The calls and messages keep flooding in. Readers want these articles turned into a book, especially for unborn generations and Yoruba descendants scattered across the diaspora. They ask what drove me to write about my own people. The answer comes in the final paragraphs of this last piece, where I reveal the spark behind this entire research journey.
But first, let me borrow from the late Chinua Achebe, the celebrated Igbo writer whose wisdom transcends ethnic lines. Some wonder why I should tackle this topic at all. Let me be clear: this is no quest to prove superiority. It is an effort to illuminate what makes this ethnic group extraordinary.
“Until the lions have their own historians, the history of the hunt will always glorify the hunter.”
That famous African proverb, popularized by Achebe, cuts deep. History is written by victors. The hunters shape the narrative to justify their power. The lions, the marginalized, are overlooked. Achebe understood that the oppressed must tell their own stories to complete the picture.
The story of nations always favors the strongest until the weakest speaks. Africa’s story has been told by colonial powers, foreigners who conquered and ruled. As a Yoruba man, I confess I did not know many of these truths about my people until I began this journey, despite reading numerous books on Yoruba history. My approach here is different. I focus on the uniqueness, peculiarities, and exceptionalism of this remarkable race.
The lions must tell their own stories. I believe these articles, and the book they will become, will be one of my greatest gifts to the race that gave me life.
Now, to the heart of this final article.
Having established the greatness of the Yoruba people, I turn to a practical question: how can outsiders and even ordinary Yoruba men and women gain smooth entry into the elite circles of Yoruba society? This demands a clear, realistic, non-naive examination.
Yoruba elite networks are structured, layered, and reputation-driven. You do not enter them quickly. You earn access through positioning.
Instead of listing names, it is more useful to understand the power clusters. The highest influence actors control political access, which often determines everything else. Other influential political actors exist. Wealthy actors in Yoruba space operate within specific structures. Yoruba kingship still carries real influence. Some actors are highly influential but often underestimated.
Among the Yoruba, power is not random. It sits inside structures.
This is the most important part. I remember growing up in my village of Idomila, Ijebu-Ode, some 60 years ago. I saw the workings of real Yoruba people but did not fully acknowledge the principles behind their actions. Over the years, as I matured and studied nations and peoples in Europe, I began to appreciate my own people better, especially their beliefs and values.
Recently, Nigeria has been plagued by the mindset that money buys all, including people and influence. Social media amplifies this, and Yoruba young people are falling prey to this tendency of money above all. I see our culture bending to present pressure, with too few speaking out. I hope this write-up reminds Yoruba people who they truly are and what values shaped their history.
Now, let us go deeper into these values.
FIRST RULE: YOU CANNOT BUY YOUR WAY INTO THE YORUBA CIRCLE OF INFLUENCE.
In Yoruba society, access comes from trust, not just wealth. Your current plan of business, capital, and international structure is a strong starting position, but it is not enough.
STEP 2: ENTER THROUGH STRUCTURED CHANNELS.
STEP 3: BUILD RELATIONSHIPS, NOT CONTACTS.
One strong relationship equals 100 contacts. This is how you move up levels. In Yoruba culture, an Omoluabi, a person of character, is far more appreciated than a rich man without values.
While some cultures pride themselves on never bowing to another human being, a Yoruba person will proudly bow to anyone senior in any way. Respect and the culture of honor come naturally.
Yes, even though Yorubas love their parties and Owanbe gatherings, connections at parties are not enough to fully position you for influence in Yoruba communities.
Sunday Adelaja is a Nigerian-born leader, transformation strategist, pastor, and innovator based in Ukraine.
