Most of what is written about Sankofa in English is wrong. Not maliciously — usually it is wrong because Sankofa resists translation, because the concept does not match neatly onto Western categories, because the writers are working with a sentence-long summary instead of a tradition. Sankofa and Customer Experience? This essay is one attempt at a more careful answer.
What Sankofa Actually Means
The most commonly cited definition: Sankofa is an Akan word and a symbol — most often a bird with its head turned backward, holding an egg in its beak. The egg is the future; the head turned backward is the past. Together they teach a simple, demanding idea: it is not wrong, nor shameful, to go back and fetch what you forgot. The future cannot be built on amnesia. That sentence is true, as far as it goes. It is also incomplete. Sankofa is held inside a wider Akan grammar — a set of related concepts, social practices, and proverbs — that the standalone definition cannot carry.
If you don't know where you're going, return to where you came from.Akan
The Question This Post Is About
How Sankofa reframes the customer relationship from transaction to relationship. The question is worth taking seriously, because Sankofa is one of those concepts that loses its shape when handled carelessly — and recovers it as soon as the reader is willing to slow down and listen.
There is a specific application of Sankofa that managers rediscover every few years and act surprised to find: the practice of asking, before any consequential decision, who has not yet been heard from. The question seems procedural. It is not. It is a small Sankofa act, repeated, that changes the temperature of an organisation over years. The first hire of any new venture is someone older who has done it before.
A Second Angle
Parenting through Sankofa is not soft parenting. The phrase 'it takes a village' has been so domesticated in English that it now means almost nothing. The Akan / Ghanaian version is sharper: the child is not yours alone, and the discipline of raising them well is not yours alone either. The first hire of any new venture is someone older who has done it before.
Where the Concept Resists
It would be dishonest to pretend Sankofa is uncomplicated. The concept can be — and has been — used to suppress dissent in the name of harmony, to extract unpaid labour from women in the name of community, and to soften criticism that should have been sharper. Any serious reading of Sankofa has to hold these uses in view. The concept survives the criticism. But it is not innocent.
What to Do With This
What can you do with this? Begin small. Choose one place — one meeting, one relationship, one daily ritual — and run it through Sankofa for a month. Not as a project. As a quiet experiment. Notice what changes. Sankofa is not learned by reading; it is learned by repetition.
The full philosophy, as a book
How to use your history, your failures, and your traditions as fuel rather than baggage.
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