If I hadn’t experienced it myself, I would never have agreed that it works.

Over the years, I’ve come to realize that language is the currency of the 21st century. Your ability to use language effectively is one of your greatest advantages.

I was privileged to benefit from the power of language firsthand. In fact, I can remember a time when my transportation fare was sorted out simply because I leveraged the power of language.

I was in Delta State at the time, and on this particular day, I didn’t have enough money for transportation. I stopped a bike man, spoke Hausa to him, and told him that I only had half of the required amount. Immediately I spoke to him, he was overwhelmed—probably because he was surprised to hear me speak Hausa. We started having a friendly conversation.

He decided to help. On our way, we continued talking, and to my greatest surprise, he was also an indigene of Adamawa State.

To cut the long story short, we arrived at the location, and I reached out to pay him, but he refused. I asked him why, and his response revealed something powerful about language.

He said:
“Haba Dan uwa, ina karɓar kuɗi a wurinka ai ban yi adalci ba,”

which translates to:
“My brother, if I take money from you, then I’m being unjust.”

I tried convincing him to collect the money, but he refused.

After that experience, I started using language to my advantage. I was able to bargain better, get things at cheaper prices, and enjoy a lot of benefits attached to speaking Hausa.

Statistically speaking, 9 out of 10 of my Hausa conversations turned out the way I wanted. From selling birds (chickens) during Sallah, to transportation, to buying foodstuffs, language became my biggest advantage.

I say all this to say that when people are spoken to in their native language—especially if that language is considered minor—they tend to respond more warmly because language is the fabric upon which our relationships with one another are established.

Language is more than communication.
Language is connection.
Language is trust.
Language is influence.

And businesses that understand how to leverage language don’t just sell products; they build relationships, create loyalty, and influence decisions naturally. The businesses that will dominate the 21st century are not necessarily the loudest ones, but the ones that know how to speak the language of their people.