Stubbornness is a virtue, by Steve Babaeko

When I spoke at the IMC Conference in Johannesburg in 2024, I didn’t expect one particular phrase from my address to spark as much conversation as it did. But ever since I said, “Stubbornness is a virtue,” the messages haven’t stopped coming in. Young creatives, brand managers, business leaders, even a few skeptics, have reached out, asking me to unpack what I really meant. Some were intrigued. Some were doubtful. And a few even asked if I wasn’t just sugarcoating hardheadedness.

So let me clarify.

I meant every word. Stubbornness, when rightly directed, is a virtue. It’s the very thing that has powered my journey, from a modest background to running an agency that now operates across seven countries and counting. It’s not always glamorous. It doesn’t always win you applause. But it works. In a world that often asks you to tone it down, fit in, or follow the playbook, being constructively stubborn might just be your greatest asset.

You see, what some call stubbornness, I call unshakable conviction. It’s the ability to see the world not just for what it is, but for what it could be and to keep pushing toward that vision, even when it’s uncomfortable. When I founded X3M Ideas, the industry didn’t exactly roll out the red carpet. But we weren’t asking for permission. We had a different kind of energy, a different rhythm. That energy was powered by a refusal to settle for less or back down.

But let’s be clear: I’m not talking about being inflexible for the sake of ego. True stubbornness, the kind that’s useful, is anchored in purpose. It’s not about shouting the loudest in the room; it’s about staying the course when your compass is pointed toward something greater. It’s knowing which ideas are worth defending, which principles can’t be compromised, and when to dig in, even if it means standing alone for a while.

Some of our most impactful campaigns, the ones that earned global recognition, were once seen as “too daring” But we trusted our instincts, we refined the work, and yes, we were stubborn. That’s how boundaries are pushed and new standards are set. If we had folded under pressure, those campaigns would never have seen the light of day.

Even beyond advertising, stubbornness shows up in how we lead. Whether it’s our investment in young talent, our commitment to social impact projects, or our long-term vision for transforming African storytelling on the global stage, none of it happens without that same refusal to back down.

So if you’re building something, be it a brand, a business, or a legacy, don’t be too quick to let go of that stubborn streak. It may be the very thing that sets you apart. In a world that constantly tests your resolve, stubbornness isn’t just useful. It’s essential.

And yes, it’s a virtue.