A Lei de Gerson: The Culture of Advantage-Seeking and Its Parallels in Nigeria
In Brazil, the phrase “A Lei de Gerson” (Gerson’s Law) has come to symbolize a cultural mindset where people seek personal advantage in any situation, often disregarding ethical considerations. This idea, born from a 1970s cigarette advertisement featuring footballer Gerson de Oliveira Nunes, reflects an attitude where outsmarting the system is valued over playing by the rules. While originally a Brazilian concept, this mentality has parallels in many other cultures—including Nigeria—where similar cultural orientations shape business, politics, and daily life.
Understanding “A Lei de Gerson”
Gerson’s famous quote in the advertisement—“Gosto de levar vantagem em tudo, certo?” (“I like to take advantage in everything, right?”)—became infamous as a symbol of opportunistic thinking. Over time, it came to represent the widespread habit of circumventing rules, manipulating systems, or using personal connections to get ahead. In Brazil, this approach influences business dealings, government interactions, and even everyday social interactions, reinforcing a culture where bending the rules is normalized.
Parallels in Nigeria: The “Man-Know-Man” and Hustle Culture
Nigeria has its own version of “A Lei de Gerson” embedded in its cultural and economic realities. Concepts like “man-know-man” (where personal connections determine access to opportunities) and the “hustle culture” (where bending rules is sometimes seen as necessary for survival) echo the same mentality found in Brazil.
1. The “Man-Know-Man” Syndrome
One of the most common manifestations of this mindset in Nigeria is the reliance on personal connections rather than merit or official processes. Whether it’s securing a government job, gaining university admission, or obtaining contracts, knowing the right people often outweighs qualifications or legal procedures. This is similar to the Brazilian culture of finding shortcuts and leveraging personal advantage over fair competition.
2. The Hustle Mentality and “Sharp Guy” Culture
In Nigeria, the ability to navigate complex and often dysfunctional systems is seen as a mark of intelligence and resilience. Terms like “sharp guy” or “streetwise” are used to describe individuals who find ways to make money, avoid bureaucracy, or exploit loopholes. Just as “A Lei de Gerson” encourages taking advantage of opportunities regardless of fairness, Nigerian hustle culture often rewards those who can outmaneuver obstacles, even if it means skirting regulations.
3. Political and Business Corruption
Much like in Brazil, Nigerian politics and business dealings are often characterized by favoritism, bribery, and bending rules for personal gain. From inflated government contracts to election manipulation, the belief that “everyone does it” creates an environment where ethical lapses are tolerated, if not expected. The “big man syndrome”—where wealthy and influential individuals operate above the law—further entrenches this mindset.
Cultural Similarities with Other Societies
Beyond Brazil and Nigeria, many countries have similar cultural expressions:
“Jeitinho Brasileiro” (Brazil) – The art of finding informal ways around problems, much like Nigeria’s “hustle.”
“Wasta” (Middle East & North Africa) – Using family or social connections to secure jobs or favors, similar to Nigeria’s “man-know-man.”
“Blat” (Russia & Post-Soviet States) – Using personal networks to navigate bureaucracy.
“Viveza Criolla” (Argentina & Latin America) – A mix of cunning and rule-bending to get ahead.
Consequences of This Mentality
While this culture of advantage-seeking can sometimes be seen as a survival tactic, it has long-term negative effects:
Weak institutions – When personal influence overrides the rule of law, institutions lose credibility.
Economic inefficiencies – Corruption and nepotism discourage investment and stifle economic growth.
Social inequality – Those without connections or the ability to “game the system” are left behind.
Changing the Narrative: A Path to Ethical Progress
To move beyond the negative aspects of this mindset, both Brazil and Nigeria must focus on:
Strengthening institutions – Ensuring transparency and accountability in governance.
Promoting meritocracy – Rewarding skills and competence over personal connections.
Shifting cultural perceptions – Encouraging integrity and long-term thinking rather than short-term gains.
Conclusion
While “A Lei de Gerson” reflects a uniquely Brazilian concept, its themes of advantage-seeking, rule-bending, and informal problem-solving are deeply embedded in Nigerian culture as well. Recognizing these patterns is the first step toward building societies where fairness, accountability, and genuine progress take precedence over short-term personal gains. By learning from these parallels, Nigeria and Brazil can work toward a more ethical and equitable future.
