The Tragedy of Nkan-lola: A lesson in Strategic Communication
By Ishola, N. Ayodele
A powerful Yoruba King was faced with a big challenge. None of the
Queens were able to bear him a child and one of the queens that was able to
conceive is having serious difficulty delivering her baby despite several
attempts by some of the kingdom’s most potent herbalist. Running out of options
the King summoned ‘Opo’ the famous ifa priest (who was believed to be the best ‘Ifa’
priest of his generation) to help him with his problem. Opo consulted the ifa
oracle and prescribed the necessary sacrifice which the King promptly ordered
his servant to carry out. As Opo was about to leave he gave the King a warning.
“Your majesty, the first word you utter after the birth of this child shall be the name of the child” Opo said twice. “I have heard you” replied the King
(Still worried about his queen screaming in pain in the labour room).
Immediately Opo left, the King’s servants ran to congratulate the King
that his wife has delivered a beautiful baby girl. The King looked up, filled
with overwhelming joy he said, “Nkan ma ni oro babalawo yi o” which means “This
ifa priest is something else”. He asked his servant to run after Opo and bring
him to the palace for him to appreciate Opo with gifts.
Opo was brought back and king said, “Please consult the oracle for a
beautiful name for my daughter”
Opo consulted the ifa oracle and said, “Kabiyesi, you have already given
your daughter a name”. The King was taken aback, “No I haven’t he said”.
Opo said, “Kabiyesi, think deeply what was the first thing you said
after you got the news of your wife delivery”. The King said, “Yes, I remember
saying ‘Nkan ma ni oro babalawo yi o’ referring to you”.
Opo said, “Kabiyesi, the name of your child is ‘Nkan’ (meaning Something)”. The King sighed then
said, “That is also good, she shall be called ‘Nkan lola’”. ‘Nkan lola’ became
the only child of the King.
25 years later a region of the Kingdom decided to rebel against this
powerful King. This region is located across a big river were the goddess ‘Olu-odo’
resides. The king sent his best warriors to fight this region but the ‘Olu-odo’
wouldn’t let them cross her river. She wrecked all their boats and washed all
the men to shore without killing them.
The warriors all went back drenched to narrate their ordeal. The king dressed
for war and led his army to the river.
On getting to the bank of the river, The King summoned the ‘Olu-odo’ and
demanded why she didn’t allow his men to cross the river.
Olu-odo said, “For many years I have granted you and your men safe
passage and even supported you on many of your battles but you have never for
one day appreciated my graciousness to you. So, I have made up my mind never to
allow you cross my river again”.
The King felt sober and regretted his actions, he said, “I am very sorry
Olu-odo, I have wronged you and I am ashamed of my actions but please all I ask
is just for you to give me one more chance to redeem myself. I promise you that
if you allow me safe passage across your river and grant me victory over my
enemies, I will give you something when I come back (N o fun
o ni Nkan)”.
Olu-odo’s face glowed, she was filled with excitement. She allowed the
King a safe passage, supported him in the battle and the King won a landslide
victory.
On getting back home, the King sent ten big baskets full of Gold and
Silver, hundred cows and goats, and lots of expensive clothes to the Olu-odo. To
his astonishment Olu-odo rejected all these gifts.
Then Olu-odo appeared to the King in his palace and said, “You promised
me something and I have come to take
what you promised me”.
The King bewildered said, “But I have sent you lots of things and you rejected them all”.
Olu-odo replied, “Because that was not what you promised me. You said if
I grant you safe passage and victory you will give me something (Nkan) your daughter”.
The King screamed, “What!!!!! No, what I meant was something from the
war booty obviously not my daughter.”
Olu-odo retorted, “Since you have refused to release ‘Nkan’ (something)
to me peacefully I will take her from you forcefully”. Then she disappeared.
Few minutes later, some people ran into the palace to tell the King they
saw ‘Nkan lola’ jumping into the Olu-odo’s river despite being eight months pregnant
and all attempts to rescue her were abortive.
