Young Arab Leaders's mission is to create and foster leaders in the Arab World. Through their initiatives, they promote leadership, entrepreneurship, and public/private sector cooperation, all of which focus on regional capacity building. During the 2014 – 2015 period, Young Arab Leaders (YAL) developed 15 business workshops & 3 entrepreneurship initiatives, providing skills and training to approximately 600 young people, entrepreneurs, and business delegates in the UAE. YAL ran workshop series known as Entrepreneur Journey Series (EJS). EJS is half-talk half-workshop running throughout 2015 aimed at educating & providing entrepreneurs with tools to launch or scale their startups. Every month, they present a unique topic to their startup community with top caliber mentors & speakers. This month, June, they are focusing on a "Marketing & Communication Strategy for your Startup". I have been invited to share my expertise with YAL's startups & upcoming entrepreneurs on the 15th of June at In5 Innovation Centre.

1. STORYTELLING OR STORYDOING

2. HUSSEIN M. DAJANI
Hussein has over 13 years of solid Marketing
Communication experience in the space leading and
building integrated marketing practices within
multinational agencies (JWT, Leo Burnett, and TBWA) and
client side (Fortune 500 companies - Virgin Mobile and Red
Bull), across the Middle East and Africa region.
Hussein was among the first WPP MENA employees to
receive the renowned WPP Young High Potential Leaders
award from Sir Martin Sorrell (Chairman and Worldwide
President of WPP) and Bob Jeffrey (Chairman and
Worldwide President of JWT).
At present, Hussein is working as a Marketing
Communications Consultant in the MENA region, as a
Digital Strategy and Social Media Marketing Lecturer at
DM3 Institute, and as a Mentor at Turn8 and Arabreneur.
Hussein is also a speaker at various conferences throughout
the region (Social Media Summit, Marketing Kingdom,
Saudi Mobile Conference, etc) and is a weekly guest speaker
on Monte Carlo Radio discussing about the latest
innovations and trends in Telecom, Digital, Tech, Marketing,
and Communication.
To know more about Hussein or connect with him, please
visit:
http://about.me/husseindajani

3. Anyone can create a business or come up with an idea.

4. It’s not HOW you say it,
but WHAT you have to say to the world that counts in 2015

6. Why do you want to be in business?
and
Why does it matter?

7. A brand is like a social movement.
The measure of the strength of the brand is
its ability to paint a world that people want to go to.

9. The digital world has
forced a tipping point in
marketing.

10. Paradigm shift
A shift in the balance of“Power”
Customers
Brands
Brands
Customers

11. People’s
interests
Brand’s
interests
Common
Ground

12. The common ground is a Shared Purpose.
People aren’t so much looking to buy; as to buy into something.

13. Your purpose is much more than its mission or even its philosophy. It is what
focuses all of your resources towards a shared objective.
It is the promise you make to yourself, your staff, and your customers.

14. Your business purpose is much more than its mission or even its philosophy. It is
what focuses all of your resources towards a shared objective.
It is the promise you make to yourself, your staff, and your customers.
People buy what you are, not what you have.

15. Purpose is the difference you’re trying to make. Purpose is a stand, a cause, a
belief, an ambition, or why you exist (Raison D’etre).
Mission is how you do it.
Vision is how you see the world after you’ve done your purpose and mission.

16. • Purpose builds trust.
• Purpose sets you apart - your differentiator
• Purpose provides you with a story to get behind and share
• Purpose helps you create great content
• Purpose paves the roadmap to you, your staff, and your customers

17. • Purpose builds trust.
• Purpose sets you apart - your differentiator
• Purpose provides you with a story to get behind and share
• Purpose helps you create great content
• Purpose paves the roadmap to you, your staff, and your customers
Purpose attracts believers, not consumers.

