Knowledge Base

I have spent almost 25 years working in marketing, and if there is one thing this career teaches you, it is people. Campaigns change, tools evolve, platforms come and go, but human behavior stays at the center of everything we do. Over the years, I have worked with many personalities. Creative minds, analytical thinkers, strong leaders, sensitive team members, difficult characters, quiet high performers, and very vocal ones. I have dealt with pressure, deadlines, big wins, pu

Cairo is not just a city you visit; it is a city you experience. Walking through its streets, I felt surrounded by stories at every corner. With my Fujifilm X100VI, I found myself stopping often, observing daily life, and capturing moments as they naturally unfolded. Street photography in Egypt feels special because of the people. There is warmth, openness, and authenticity in the way life happens. Small interactions, expressions, and everyday scenes turn into meaningful phot

I began 2026 with intentions that looked very different from how the year actually started. And perhaps that, in itself, was the first lesson. Right after Christmas and just before the new year, I had a ski accident that resulted in a complete tear in my left knee. It did not only bring physical pain or limit my mobility. It forced an unexpected pause. In that brief moment on a steep slope, when I slipped, fell, and heard a sound I will never forget, life slowed down instantl

I was born in 1980—a time the world calls modern history, but for those of us who lived it, it was anything but ordinary. My generation grew up between wars, regimes, and revolutions. We were raised by headlines and air raids, by resilience and uncertainty. As a child in Kuwait during the Iran-Iraq war, I still remember the distant, thunder-like sound of bombs. Kuwait may not have been the battlefield, but we were certainly in the blast radius—emotionally and psychologically.

We often talk about life-changing experiences as if they arrive with grand fanfare — a promotion, a wedding, a big move. But for me, the most transformative moments came quietly, without warning — often wrapped in fear, pain, and the realization that everything could be gone in an instant. I’ve had more than a few brushes with death — moments so surreal, I sometimes wonder how I made it through. But I did. And I carry those moments with me, not as scars, but as reminders of h

Throughout life, we often encounter opinions about others—whether it’s about colleagues, leaders, or even public figures. People love to...