In a world where noise often drowns out substance, Dr. Sam Adeyemi delivers a timeless reminder that visibility is not vanity, it is responsibility.
“You cannot stay hidden and expect people to respond to you when they don’t even know you exist,” he said in his calm but compelling tone. “A man who refuses to advertise is like a man who winks at a girl in the dark. He knows what he’s doing, but nobody else does.”
The analogy drew laughter, but its meaning was unmistakable. Too many people, Dr. Adeyemi explained, possess potential that remains unseen, like a lamp hidden under a basket. “You cannot be an effective role model if people cannot see you,” he added. “They must see your actions, achievements, and behavior. That’s what inspires them.” Then he posed the question that lingered long after his message ended: “Are you on a lampstand, or under a basket?”
Recounting a pivotal moment from 2001, Dr. Adeyemi shared how a divine nudge reshaped his understanding of awareness and growth. At the time, his church had about 2,000 members, and he was praying for expansion to 5,000. “We printed 20,000 flyers and thought we had done something great,” he recalled. “Then the Holy Spirit asked, ‘What are 20,000 flyers in a city of 12 million people?’”
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That question changed everything. “The Holy Spirit said to me, when companies like Coca-Cola launch a product, they go on TV, radio, and billboards. But when pastors organize events, they only pray and fast. The spiritual world may know what you’re doing, but the physical world doesn’t.” The lesson was clear: prayer must be paired with visibility. “Many times, the people God wants to reach never show up,” he said. “Not because they weren’t called, but because they didn’t know.”
Determined to act, Dr. Adeyemi brought together advertising professionals within his congregation. Their first feedback was blunt: “Pastor, the problem isn’t just advertising, it’s branding. People don’t know who we are or what we stand for.” Taking that advice seriously, the ministry redesigned its image and launched a series of integrated media campaigns across radio, TV, newspapers, and billboards, distributing more than 100,000 flyers every weekend.
The result was transformational. Attendance doubled within three months. “It was then I understood that you can’t hide and expect people to respond,” he said. “Even Jesus said, ‘You are the light of the world. A city on a hill cannot be hidden.’”
For many leaders, visibility often feels like a threat to humility. But Dr. Adeyemi drew a clear distinction: visibility is about intention, not attention. “Matthew 5 tells us to let our light shine so others may glorify God, while Matthew 6 warns against doing good deeds just to be applauded,” he said. “The difference lies in who gets the glory.” He smiled and added, “It doesn’t serve God or you to hide.”
One profound revelation, he shared, forever redefined his leadership philosophy: “Who people see is who people follow.” That statement ignited a new global vision. In 2009, Dr. Adeyemi expanded beyond physical congregations into digital and television audiences. By 2010, his ministry became one of the first Africa-based organizations to appear on Daystar Television, reaching millions across continents. “That experience changed everything,” he reflected. “It taught me that influence isn’t about the number of people in your building, it’s about the number of lives you reach.”
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Long before many faith leaders saw the value of social media, Dr. Adeyemi embraced its potential. “About 14 years ago, I attended a leadership seminar in Lagos and realized I had a Twitter account that someone opened for me, but I had never logged in,” he said with a chuckle. “That day, I told my assistant to recover the password.” What followed was remarkable. Once he began engaging personally online, his followers grew rapidly. “From a few thousand, it rose to over a million. I realized social media wasn’t just a trend; it was a tool for impact.”
He compared this digital strategy to Jesus’ teaching methods. “In Matthew 5, Jesus climbed a mountain so people could hear Him better. In Luke 5, He preached from Peter’s boat so His voice could carry over water. Visibility has always been part of divine strategy.”
To Dr. Sam Adeyemi, visibility is not self-promotion, it is stewardship. “You cannot inspire or lead effectively in obscurity,” he said firmly. “If God has given you light, it’s not meant to be hidden.” His message resonates across faith, business, and leadership. If people cannot see your work, they cannot follow your vision. If your message remains hidden, your influence remains limited.
“If you want to be a role model in this generation,” he concluded, “find your voice and stand where people can see you.”
