Today, Thabiso, an alumnus of the North-West University’s (NWU’s) campus in Vanderbijlpark, is the proud founder and creative director of his own digital marketing consultancy firm, aptly named Naughty Banana.
The name, which is a definite attention grabber, was consciously chosen to set Thabiso’s business apart from his competitors.
“Many times, people are trying to fit in and submerge themselves in industry conventions and traditions. I don’t conform to the status quo and as such embrace creativity to its fullest,” he says, adding that in a “noisy” industry, where everybody seems to be shouting their lungs out for attention, it is important to stand out from the crowd.
“If Apple worked so well for Steve Jobs, then just imagine where Naughty Banana can take me!” laughs Thabiso.
But how did he make the transition from unemployed graduate to a successful entrepreneur with high-level clientele such as Toyota South Africa, Hollard Insurance, Avon Cosmetics and Lexus? He stands out from the crowd, and has since his school days.
Standing out, speaking up
Thabiso completed high school in 2008 at Suiderlig High School in Vanderbijlpark. He served as a member of the school’s Representative Council of Learners (RCL). Interestingly enough, his election to the RCL is yet another example of Thabiso’s determination to rise above the crowd.
He had just joined Suiderlig in the middle of the school year, and was unfazed that newcomers are seldom elected to the RLC. Nor did it worry him that he only had five months to achieve this. He wasted no time in kicking off his campaign and, to everybody’s surprise was nominated and elected as a RCL member.
In 2009 Thabiso enrolled for a BA degree in Communication Sciences at the campus in Vanderbijlpark, majoring in Communication Science and Political Studies.
Thinking back to his student days, Thabiso fondly remembers spending time with his friends next to the river and taking part in discussions with his lecturers about real-life challenges in corporate communication. He especially enjoyed the classes of lecturers Mr Phil Pretorius and Ms Annette Willemse, and adds that they taught him the value of embracing two-way communication. “They taught me to not only talk communication, but to roll up my sleeves and create networks and maintain relationships. Kudos to them!”
Thabiso’s one and only stint as an employee
After graduating, Thabiso set his sights on “changing the world” as a young communications professional. However, his dream of joining the corporate sector soon turned into a nightmare when he was unable to find employment. “My first acquaintance with the world of work left me gasping for air,” he remembers, saying he lost track of how many resumes he sent out to prospective employers.
A year after graduating, Thabiso found employment at a training provider in Sandton. Since the organisation was relatively small, he quickly climbed the corporate ladder and within two years was employed as a project manager. “This was my one and only formal job,” says Thabiso, who is too much of an individualist to work according to someone else’s prescribed rules and regulations.
The final push to start his own venture came after the company experienced turbulent times due to flawed internal systems and processes. “The morale of the staff was at an all-time low and with limited jurisdiction I could only look on as we reached a juncture in time when work was no longer meaningful or rewarding. I decided to captain my own boat and to this day I have not looked back once. I guess it is true what they say: fortune favours the brave!”
Naughty Banana a fruitful idea
Starting out on his own was anything but smooth sailing, recalls Thabiso. “It is very daunting and you find yourself emerged in survival mode. The realisation that everything is reliant on yourself can make a grown man cry! Through the grace of God I managed to stay afloat and in 2014 I started consulting and laying the groundwork for future trading possibilities. In 2016 Naughty Banana was formally registered.
“Entrepreneurship can’t be taught; you learn as you go along and your mistakes becomes stepping stones to success.”
Thabiso remarks that relationship building is a crucial aspect of his business. “Every time I sign on a new client or meet with an experienced CEO, I know that my dream is a reality. People I look up to in the industry are now my mentors and I find myself being in awe about this. I am also immensely proud that through Naughty Banana I have managed to employ 10 people.
“As a proud African, my belief is that the advertising industry needs to open up even more to accommodate talented youngsters. The same applies for the ownership of agencies. The key to keeping the industry fresh and vibrant is agencies that understand the African market holistically, and that take a grassroots approach to their operations. I furthermore believe that Naughty Banana can and will play a significant role in shaping the industry.”
Thabiso is a dedicated family man. His partner, Keneilwe, is also an alumna of the NWU.
