How Your Story Shapes the Perception of the Nigerian Tech Ecosystem

Stories are powerful. They’re not just words; they’re the lens through which we understand the world, and they shape how the world sees us. What people see and believe about the ecosystem is shaped by the stories we tell—through our actions, decisions, and even the narratives we allow to dominate—and have a profound impact on how this ecosystem is perceived both locally and globally.

Unfortunately, some of the stories that stick are not the most flattering. The ecosystem is often reduced to a series of harmful stereotypes such as: working in tech is a get-rich-quick scheme, startups are more focused on fundraising over innovation or worse, that it’s riddled with fraud. These single stories don’t just misrepresent and undermine the credibility of the ecosystem—they limit it.

As PR professionals and storytellers passionate about our collective reputation, we believe it’s time to change the narrative. The question is, how?

The Danger of a Stereotype Story

Chimamanda Ngozi Adichie once said, “Show a people as one thing, as only one thing, over and over again, and that is what they become.” 

This is the danger of a single story, and we’re seeing it play out in how the Nigerian tech industry is perceived. We are struggling under the weight of stereotype stories—one that often highlights the sensational, the problematic, or the overly simplistic.

For instance, the stereotype of working in tech as a get-rich-quick scheme reduces the ecosystem to a hustle, overlooking the creativity, resilience and meaningful impact startups strive to achieve. The narrative that founders prioritise fundraising over building sustainable, scalable businesses paints them as opportunists rather than builders. Worse, some media outlets often amplify these misconceptions, prioritising sensational headlines and funding announcements over deeper stories that showcase genuine innovation and effort.

These damaging narratives aren’t unique to one region—they echo across emerging tech ecosystems worldwide. Look at China’s tech industry: before earning its reputation as a global innovation leader, it was written off as a copycat ecosystem producing cheap imitations. This stereotype stifled growth by discouraging international investment, limiting academic partnerships, and dampening the innovative drive of its talented professionals.

Even with breakthroughs in AI, mobile payments, and 5G, China still struggles to fully shed the "copycat" label. These narratives don’t just bruise egos—they actively hold ecosystems from reaching their full potential and gaining the credibility they deserve.

What Ideal Storytelling Looks Like

If stories shape perception, then the solution is simple: we need more diverse, authentic, and empowering stories. Here’s what I think ideal storytelling practices should look like for the Nigerian tech ecosystem:

Showcase innovation beyond fundraising: While funding milestones are important, they shouldn’t be the only metric of success. We need to highlight startups solving real problems, competing with global innovators, driving impact, and creating jobs.

Celebrate diversity: Lagos isn’t the only tech hub in Nigeria. Ideal storytelling amplifies voices and innovations from all corners of the country. Enugu, Kano, Kaduna, Port Harcourt, and other states are contributing to the ecosystem in meaningful ways–their stories deserve just as much spotlight. Ideal storytelling also shines a light on underrepresented players like women in tech and startups in overlooked industries like health tech and edtech that are doing incredible things!

Focus on transparency and accountability: Innovators and investors should actively share their lessons, failures, and successes in honest, balanced and constructive ways. This builds trust within and outside the ecosystem.

When we tell these kinds of stories, we don’t just change how others see us; we redefine how we see ourselves.

What We Can Do Better

Changing the narrative isn’t the job of founders, investors or major players in the ecosystem—it’s a collective responsibility. Here’s what we can all do:

For Founders: Your brand tells a story—so tell it with purpose. From your pitch deck to press releases to how you talk about your vision, every detail shapes the bigger picture. Lead with your mission, values, and the impact you’re making, not just the fundraising wins. Showing that your business is built to last and make a difference is a story worth sharing—and the world is ready to hear it.

For Tech Professionals: Recognise that your work tells a story. Whether you’re building a product, leading a team, or advocating for diversity, every action you take shapes more than your personal journey—it represents the entire ecosystem. Own your impact and speak with pride. When you speak about your work, you're telling the world a story about Nigerian tech—and it’s a story worth celebrating.

For Media Professionals: Resist the temptation to consistently chase clickbait or sensational stories. Instead, dig deeper and focus on telling the stories that matter—the people behind the businesses, their innovations, and the ripple effects they’re creating in the ecosystem and across the country or continent. Look beyond Lagos. Shine a light on the tech hubs driving growth and making an impact in other parts of the nation. These stories deserve to be told.

For Aspiring Tech Talent: Take a moment to reflect on why you want to be part of this industry. If it’s just about the paycheck or the chance to relocate, think bigger. What unique value do you bring to the table? What impact do you want to make, and what legacy do you hope to leave behind?

Stories matter; every single one of them. Whether we know it or not, we are all storytellers in this ecosystem. The narratives we create today will define how the world views us tomorrow, and perhaps more crucially, how we see ourselves.

Let’s commit to sharing authentic, diverse, and inspiring stories that truly reflect the talent, innovation, and resilience driving this space. It’s time to push back against limiting stereotypes that hold us back and amplify the voices and ideas that are shaping the future.

We all have a role to play. So, what story are you telling?