Lucius Calls Back

Last week, after my article How Professionals Can Unlock Africa’s Job Growth, my old friend Lucius called. (If you’re new here, go check out my earlier chat with Lucius — it’ll make this call make perfect sense).

“Leo, that Jim Rohn quote always hit me hard — ‘Work full-time on your job, and part-time on your fortune.’ I’ve been working on my GPS — especially the Goals. I’ve even set a date to launch my hustle.”

He wouldn’t tell me what it was—classic Lucius! I’m guessing it’s still simmering in his mind, maybe set to hit the market in a year or two.

But then he hit me with the real question:

“So, what should I be doing now while I’m paying off my car loan before I start raising capital?“

I smiled. “Simple, my friend—start living like you’ve already launched.”

The Brand Before the Business

Here’s what I told him: “Right now, YOU are your first product.”

If you told your friends you were becoming a fashion designer, would they believe you? If not, why? Maybe they don’t see style in you yet. And here’s the truth—people’s perception of you today can make or break the hustle you’re still planning.

Imagine someone inviting you to a boutique owned by your old classmate—the one who was always shabby, disorganized, and couldn’t match socks to save his life. Would you go? Now imagine your most untrustworthy neighbour spearheading a fundraising campaign for a noble cause. Would you contribute? Maybe yes but with some doubts. Exactly!

Lucius got it. He realised his customers are already “meeting” his future business—through him. And what they see now will decide whether they trust him when the hustle finally launches.

You Are the Brand

This is where most people miss it. They think branding starts with a logo, tagline, or business card. Nope. Branding starts with YOU—your habits, how you carry yourself, the values you stand for, and the way people talk about you when you’re not in the room.

In a world full of options, trust is the real currency. And trust doesn’t come from pretty designs—it comes from the human behind the business.

When you invest in your personal brand before launch:

• You start building trust and credibility now.
• You attract opportunities even before your product exists.
• You make networking easier because people remember you.

Your brand becomes your invisible marketing campaign. When people feel they know you, they’re more likely to support you, buy from you, and refer others to you.

Here’s the challenge to you:

Today, write down the hustle you want to start. Then ask yourself—if you were the customer, would you trust you to deliver it? If the answer is shaky, start working on your brand now.

Don’t wait for the launch.
Because by the time your side hustle is ready for the market, your name should already be opening doors.

Until next time,

Believe. Build. Be Bold.

— Dr. Mwesi Leo
Career & Business | Productivity Systems | Financial Freedom

Comment | Share | Like | Subscribe