The First Moment of Truth – By Tony Agbons

As it is often the case, the year 2025 is on a roll and already in double month count. The shout, chant and fantasy of the new year has given way to subtle reality as individuals, businesses, government and nations get back to basics. All goals set are being chased up and targets met are ticked off one after the other. In simple Nigerian Pidgin English parlance, we often joke about the maxim of ‘wahala nor dey finish’ (Life’s hustle never ends). Going back many decades to my teenage years. I have always been fascinated with history. I have done a lot of studies and research on some of the Great empires and domains in the days yore. As you would expect, the numero uno is my ancestral homeland - The Great Benin Kingdom. It is often said in historical circles that there are two Kingdoms in the world - The Great Benin Kingdom and the United Kingdom. Catch me if you can! We, the Benins, are a people steep in royalty, culture, and elegance. I also took ample time to learn about other African domains of the past such as Ghana, Mali, and Songhai empires. Across our shores, there was the Roman Empire, Ottoman, Assyrian, Babylonian, Mongol, Russian Empire, amongst others. These empires were led by men and women who ruled with dynamism and wisdom. The rise and fall of these domains were accentuated by the action or inaction of these mortals. Some of these rulers of the past are held in high esteem today while others are held with disdain.


Away from the past and to present day global events where so much is unravelling, from the spectacular to surreal. A couple of weeks ago, the new POTUS (President of The United States), Donald Trump returned to the White House. It has been a flurry of activities. The new US President as expected has not disappointed. For him, it has been a case of there is not time to waste time. He immediately signed amongst others an Executive order proclaiming that henceforth the US government policy would recognise only two genders - male and female. He has also been uncompromising on how they will relate with trading partners, and we are testament to the brewing tariffs imbroglio with Canada, Mexico, the European Union (EU) and economic powerhouse, China. We have seen the United States disengagement from the Paris 2024 climate change agreement, withdrawal from the WHO (World Health Organisation), issue of the Panama Canal, Greenland with Denmark, Israel-Hamas ceasefire, ending the two years old Russia-Ukraine war, and the list goes on.



As the world watch on in berthed breath, the carnage and humanitarian crisis in Sudan goes on unabated. It is unreported and out of the radar of the international media. In East Africa, the DR Congo is in shreds as M23 rebels (allegedly backed by Rwanda) continues to engage in artillery fire with government forces. The battle for the control of the country’s rich mineral resources is at the heart of the conflict. External forces - foreign powers are believed to be responsible for the wanton destruction/bloodbath. Nearer home in West Africa, the Sahel Alliance trio of Mali, Burkina Faso and Niger Republic have exited the Economic Community of West Africa States, ECOWAS. As these events unfolds, African countries are on the fringes.

 

The Make America Great Again (MAGA) mantra of US President, Donald Trump is a wakeup call to leaders in the African continent. Imagine all the uproar over immigration, foreign aids and sundry support which the new administration of the USA is cutting off. The reality is: receipts of handouts cannot be forever. It is Donald Trump today; it would be someone else tomorrow. Indeed ‘the moment of truth’ is here for Africa. As POTUS Donald Trump pulls the plug on the United States Agency for International Development (USAID) which was formed on the 3rd of November 1961 by President J F Kennedy, African nations with their dormant wealth must take this as a wakeup call from their “pseudo resource poor status” slumber and start taking their truthful “awoke” place in the new world order by working hard to create true wealth for our people with the resources we have above and below our African continent. To be honest, if our leaders are serious, we have all it takes to open our doors for collaborations, on our own terms with other countries in a way that adds true value to the lives of our people and not be fixated waiting cap in hand for aids that have over half of it, disseminated in a corruption pathway by both the donors and the recipients.


