Atam Sunday Iganishire, CEO of Irea Media Limited, has cautioned small business owners and startup CEOs against chasing rapid growth at the expense of long-term sustainability. He warned that the growing obsession with short-term wins is threatening the success and longevity of many ventures.

In a strongly worded commentary titled “The Impatience of Small Business Owners and CEOs to Grow Organically,”* Iganishire decried the trend of prioritising short-lived visibility over foundational growth.

He noted that pressure from investors and competition is pushing many startups—especially in the fintech space—towards disjointed strategies and unsustainable business models.

“Some CEOs even expect marketing agencies like Irea Media to hack growth by 200% in the first month after launch,” he said, describing it as a rising expectation that disregards the need for foundational planning and customer connection.

Iganishire emphasised that organic growth—rooted in product-market fit, customer trust, and authentic branding—requires time, strategic consistency, and discipline.

However, he observed that many founders now resort to quick-fix tactics like paid ads, surface-level PR, and aggressive sales campaigns that create only temporary momentum.

“This rush often leads to fragmented messaging, poor customer experience, and sales pipelines full of unqualified leads. The illusion of momentum hides the absence of depth—and eventually, that curtain falls,” he stated.

He criticised the widespread neglect of crucial elements such as user education, customer retention, and community building—key drivers of scalable and sustainable growth. According to him, even startups with promising products risk failure when they treat business growth as a sprint rather than a marathon.

Drawing on his experience in media and marketing, Iganishire stressed that enduring success comes not from speed, but from intentional, customer-focused execution.

“Ultimately, small business owners and CEOs must ask themselves: Do they want to look successful, or be successful?” he asked.

He added that although slow-growing businesses may not grab headlines in the early stages, their commitment to structure, resilience, and genuine engagement positions them to weather market shifts, algorithm changes, and funding uncertainties.

As Nigeria’s startup ecosystem continues to mature, Iganishire’s message serves as a timely reminder that true growth lies not just in speed—but in direction, discipline, and sustainability.