When chaos births gold, a case study of a mad man’s strategy to digital innovation

The Nigerian tech ecosystem is gradually becoming a hub for innovation and disruptive technologies. The brutal inflation and currency instability affecting the Nigerian Naira constantly compels tech companies to adapt to survive. For technopreneurs, remaining relevant in such an environment requires creativity, adaptability, and the courage to challenge conventions.

As a lecturer and business strategist with over 15 years of experience studying Nigeria’s digital market, I have often successfully predicted the direction of emerging technologies and identified the key players who will spearhead driving these changes. Among the innovators reshaping the Tech ecosystem is Mr. Chimezie Iwuala, a young product manager and business intelligence (BI) expert. With products such as AfriShopa (UK) and Bloom Digital Media’s SMS already in the market, Chimezie is carving a unique niche for himself through what he calls his “madman’s approach”—an unconventional method centred on “negative testing.”

Chimezie’s methodology defies traditional product development practices. Instead of focusing on polishing a minimum viable product (MVP), he intentionally introduces flaws at the alpha testing stage of product development. This “controlled chaos” allows a select group of users, including industry leaders and potential customers, to interact with the flawed product. The insights gathered from these interactions reveal hidden user pain points and priorities that might have gone unnoticed during initial market research.

This process, though risky, has proven transformative because feedback from critical users—chosen for their high standards and brutal honesty—helps refine the product before its market launch by revealing vulnerabilities.

Chimezie’s approach has repeatedly demonstrated its value. He identifies potential weaknesses early by exposing products to rigorous testing environments, avoiding costly errors post-launch. This method emphasizes understanding user behaviour over traditional metrics like revenue or retention. Chimezie argues that true innovation stems from addressing user motivations and experiences rather than merely meeting benchmarks.

At the heart of Chimezie’s philosophy is a reliance on data-driven insights. He aligns every iteration of his products with user behaviour, meticulously observing and analysing reactions, pauses, and complaints. This ensures that his products resonate deeply with their target audience, fostering early adoption and long-term loyalty.

Unlike conventional product managers who refine products incrementally, Chimezie believes in bold experimentation. For him, no product is perfect; continuous evolution is necessary to meet changing user needs, which is why he takes this approach.

The younger, tech-savvy Nigerian audience demands intuitive, effective products, leaving little room for error. Chimezie’s strategy reflects a principle many understand, but few execute—merging innovation with risk-taking to create deeply user-aligned products. While his “mad man’s approach” may not appeal to traditionalists, its success underscores its brilliance.

Many opinion leaders validate the opinion that calculated risks and data-driven insights are essential in a dynamic, tech-savvy market like Nigeria’s. Chimezie Iwuala’s methodology reminds us that when managed wisely, chaos often births the purest gold. His work challenges technopreneurs to embrace disruption, proving that creative, calculated risk and innovation are the keys to success in today’s digital economy.

Written by: John Ihejieto (PhD), PMPI, Country Manager, TutorBridge Digital Academy,
COO, Classmigo. Executive Director, Assessment Tech Ng.