LESSON FOR STRATEGIC COMMUNICATION
George Bernard Shaw was 100 percent right when he said, “The single biggest problem in communication is
the illusion that
it has taken
place”.
Many brands, organizations and leaders have failed in communication because
they were under the illusion that they were communicating but what the audience
heard was completely different from what they (brands, organizations &
Leaders) had in mind.
Many people see communication as if one is talking to a tape recorder. A
Human being is not a tape recorder, he/she has a brain that is constantly
processing information and a mind that is constantly interpreting the
implications of your chosen words in a way that reflects his/her attitude
towards you, perception about you and prior experience with you.
One of the recurring theorems in Psychology states, “A large proportion
of our conscious activities is controlled by our unconscious activities” and
Fred Helio Garcia a professor of Management & Communication at the New York
University defined communication as “an act of will directed to an entity that
reacts. This is why I have always advocated that “Communication is not
about grammar or fluency, it is all about mind connection; your ability to make
the audience see what you saw and feel what you felt”.
For effective communication to occur brands, organizations & leaders
must understand the important role the following factors play and how to
navigate them effectively.
i.
The
implication/Consequence of what is said or done (or what is to be said or
done).
ii.
The
Interpretation of their message.
iii.
The
Timing of the message.
iv.
The Clarity of the message.
1. The implication of what is said
or done (or what is to be said or done):
If only
the King had been mindful of the implication of using that word ‘Nkan’
(Something). The disaster would have been averted.
Cases in point
A. Gov. Fayose vs Zenith bank Crisis in 2016
B.
Nairamarley
and the NDLEA's Boss' Controversial picture in 2023
If the NDLEA boss and his media team had taken some time to consider the implication of their Boss (Buba Maruwa) taking a picture with NairaMarley, they wouldn't havebordered about any photo shoot not talk of releasing it to the public. For better understandingof this case study read my article titled "Communication without Communicating; Why Strategic Thinking is Crucial in Virtual Communication" here
2. Interpretation of their message:
The theory of Symbolic interactionism states
argues that, “we do not react to what people say or do but to the
interpretation of what they say or do.” This perspective emphasizes the significance of symbols, language, and social interactions in shaping our understanding of the world and our place within it. In essence, individuals construct their reality through ongoing processes of interpretation and negotiation with others.
Case in point
The
Minister of Industry, Trade and Investment’s controversial comment on made in
Nigeria vehicles that led to public outrage and condemnation of the Government
in December, 2023.
CONCLUSION
In conclusion, the tragedy of Nkan-lola serves as a poignant reminder of
the critical importance of strategic communication in navigating human
interactions. Just as the King's seemingly innocuous remark led to a
catastrophic misunderstanding with dire consequences, so too can careless
communication wreak havoc in the realms of business, politics, and personal
relationships. George Bernard Shaw's assertion that the greatest challenge in
communication lies in the illusion of its success rings true, emphasizing the
need for meticulous consideration of language, context and audience perception.
Effective communication transcends mere verbal exchange; it requires a deep understanding of the implications, interpretations, timing, and clarity of the message conveyed. Brands, organizations, and leaders must recognize the power of communication as a tool for building bridges, fostering understanding, and achieving collective goals. By embracing strategic communication principles and recognizing the complexities of human interpretation, we can forge stronger connections, mitigate misunderstandings, and navigate the intricate tapestry of human interaction with greater finesse and efficacy.
Ishola, N. Ayodele is a distinguished and multiple
award-winning strategic communication expert who specializes in ‘Message
Engineering’. He helps Organizations, Brands and Leaders Communicate in a way
that yields the desired outcome. He is the author of the seminal work, 'PR Case
Studies; Mastering the Trade,' and Dean, the School of Impactful Communication
(TSIC). He can be reached via ishopr2015@gmail.com or 08077932282.
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