The Start-Up Impact Training for Entrepreneurs (SUITE) is the Stanford Seed Network, Nigeria Chapter’s flagship initiative for giving back to the entrepreneurial ecosystem. Through free, expert-led sessions, SUITE equips entrepreneurs with the tools to scale their businesses, secure funding, build skilled teams, and navigate challenges effectively.

At the September edition, Roseline Ilori, Founder and CEO of Bridge57 Solutions, opened the session by reminding participants of the true purpose of SUITE: empowering entrepreneurs to solve real problems and equipping them with practical knowledge that drives long-term impact.

This edition was facilitated by Damola Adeola, Founder of PayKobo, who guided participants through the training flow, introduced the keynote speaker, and ensured vibrant communication between the attendees and the facilitator.

Finding Purpose in Business: Mr. Oyaje’s Journey

The session was led by Oyaje Idoko, CEO of Layer3, who shared the journey behind building one of Nigeria’s leading technology companies. His story began in the era of NITEL, standing in a long queue and asking himself: “why must accessing services be so hard?” That frustration sparked a vision: technology should be used to deliver peace of mind and excellence in service delivery.

That conviction became Layer3’s “WHY”, the foundation of its mission, legacy, and impact.

Mr. Oyaje explained it this way:

• Mission is your “what” – the work you do every day that keeps you aligned with your vision. For Layer3, it was using technology to make lives better and bring peace of mind through local service delivery in Nigeria.

• Vision is your aspiration – something that can evolve after milestones are achieved.

• Purpose is your emotional driver – the heartbeat of the company that never changes.

The Five Principles of a Purpose-Driven Company

Drawing from 20 years of building Layer3 from a two-founder third-party provider into a leading solutions company, Mr. Oyaje shared five enduring principles:

1. Clarity of PurposeYour purpose must be clear: “Why do I exist beyond profit?” When that is clear, everything else aligns.

2. Embedded ValuesValues must be lived, not laminated. They drive behavior and culture. At Layer3, every meeting begins with reciting the company’s vision and mission, a habit that embeds values deeply into the organization.Core values: customer first, impact innovation, leadership.

3. Aligned People and CultureHire for purpose alignment, not just skills. Culture is what you tolerate and what you celebrate. Layer3 builds this through a strong internship pipeline, believing great entrepreneurs are shaped early.

4. Consistent Action and Trade-offsPurpose will demand tough decisions. Layer3, for instance, rejected projects that didn’t align with its value of building local talent. Hard in the short term, but rewarding in the long run.

5. Adaptability with an Anchored VisionBe flexible in strategy but firm in purpose. “Innovation without identity is noise,” he cautioned. Even in pivoting, don’t lose your purpose.

Learning by Doing: The Purpose Canvas

Participants engaged in a reflective exercise called the Purpose Canvas, answering questions like:

• Why do you exist?

• Who do you serve?

• What change do you want?

• How do you behave?

The discussion was lively, with entrepreneurs sharing their answers. Ifeanyi from Salpha Energy summed it up well: “The words you have said are simple, yet they are words in marble.”

Pitfalls to Avoid

Mr. Oyaje also cautioned against common pitfalls:

• Slogans should be lived, not just hung on the wall.

• Scaling without soul. Growth must align with purpose.

• Values without leadership. Leaders must embody values before expecting their teams to follow.

Lessons from Layer3’s Journey

• Purpose requires courage. The market may not reward it immediately, but over time, it pays off.

• Leadership sets the tone. Leaders must say no when opportunities conflict with purpose.

• Clarity creates resilience. Purpose sustains you through challenges.

• Excellence can be built locally. And when it is, people will notice.

Layer3 has remained purpose-driven because it:

• Defined its purpose from day one: delivering peace of mind through tech.

• Made hard decisions in favor of local excellence.

• Changed perceptions about Nigerian-built solutions.

• Built a culture rooted in values, trust, and authenticity.

Purpose-Driven Companies to Learn From

He pointed to global and local examples of purpose-driven companies:

• Global: IKEA, Unilever, TOMS, LEGO

• Nigeria: GTCO, Innoson, Nike Art Gallery

The common thread: clarity of purpose, courageous decisions, and enduring impact.

Closing Reflections

The session closed with a reminder that “purpose is not a marketing slogan. It’s a way of life, a lens through which decisions are made, and the foundation of lasting impact”.

As participants reflected, Toba Obaniyi, CEO of Exemplar, moderated the Q&A, ensuring that burning questions were answered and that key insights were distilled for every entrepreneur in the room.

And the final challenge from Mr. Oyaje still lingers:

What decision will you make this week based on your purpose? This is a question every entrepreneur should pause to answer because it is in these daily decisions that we sharpen our vision, redefine our purpose, and build organizations that truly endure.