Comfort Yakubu: Keep learning to stay relevant

On the same wavelength, Comfort Yakubu and I share similar interests and values, no wonder we connected easily. We defied the concept of the law of Physics states that opposites attract but in this case, the likes came to form a major confluence.

Ever-smiling Comfort is a Historian, Journalist, and Women's Advocate. When the blog feature came up, she willingly shared her story to inspire, educate, and empower every woman. Her passion for championing gender equality, financial inclusion, and representation of women is contagious, just like her smile. She has a lot going for her, and despite the short notice, she granted this interview to uncover some 'hidden wisdom'  from her life experiences, advocacy work, entrepreneurship and her truth.

In a chat,  she speaks at length taking us through her diverse background to major influences on her journey to becoming,  gender equality and more. Read the excerpts below:

You have a diverse background in journalism, entrepreneurship, and advocacy. How have these different areas of expertise shaped your approach to women’s empowerment?  

As an entrepreneur, I experience firsthand the challenges women face in business. This unique perspective gives me an edge in understanding these struggles, allowing me to work with women with empathy and insight. I understand where the shoe pinches and am equipped to navigate these challenges alongside them, offering practical solutions and support.

Can you discuss the challenges and successes you encountered while running your salon, baby clothing store, and cosmetics retail business? How did this experience inform your advocacy work?

Running my salon, baby clothing store, and cosmetics retail business came with its fair share of challenges and successes, each of which shaped me as an entrepreneur.

The salon, being a service-based business, required stringent oversight. At one point, I faced losses due to dishonest staff. For instance, during a period when my father was ill and I couldn’t supervise regularly, one stylist claimed the business was poor and even offered to forgo her salary. Later, I discovered she had made significant earnings but concealed them. This taught me the importance of accountability and implementing proper checks in business operations.

The cosmetics business was exciting because I had great products that customers loved. However, my charitable nature became a challenge. I often slashed prices or gave away products as gifts, which eventually affected profitability. It got to a point where my staff would frown whenever friends visited, knowing I might give out items instead of selling them.

The baby clothing store was another fulfilling venture, but I faced issues with capital. Customers would eagerly buy out the stock, and since I sourced my supplies from the U.S., the delays in restocking left the store looking scanty. This disrupted the business flow and impacted customer retention.

These experiences taught me resilience, the importance of separating sentiment from business, and the value of maintaining a balance between generosity and sustainability.

Today, I draw from these lessons to empower other women in business. By sharing my story, I help them understand the importance of accountability, financial discipline, and resilience. I’ve also had the privilege of training women on effective business management strategies, ensuring they avoid the pitfalls I encountered, through WADHI's financial literacy trainings.

Can you list some women who have influenced you into the woman you have become and what endeared you to them?

My mother Mrs Florence Kaka Yakubu, ( now late) was involved in gender advocacy and did a great job in that area, I was inspired by her dedication, passion for work and commitment to God.

My Aunty Mrs Joana Gana, ( my mummy) has unusual wisdom, passionately safeguarding her family like the Proverbs 31 woman, she is smart and health conscious. I  have learnt so much about life from her.

Mrs. Esther Eghobamean Mshelia, the CEO and Convener of the Women Arise Development and Humanitarian Initiative (WADHI), as well as Nigeria's representative in the United Nations (CEDAW), is truly a remarkable woman. Her intelligence, technological prowess, and ability to stay ahead of her generation are unparalleled. I have never encountered anyone as brilliant as her, especially in the area of technology—her expertise leaves me striving to keep up.

Aunty Esther has provided me with the invaluable opportunity to work alongside women and learn from her wealth of knowledge and experience. Her brilliance is truly inspiring. She is a reflection of timeless beauty, she is a grandmother but radiates the beauty of someone half her age. Her commitment to self-care and wellness has encouraged me to prioritise my own health and appearance. There is so much to admire and emulate in her leadership and wisdom.

My aunty Mrs M.M Mayaki, this woman has a gentle and calm disposition to issues of life, she has taught me not to be reactionary, I remember a scenario when I should have clearly burst out and she just calmly said to me, you don’t need to argue with these people just apply wisdom and stand your ground.

Looking ahead, how do you plan to continue inspiring change in the areas of gender equality, financial inclusion, and media representation of women?

I plan to continue building on my current efforts by writing to inform, educate, and amplify women's issues, ensuring they remain at the forefront of conversations.

I will persist in encouraging women in business by sharing valuable opportunities and innovative ideas that can help them thrive.

Additionally, I am committed to organising impactful training sessions, particularly for women in rural areas, equipping them with the skills and resources needed to achieve financial independence and self-reliance. My goal is to keep inspiring positive change and driving progress in gender equality, financial inclusion, and the representation of women in media.

As a professional with a diverse skill set, what drives you to continue learning and growing in your field?  

Change is the only constant thing in life, no one knows it all and to keep up to date, especially in this digital age, you have to keep learning, unlearning and upgrading, or else you become obsolete. We need to keep learning to be informed, updated and in other not to lose relevance.

Can you share a memorable moment or success story from your advocacy work that deeply impacted you?

I remember encountering a young girl, around 13 years old, working alongside labourers, carrying sand—something no child her age should be doing.

She should have been in school. I asked her to run a quick errand for me, and she happily obliged, even offering to assist me whenever I needed help. Intrigued, I started a conversation with her about school and her circumstances.

I discovered her father believed that educating girls was a waste of time, as he felt they would ultimately end up in the kitchen. Determined to change her story, I rallied support from family, friends, and her mother, who was eager for her to continue her education. With their help, she was able to return to school.

By the time she completed secondary school, her father insisted on her getting married. However, through God's grace and the unwavering support of one of her uncles, we managed to navigate past that challenge. Today, she is in a higher institution, excelling academically, and radiating confidence and beauty. Her transformation is a testament to the power of collective support and the importance of fighting for every child's right to education.

Would you like to share some projects you are working on or what to expect from you in the nearest future?

I am currently working on a skill acquisition training project for women in a small, underserved community in Niger State. This community faces significant challenges, including the absence of basic amenities like electricity, clean water, medical facilities, or schools. The residents rely on a native doctor or must travel long distances to a neighbouring community for healthcare.

The women in this community primarily gather shea nuts to sell and assist with farming but lack additional skills that could improve their livelihoods. Our initiative aims to organise vocational training to equip them with practical skills and provide education on basic hygiene practices. This effort seeks to empower women economically while improving their quality of life and overall well-being.

Success is relative. What does it mean to you? Who are some women that are your yardstick of being successful?

Like you rightly said, success is relative, I really don't have anyone I see as a yardstick for success. Our paths, purpose and mission on earth are unique and different. So personally I feel it will be an error to use someone as a yardstick for measuring success. Just understand your purpose and fulfil it, that's success.

What advice do you have for younger girls pursuing purpose?

Remain focused, avoid distraction and keep persevering.