Believe it when I tell you that Africa has all it takes to be the best in global economy if and only when we put our house in order. The 46th Ordinary Session of the Executive Council and the 38th Ordinary Session of the Assembly of African Union, AU Heads of State, takes place in Addis Ababa Ethiopia from February 12th to 16th, 2025. It should not just be a ‘talk show’. This is an opportunity for Africa to unite not just in eloquent speeches but in tangible, actionable interventions, that are palpably measurable. The Pan-African vision to create an African Economic Community through the implementation of The African Continental Free Trade Area, ACFTA should come to boot. With a thriving population and market of 1.4 billion people, integration across 55 African countries would create the world’s largest free-trade area. The current combined GDP (Gross Domestic Product) of $3.4 Trillion is expected to more than double by the year 2050.


Who says Africa is poor! Truth is Africa is not poor!!! The continent possesses an abundance of mineral resources which unfortunately are frittered away by external influences- Western countries, Russia and China. Africa has been at the bottom of the value chain, its resources developed to meet Western demands, creating dependence upon markets thousands of miles away. Africa’s commodities are regulated to serve Western interests. Let’s bring this home. Essential minerals are extracted in their raw form from Africa, and exported to the West, Europe, China et al. They are valued lower than processed products. These commodities are then processed and sold back to African consumers at a premium price. The classic example of this economic disparity can be seen in a simple market value comparison. Figures released in 2024 shows that raw bauxite sells for a modest $65 per tonne, whereas its processed counterpart, aluminium, commands a huge price of $2,450 per tonne. Countless examples of this anomaly abound.


The Democratic Republic of Congo is considered the world's richest country in terms of wealth in natural resources. Most of the raw mineral deposits in DR Congo remain untapped and are worth an estimated $24 trillion. These deposits include the world's largest coltan reserves and considerable amounts of cobalt. Now you wonder why DR Congo has never known peace in decades? Africa produce 73% of the world’s production of Diamonds. Botswana does 36% of that, Congo (Kinshasa) 34%, South Africa 17% and Angola 8%.  As for Gold, 89% of world production comes from Africa. South Africa account for 56%, Ghana 13%, Tanzania 10% and 8% Mali. 16% of the world Uranium production derives from Africa. Namibia and Niger Republic account for 46% and 44% respectively of that percentile. This data list is endless.


Like or loathe him, POTUS Donald Trump does not shy away from putting his country first. Irrespective of what analysts and observers say about his ‘brash all-out’ persona, he certainly doesn’t mince words when he tells all that cares to listen that it is America first. second and third. There are lessons for African leaders to learn therein.  This season should be Africa’s moment of truth and rightly so. The global firm, Procter & Gamble coined the term, First Moment of Truth in 2005. It is a concept in marketing that refers to the crucial instant when a consumer makes a purchase decision after interacting with a product or service at the physical or online point of sale. FMOT occurs within the first 3-7 seconds of a consumer encountering a product. It is during this time that marketers have the capability of turning a shopper or browser into a buyer. It is a fundamental phase in the consumer buying process. Rise up Africa and grab your moment of truth. The time is now. The West, Russia or China cannot love Africa more than Africans. The so-called foreign super powers cannot develop Africa for Africans.

 

The task of developing Africa rests squarely on the shoulders of African leaders and citizens. African leaders must understand that until Africa becomes economically independent, Africa cannot really become independent. African leaders must stop the penchant for conniving with foreign imperialists to impoverish her own people. Africa has no reason to be referred to as poor. During the Peloponnese war, Athens said to Melos, “Strong do what they can, while weak suffer what they must." Athens then conquered small Melos, slaughtered men, and enslaved the rest. Later Athens itself was conquered by Sparta and only by the goodwill of Spartans it wasn't destroyed as Thebes and Corinth advocated. Like Melos, Africa cannot continue in weakness to keep the West, Europe, China or Russia strong. Thank you POTUS, Donald Trump, for bringing our first moment of truth home. African leaders and people of the over 50 African countries, do you see what I see? Time is now for a true Africa renaissance.

Dr Agbons is Lead, Institute of Good Governance and Leadership @www.twin2.org