The Director-General of the Plateau State Microfinance Development Agency (PLASMIDA), Hon. Bomkam Ali Wuyep, has urged young entrepreneurs to build their businesses on character, integrity and customer satisfaction, describing them as the foundation of sustainable enterprise.

The Director-General, who was represented by the agency’s Director of Administration and Finance, Dr. Jekse Le’an, gave the charge while presenting a paper titled, “Old Wisdom, New Ideas,” at the grand finale of the Purple Preneur Star organised by Purple Rain Galore in Jos.

He said innovation should be built on experience, stressing that entrepreneurs must learn from those who have gone ahead of them before introducing new ideas into the marketplace.

According to him, many businesses collapse within their first two years because their owners fail to draw lessons from experienced entrepreneurs.

“We cannot talk about innovation without talking about experience. Most of what we do today is a build-up of what has been done before. When you ask questions, you get answers, and from there you can innovate.”

The PLASMIDA boss said entrepreneurs should always assess their products from the customer’s perspective, ensuring they provide solutions to real needs rather than merely offering products.

He noted that branding goes beyond logos and attractive packaging, explaining that it is defined by the experience customers have whenever they interact with a business.

“Branding is what customers remember each time they think about your business. It is built on character and integrity. When you make a promise, keep it.”

He also emphasised the importance of quality customer service, noting that repeat patronage is only possible when customers enjoy a positive experience.

Quoting a Chinese proverb, he said, “If you are not ready to smile, don’t open a shop,” stressing that customer experience is often the difference between a thriving business and one that fails.

The Director-General further advised young entrepreneurs to acquire practical skills before venturing into business, saying skill acquisition provides a solid foundation for innovation and wealth creation.

He urged participants to remain patient, resilient and open to collaboration, insisting that sustainable businesses are built through consistency rather than the pursuit of quick profits.

“Learn a skill first. Be patient and don’t quit. With patience and consistency, you can build businesses that will create jobs for others.”