Over the years, various trends and ideas have shaped the professional landscape and defined what success should look like. This is changing today — the notion that skills alone are no longer enough is something that is subtly but rapidly gaining ground.

For decades the formula was simple: attend the university, graduate with good grades and secure a stable job. But as economic growth in Africa slowed and opportunities became competitive, this path to success quickly became insufficient.

This set up the reality that the university degrees would no longer be enough and for those starting from scratch and many others — the only way to a stable source of income was learning skills.

Today, the rules have taken another turn. While the University degree remains largely symbolic and skills are still necessary, they are no longer enough to scale the ladders of the professional landscape. A new factor which had always been quietly at play finally got a name — visibility. The ability to be seen, heard, and recognised has become the true currency in Africa's modern professional landscape.

WHY SKILL IS INSUFFICIENT

Skill alone despite being the backbone of success, has proven to insufficient in pushing one towards opportunities. Many individuals in the professional landscape are undervalued not because they lack the necessary skill, but because they remain unseen — a modern day Monalisalocked in a dark room where no one will ever discover it.

A practical example comes from the experience a writer shared on X. According to her, she lost a gig worth $3000 that she had been working on — not because she wasn't good enough, but because her client found someone more visible. Not smarter or better — just seen.

To this day, this experience has been a driving motivation for her to take her personal branding and visibility with the same importance as up skilling — understanding that in today's professional world, been seen is as important as being skilled.

THE RISE OF VISIBILITY AS CURRENCY

The Rise of Visibility as the new currency of success didn't start today — it's simply a truth many have long tried to ignore. For years, the belief persisted that hard work and skill were the essentials to success and all one had to do to succeed was to lock in and build till the right opportunity to come.

For many, this expectation has been sadly disappointing, as the opportunity never came, not until they put themselves out there.

Today, countless skilled professionals struggle to find gigs or secure long term projects — not because they lack the necessary skill, but because they're not visible to the world.

They might be best in their field, but the absence of visibility has and will continue to hinder their career success.

While skills remain the foundation for success, visibility is the bridge that leads to success and without it — the most skilled professionals risk being the best-kept of their niche, overlooked and undervalued.

PERSONAL BRANDING.

Personal branding is a concept that goes beyond what the average man thinks it to be. Personal branding is the deliberate effort to curate how people perceive you. It goes beyond having a verified LinkedIn account that you post content on — it's the strategic communication of your reputation, skills and values.

In modern Africa, where opportunities are limited, personal branding is no longer optional — it is essential.

For decades, experts have emphasized the importance of personal branding, but it seems we're only beginning to understand these lessons today. In 1997, Tom Peters wrote an article titled "The brand called You". In it, he emphasized the importance of personal branding. In his words "we are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.”

An exceptional example of an individual that became the head marketer for her personal brand is Hilda Baci. Before her Guiness world record attempt for a cook-a-thon, she was simply a hardworking chef running a business in Lagos. Everything changed following her Guiness world record win.

On 11 May 2023, she started her "Cook-a-thon" record attempt and by Monday, May 15, 2023, at exactly 7:45 am, Hilda broke the record for the longest cooking marathon by any individual cooking for a total of ninety three hours and eleven minutes.

That singular event, which was built on a personal brand and characterised by consistency, professionalism, and visibility catapulted her into fame. The story of Hilda Baci is nothing short of a masterclass on Personal Branding and visibility.

By leveraging on this achievement and presenting it strategically, she created a level of visibility and brand equity that no physical restaurant could have achieved in such a short time. Today, Hilda Baci's brand continues to make waves and create opportunities that extend far beyond the kitchen, emphasizing the undeniable power of personal branding and visibility.

Today, her brand continues to open doors and reach milestones that no physical restaurant could have achieved in such a short time.

A more relatable example for young aspiring leaders would be Emmanuel Nduka. Emmanuel joined LinkedIn in 2019 and according to a LinkedIn publication from LinkedIn local-Nigeria, it was one of the most profound decisions of his life.

By strategically and consistently leveraging the LinkedIn network, he was able to fast track his way to the global stage.

His story reinforces the fact that while competence is essential, visibility is the bridge that transforms skill into opportunity.

Today, Emmanuel Nduka is an entrepreneur, Gen Z speaker, marketing professional, and brand influencer who remains on the quest "to inspire, not impress."

THE CONNECTION BETWEEN PERSONAL BRANDING AND VISIBILITY

Personal Branding and Visibility are two sides of the same coin. Personal Branding defines who you are, and what you represent — your value, experiences and to sum it, your story. Visibility is ensuring that this value is seen and heard. One shapes perception, while the other announces it.

It is pertinent to understand that one cannot do without the other. A person can be credible, experienced and skilled, but without visibility, that brand remains unseen and undervalued. Being visible on the other hand without having a personal brand only leads to recognition that only lasts a while before it starts to fade. In Africa's professional landscape, the real advantage lies in merging both — being known for something and being known for it by people.

Today's digital age has effectively blurred the line between reputation and reach. Social media Platforms like LinkedIn and X have made it relatively easy for individuals to shape narratives about themselves, gain visibility and attract opportunities.

WHY COMPETENCE STILL MATTERS

Competence is a word used very often workplace, and yet, not everyone understands what it actually entails. To many, it simply is a checklist of skills — a Web Developer with 3 years of experience for instance.

Competence covers way more than the skills required or the experience gained in those fields. It can be defined into three core elements;

• Skills: Which refers to necessary abilities needed to perform the task you're hired for.

• Knowledge: Understanding of concepts, processes or best practices that sound judgement and effective execution.

• Behaviour: This refers to how they're able to work in and with a team. It often include soft skills like communication, problem solving, and adaptability.

Competence still matters because it remains the foundation of sustainable success. In our fast-moving society, where visibility and personal branding often take the spotlight, competence is what ensures the spotlight is maintained.

It is what allows seasoned professionals to maintain relationships with clients and deliver consistent results. Employers and brands may be drawn to you because of your brand, but competence is what keeps them. It is the backbone of success — proof that skill not just visibility attracts and sustain value.

FINDING THE BALANCE

Just like Apollo and his lyre, visibility and Competence cannot do without eachother. Apollo's identity as the god of music is wanting without his lyre, and as the lyre gives voice to his gift so does visibility give exposure to competence.

The lyre without the musician as well is an instrument cannot produce music (success) without its owner (competence).

Understanding why one cannot do without one or the other is important in charting your way to success. The goal, therefore, is harmony — where visibility amplifies skills, and competence sustains visibility.

In a world where perception often flies faster than substance, harmonizing both skills and visibility ensures that the perception people have of you and your brand truly reflects what you can deliver.

Ultimately, when both are harmonized — competence will build credibility, visibility will multiply it and together they create the kind of success neither could have achieved alone.