ILI: History Makers Leadership Podcast

Ep. 79 | Kingdom Business Without Compromise in Africa

• International Leadership Institute • Season 1 • Episode 79

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What if profit is only the side effect? We sit down with Houdou Sefande to unpack a bold vision for building in Africa—one that replaces handouts with investment, trades shortcuts for integrity, and treats customers as people first. 

Houdou shares why he calls himself a problem solver and how that identity reframes everything: market research becomes listening, sales become service, and growth becomes a byproduct of solving meaningful problems. 

What sets a kingdom entrepreneur apart? Intimacy with God, a commitment to excellence, and the conviction that business can bless people beyond a transaction. Hudu explains how to lead teams with a no-bribes policy, clarify success beyond revenue, and invite God as the senior partner who shapes decisions and outcomes. If you care about African development, renewable energy, ethical leadership, and practical faith in the marketplace, this conversation offers clarity and courage to build well.

Highlights:
- How to integrate faith and business without compromise
- The power of divine guidance in entrepreneurship
- Creating win-win investments that uplift nations
- Why excellence is a kingdom value

Join a community of leaders who are ready to change history and make an impact in this world. When you take part in ILI training, you will discover how ILI's Eight Core Values will help you transform your leadership. Discover more at ILITeam.org/connect.

Norival:

Hello, and welcome again to the ILI History Makers Leadership Podcast. I am here for my second conversation with Hudu Sefande. History Makers Leadership Podcast helps you to live by the eight core values of the leaders that are changing history. So let's go straight into our conversation, Hoodoo. In the previous episode, we heard a little about your life and uh the challenges that you faced. And we ended up with a question about what it means to be an entrepreneur as a Christian businessman. Yeah. And so tell us for anybody who hasn't watched that episode, tell me just quickly who you are and what you do. What is your your activity right now?

Houdou:

Okay. So thank you so much. Um Udo Sefande. Um I come from Beni. Uh yeah, Beni is um a country close to West African country close to Nigeria. But I'm living in Nigeria. You're living in Abuja, federal capital, yes, Nigeria, yes. Right.

Norival:

Because as we know, your wife works with the ECOWAS. Yes. And explain ECHOAS to us because uh it's also something very interesting that a lot of people may not be familiar with.

Houdou:

Yeah, yeah, yeah. Uh as you know, it's um economic community. Okay. Okay. Um it's was uh 16 countries together. Okay. I say was because um last year, I mean this year there's two of uh no three of that country which is uh uh uh uh Niger, uh Burkina Faso and Mali, uh yes, uh Niger, Burkina Faso and Mali. So they chose to left the oh they chose choose to leave, yes, because they choose to leave because of uh you know some problem. This uh government came through coup d'etat, you know. Uh-huh. Yes, to coup. So and uh there was some challenges auditing and uh you know political things. So uh yes.

Norival:

Yeah, so political crisis ends up uh affecting the economy. And uh it's an economic community, yes, sort of loosely based on the European um the Eurozone, right?

Houdou:

Yes, it's yes, it looked like Eurozone.

Norival:

Okay, yes, very good. And so because of that, you you you have a close relationship between those two countries, yeah, yeah, yeah. And I suppose that makes it easier to uh to do business. Yeah, what so what is it that you do uh right now?

Houdou:

Yeah, okay. Um right now I'm um uh a business consultant. Yes, I'm doing and uh also have a company um in uh um electricity power, power, yes, this renewable power uh uh power, which is solar, especially solar. There's uh and uh yes, it's a new startup. Yes, we are building it, it's a new one and uh um established in Abuja, and we are working on it right now, yeah.

Norival:

Yeah, right, very good. Um, so you are we we came to the conclusion of something that you've you said in the last uh episode that you are a problem solver, right? Isn't that uh and in fact it was interesting, you said God actually told you this.

Houdou:

Yeah, you know, uh the the the the reason why I can s I can say it with boldness, you know, is not something that you can take as a title. Yeah, okay, yeah, there's something it's put it on. Yeah, yeah, yeah. No, no, uh, like um, you know, in your intimacy with uh God, yeah, the there's something God will tell you and uh you need to process it. And uh I mean God will let you know, and you will you need to work on it. And uh one of these things I hear from him talking about me, and is he said, look, you know that you are a problem solver.

Norival:

A problem solver. Yes, yes, as uh that's as you told me before, as as a problem solver, yeah, uh you've noticed a problem. Yes. Um and the problem is uh the development of your your home country, Benin. Yeah we all know about you know Benin and in most of Africa are considered part of the developing world, yeah, which means there is a lot to be done. Yeah, there's a lot of development that needs to happen. I've have been to Benin, I've been to other African countries, there's so much to do. Yes. And I uh I I just wanted to give us some context into how you solve problems. Yeah, um, you were recently in Brazil, uh, which is um my country of birth, but also your your second country.

