“Comfort is the Enemy of Greatness” – Nigerian Entrepreneurs Who Left the Diaspora to Build Thriving Businesses at Home
The decision to leave the comfort of stable jobs, high salaries, and developed infrastructure in the diaspora to return to Nigeria and build businesses is not an easy one. Yet, history shows that some of Nigeria’s most successful entrepreneurs took that bold step, embracing uncertainty to create lasting impact. Here are some inspiring stories:
1. Jason Njoku (Founder of iROKOtv) – From London Hustles to Africa’s Netflix
Background: Jason Njoku, raised in the UK, faced multiple failed ventures before finding his big idea in Nollywood.
Journey & Sacrifice: Leaving behind the safety of London, Njoku returned to Lagos and began building iROKOtv from his mother’s house. He confronted unreliable internet, piracy, and investor skepticism.
Success: iROKOtv grew into Africa’s largest online distributor of Nollywood films, raising over $40 million in funding and becoming a global face for African entertainment.
Lesson: Njoku’s leap from comfort into uncertainty unlocked a billion-dollar cultural export.
2. Tayo Oviosu (Founder of Paga) – From Silicon Valley Salaries to Fintech for the Masses
Background: Tayo Oviosu worked at Cisco and later in private equity in the U.S. before deciding that Nigeria’s financial exclusion problem needed urgent solutions.
Journey & Sacrifice: In 2009, he left Silicon Valley comforts behind to launch Paga. Navigating Nigeria’s weak financial infrastructure and strict regulations tested his resilience.
Success: Today, Paga processes billions monthly, with over 19 million users and partnerships with global players like Visa.
Lesson: Oviosu turned his back on security to unlock a revolution in African fintech.
3. Iyinoluwa Aboyeji (Co-founder of Andela & Flutterwave) – From Canada to Building Africa’s Unicorns
Background: Iyin Aboyeji studied and worked in Canada, enjoying stability and prospects of a comfortable career. But he wanted to build for Africa.
Journey & Sacrifice: He returned to Nigeria and co-founded Andela, training young African engineers for global tech jobs, and later Flutterwave, which powers payments for businesses across Africa. Both ventures faced hurdles—from fundraising skepticism to navigating complex African payment systems.
Success: Flutterwave is now valued at over $3 billion, and Andela has created pathways for thousands of African talents.
Lesson: Aboyeji’s refusal to settle in comfort abroad allowed him to pioneer platforms that are redefining Africa’s global business footprint.
4. Adebola Williams (Co-founder, RED | For Africa) – From UK Beginnings to Shaping Africa’s Media Voice
Background: Adebola Williams grew up partly in the UK before moving back to Nigeria, where he co-founded RED Media in his early 20s.
Journey & Sacrifice: He could have chosen the predictability of a media career abroad, but instead he embraced Nigeria’s unpredictability, shaping narratives for youth and governance.
Success: Today, RED | For Africa is a media powerhouse influencing culture, politics, and branding across the continent.
Lesson: Williams chose impact over convenience, helping define how Africa’s young generation sees itself.
5. Dr. Ola Orekunrin (Founder, Flying Doctors Nigeria) – From UK Medicine to Saving Lives in Nigeria
Background: Trained as a doctor in the UK, Ola Orekunrin had every reason to stay. But a personal tragedy—the death of her sister due to lack of medical air transport in Nigeria—changed her path.
Journey & Sacrifice: In 2010, she returned to Nigeria to start Flying Doctors Nigeria, West Africa’s first air ambulance service, despite skepticism and high startup hurdles.
Success: Her company now provides life-saving emergency services to corporations, governments, and individuals.
Lesson: Her leap into Nigeria’s tough terrain created a system that saves countless lives.
6. Adedamola & Tijesuni Omotoyosi Simire (Wurafadaka) – From UK Diaspora to Fashioning Africa’s Future
Background: Tijesuni Omotoyosi Simire founded Wurafadaka (meaning “Gold & Silver” in Yoruba) in 2014, inspired by his mother’s tailoring background and a desire to merge African tradition with modern design. Together with his wife, Adedamola, they expanded the brand after relocating from Europe back to Nigeria.
Journey & Sacrifice: Rather than managing the brand remotely, they chose to return home, facing Nigeria’s volatile power supply, production bottlenecks, and the high costs of scaling. Starting from sketches and student partnerships, they reinvested profits and steadily grew.
Success: Wurafadaka has grown into a household name with branches in Ilorin, Abeokuta, and now Lekki (Lagos HQ). It employs over 100 people, trains young designers through its fashion institute, and serves a diverse clientele—from everyday wear to luxury bespoke outfits.
Lesson: The Simires show that even in fashion, Nigeria’s challenges—power, production, funding—are fertile ground for bold entrepreneurs willing to build at home.
Conclusion: Comfort vs. Greatness
From Njoku’s Nollywood empire to the Simires’ Wurafadaka fashion powerhouse, these entrepreneurs share one thing in common: they chose discomfort over comfort. They gave up the certainty of the diaspora to embrace Nigeria’s chaos—and in that chaos, they built greatness.
Key Takeaways:
Opportunity in Adversity – Nigeria’s biggest problems are its greatest opportunities.
Resilience Over Comfort – Growth demands stepping into the unknown.
Impact Over Convenience – Real greatness is born from solving real problems.
For the next generation of entrepreneurs, the question is simple:
Will you choose comfort, or dare to build greatness where it’s needed most?
