See 7 lessons Otedola taught us about billionaire marketing 

About a month ago, Nigerian billionaire Femi Otedola made a headline-grabbing announcement: he would publish a memoir chronicling his rise from entrepreneur to a net worth exceeding $1 billion.

The book, Making It Big, has steadily built momentum in the weeks since, drawing attention not just for its content but for the way it’s being marketed.

Otedola, long recognized as one of Nigeria’s most prominent oil barons during his tenure at Forte Oil, has since pivoted seamlessly into finance and power, with stakes in Geregu Power and First Bank Holdings.

At 61, he remains one of the country’s most influential business figures. Which is why it’s striking to see him take such a hands-on, strategic approach to promoting his memoir.

Rather than relying solely on his name recognition, Otedola has employed a playbook that blends personality-driven storytelling with market-tested tactics.

From leveraging personal networks to crafting exclusivity, he has given a masterclass in what might be called billionaire marketing. Over the past four weeks, his campaign has offered a clear set of lessons, reminders that even at the top of the wealth pyramid, the fundamentals of influence, reach, and narrative still matter.

Without further ado, here are 7 lessons Femi Otedola has taught us about billionaire marketing in 2025.

Let people follow your journey, make it personal

Long before anyone had an idea that Femi Otedola would release a book, he had begun building a steady, personable online following through his thoughts, friendships, and business achievements in ways that made him relatable.

He even responded to and reposted commentaries from associates and family members he was familiar with. So, when he says, “The lessons, setbacks, and triumphs that shaped my path are almost ready for you. In these pages, I’ve shared the key principles, the moments of doubt, the breakthroughs, and the wisdom that guided me through it all.

Otedola didn’t just announce a book; he opened the doors to his life. He made the audience feel like they were part of his journey, not just customers buying a product. He explained that the book was a document of his life, how he scaled to the top, not positioned as a dry business manual, but as an intimate peek into his experiences over the years.

Leverage family relationships

Otedola reminded us that community is power, and family can be your best sales team. His daughters, Temi Otedola, Florence “DJ Cuppy” Otedola, and Tolani Otedola, each with massive followings, became active promoters of his book.

His son-in-law, Mr Eazi, tweeted:

“I’ve been getting free masterclasses from Mr @realFemiOtedola for almost a decade – boardroom gems, family wisdom, even down to garri price predictions. Now he’s putting it all in a book. #MakingItBig drops Aug 18. Real stories. Real sauce. Don’t say I didn’t plug you.” 

DJ Cuppy joined in: “Not every billionaire spills the tea… but my dad did AND turned it into a whole book! PRE-ORDER makingitbigbook.com” 

By involving his family, Otedola made the marketing feel warm, authentic, and deeply personal. It’s a reminder that people don’t just buy from brands, they buy from people they feel connected to.

Allow your network and net worth to speak for you

One of the most important lessons any entrepreneur or business leader can learn is that your credibility is not built in isolation; it is often reflected in the company you keep.

Femi Otedola has shown this beautifully with the launch of Making It Big. Rather than relying solely on his own reputation, he strategically leaned on his network of influential peers, friends to elevate the book’s reach and authority.

Otedola’s friend Aliko Dangote, a titan in African business, offered a heartfelt review. WTO Director-General Ngozi Okonjo-Iweala highlighted the book’s wealth of practical insights for leaders and entrepreneurs. AfDB President Dr. Akinwumi Adesina called it essential reading for anyone aspiring to make an impact, while Arunma Oteh, former Vice President and Treasurer of the World Bank, lent her voice to further validate the book’s content.

The lesson here is simple: in business, credibility can be “borrowed” when you surround yourself with trustworthy, high-caliber individuals. Their reputation and authority shine a light on your own work, creating social proof that no marketing budget can replicate.

Use teasers to build anticipation

One lasting principle of marketing is that people buy trust before they buy products. Femi Otedola demonstrated this masterfully with Making It Big. Before the book’s release, he began offering glimpses into the wealth of insights it contained. By releasing excerpts, he gave his audience a taste of the wisdom inside, making them feel like they were being let in on the secrets of a world few ever see.

In these early previews, Otedola shared stories that were both revealing and instructive. He recounted a 1 a.m. call with Wale Tinubu that led to a diesel cargo being diverted, the challenges and sometimes hostile reactions he faced when loans were denied, and the less-publicized intricacies of the oil and gas sector.

By offering this value upfront, Otedola built trust and curiosity simultaneously. It’s a reminder to entrepreneurs at any stage: when you give your audience meaningful, tangible value first, the sale becomes almost a natural next step.

Leveraging on events

Otedola showed that marketing is not just about launching a product; it’s about being present wherever attention gathers. He didn’t wait for formal press releases or scheduled promotions; instead, he seized every opportunity to keep Making It Big in the conversation.

From social media buzz to media mentions, any commentary that encouraged interest in the book was amplified. Positive tweets, posts from friends, or coverage by journalists were reposted or retweeted, turning organic enthusiasm into part of the campaign. By doing this publicly, he also created opportunities for media outlets to report on his work, further extending the book’s reach without additional effort.

Go where your audience is, advertise everywhere 

Otedola knew that to capture attention, you have to meet your audience where they already spend their time. He didn’t limit promotion to bookstores or traditional media; instead, he spread his presence across multiple channels, events, interviews, and even playful online content.

A standout example was his TikTok video with his daughter, Temi Otedola, where they danced while holding the book. While it might seem casual, the clip was a strategic effort to connect with younger audiences, particularly Gen Z, showing that even billionaires can adapt their approach to suit different demographics.

Make it premium, latch onto exclusivity

One thing to always remember in marketing is that people are drawn to exclusivity. Otedola, as a high-net-worth individual, demonstrated this with Making It Big. The book wasn’t readily available everywhere; it is primarily offered via pre-order, giving it an aura of scarcity and prestige.

He also created a dedicated website, providing a direct, premium channel for readers to secure their copy. Pre-ordering offered a slightly lower price, though delivery fees applied, making early access both exclusive and attractive.

Even at full price, the book is positioned affordably when measured against the wealth of insights and practical lessons it delivers. By controlling how and where the book could be accessed, Otedola has made the experience feel curated and special, showing that exclusivity and accessibility can coexist when handled thoughtfully.