Houdou:

Yes, my second country.

Norival:

Why is it your second country?

Houdou:

Yeah, because my wife comes from there, and um this is part of me, right? It has become part of you.

Norival:

In fact, um you speak Portuguese very well, yeah. And uh not not not very well, but I can speak. Yes, you can communicate well with Portuguese, and so recently you went to Brazil uh with a very uh special uh intent. Um tell us about that trip a little bit and how that plays into your problem solver uh calling.

Houdou:

Yeah, okay, thank you so much. So um I was thinking, you know, this is my second country, and uh something that concerns Brazil, it touched me too. Okay, so and um I was thinking, you know, uh if you look at you look at the the map of the world, okay, I mean uh Africa is in the coming years, this will be the place to do business. Okay, yes, 100%. So, and um if you pay attention, you will see Chinese people are coming to invest um uh European, they were there, and uh even America starts now a little bit, they are coming. You mentioned Turkey as well, right? Yes, Turkey making big institutions. Of course, of course, of course, and then um uh this is uh uh like I said, my this country, Brazil. I was thinking, well, why not uh involve Brazil too? Uh can I uh if I can see some uh Christian investors or at least people who want to invest, okay? Yes, who want to do something that can benefit them and benefit uh our countries is good. Absolutely, yes, because it's how it needs to be win-win investment, right? Yeah, so that that's uh so if they can come, we can see how we can work together and create value because it's all about creating value, right?

Norival:

Yeah, it's one of the interesting things that I've been hearing recently from from uh Africans is exactly this. Yeah, there have been 300 years of aid to Africa, yes, and it hasn't taken Africa anywhere. Yeah, it has made life a little more uh better for some, yeah, but it hasn't really developed the continent. So the Africans are saying come and invest, right?

Houdou:

Yes, because uh there's no way um Ed can develop a country, yes, it's not meant to develop country, and in certain ways it's meant to put people under control. Yeah, of course, you know, if you want to um develop your country is is about investment, it's about creating value. Yes, if you don't create value and it just adds, it's this can't lead a country into development, no way. So, and and I think is in um as African and African country, we need to uh to think about development in other sides, okay? Not we don't need uh really, I mean it's not about ed. It's in about if these people have technology and they want to invest, how can we work together? Yes, to create value, yes, and you share what you create. That's uh what we need to think about creating value and come out about ed and all these things. Even even your armies, your own uh children at home, if you keep giving them ads instead of letting them develop something, they're going to end up staying with you. They can't build houses. Right, exactly.

Norival:

They can't they can't really prosper. And and one of the things that we've that that you that we've seen is that Africans, when given the proper technology and opportunity, are very creative. Yes. Because they know how to get a lot from a little, right? Of course. That's all. And uh, and so you go you go to Brazil. Uh um, you told me you weren't very successful because you haven't been able to find the right persons.

Houdou:

Yes, and uh it was also a short time, so I didn't have time to meet uh uh I meet some people, but and I mean you know, this was this is also about mindset. You know, people are the the the way people see Africa. There are many people who keep seeing Africa in the I mean in the way it was in years ago. Back in the colonial years, yes, yes, but now Africa is um is uh I mean it's moving. There are a lot of things going on, and uh I think those who will be smart, they are going to take ground and uh see how they can make uh make a win-win partnership on this co in yes in Africa. Yeah and uh it's going to be a huge development area in the world.

Norival:

And considering considering the size of the continent and the um the amount of work to be done, yes, the opportunities are tremendous.

Houdou:

Of course. Like like I used to say, look, if um if you go to USA or Europe, you will see that people are already buildings, they be different kind of businesses, and uh it's not easy to find from where you can start something, right? But in Africa, the the opportunities are everywhere. Of course, we have many challenges, right? But uh we are talking about business, right? When where there's challenge, where there's problem, there's business too.

Norival:

And you're looking for problems because you're a problem solver, right? So, okay, so let's bring all of that into now. You're not just an entrepreneur, you're not just a consultant. Yeah, you're a kingdom entrepreneur. Yeah, you're a and I don't even want to call you a Christian businessman or a Christian entrepreneur, but a kingdom entrepreneur.

Houdou:

That makes sense.

Norival:

Explain, uh, try to unpack what what's the difference? What what makes it what makes you different from an average invest uh entrepreneur in in Africa?

Houdou:

Yeah, you know, um as um uh kingdom entrepreneur, we don't just uh doing business, i mean selling goods or a service or something like that. No, we have more to give. We have more to give. So um we have opportunity, we work with God and the spirit of God. And look, all these people that are coming to your place, like an entrepreneur, they come, they they will come with other problems, not only to buy your service and good, all these things. And look, sometimes a single word can, I mean, help someone bless him, change things. You see, yes, we we have a we have more to give than others, and we need to be aware of this thing.

