Coach Toby Jonah

There are two kinds of people I don’t argue with.

The first one is the person who, the moment they realize they’re losing the argument, stops addressing the issue and starts attacking you personally.

You can be discussing a genuine disagreement, exchanging different opinions, trying to understand each other… and suddenly, they start insulting you, questioning your intelligence, bringing up unrelated things, or throwing personal jabs just to hurt you.

At that point, I’m out. 😂

Because once an argument becomes abuse, it is no longer a conversation. There’s nothing productive left to prove.

I don’t need to insult you to make my point valid.
I don’t need to raise my voice to make my argument stronger.
And I definitely don’t need to win an argument by destroying the person I’m talking to.

If we disagree, disagree with me. Challenge my reasoning. Bring facts. Show me where I’m wrong. I’m perfectly capable of changing my mind when I realize I’m wrong.

But the moment you abandon the subject and start attacking me as a person, you’ve already lost my interest in the conversation.

Some arguments are worth having.

Some are worth walking away from.

And sometimes, silence isn’t weakness or an inability to defend yourself.

It’s simply knowing that it’s not every conversation deserves access to your energy.

The second kind of person?

I’ll tell you about them in the next one.

This is the full gist. One time I had an ad job I was managing, the internet speed that day frustrated me. A task I’d have spent a few hours on took the entire day. And slow internet can be very very frustrating…and when it’s slow and limited, double wahala.

Music is one thing that I won’t stop doing. And where I find expression is working and building with singers. This is a session from yesterday with a group of singers I’m training for a massive growth project.

The method I have discovered is what I’m using for them. And what is that method? Make the growth process become a part of their daily life by giving them daily vocal workout routines.

All they have to do is forget about their vocal limitations, the end result or what they want to sound like and just complete the routine daily.

If you can follow the routine consistently, the result will show. So instead of being worried about how terrible you sound or whether your voice can become better…put all that energy into conquering the routine one day at a time and it won’t be long, visible changes will emerge.

This session was a beginner-friendly session. Nothing complex but madly effective. 🔥

In fact, most of the vocal routines out there that can take you from 0 - 100 are usually simple-sounding. You may even get bored with the repetitions, but they work wonders for whatever function you’re using them to develop.

If you want to build muscles, lift weights.

Follow Coach Toby Jonah

Sometimes you’ll have to keep your emotions somewhere and face the challenges on ground. That’s how real growth comes.

If you want to build muscles, lift weights.

Stop telling people they must validate products organically before running ads.

If I can spend some budget and get real market feedback in a few hours or days, why should I wait weeks for organic reach?

Ads are not just for scaling.

Ads can be used for validation too.

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Once saw someone talk boldly about business in private, but become strangely restrained the moment it is time to post their offer online.

They knew their product was useful, they had real people who needed it, and they even wanted more sales, but you could feel them shrinking because they did not want to look desperate online.

Shame wear them agbada!

This explained why many good businesses remain stuck for too long.

It is not always because the offer is weak or the market is dead.

Sometimes the real problem is that the owner feels embarrassed to keep talking about what they sell.

They start worrying about what people will think, how many times they have mentioned it, or whether they are starting to look too forward.

So they post once, go back into hiding, and hope the market will somehow remember them.

But business does not usually reward that kind of hesitation.

People are busy, distracted, forgetful, and often slower to act than you expect.

Many of them need to see your offer several times before they understand it properly, trust it enough, or finally decide that the time is right.

That is why embarrassment or shame can be expensive in business. It can stunt your growth in a way you'd never really see coming.

It makes people underexpose what could have grown, and then they misread the weak response as proof that nothing is working.

If what you sell is useful, honest, and well thought out, then speaking about it repeatedly is not something to be ashamed of.

It is part of the work.

A lot of growth is delayed, not because the market rejected the business, but because the owner became too self conscious to stay visible long enough.

Keep refining your message, keep showing the offer, and stop treating repeated visibility like a personal offense.

Many people do not need less selling from you.

