Alfred Lazarus always envisioned himself as a pioneer of sorts.
Raised in Nigeria, Africa's most populous country, Lazarus was inspired by his childhood icon, Steve Jobs, to build a successful career as an entrepreneur. He registered his own company in his 2021 and while doing consulting as his SEO specialist in his home country, he is developing digital marketing for his promotion of the brand through webinars and other training opportunities for various businesses. By honing his marketing skills, he has carved out a niche in a highly competitive field.
But Lazarus likes to remember Jobs' own words from time to time. “The only people who are crazy enough to think they can change the world are the ones who can change the world.'' And to be the best at your business, you must first be the best. Let's learn from things. That drive drew Lazarus to the Binghamton University School of Business, where he earned a Master of Business Administration (MBA).
“Binghamton is not just about the environment; it's about what it has to offer,” Lazarus said. “You meet people that you love working with and really know what they're doing. It's a great opportunity.”
Lazarus developed an interest in digital marketing after realizing how much he enjoyed weaving his personality into his work and building strong connections. One of the skills he is most proud of is his ability to quickly identify how his clients want to succeed. This is mainly based on our experience working with companies and institutions in Africa.
He has worked as a marketing manager for several technology companies, managed the marketing department of a blockchain company, and served as a marketing consultant for one of Africa's largest business schools. One of the lessons he learned from these diverse experiences is that no matter what type of organization he works in, several aspects are important in promoting his brand. is.
“No matter how beautiful your product is or how great your message is, your company won't grow if you don't care about the environment or the people in that environment,” Lazarus said. “Coming to America redefined my understanding of corporate social responsibility. No matter what the brand is, the first responsibility for the product message is about people.”
Mr. Lazarus is also using his Binghamton experience to expand his approach to consulting work, meeting with SOM alumni from companies such as KPMG and Goldman Sachs. He said consulting in the U.S. is “a different world” compared to how consulting is done in Africa, but by learning new aspects of consulting, he can offer customized digital strategies that are more versatile for clients. He said that he is now able to become a high resource.
In any organization Lazarus works with, his top priority is to ensure the client understands its audience. Each client meeting begins with his 15-minute questionnaire. If the client is unable to complete it satisfactorily, Lazarus will better understand that the client does not understand his audience enough to take the time to strategically market his plan.
“A lot of people start businesses without really understanding business, and one thing people don't want to hear is why it failed. They just want a solution.” Lazarus said. “The best solutions aren't always found quickly, so my goal is to ensure that the companies I work with have the patience to understand their competition as much as they understand their audience. That’s the thing.”