Norival:

Yes, that is so that is so important because and I love it, and I've I've heard you say this a number of times. Yeah, people come to you, yeah. You know, in in in in evangelism, we talk about we have to go and make disciples, and that's true, yes, we go and make disciples, but if you are a a a businessman or woman, they come to you, yes. And it's and and it's not necessarily about event sharing the gospel every time. No no no no no no it how is it that that as a as an entrepreneur, as a as a business person, um you can be an influence for the kingdom with people?

Houdou:

When we we speak, it depends from what ground we are speaking. There's a wisdom when you open your mouth talking to your let's say your cossum, your consumer, there there's something you will start telling them, okay, that can solve their problem. Like I said, these people don't come only for I mean they come to buy your service or some good or whatever you want, but they came with their problem too. We are people working with the spirit of God, and you can either sense it or start saying something you can't imagine how it will bless these people. This is what I'm saying, right? And sometimes in a conversation, they can have something to share with you, yeah, and you may be able to solve it by praying with them or something like that.

Norival:

But that requires something of you. Yeah. And and we talked about it in the past episode. Yeah, yeah. Because you need to be an entrepreneur, I think I like what you said, it's where you where you speak from, yeah, where you come from. Yes. You know, and uh and that comes from your intimacy with God.

Houdou:

Yes, of course. Um it depends on I mean the source you are connecting to. Yeah. Yes. If God is uh the source of uh means I mean any kind of solution, and you are connecting to God as an entrepreneur, is 100% sure that you will help more and more people. Yes, yes, okay, and uh um for you to be I means to receive from God, you need to have an intimacy with God, right? And it's very important to have that sensitivity. Yes, because looking we as a kingdom entrepreneur, we don't do business just to make money. Oh, okay, no, yeah, there's we do business to bring influence, yes, to bless people life that's it is not about just making money. Are we going to make money? Of course, yeah, that's we are going to make money, but look, if you are a Christian, uh, I mean a kingdom entrepreneur, you will know that making only money is not enough.

Norival:

Right.

Houdou:

Yes.

Norival:

And I I I sometimes say that the the money making is almost like a side effect. It's like when you take a drug and that drug has the main effect, yes, but it has a side effect. You know, okay.

Houdou:

So we we basically we need to solve a problem. Yes. Yes, we need to solve problems, and we need to solve problems that other entrepreneurs can't solve. And we need to come in the marketplace with something different. We need to come with our service, our good, okay, but in kingdom perspective to bless people lives, yes, yes, absolutely and to free people.

Norival:

Yes, right. And of course, that doesn't come without challenges. Of course. Because we do live in a fallen world. Oh, yeah, that's it. So why one of the reasons there might be many reasons why people are reluctant to come invest in Africa. Um and but those are those are similar to the challenges of uh some ethical challenges, even moral challenges uh to be a a kingdom entrepreneur in um in your context in Africa. So what are the what are the challenges and how do you deal with them?

Houdou:

Yeah, uh I can see um one of the challenges is corruption. Okay, yes, is corruption and uh uh sometimes uh you will hear people saying this is the way we need to do business. And if you don't do that, you may lose opportunities, yes, market, project, all this thing. You need to grease the end. Yes, yes, yes. And uh uh are you going to are you going to lose some opportunity? Of course, 100%. Okay, I remember when I started this uh new project, uh Tabuja. The first opportunity, the guy came and uh he saw my partner and uh said, Well, I want you to price the uh I find there's a market, but you need to price it. This and it was about corruption.

Norival:

Uh-huh.

Houdou:

Yes, it was about corruption. And uh uh he talked to my partners, and uh my partner came to talk to me, and it was some million we could earn. Okay, and it was our first opportunity. Your first account. Yes, and we need more, we needed more, we need money. Yeah. So how to do what to do? And he came, he said, okay. He told me, and I asked him, okay, how do you call this? Just explain to me how do you call it? Isn't c is it is it not corruption? He said, Yes, and I told him, Look, if you want, you can go for it, but I'm not part of this. My hand, I want to have a clean hand. Right, I don't want to touch something that we tight my, I mean hold my hands and lock God's blessing. I need God to follow me. Okay, and there's no way God will lead me inside corruption. No way.

Norival:

Right. Okay, yeah, that's let's slow down here because that's where I think I believe that's where the principle is. Yeah. First of all, you said something very important. God is God is a partner, God is another, God is the third partner in your business. That's it. Well, in fact, it's more than that, isn't it?

Houdou:

Yeah. Is uh is not just uh just a partner, is a senior partner, okay. Yeah, and he's the first owner, yeah, and he is the one that's going to lead. Yeah, and he has the voting shares. If you allow him to lead, and this is another problem. Sometimes we start with him and till a certain level we say, No, I got it. You can see here, I can handle it. And as a like a gentleman, he will let you go.

