Blog Faroohz

Marriage. Just the sound of it sends a shiver down my spine, a constitutional contract I've eyed with suspicion since my teens. Funny, considering I willingly became a contracted marketer. Freedom, you see.

Maybe it's because I saw too much, too young. What we now politely label "trauma response" was, for me, an early peek behind the societal curtain, especially the Middle Eastern one. And at that tender age, I concluded: I'd never be wife material. So, why bother? That's when the (ill-fated) hunt for "the one" began. Spoiler alert: the very thing that scarred me initially came back for an encore, multiple times. Infidelity. Cheating. It seemed to validate that "not good enough" narrative for some. Personally, I think I'm pretty awesome, but maybe my ADHD throws off the balance, even for me.

This "hunt" – and let's be real, it felt like a predator-prey situation – unveiled some harsh truths about why people avoid marriage. Firstly, nobody seems to truly grasp what it means, despite its surface simplicity. Adults have twisted it into a Gordian knot of expectations. I was seeking love and partnership; marriage, in my ideal world, would be the paperwork to solidify that. But in the society, I navigate, people might adore you, keep you close, yet still seek something (or someone) else. So, imagine that dynamic within a marriage. The "someone else" they seek might not even be what they expected, even though it's often glorified as perfect. Make it make sense, please.

My romantic history? Let's just say I've been on both sides of the infidelity coin – cheated on, then (unintentionally) the "other woman." I've been the initial love, then the discarded ex. Then, the ex's ex came crawling back. The sheer responsibility of it all! Life itself is a hefty enough burden with bills and taxes, let alone juggling multiple partners.

So, I've opted out. While the idea of a family – little humans to teach and share adventures with – is appealing, marriage feels like a messy, unreliable contract. Maybe I'll change my mind and find my "one," but honestly, I've never inherently believed in the institution. Yet, paradoxically, a specific marriage with the right person? That feels like life itself.

My go-to guy repellent? Dropping the M-word. And if they don't run screaming? Cue my internal panic. It's a dream with the right person, but with anyone else? A certified nightmare.

So, you could say my CV looks like a hopscotch board. I've navigated more job interviews than most people see in a lifetime, leaping across industries while staying firmly rooted in the marketing field. The result? A rather unique and, dare I say, valuable collection of experiences and a surprisingly broad understanding of various sectors.

I like to think of myself as a corporate grasshopper. You know how companies sometimes use animal archetypes? I'm somewhere between a chameleon (adapting quickly) and an octopus (reaching into different areas) – maybe a post for another day. But fundamentally, I'm a hopper.

Inevitably, the "short tenure" question pops up in interviews: "Your CV shows you haven't stayed at a company longer than two years." My answer? "That's often been more than enough." Here's the thing: sometimes, the corporate environment turns… less than ideal. When you have weak leadership, certain less-than-savoury characters (more hyena than lion, if you catch my drift) tend to emerge. And when things get abusive, I'm out.

I know, I know. The corporate mantra is "stay five years for commitment." But I've been on enough horrible interviews to know better. My responses range from a direct "My commitment is to my work, as my CV demonstrates" to a conditional "I'll stay for five years if there's a compelling reason to." Some might label me a "fox," but that feels more sales oriented.

For me, that "compelling reason" isn't about tolerating a toxic environment. It's about the actual work. While many employers are eager to hire me based on my skills, some in unhealthy workplaces try to twist my career-driven hopping into a lack of commitment to them. It's a handy red flag to spot before you even walk in the door.

So, if you're judging the corporate grasshopper, remember this: we're risk-takers. We've literally jumped ship to find something better. And as a corporate marketer, "be better" is essentially my job description. Kangaroos hop too, and they're powerful animals – they box! Not every hopper is just a little grasshopper.

Ultimately, companies need to understand that "experience" varies wildly. If you're seeking a "committed" employee, create a safe and supportive environment where they want to stay through thick and thin. We're not corporate penguins mating for life; we're humans forming partnerships.

 

Pinterest asked me to describe my personality. Cute, right? I do my own version of that – cognitive journaling (some might call it shadow work). I have a decent grasp of who I am, but let's be real, a single blog post? Not gonna cut it. Honestly, sometimes I don't even fully get it. But let's dive in anyway.

Me in a Nutshell (Apparently):

My personality is a walking paradox, a true black-and-white individual living in a very colourful world. I'm incredibly patient (thank you, Taurus sun), yet brutally honest. Sensitivity? Blame my Cancer rising (and maybe a touch of trauma). People often see me as wise beyond my years, but I also harbour a childlike imagination (hello, Pisces moon!).

Stars aside, I'm a modern Jordanian – a label that doesn't always win me popularity points. I'm educated, assertive, and yeah, I tend to override opinions with facts (sorry, not sorry). I'm tough on myself, but surprisingly lenient with others, operating under the delusion that I should know better (and then calling my own failures "lessons"). Confidence? I've got it in spades. Perfection? Nah. Good enough for me? Absolutely.

My energy levels? Off the charts (blame you, ADHD!). I genuinely enjoy people, love going out, and have a coffee addiction that borders on a superpower (it's my friends' secret weapon when I'm annoyed). Food is also a love language, when I remember to eat (classic ADHD Taurus).

Art, design, and a healthy dose of (functional) chaos are my jam. My friends both adore and mock my hyper-organized tendencies (thanks, adaptive OCD!). Apparently, I'm either amazing or a disaster.

So, in short: multi-passionate, hyper-energized, with emotional highs that are stratospheric and lows that feel subterranean.

Hence, the black and white personal branding. Grey areas? Don't know her.

(Yep, I'm aware I just described myself twice. Consider it a testament to the complexity. You're welcome.)

