Frezer Desta, 30, a 2016 graduate of building construction from Addis Abeba Tegbareid Polytechnic College, is working at one of the radio stations as a phone operator for a live show called "Leb Sew".

On the programme the hosts invite guests from different professions and quizzes them with prepared and phoned-in questions received from the listening audience.

As a phone operator, Frezer is very busy at work during the programme, which is aired on Fridays and Sundays. Tuesdays are his day off, and he usually goes to the National Theatre where he attends a motivational lecture.

Frezer has been attending motivational lectures for the last six months.

"I want to be an international trainer and that is why I take it seriously and attend as many lectures as possible to improve myself," said Frezer.

The weekly program is hosted by Mindset Consult, an inspirational and entertainment platform founded by Mihert Debebe (MD), a consulting psychiatrist and a motivational speaker.

Mihert is a board-certified psychiatrist and fellow of the American Psychiatric Association and an author of two books, 'Yeteqolfebet Qulfe’ and ‘Lela Sew'.

Mindset Consult was inaugurated in December 2017 by Prime Minister Abiy Ahmed (PhD) at a ceremony held in the Oromia Cultural Center.

Since June 2018, the lecture series, which costs 100 Br per event, has been held at the National Theater with nearly all the seats occupied.

The program was first launched for a fee of 1,000 Br for a four-lecture series but was reduced in half following requests by participants.

"The lectures offer me a good understanding of how to communicate effectively with other people and give me a better outlook on life," Frezer adds.

Mihert, whose company's motto is “to transform,” echoes Frezer's assertion.

"The motivational speeches bring about a culture of personal development and positive mindset in a civilised society," Mihert said.

Attended by almost 1,000 people, the program has bankers, government leaders, media personalities, captains of industries, health professionals and artists as participants.

“Our attendees are those interested in improving themselves and taking advantage of the great networking opportunities we provide,” continues Mihret.

Mihret gives the lectures for two hours, and a single thematic subject lasts for four consecutive weeks.

Though the concept is new for the country and is not yet popular nationwide, in neighbouring Kenya public lectures are common practice, ranging from online public speaking courses to corporate staff training.

Slowly gaining an audience in Ethiopia these days, attendants of such events like 20-year-old Sileshi Umer believe that the sessions have larger effects on people.

"After attending the sessions," said Sileshi, "I've decided to change my career."

Sileshi graduated from Mizan-Tepi University in 2005 in Natural Resource Management and started working at a non-governmental organisation (NGOs) as a youth development coordinator.

"The motivational lectures I attended have shaped me to be a responsible person and allowed me to take life seriously,” Sileshi told Fortune.

Sileshi, who has been attending the session hosted by Mindset Consult for the past year, has started offering motivational speeches himself since about six months ago.