Norival:

That's it. And it doesn't mean necessarily that you're going to fail. No, no, but but you're going okay in terms of business.

Houdou:

I'm I'm talking about you can be successful and make a ton of money by and uh you are touching the ground, and that's why we need to clarify success. Yes, there you go. Yes, we need to clarify it. Okay, what is success for you? Is it just making money? If it is just about making money, this is not a kingdom perspective. You are a success man when you are doing what God called you to do. Yes, and letting him lead your life. Right.

Norival:

Yes, and and and God will be honored when you provide a service that solves problems. That's it.

Houdou:

And when you do it with integrity, with integrity, and by the way, uh um yes, you can solve problem, like I said, if uh okay, look, unbelievers are doing business, providing service, good that are solving problem. Yes or no?

Norival:

Yes, sir. Yes, they are.

Houdou:

Yeah, okay. And I said, What makes us different? We have something different, okay. We need to do business in excellence, and inside that excellence, there's God leading us to influence, to touch, to solve I mean problem that uh common service can solve. Are you getting it? And at the same time, we will keep making money, and even that money we are making, okay, we will use it for God's glory to invest in God's glory, absolutely. One of the things God told me, He said, All the money that you are going to make, it has to be for my glory, and you will use it for the kingdom.

Norival:

Beautiful, yes. Yeah, and it's it's this it's the kind of business worth uh investing your life in.

Houdou:

Yes, and like let me say something, um, I mean something about uh that corruption. Okay, I saw some, you know, sometime we discuss uh when especially uh in Benin Republic, I discuss with some uh I mean businessmen, youth, all these things that are doing business. And I there are some they see, I mean you we see them going to places to places giving uh I means uh money so that doors will be uh uh open for them. I mean corruption. Yes, and I one of I I remember someone came to see me. I said, I hear that if I come to see you, okay, you will advise me about corruption. And I explained to him and even uh to others, look, do you know that corruption is an insult to God? Of course, as a businessman, you are using corruption to develop your business. Do you know what you are doing? You are telling God that He's not able to do it, and you need to use I mean evil, because this is evil, yes, okay, evil methods to develop your business. This is an assault to God and God is not going to be part of this. If you want to run your business in kingdom perspective, you will face challenge. Yes, but if you keep moving with him, the king which is God, okay? He's going to lead you, he's going to develop with you. You know, we we say that he is the your partner and the senior partner, and every partner wants to see the business being developed, right? Yes. And this is what he's going to do if you allow him, if you allow him to lead you.

Norival:

Because there might be uh leaders, entrepreneurs uh that are watching us, yeah, that are wondering, is it even possible without without me having to pay bribes here, corrupt people here? Yes. Well, the fact is it is it may be more difficult, but you said something. Yeah, being an entrepreneur is difficult no matter what. Right? That's it. Starting up, that's getting things from the ground up.

Houdou:

And do you think by tapping into corruption it's going to be easy? Maybe at the beginning, but you will I mean you will find yourself into trap at the end. I run a business in the Benin Republic where I set principle in that company, we don't do corruption. No, no matter what it will cost us, we don't do that's all. And my I mean collaborators, they know it. We don't do corruption. That's all. Because you can't choose evil tools and work with use evil tools, and at the same time, you want blessing. How not gonna happen?

Norival:

Never, absolutely, never.

Houdou:

So you need to choose either with God Kingdom principles, which is uh I means integrity. Okay, you need to run your business with integrity, and in kingdom we love we I mean the king love excellence. In kingdom is about excellence, how to do it more than others. And in kingdom, we have favor, God favor, we be with our companies, and they are going to be success company by God's grace.

Norival:

Amen. By God's grace, and and and we pray that many will follow this path. Yeah, the world does need companies and organizations that will honor God and demonstrate the values of the kingdom by selling products or services, by solving problems, but beyond the The apparent, the first, the the thing that is on the surface, yeah, that have the power of the Holy Spirit that will be able to solve problems that people didn't even come uh to solve, but yeah, that people live with.

Houdou:

Yeah.

Norival:

So thank you, Hudu, for your time. This has been uh a very interesting conversation. I I I bet we could stay another hour just talking about these the opportunities and challenges of being uh an entrepreneur for the kingdom of God. But if you've uh benefited from that this episode, if you've enjoyed it, please um like us, comment, comment on our uh on our podcast or video. It helps the algorithm to show it to other people. Share it with others. Let us um continue to um expand the reach of the ILI Leadership Podcast, the History Makers Leadership Podcast, so that others can live and lead by the eight core values of the best leaders. And together we can accelerate the spread of the gospel.