About us
History
Brief History and Growth
Brief History
and Growth
Born to poor and illiterate parents, Joe Abass had almost lost all hope after failing his High School Finals twice. However, fate intervened on March 21st, 1989 when he had a life-altering encounter with a mentor that instilled in him the realisation that the trajectory of his destiny lay in the choices he made.
That pivotal moment renewed his determination, leading to a successful third attempt at his High School final exams, which opened doors to internship opportunities with the international accounting firm, KPMG, and him eventually qualifying as a Chartered Certified Accountant a few years later.
Joe Abass committed to paying forward by inspiring young people, through motivational talks in churches and radio shows, to creating the lives they desire. This culminated in 2011 with the birth of the Life by Design TV show, which became the most watched motivational show in Sierra Leone.
That same year, Life by Design was incorporated as a limited company. It has since grown into the Life-by-Design Group, consisting of business units that work seamlessly to provide a full suite of corporate services to clients. The impact of our services over the years has been recognised through awards like the UNDP Innovation Award (2013), the 2016 Responsible Business Award (International), and the National AWOL “2017 Indigenous Business of the Year Award.
Guided by our founding mission, we are passionate about driving change in Sierra Leone and continuing to support people and institutions of like passion in achieving the results that matter most to them.”
LBD Timeline Tree
Our Mission and Values
Empowering Business Excellence
Our mission is clear - to empower businesses of all sizes, from startups to established enterprises, to excel and thrive in their respective industries. We believe that every business, regardless of its scale, deserves a chance to succeed and make a positive impact.
Collaborative Excellence
We value collaboration as the cornerstone of our success. Our divisions work seamlessly together, combining their expertise to provide holistic solutions that address the multifaceted challenges businesses face in today's dynamic landscape.
Innovation and Creativity
Innovation is at the heart of everything we do. We embrace creativity as a driving force, constantly seeking new ways to add value to our clients' endeavors. From pioneering technology solutions to crafting captivating designs, we push the boundaries of what's possible.
Client-Centric Approach
We prioritize our clients' needs and aspirations above all else. Your success is our success, and we are dedicated to delivering services that not only meet but exceed your expectations. We measure our achievements through the impact we create for you.
Our Achievements
and Brand Promise
We help you deliver on the results that matter most to you… We make your life easier
An ‘easier life’ captures the entire spectrum of results our clients seek; driving change, strong brand positioning, increased revenues, efficient operations, productive and motivated people, … and these just happen to coincide with the range of services we offer
At LBD, we stand as a beacon of empowerment and innovation in Sierra Leone’s business landscape. Our journey over the last decade has been marked by purpose, impact, and unwavering commitment to our mission.
As a major implementing partner for the Government and multiple Development partners, our constituent businesses have engaged with thousands of entrepreneurs, local leaders, and ordinary citizens. We’ve also executed solutions for dozens of corporate and government clients. This breadth of experience has furnished us with invaluable market insights, putting us at the forefront of understanding the ever-evolving business landscape and equipping us to design impactful interventions that empower our clients and partners to achieve the results that matter most to them.
Behind our success story lies a key partner, Truestone Impact Investment Management. Truestone, a UK-based social impact investment firm with diverse investments in Sierra Leone, is our cornerstone investor. Their unwavering support has fortified our position in the nation’s growth narrative, allowing us to drive positive change and economic progress.
Our Brands
The Life By Design (LBD) Group consists of dedicated business units that continue to transform the industry.
iDTLabs has a peerless track record in Sierra Leone at harnessing digital technology to provide practical market-ready solutions;
Grow Salone has produced more capable operators and more effective enterprises than any other corporate support agency.
Inkeemedia guarantees you impactful and unforgettable brand experience
Print House specializes in delivering high quality printing of multifaceted forms.
Startup Bodyshop is unparalleled at connecting the dots and providing valuable insights about the market and communities and providing invaluable support in accelerating Startups and SMEs;
Together, our business units interact simultaneously with the entire spectrum of Sierra Leone’s economy, from designing interventions for the government and major corporate clients at the apex of the pyramid, to engaging micro entrepreneurs in the country. These interactions provide LBD Group with a peerless feel for the pulse of the nation.
Given the dynamic nature of the market, the credible, real-time market intelligence that we produce is invaluable. These insights form the basis of all interventions that we design, which guarantee impact and desired outcomes for our clients and partners.
Our Collaborative Approach and the Services We Deliver
LBD Group’s strength lies in its divisions coming together to provide you with a complete suite of services. We understand that the modern business landscape requires multifaceted solutions, and we have designed our approach to meet these demands.
Our divisions, each a specialist in its field, collaborate seamlessly to deliver comprehensive services:
- Professional Training & Development: Grow Salone empowers individuals and organizations with essential skills and knowledge, bridging the gap between academia and the workplace.
- Cutting-Edge Technology Solutions: iDT Labs harnesses the power of technology to provide software solutions and ICT consulting that drive operational excellence.
- Creative Design & Branding: Inkeemedia is the champion of captivating UI/UX design and media solutions that make your brand stand out.
- Entrepreneurial Support & Consulting: EDS nurtures startups and SMEs, offering product development, talent management, and market strategies to fuel your growth.
- Premium Printing Solutions: Life By Design Print House transforms your visions into reality through high-quality printing, ensuring your materials leave a lasting impact.
Join Us on This Journey
At LBD Group, we are on a mission to empower businesses like yours to reach new heights of excellence and innovation. Join us on this journey, explore our services, and experience the power of collaboration, expertise, and relentless passion as we help you chart your path to success.
Discover how LBD Group can transform your business today.
