With distance comes clarity: the benefits of partnering with 'global outsiders'

Have you ever partnered with a designer or creative agency in Africa? Would you? It's an interesting question and one that, if you're honest, may bring forth an instinctive reaction that's at odds with your outwardly cosmopolitan views.

To give a fresh perspective on this issue, we wanted to share this brilliant article by Chisom Okechukwu, co-founder and CEO of Check, a team of owners scattered through Lagos, London and LA. In this article, Chisom explores the idea that, despite what our instincts may tell us, our growth and success often come from embracing those who are different.

No such thing as stranger danger: a lesson on growing with outsiders

I remember the liberating simplicity of travelling as a kid born in Nigeria. Passing through immigration checks, I'd crack a smile at the officer in crisp uniform and be met with a smile in return. In those moments, it didn't matter where I was from. I was just a kid, and in those airport halls, it felt like there were no barriers, no boundaries. I felt a sense of universal acceptance as if I belonged wherever my feet touched.

Fast-forward to today; that same scenario has a very different energy. Now, as my passport lands in the hands of the officer, I'm met with a steely gaze and a barrage of questions: "What brings you here?" "How long do you plan to stay?" The green passport in my hands labels me a stranger, and the vibe makes it clear that I'm being assessed with caution.

What changed? My status? My age? Maybe. But I think it's also about how, as we grow older, we become more attuned to boundaries – both the physical and the ones we create in our minds. Somewhere along the line, the world teaches us that strangers are to be met with suspicion, not smiles.

When you think about it, the way we approach business is similar. As a Founder, you just might imagine that it makes sense to rely on the tried-and-true methods, the partners within your circles, and the ideas that align with your existing worldview. That way, you'd have a better sense of control and security.

Except I don't think security is the surest path to growth. The success story of one of the most compelling brands of the past two to three decades makes my point. When it was time to put an end to its biggest manufacturing challenge, IKEA, the Swedish furniture giant, turned to resources and talent from an unexpected place: Poland.

An unusual choice

In the 1960s, Sweden's labour costs were climbing, and it was getting harder for IKEA to keep the promise that it had built its brand on stylish, functional furniture that regular people could actually afford.

Instead of sticking to familiar ground, IKEA looked east—towards Poland, a country still struggling to find its economic footing after World War Two.

Poland was an unusual choice. It wasn't known for manufacturing or cutting-edge design. But it had something Sweden didn't: people who put both heart and reason into everything they did.

Ingvar Kamprad, IKEA's founder, used to say, "IKEA was founded in Poland." According to the brand's Made in Poland 2021 report, the combination of Poland's entrepreneurial spirit and Sweden's need for simplicity and innovation opened doors they hadn't even imagined.

One of those doors was Marian Grabinski, a young Polish designer who brought fresh eyes to old problems. His ideas helped shape the flat-pack concept that's now an integral part of IKEA and has transformed the global furniture industry.

But the decision to grow with Poland wasn't just about saving a few kronor — it was about finding kindred spirits. It taught IKEA that sometimes, the best way to grow is to reach out to the 'strangers' who see the world a little differently. And it was this unlikely partnership that laid the groundwork for IKEA's expansion across the globe, proving that sometimes, the right connection can change everything.

Insane growth happens at the edges

In the 60s, the world felt a lot smaller. Sweden was culturally miles away from Poland; they might as well have been on different planets. One was part of Western Europe, enjoying its freedom and economic growth; the other was tucked behind the Iron Curtain, weighed down by a different reality. But now it's 2024, and the world has changed in ways we couldn't have imagined.

The distance between places like Sweden and Poland? It's nothing now — just like Lagos and London feel like neighbours despite the miles. It's all about finding your people. That's what IKEA's founder believed: the idea that no matter where you are, you can connect through shared values. And that same belief inspires me.

Today, IKEA's model of seeking out and integrating emerging talent from unexpected places is a blueprint for other global brands.

It isn't rocket science to understand that growth often comes from embracing those who see the world differently, yet it's easy for most companies to stay within their comfort zones, working with partners who "get" them because they share the same space language or culture.

Of course, it's easy to default to what feels safe, especially when the stakes are high. But insane growth happens at the edges, in the space where the outsider meets the insider.

That's a perspective we have embraced at Check, a design company that started in Lagos but has clients across continents.

