Adedeji’s ‘Measured dust’ launched in Lagos 

Stakeholders in Nigeria’s business and entrepreneurship ecosystem have lauded management consultant and project strategist, Precious Olaoluwa Adedeji, for his bold intervention in Africa’s entrepreneurial landscape with the launch of his debut book, Measured Dust.

The event, which held on Sunday, July 27, 2025, at the upscale EbonyLife Place in Victoria Island, Lagos, attracted high-profile figures across enterprise, development, and policy circles.

Measured Dust takes a practical and storytelling-driven approach to addressing structural gaps in business models, with a focus on helping entrepreneurs build sustainable and data-informed enterprises in uncertain environments.

Among dignitaries present at the event were President of the Healthcare Federation of Nigeria and Country Director of PharmAccess, Mrs. Njide Ndili; Director of the Enterprise Development Centre, Pan-Atlantic University, Dr. Nneka Okekearu; Co-founder, Zibar Resorts, Dr. Femi Olumide; Business Executive and Strategic Advisor, Mr. Edward Esene; and Founder/CEO of AAJ Logistics, Amb. Adekunle Adeyemo.

In their remarks, the dignitaries described Measured Dust as a timely and transformative guide for aspiring and seasoned entrepreneurs navigating the realities of doing business in Africa.

“What Precious has done with Measured Dust is give voice to the invisible structures that break businesses before they scale. It’s a much-needed resource,” said Mrs. Ndili.

Dr. Okekearu described the book as a vital contribution to business development, saying: “This book is timely. It guides entrepreneurs to think with both vision and structure, something our ecosystem needs more of.”

Mr. Esene described it as “a guidebook for entrepreneurs building in high-stakes environments,” while Amb. Adeyemo called it “a clear map for navigating the complex terrain of African business.”

Speaking at the event, Adedeji said his motivation stemmed from witnessing startups fail not due to lack of vision, but flawed models.

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“Too many businesses fail not because the ideas were wrong, but because the models behind them were broken,” he said. “Measured Dust is my way of helping small and medium entrepreneurs build with intention, structure, and foresight.”

The audience, which included business consultants, startup founders, and policy influencers, engaged actively with the book’s themes, praising its practical insight and relevance.

Adedeji, a Lagos-based management consultant, has trained over 5,000 entrepreneurs through platforms such as Google’s Digital Skills for Africa and Facebook’s Grow Your Business initiative, and has supported startups in raising over $10 million in funding.

He holds a Master’s degree in Data Science Management from Rome Business School and a Bachelor’s degree in Pure Mathematics from the Federal University of Agriculture, Abeokuta (FUNAAB). A certified Business Development Service Provider (BDSP) under SMEDAN, Adedeji has worked on USAID-backed consulting projects and mentorship programmes at Pan-Atlantic University.

His work aligns with global goals, including SDG 1 (No Poverty), SDG 4 (Quality Education), SDG 5 (Gender Equality), SDG 8 (Decent Work and Economic Growth), and SDG 9 (Industry, Innovation and Infrastructure).