18. WHAT
POINT OF DIFFERENCE
MARKET-DRIVEN
COMPETITIVE
EMPLOYEES
CONSUMERS
COMMUNICATIONS
ADS
SOCIAL RESPONSIBILITY
LOYALTY
TRANSACTIONAL LEADERSHIP
NEXT QUARTER
WHY
POINT OF VIEW
ETHOS-DRIVEN
DISTINCTIVE
MISSIONARIES
ADVOCATES
COMMUNITIES
ACTIONS
SOCIAL OPPORTUNITY
LOVE
TRANSFORMATIONAL LEADERSHIP
NEXT QUARTER CENTURY
A Brand A Stand
Purpose led businesses require more than a cool tagline, they require a new mindset.

19. Simon Sinek’s The Golden Circle

21. *HOW
**WHAT
Purpose.
WHY
WHY do they do it? (PURPOSE)
Everything we do we believe in challenging the status
quo, we believe in thinking differently
* HOW do they do it? How are they different?
Making our products beautifully designed,
simple to use, and user friendly.
**WHAT do they do? (RESULT)
We just happen to make computers.
Simon Sinek’s The Golden Circle

24. We put tools in the hands of
people who are going to solve the
world’s biggest problems.
Technology shouldn’t be a
privilege; it is essential to human
success.
Nourishing families so they can
flourish and thrive.
People with passion can change the world
GE works on things that matter. The best
people and the best technologies taking
on the toughest challenges. Finding
solutions. Building, powering, moving,
and curing the world. Not just
imagining. Doing. GE works.
We will provide branded products and
services of superior quality and value that
improve the lives of the world’s
consumers. As a result, consumers will
reward us with leadership sales, profit and
value creation, allowing our people, our
shareholders, and the communities in
which we live and work to prosper.
Caring for the clothes of families
and helping to provide the
everyday miracle of clean
clothing. - Loads of hope
To create solutions for a Smarter Planet
To refresh the world, to inspire moments
of optimism and happiness, to create
value and to make a difference.
To bring inspiration and
innovation to every athlete in the
world. (And if you have a body,
you are an athlete.)
To inspire and nurture the human
spirit - one person, one cup, and
one neighborhood at a time.
Keeping alive the magic of childhood
To organize the world’s information and
make it universally accessible and
useful.
Committed to enhancing people's
lives by offering tastier and
healthier food and beverage
choices at all stages of life and at
all times of the day.
Forever Reinventing Breaks
Creativity can transform behaviour if the
human purpose of the brand is understood.
Then, we can do the best job of creating
ideas.
We exist to make safety our priority.
Nobody should die or be seriously
injured in a Volvo.

26. “We have to do more work
that matters. It’s not just
more, it’s more good.”
Wendy Clark
Coca-Cola Global Marketing Chief

29. Why now more than ever?

30. “People are now more aware of the origin of a product and the ethics used behind
producing that product. Consumers expect goods to be made properly and issues
such as where a product is made and whether or not it is fair trade are now more
important than ever.”- Futurebrand research

31. By 2030, 60% of the world’s populations will live in cities (UNDP).
Role for brands with a shared purpose goes beyond commitment to communities

32. “Millennials work more closely together, leverage right and left brain skills, ask the
right questions and take risks previous generations resisted. They truly want to
change the world and use technology to do so.”- Northwestern University

33. To attract people, organizations need to demonstrate
diversity, freedom of expression and tolerance.
To retain people and leverage them as an asset,
organizations need to project clarity on what they stand for:
Their purpose.

34. So, what’s your purpose?

36. Storydoing is the next chapter of storytelling

40. Brand Experience+ Consumer
Some brands create experiences and communicate them to consumers

41. Brand Consumer+ Experience
Others invite consumers to create experiences together

43. In the 6 months immediately following the Stratos mission,
sales rose 7% to USD $1.6 Billion in the US market alone.

45. Storydoing companies create engagement internally and externally
Storydoing companies perform better financially
Storydoing companies’valuations have grown faster
Storydoing companies spend less on mass media