For all the times we have worked with clients from other countries, it's rarely been because we were a safe, predictable choice. More often, it's been because they saw the value in what we could offer as outsiders – new ideas, a different lens, and an eagerness to prove ourselves. In fact, during an intro call, a client once sighed in relief when we walked them through our work, and they realised we were truly the ones behind it.

It's not that we knew more than local agencies or had deeper insights into these cultures. What we brought was a willingness to see things differently, to question the norms that insiders might take for granted, and to approach each project with curiosity rather than assumption. It's in those moments where the lines between "familiar" and "strange" blur that real innovation happens.

We've come to see that what's often perceived as a disadvantage – not fully belonging to a particular market, culture, or race – is actually our strength. It allows us to bring new ideas to the table, challenge conventions, and create work that is distinctive and impactful.

A certain clarity that comes with distance

It took us time to get here. Initially, we faced the same scepticism that any outsider might encounter: "Can a design company from Lagos understand what works in Europe? Can they deliver on time, across time zones?"

But there's a certain clarity that comes with distance. When you're not deeply rooted in a particular culture or way of thinking, you see things with fresh eyes. You're not constrained by the norms and expectations that might govern how things are usually done. Instead, you bring perspectives shaped by different influences, which can lead to surprising, innovative, and impactful solutions.

As globetrotting outsiders, we're not tied down by the blind spots that local agencies might have. We're not encumbered by conventional wisdom or the pressure to conform to norms. Instead, we are driven by curiosity and a passion to prove ourselves to our partners – to show that the distance between us is only geographical.

Intrigued but cautious

We once received a call from Munich from an event management company gearing up for a major repositioning after the COVID-19 lockdown. The company needed a website that matched its renewed ambitions. The founder reached out to us, intrigued but cautious—after all, we were a Lagos-based team pitching to reshape a brand in a city known for precision and structure.

They were used to working with agencies in their backyard, so trusting a team across the continent was a leap for them. Conversations became more fluid as we sent drafts and ideas that challenged their expectations but resonated deeply.

By the time the revamped website went live, it didn't just signal a new era for their brand – it represented what's possible when creative minds come together, no matter where they're from. We mailed the founder a Super Eagles jersey (The Nigeria national football team), which was our way of saying, "We might be outsiders, but we're in this with you." The next time we spoke, he showed up on screen wearing the jersey with a wide grin. It was a small gesture, but it broke down walls and turned what could've been just another transaction into a partnership rooted in mutual respect.

Another one of our more memorable projects came from a consultancy based in the UAE, co-founded by two Irishmen. The first time we met was over a call spanning three time zones. One of the founders was in Auckland, which was 11 hours ahead. The other was in Dubai, wrapping up a long day. And there we were, in Lagos, squeezed right in between their worlds, balancing our timelines while trying to grasp theirs.

Cultural complexity

Their brief was simple enough: they wanted a new identity that would resonate across markets as diverse as Dubai and Auckland. Beneath that brief was a lot of complexity – different cultures and a shared vision that needed to shine through.

We spent the next few weeks in a rhythm that became second nature. We weren't just shaping their brand; we were learning to speak the same language, despite being worlds apart. When we finally unveiled the brand, it was more than just a logo or a set of guidelines. It was a reflection of what's possible when curiosity and openness guide the process. They were thousands of miles away, yet they felt as close as if they'd been in the next room.

In the scenic Swiss city of Zug, also known as "Crypto Valley, we met another pair of founders with an audacious dream – to rethink finance on the blockchain. They were looking for partners who could capture the essence of something radical, an app that would challenge how people see and interact with alternate stores of value.

The collaboration was a great blend of their deep industry knowledge and our fresh, outsider perspective. What started as an ambitious idea became a unique and memorable product experience, proving that great design knows no borders.

Fanatically curious

The notion of "stranger danger" is rooted in fear, but fear has no place in a world that's more connected than ever. The truth is, we're not as different as we think. We share more common ground than we realise. We've seen it in our journey at Check.

The distance between Lagos and Los Angeles, or between Accra and Amsterdam, isn't as wide as it seems. It's not about where we're from; it's about the passion, creativity, and commitment that the fanatically curious bring to the table.

The world is wide. It's getting wider, and in it, there's no real "stranger danger" – just opportunities waiting on the other side of open doors.