Obinna Iyiegbu, who is best known as Obi Cubana, is a Nigerian businessman, socialist, entertainer and philanthropist, who sits atop a thriving conglomerate, Cubana Group.
Obi Cubana has been in the news for many reasons while hobnobbing with several Nigerian celebrities but recently, he has featured in a documentary where he opened up on the secrets of his success.
Following the launch of a documentary series on Igbo apprenticeship entitled ‘Freemen,’ Obi Cubana highlighted discipline as the paramount lesson he gleaned from the age-old traditional system.
The documentary, which recently launched on Showmax dissected the Igbo Apprenticeship System as a cultural phenomenon where established businessmen, known as ‘ogas,’take on apprentices, referred to as ‘nwa boyi,’ to learn a trade and eventually take over the business. The cultural practice ensures apprentices immerse themselves in learning a trade, from loading and unloading goods to pricing and customer interactions.
Disclosing this in an interview on his appearance in the documentary, Obi Cubana stressed the significance of discipline in the Igbo Apprenticeship model.
“The most important thing I learned from observing Igbo Apprenticeship is discipline,” he affirmed. “Waking up when you are supposed to wake up. Going to bed when you are supposed to go to bed and living within your means.”
Despite not undergoing the formal apprenticeship himself, Obi Cubana credited his success to the principles instilled in him during holidays spent with trade-oriented family members. The discipline learned, he noted, has been a cornerstone in his journey as an entrepreneur.
The entrepreneur further touched on the need to document the story of how the system has been an institution in the eastern region of Nigeria for centuries.
“The Igbo Apprentice System is something that needs to be studied and thoroughly understood. This is because it initiates a positive chain reaction and allows outsiders to delve into the culture that has shaped a people. This Showmax documentary has the potential to revolutionise various areas and foster a shared world,” he said.
The documentary also features prominent figures such as Ndubuisi Ekekwe, Okey Japan, Bartholomew Duru Nwanguma alongside his son Peter Nwanguma and other notable personalities.
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