In this powerful monologue edition of Startup HalfHour, Francis Onuk dives deep into one of the most important questions every founder must answer in today’s economy:

“What do customers actually VALUE — and what are they willing to pay for?”

With Nigeria’s rising costs and shrinking purchasing power, businesses are being forced to rethink how they create, deliver, and communicate value. This episode breaks it all down, covering:

• The new psychology of Nigerian customers

• Why do people still buy certain things despite economic hardship

• The 12 categories of products/services people pay for right now

• How to package, brand, and price your product for maximum value

• The role of trust, experience, and convenience in customer decisions

• Practical frameworks for creating need-driven products

• Real-life examples and founder stories you can learn from

• Action steps to make your business more valuable today

Whether you run a small business, freelance, teach, create, or lead a startup, this episode is filled with practical insights designed to help you stay profitable and relevant in a challenging market.