The Power of a Name: Liabo Seto's SME Revolution
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On JustGospel's Just Business with Lindi Tshabangu, SABC journalist and SME On Point producer Liabo Seto shared how her royal heritage, divine calling, and award-winning entrepreneurship segment are changing South African lives.
Blue-Blooded Legacy
"My name is Shays—I'm born of a chief in Lesotho, blue-blooded, a share of the Bakwena clan, the royal clan," Liabo explained. Named after her aunt who led their Hasito village from 1963-2001 while her father worked in South Africa. "My father was so impressed with her leadership. When I was born—the last born—he gave me every identity of that woman. All her names."
When she asked about her aunt's personality: "You are a photocopy. You exude confidence and leadership. That woman wasn't scared to head men when they weren't doing right. She was authoritarian, did things by the book. If you want to know who she was, she was you."
The Name That Frustrated Her
Growing up in Johannesburg among popular names like Thato, Katlego, Lindi, young Liabo felt frustrated. "I was too young to understand its power. I'd rather use my English name Enida (Greek for purity)." Her third name, Lerato, came from her mother—"when pregnant with me, she experienced love from my dad like never before."
"I used Lerato until university, getting bored explaining the L and D, why I'm not Dinewo, a normal name. But I grew up, started my career, understood I was different. My name was meant for me to stand out from the crowd. I couldn't be prouder. That's why I haven't changed L to D. Every time I read on air, the pride comes because now I understand the woman behind this name and my father's thought process."
More Than One Thing
"In my 40s, I realized I'm not one thing—I'm a lot of things. In a world forcing you to be one thing, it's difficult to be honest. I'm a mom, businesswoman, journalist, friend, partner, student. My profession doesn't define me because I was chosen to push business and news stories. I produce SME On Point, but when you see me, don't see a journalist. See Liabo as a friend making very unfunny jokes, someone rooted in tradition who loves the Lord tremendously."
The Award-Winning Revolution
October brought recognition from Young African Entrepreneurs Alliance Institute. "I thought they wanted me to cover something. They said no, we want to honor you. We see what you're doing."
SME On Point launched around 2016, featuring small businesses every Friday—even Christmas. "I reported on unemployment so many times. South Africa is unlikely to reach low unemployment because of economic growth rates—we're hardly growing at 1%. Economists say the economy needs 3-8% growth to create needed jobs. At this rate, it won't happen soon. We sit with unemployed and unemployable people. What content are we putting out? Do we constantly tell them they're unemployed? I wanted to start the revolution of change—show people who look like you doing simple things to put food on the table. Some businesses change communities' lives. That's how SME On Point was born."
Unique Impact
"We've changed lives. Businesses that came as infants today have large balance sheets because we gave them that first platform. Broadcast-wise in news segments, we're the only one doing this consistently. Competitors tried—within three months they can't sustain it. It needs dedication and deep love for entrepreneurship."
Divine Assignment
Yesterday, a 70-year-old woman in a lift: "Liabo, I watch you every Friday. I put things away to watch. You give me so many resources and introduce us to people I've employed in my businesses."
"I remain humbled. My favorite scripture is Numbers 23:19—God is not a man that he should lie. When I was in my mother's womb, He ordained me to work with Him. He didn't lie when He pointed at me and said: Liabo, you are the one. He keeps fulfilling promises by giving me strength and energy."
The Challenge of Obedience
"There's nothing as difficult as being obedient to God. You're told to feature JustGospel in your show.
Blue-Blooded Legacy
"My name is Shays—I'm born of a chief in Lesotho, blue-blooded, a share of the Bakwena clan, the royal clan," Liabo explained. Named after her aunt who led their Hasito village from 1963-2001 while her father worked in South Africa. "My father was so impressed with her leadership. When I was born—the last born—he gave me every identity of that woman. All her names."
When she asked about her aunt's personality: "You are a photocopy. You exude confidence and leadership. That woman wasn't scared to head men when they weren't doing right. She was authoritarian, did things by the book. If you want to know who she was, she was you."
The Name That Frustrated Her
Growing up in Johannesburg among popular names like Thato, Katlego, Lindi, young Liabo felt frustrated. "I was too young to understand its power. I'd rather use my English name Enida (Greek for purity)." Her third name, Lerato, came from her mother—"when pregnant with me, she experienced love from my dad like never before."
"I used Lerato until university, getting bored explaining the L and D, why I'm not Dinewo, a normal name. But I grew up, started my career, understood I was different. My name was meant for me to stand out from the crowd. I couldn't be prouder. That's why I haven't changed L to D. Every time I read on air, the pride comes because now I understand the woman behind this name and my father's thought process."
More Than One Thing
"In my 40s, I realized I'm not one thing—I'm a lot of things. In a world forcing you to be one thing, it's difficult to be honest. I'm a mom, businesswoman, journalist, friend, partner, student. My profession doesn't define me because I was chosen to push business and news stories. I produce SME On Point, but when you see me, don't see a journalist. See Liabo as a friend making very unfunny jokes, someone rooted in tradition who loves the Lord tremendously."
The Award-Winning Revolution
October brought recognition from Young African Entrepreneurs Alliance Institute. "I thought they wanted me to cover something. They said no, we want to honor you. We see what you're doing."
SME On Point launched around 2016, featuring small businesses every Friday—even Christmas. "I reported on unemployment so many times. South Africa is unlikely to reach low unemployment because of economic growth rates—we're hardly growing at 1%. Economists say the economy needs 3-8% growth to create needed jobs. At this rate, it won't happen soon. We sit with unemployed and unemployable people. What content are we putting out? Do we constantly tell them they're unemployed? I wanted to start the revolution of change—show people who look like you doing simple things to put food on the table. Some businesses change communities' lives. That's how SME On Point was born."
Unique Impact
"We've changed lives. Businesses that came as infants today have large balance sheets because we gave them that first platform. Broadcast-wise in news segments, we're the only one doing this consistently. Competitors tried—within three months they can't sustain it. It needs dedication and deep love for entrepreneurship."
Divine Assignment
Yesterday, a 70-year-old woman in a lift: "Liabo, I watch you every Friday. I put things away to watch. You give me so many resources and introduce us to people I've employed in my businesses."
"I remain humbled. My favorite scripture is Numbers 23:19—God is not a man that he should lie. When I was in my mother's womb, He ordained me to work with Him. He didn't lie when He pointed at me and said: Liabo, you are the one. He keeps fulfilling promises by giving me strength and energy."
The Challenge of Obedience
"There's nothing as difficult as being obedient to God. You're told to feature JustGospel in your show.