They need more reminders from you.

If you want to build muscles, lift weights.

Toby Jonah

A while ago, I watched someone complain that posting was pointless because nothing seemed to be moving for them.

They had shown up for a few days, made a few offers, and already sounded tired of the whole thing.

What struck me was not that their product was bad.

It was that they expected the market to respond before the market had even fully noticed them.

That is one of the biggest mistakes people make when they sell online.

They mistake early silence for rejection, when in many cases it is just delayed attention.

People are distracted, skeptical, busy, and often not ready the first time they see what you do.

Sometimes they need to see you explain it again in a different way.

Sometimes they need to watch you stay consistent long enough to trust that you are serious.

Sometimes they are interested, but life simply gets in the way and your next post becomes the reminder that brings them back.

This is why you keep posting about what you sell.

Not because every post will convert immediately, but because repeated visibility helps people understand, remember, and believe.

If what you offer is useful, then staying visible is part of serving the people who may need it later.

A lot of good offers die too early because the person selling got discouraged before the audience had enough chances to respond.

Keep posting, keep refining the message, and keep giving the market enough opportunities to meet what you have.

Mme diongho k'imemme (I know it's not easy)

But...

If you want to build muscles, lift weights.

~ Toby Jonah

I attended an ads class recently, and one thing the teacher said stayed with me long after the session ended.

She mentioned that she uses ₦30,000 as her daily ad budget, and while explaining how to judge performance, she made the point that sometimes you need to let an ad run for about 24 hours before deciding what is happening.

If the results are not good enough, you make the necessary adjustments and run it again. In practical terms, that means an ad may need 48 hours of testing before you can make a proper decision.

There was nothing wrong with what she said. In many cases, that is exactly how ads work.
What struck me was the financial meaning of that advice for the average small business owner sitting in that class.

At ₦30,000 per day, 48 hours of testing is already ₦60,000 spent. Stretch that test into a third day, which happens often in real life, and you are looking at ₦90,000 gone before the business has even found a stable winner.

That is the part many people do not think through properly.

When ads are taught, the conversation usually stays around testing, creatives, copy, targeting, conversion, and performance.

All of that matters, but there is another issue underneath it that small business owners need to understand clearly, and it is this: paid advertising is not just a skill issue. It is also a financial readiness issue.

A lot of businesses want to run ads because they want faster sales, more reach, and more customers. That part is understandable. The problem is that many of them enter the process without enough room to absorb the cost of learning what works.

And ads do require learning.

Sometimes the first creative does not connect. Sometimes the offer is not strong enough. Sometimes people click, but the landing page does not convince them. Sometimes the audience is fine, but the message is too weak to move them. Sometimes nothing is badly broken, yet the business still needs more spend before the pattern becomes clear.
That is why testing can be expensive, especially for smaller businesses with tight margins.

If a business owner cannot comfortably afford the testing phase, every disappointing result will feel heavier than it should.

AI will not replace musicians.

But musicians who understand AI will quietly replace those who ignore it.

In Nigeria, we respect the grind. From Wizkid to Burna Boy to Davido, every generation that blew had one thing in common. They adapted early.

From Alaba CDs to streaming. From Instagram to TikTok. The smart ones moved with the shift.

Now AI is here.
Not to replace talent.
But to multiply it.

Write faster. Test hooks quicker. Create better rollouts. Understand your audience deeper. Move at speed.

Because today, speed is leverage.

This is disruption. It does not shout. It quietly raises the standard until those who refuse to adapt start playing catch up. And sometimes, catch up is too late.

This goes beyond music. Designers. Writers. Media buyers. Entrepreneurs.

The future is not man versus machine.
It is man with machine versus man without machine.

Choose wisely.

⚠️You don’t need to “find your niche” before you start posting.
You need momentum.

Post random thoughts.
Post consistently.
Build the muscle first.

Call it a Random Thoughts Series (RTS).
7 days. 10 days. 30 days.

Clarity comes after consistency, not before.

Just start.