It was the poet John Donne who once said, “Every death diminishes me because I am involved in humanity.” But the death of John Olulope Ajayi — the man I fondly called Egbon John — did not just diminish me; it reduced me. Not physically, because my physique has not changed, but my inner strength has taken a deep hit. He died exactly sixteen days ago, and it has taken me this long to put my thoughts together because this is a deeply personal loss.
John did not merely stroll through this cosmic divide; he lived a life of impact. He was never like the proverbial serpent that slithers across a rock without leaving a trace. He did not simply walk along a path laid out by destiny — he compelled destiny to work in his favour. The Yoruba say destiny has no remedy, that what has been predestined cannot be altered. Yet I doubt this applied to John. Had he remained confined within the intellectually limiting confines of his hometown, I doubt he would have attained the remarkable heights he reached before death — the ultimate leveler — rang its final bell.
By his initial training, John would have been a teacher — and this is said with no disrespect to that noble profession. This tribute is a celebration of sheer willpower, courage and determination to break barriers, not a denigration of any calling, especially not the one that produces all other professions. John’s life challenged us never to succumb to despondency. His journey taught us to soldier on in life’s battles, even when adversity seemed to close in.
In his early years as a journalist, many believed John was in the wrong field. Things appeared not to be working. From THISDAY to The Comet, he fought relentlessly to bend fate in his favour. Through resilience and determination, he sent destiny a firm message that he would not give up — and he did not.
When John stepped out of the newsroom to venture into media entrepreneurship, another battle began. Anyone who understands publishing knows that it is always a risky venture — a shot in the dark. If you hit the target, you may be made for life; if you miss, you may be mired in debt for years, perhaps for life. Yet John forged ahead. His brainchild, MARKETING EDGE, transformed the landscape of brand and marketing journalism in Nigeria. For those who truly knew this Ekiti-born visionary, his success came as no surprise.
John was not just a journalist; he was a consummate marketer. He never strolled leisurely through open doors of opportunity. Instead, he relished the challenge of pushing open doors that had been slammed in his face, and once those doors opened, he ensured no one dared shut them again. He always gave people a reason to continue doing business with him. Though he could be temperamental, he was warm, humane and deeply compassionate. He believed in people and invested in relationships, bringing a human face to business dealings. He understood the regimented corporate environment, yet constantly reminded everyone that we are humans first before office professionals. He possessed a rare capacity to strike a balance between officialdom and camaraderie.
John ensured that MARKETING EDGE was not just a workplace. His staff were not there merely to earn a living; they were there to build life and learn from it. He made them feel like emotional stakeholders, not just corporate labourers. It may not have been a large organisation, but it was an effective and fulfilling one. Anyone close to John knew that staff often closed for the day already looking forward to the next — not because of money, but because of the joy of being in that environment. And the architect of that environment was John.
He may have had professional disagreements with some people, but none could honestly deny that he was a good man and a thoroughbred professional who always wanted the best for the industry that made him who he became before his Maker called him home. I was privy to some of these situations, and one thing always stood out — John possessed an extraordinary willingness to make peace, and this humility charmed and disarmed many who once opposed him.
In truth, we were not merely diminished by John’s death — we feel something worse; we were hit below the belt. Our profession lost an encyclopedia. As one of the pioneers of brand and marketing journalism, he was a bridge between veterans of the old generation and talents of the emerging era. Whenever I needed to research the history of Nigeria’s advertising and marketing industry, all I needed to do was visit John’s office. By the time I walked out, I had gained far more than I came for.
John never forgot where it all began — Ijan-Ekiti. He invested resources, emotions and time into his hometown, contributing immensely to many Ijan sons and daughters. Sometimes, I jokingly referred to the MARKETING EDGE office as a liaison office for Ijan people. He never joked with his land of birth. He knew he was a sojourner in Lagos, fortunate to walk the proverbial green pastures there, yet always mindful that every sojourner must one day return home. So when the reigning Onijan and his council bestowed upon him the title of Asiwaju of Ijanland, I was not surprised. I told my colleagues in Lagos, “Oga John deserves it — and even more.”
He was also emotionally attached to Ekiti State. He loved the state deeply and, unsolicited, became a de-facto media strategist for former Governor Kayode Fayemi and the current Governor Biodun Oyebanji. During Ayo Fayose’s turbulent political era, Ekiti’s challenges weighed heavily on him. “Ogbeni,” he would ask me, “must we fold our arms and allow this young man to destabilise the values Ekiti is known for?” Our Ekiti bond was so strong that many friends believed we were blood relatives. His office became my second home in Lagos.
Another strong bond we shared was our Catholic faith. We discovered early in our friendship that we lived in the same area — Meiran, Lagos — and it was there I saw his deep connection to SS. Joachim & Anne Catholic Church, Meiran. When he moved to his home at Journalists’ Estate, Arepo, he became actively involved with the Catholic Church of the Configuration, Arepo. Whenever he was in Ekiti, even if he spent the night in Ado-Ekiti, John would rise early and head to St. James Catholic Church, Ijan-Ekiti, the cradle of his spiritual and academic beginnings. Even his admission letters to the College of Education and later the University of Lagos were sent to St. James.
As John returns to his Maker, I borrow the words of one of my bosses:
Sleep well, Egbon John. Your life was a story of courage, impact, faith, friendship and humanity — and your legacy will endure.