Dr. Tunji Olugbodi, Executive Vice Chairman and Group Chief Executive Officer of Verdant Zeal Group, has urged Nigeria to rethink how it treats its cultural narratives, warning that the nation is “sitting on gold and selling it as sand.”
Speaking on the sidelines of Nigeria’s 66th Independence Anniversary, monitored by Veracity Desk (veracitydesk.com) Olugbodi stressed that the country continues to miss opportunities by failing to develop its stories into intellectual property that can generate lasting value.
“Our stories deserve to be developed as intellectual property that can create value for generations,” he said.
Drawing from his experience in communications, business, and film, Olugbodi explained that attention alone is not enough—ownership is what transforms creativity into wealth. He noted that a single story can evolve into multiple expressions such as film, theatre, games, fashion, merchandise, and tourism, creating jobs and extending its cultural and economic impact.
He posed critical questions for Nigeria’s creative industries: Who owns the work? What can we build around it? How can it reach new audiences? How will communities behind it share in its value?
Highlighting Nigeria’s extraordinary depth of history and imagination, Olugbodi cited heritage sites like the Osun-Osogbo Sacred Grove as examples of cultural treasures that carry both meaning and responsibility. He emphasized that developing their economic potential must go hand in hand with preserving their significance and respecting custodians.
As Nigeria marks its independence, Olugbodi called for deliberate efforts to package stories with care, protect creative works, and build businesses that can sustain their value.
“Our children should inherit the assets we built from our creativity, alongside the stories we told,” he concluded.
Happy Independence Day, Nigeria!
