.