Defining the Core - How '28COE' Uses Values to Drive Business Success Across Africa

Introduction

On March 25, 2022, Ambassador Maryben Omollo—an internationally recognised mental health and leadership coach, 17-time award-winning speaker, and founder of the Maryben Foundation—highlighted the foundational principles behind the global movement known as 28 Credentials of Entrepreneur (28COE). With a global reach of over 50 million and a mission to build resilient and inclusive workplaces across Africa, Omollo’s endorsement of 28COE’s core values underscores the importance of ethical leadership, clarity of purpose, and shared vision in driving sustainable business success. 28COE is more than a network—it is a values-driven ecosystem of entrepreneurs, professionals, and changemakers committed to excellence, collaboration, and impact. At the heart of this movement lies a clearly defined set of core values that guide every member’s actions, decisions, and contributions.

The Role of Core Values in Business

Core values are not just words on a wall or pages in a handbook. They are the moral compass of an organisation. They define what a group stands for, how it behaves, and what it prioritises. For 28COE, these values are the glue that binds a diverse global community together. Ambassador Omollo emphasised that these values provide:

1. Clarity: Helping members understand the expectations and standards of the organization.
2. Guidance: Offering a framework for decision-making and behaviour.
3. Security: Creating a sense of belonging and trust within the community.

In a world where businesses often chase profit at the expense of principle, 28COE’s commitment to values is a refreshing and necessary shift.

The 28COE Movement: A Global Vision

Founded by Bilal Ahmad Bhat, 28COE is a global initiative that brings together entrepreneurs, thought leaders, and professionals from various sectors. Its mission is to foster ethical entrepreneurship, promote collaboration, and empower individuals to lead with integrity. The movement is built on the belief that success is not just about financial gain—it’s about creating value, uplifting others, and leaving a legacy. Through its events, publications, and mentorship programs, 28COE cultivates a culture of excellence rooted in shared values.

The Core Values of 28COE

While the full list of 28 core values is detailed in the official 28COE book, the essence of these principles can be summarised into key themes:

1. Integrity – Upholding honesty and transparency in all dealings.
2. Respect – Valuing diversity, opinions, and the dignity of every individual.
3. Accountability – Taking responsibility for actions and outcomes.
4. Innovation – Embracing creativity and continuous improvement.
5. Collaboration – Working together to achieve shared goals.
6. Empowerment – Supporting others to reach their full potential.
7. Sustainability – Building businesses that are environmentally and socially responsible.
8. Service – Prioritising impact over ego and giving back to the community.

These values are not abstract ideals—they are actionable commitments that guide how members engage with one another and the world.

The Importance of Value-Driven Leadership

Ambassador Omollo’s advocacy for 28COE’s core values aligns with her broader mission of promoting mental health, ethical leadership, and inclusive growth. She believes that when leaders are grounded in values, they create environments where people feel safe, inspired, and motivated.

1. Value-driven leadership:
2. Builds trust within teams and communities.
3. Enhances decision-making by aligning actions with principles.
4. Attracts like-minded collaborators and clients.
5. Fosters long-term success over short-term gains.

In her view, the 28COE model offers a blueprint for how businesses can thrive without compromising their integrity.

A Platform for Global Impact

28COE is not just a philosophy—it is a platform for action. Through global events such as the 28COE Book Launch, the Global 28COE Award Ceremony, and international gatherings like the 28COE Dubai Event, the movement provides opportunities for members to connect, learn, and grow. These events celebrate achievements, share knowledge, and reinforce the importance of values in entrepreneurship. They also serve as a reminder that ethical business is not only possible—it is powerful.

Empowering the Next Generation

One of the most impactful aspects of 28COE is its commitment to mentorship and youth empowerment. By encouraging young entrepreneurs to adopt core values early in their journey, the movement is shaping a new generation of leaders who prioritise purpose over profit. Ambassador Omollo, who has long championed youth development, sees this as a critical step toward building a more equitable and sustainable future. She believes that when young people are equipped with the right values, they become unstoppable forces for good.

Reflection

Ambassador Maryben Omollo’s endorsement of the 28 Credentials of Entrepreneur and its core values is a powerful affirmation of the role that ethics, clarity, and community play in business success. In a time when many organisations are struggling with trust, burnout, and disconnection, 28COE offers a model of what is possible when values are placed at the centre. Her message is clear: success without values is hollow. But when businesses are built on integrity, respect, and collaboration, they don’t just grow—they thrive. They don’t just profit—they make a difference.

Lesson to Learn

Core values are not optional—they are essential. They define who we are, how we lead, and what legacy we leave behind. In a world of constant change, values provide the stability, direction, and purpose that every entrepreneur needs. The 28COE movement reminds us that when we lead with values, we build businesses that matter—not just to us, but to the world.