For Adaobi Onyedum, leadership is not defined by a title. It is about stewardship, building connections and creating systems that deliver measurable results.
As Director General of the Nigerian-British Chamber of Commerce (NBCC), Onyedum is at the centre of efforts to strengthen trade and investment between Nigeria and the United Kingdom. The Chamber, which has operated for 49 years and is approaching its 50th anniversary, focuses on connecting businesses, investors and stakeholders across both markets.
Speaking with Just4WomenAfrica, Onyedum shared her perspective on leadership, international trade, entrepreneurship and what Nigerian women and young business owners need to do to compete beyond the domestic market.
Leadership as stewardship
Adaobi describes her leadership philosophy as one centred on stewardship rather than position.
“For me, leadership has been less about occupying the title and about really connecting people,” she explained.
Her career has taken her across education, technology, philanthropy and institutional leadership, experiences that have shaped her approach to building partnerships and developing people.
Her time in technology taught her the importance of innovation and speed, while her experience in education reinforced her belief in investing in people. Today, she places particular emphasis on governance, accountability, systems and measurable outcomes.
She sees herself as a bridge-builder someone who connects people around a common objective and helps teams believe in and work towards a shared vision.
Moving Nigeria–UK trade beyond traditional commerce
Adaobi believes the relationship between Nigeria and the UK presents significant opportunities that extend well beyond traditional goods trading.
She pointed to opportunities in digital technology, financial services, healthcare, professional services and the creative industries, noting the growing international interest in Nigerian talent and businesses.
Nigeria’s musicians filling major UK venues and Nigerian films finding audiences in the UK are examples, she noted, of how Nigerian creative talent is already crossing borders.
For Adaobi , the next stage is to turn these opportunities into stronger commercial outcomes.
“Trade has gone beyond packaging a product in a box and moving it across another country,” she said, highlighting the growing importance of services, intellectual property, technology and professional expertise.
A good product is not enough
One of the biggest challenges Nigerian businesses face when entering the UK market, according to Onyedum, is market readiness.
A business may have a strong product, but international expansion requires much more.
Businesses need to understand regulatory requirements, certifications, consumer expectations, pricing, intellectual property, logistics and market dynamics. They also need reliable market intelligence and access to the right buyers and distribution partners.
“Everybody wants to go to the UK and do business. But are you ready for the market?” she asked.
For businesses preparing to export, she believes the focus should therefore move beyond simply learning how to export to becoming genuinely export-ready.
From training women to helping them scale
Adaobi also believes that entrepreneurship programmes supporting women need to move beyond training.
Through the NBCC Women and Youth Entrepreneurship Development Centre and other programmes, she has seen the gap between acquiring skills and actually building a sustainable business.
Many entrepreneurs need more than training. They need access to finance, markets, networks, certification, technology, governance systems and the right business partnerships.
“We need to move from training and focus on scaling,” she said.
She believes women-owned businesses should be supported to move into higher-value sectors and become formal, investment-ready businesses capable of competing internationally.
The goal, she explained, should be to move women from survival-oriented enterprises into businesses that can attract investment and participate meaningfully in global value chains.
Advice for entrepreneurs looking beyond Nigeria
For young Nigerian entrepreneurs considering international expansion, Onyedum’s advice is straightforward: understand the market before entering it.
Entrepreneurs need to ask themselves:
- Who is my customer?
- Is there a genuine demand for my product or service?
- Am I compliant with the requirements of the target market?
- Can I deliver consistently at scale?
- Do I understand my pricing?
- What logistics and tax considerations do I need to address?
- Who are the partners and networks that can help me navigate the market?
- What competitive advantage does my business offer?
Internationalisation, she argues, should not be treated simply as an exciting opportunity to “go abroad.”
“It should be a strategy and not just an aspiration,” she said.
Her advice to entrepreneurs is simple: learn and build.
A more impact-driven future for NBCC
As the Nigerian-British Chamber of Commerce approaches its 50th year, Onyedum sees a future focused increasingly on measurable impact.
Rather than being known only for networking events and business meetings, she wants the Chamber to help create tangible outcomes for businesses seeking to enter and grow in both markets.
The Chamber is working on initiatives including the British Trade Centre and export-readiness programmes, while also developing networks to help UK businesses interested in establishing a presence in Nigeria.
For Adaobi, the ambition is ultimately about moving businesses from conversations to outcomes.
The future she envisions is one where businesses can point to the Chamber and say that, because of its support, they were able to access new markets, establish partnerships and grow.
Building bridges across borders
Adaobi Onyedum’s message is particularly relevant at a time when African businesses are increasingly looking beyond their domestic markets.
International expansion can offer enormous opportunities, but success requires preparation, compliance, strategic partnerships and a clear understanding of the market being entered.
For women entrepreneurs especially, the challenge is not simply gaining more training. It is gaining the capital, networks, market access and support required to turn businesses into scalable enterprises.
As Nigeria and the UK deepen their commercial relationship, leaders such as Adaobi see an opportunity to ensure that Nigerian businesses are not merely present in international markets, but are prepared to compete and capture greater value from them.
Just4WomenAfrica spoke with Adaobi Onyedum as part of its ongoing commitment to amplifying the voices, achievements and insights of African women in business, leadership, technology, entrepreneurship and social impact.
