By Theresa Aisha Nigeria’s event industry has grown on the back of speed and resilience. Tight timelines, demanding clients, and high expectations have created a culture where professionals pride themselves on delivering under pressure. In many cases, this ability to “make things work” has become the standard. This culture has produced results. It has also created limitations. Across the industry, many businesses operate in what can be described as a hustle model. Work is secured through constant outreach. Execution relies on last-minute coordination. Growth is driven by effort rather than structure. While this approach can sustain early-stage businesses, it becomes difficult to maintain as demand increases. Architect and business strategist Theresa Aisha Mebitaghan, known as Tessie, believes the industry has reached a point where this model is no longer sufficient. “Hustle can get you started,” she says. “It cannot build a business that lasts.” The core issue is not talent. Nigerian e...
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