Buzzapp Master 
Not every success story starts with a plan. Sometimes, it’s the twists and turns that prepare you for the big moments.
That’s the story of Tomiwa Aladekomo, CEO of Big Cabal Media, publishers of TechCabal and Zikoko.
In a conversation on Founders Connect, he shared his journey of building one of Nigeria’s most innovative media companies and the valuable lessons he picked up along the way.
How Tomiwa Aladekomo StartedGrowing up between Ilesha and Lagos, he learnt Yoruba before English. At one point, he wanted to be an aeronautical engineer.
But science wasn’t kind, he couldn’t pass Chemistry or Physics. That dream died, and so did the plan.
Eventually, Tomiwa Aladekomo studied Business in the U.S. and started exploring advertising. From finance internships that paid well to unpaid roles in creative agencies, he was searching for what truly fit.
He later earned a master’s degree in Anthropology and briefly worked at Atlantic Records on album designs for artists like Lupe Fiasco and T.I.
But then came the visa wall. Twice, companies tried to retain him, but U.S. immigration policies said otherwise. And so, back to Nigeria he came, reluctantly.
“I wasn’t ready. But I told myself, ‘Give it one year. No rash decisions. Make it work.’”
Trial, Error, and ReinventionAfter completing NYSC at ThisDay Newspaper, Tomiwa Aladekomo started an events company called Quirk. They produced high-end concerts and festivals, including Lagos Jazz Series.
While it was creatively fulfilling, it wasn’t a stable business.
That experience humbled him. He realised he needed to understand how things worked in Nigeria, how companies were built and how money moved.
That led him to Nigerian Breweries, where he headed digital operations for over two years.
“That role taught me structure, people management, and how big businesses run in Nigeria.”
He was first approached to lead business development. But as the conversation evolved, the founders asked him to run the entire business.
That offer aligned with his long-time desire to build something that would last.
“I loved what TechCabal and Zikoko were trying to do. I believed we could make it big.”
Fixing the Foundation: Editorial Before MonetizationHis first plan was to focus on the business side, find new revenue models and reduce dependence on advertising. But the reality on the ground demanded otherwise.
“I found myself spending just as much time on editorial. Creating content that connects is not a part-time job.”
He worked with his editors to shift Zikoko from just listicles to meaningful content. The breakthrough came with the In Our Life series, interviews that touched real-life issues and started real conversations.
On the TechCabal side, the challenge was finding top-tier talent who understood both journalism and tech.
It took three years to hire a new Editor-in-Chief, and they invested heavily in launching TC Insights, a data and research arm of the publication.
The Power of ProcessesFor him, building a great company is not about hiring only geniuses. It’s about building systems and processes that allow even average people to thrive.
“If your entire company depends on one brilliant person, what happens when that person leaves?”
Big Cabal now runs like a machine. Editorial timelines are respected. Revenue is diversified. And culture is built on innovation, ownership, and speed.
There’s a reason why so many Big Cabal alumni end up leading other tech companies or launching their own ventures. According to him, it’s because of the high expectations and freedom given to team members.
“From day one, we give people real responsibility. You’re expected to deliver at a high level.”
People leave Big Cabal feeling stretched, empowered, and industry-ready.
Mistakes and Tough SeasonsOf course, there have been challenges. From hiring the wrong people to chasing business models that didn’t work, and even revenue losses during COVID-19.
“Media is not an easy industry. But when it’s done right, its impact is massive.”
He admits they’ve had to make painful calls. But he’s also quick to say it’s all part of the journey.
Two Big Lessons He’s LearnedKeep moving, no matter what.
Even if a business fails, don’t lose sight of the vision. Take a break if needed, but don’t quit. Adjust the strategy, build new skills, and keep going.
Become an expert in your space.
Whether it’s media, tech, or design, know your craft deeply. Study it. Obsess over it. Stay curious and informed. At Big Cabal, “you must be a media nerd.”
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