 

"Local tourism" and "modern manners" alongside my "Marketing Talks" are taking a backseat for now, while my creative mojo is on a mini-vacay. So, where do I turn for inspiration (and a distinct lack of unsolicited opinions)? Pinterest, the surprisingly peaceful corner of the internet.

And today's delightful dive? The simple things that genuinely make me happy.

The Joy List:

• Good Food & Great Conversation: For me, the best talks happen around a table laden with delicious food. Food is culture, family history on a plate. You learn so much about someone by what they cook and eat. Plus, almost every dish has a story, and who doesn't love a good story? My friends and I used to embark on culinary adventures, ordering practically the entire menu. My hospitality background definitely amplified this joy. Food, in itself, can be the best conversation starter (or the conversation itself).
• Music & Performing Arts: While discussing music can be a judgmental minefield, experiencing it live – whether at a movie or a play – brings me immense joy. Even my slight counterphobia (crowds, enclosed spaces, the whole shebang) can't diminish that thrill. It's an adventure for my senses!
• Home, Sweet Home (My Personal Quest): It's not that I had a bad childhood home, but creating my own sanctuary – a place to truly be, not just exist – has been a lifelong pursuit. As a creative person in my career, this need to build and nurture extends to my personal life. I've found "home" with friends, in my work, and even in the quiet of my own company.
• Embracing Activities (Thank You, ADHD!): Hiking, sports, spontaneous "Yalla!" moments – anything that gets me moving makes me happy. Yes, that "Yalla!" attitude has occasionally landed me in interesting (and sometimes slightly perilous) situations, but hey, at least I got the story! Local markets, festivals, concerts, social gatherings – if it's active, it's a mood booster. My default "doormat" state? Definitely not a happy place.
• The Shifting Sands of People: Friends used to be a major source of happiness, and people in general... until they became a bit too much. Nature, which falls under "activities," is a constant source of peace. Honestly, I think I can find happiness in almost anything, provided it's the right people at the right time. And that, my friends, is often mission impossible.

But if I'm truly honest (and I always aim to be, humbly speaking), I make me happy. That's probably why I've been able to bring joy to others. And perhaps that's also why, these days, staying away from the noise of too many people brings me a certain kind of peace.

Pinterest suggested writing down what makes me happy when I'm facing a creative block, and it's solid advice. Because if you can articulate it, you're already 75% of the way to finding it (or the solution, in this case).

 

Lately, my blog has apparently become a chronicle of opinions – my opinions on opinions, and then the tidal wave of opinions surrounding current events back home. And guess what? When asked for my opinion, the facts I offered weren't deemed "opinion-y" enough. My brain might actually leak out of my ears soon.

Being someone who speaks their mind apparently translates to people thinking I want to weigh in on everything. Newsflash: I don't. I'm not a role model; maybe a cautionary tale of someone who made some seriously questionable life choices (social suicide attempts, anyone?), but hey, no one got hurt -except me-. Now, I'm apparently the unpaid opinion-giver. We all know how those people end up.

Since way back in 2010, this blog was meant to be light, factual, and a bit casual. My day job is serious enough. In my personal space (or lack thereof), I wanted to be a bit of a loose cannon, if the mood struck.

But let's be real, the whole world feels like it's teetering on the edge, and staying sane is a full-time job. Everyone around me is demanding opinions like it's their civic duty. Maybe Jordan (and the rest of the world) should focus on that pesky unemployment issue, because it feels like everyone's self-employed as a professional annoyance.

And if you try to escape the real-world chaos with some online entertainment? Forget about it (unless you're on Pinterest, the last bastion of sanity). Podcasts and opinions have multiplied like rabbits. Sure, some folks are raising awareness on important stuff (still looking for that content, by the way), but my feed is mostly celebrity drama, scandals, politics, and the never-ending saga of Meghan Markle. Life's one long reality TV episode. Even home renovation videos are starting to blend together, and fashion content. Always comes with a discount code. And while people from all sorts of industries are making content, it inevitably morphs into food videos. Don't even get me started on vlogging culture. Even journaling and crafting videos have gone wild.

I say it all the time: everything is content, but not everything deserves the spotlight. The first life skill I'd teach my hypothetical kid is "how to be a marketer," because we're all doing it in some way. Maybe this blog will be their survival guide. But seriously, aren't we all a bit over the constant barrage of opinions? Where did the actual documentaries and entertaining content go? Even stand-up comedy feels more like a political rant than actual humour. Political satire used to be a societal reflection; now it's a business model. I get that everyone's hustling, but if we keep this up, the hustle will be all we have left.

Instead of tackling the real issues, we're dissecting people. It's all gossip, even during serious crises. I hear more about who said what than about the actual problem. Even I've become a topic of discussion (and I'm practically a nobody!). I'm pretty sure if I had money or fame, I'd be a full-blown scandal. Just like you, dear reader.

I thought the goal was to, you know, work towards something bigger. But here we are, watching the world… well, you know… and all we have are opinions, not actual solutions.

Quick backstory: After years in the corporate marketing trenches, I've not only been trained to train, but I've also had to create training materials for my team (and even, bless their hearts, our agency). Yes, I once had to give a marketing and branding 101 to our marketing agency. I'm a giver, what can I say? Especially since I've been on that side of the fence.

Anyway, that's the intro. The real question is: what exactly does a Marketing Officer do? Especially in the corporate wild? And, for that matter, what does any "officer" do, in any job?

The Big Three (and Yes, They Involve Paperwork):

1. Communication & Delegation (aka, Email 101):
• Surprise! You need basic communication skills. Writing, reading, and (if we're lucky) speaking. It's an entry-level gig, but don't let that fool you. It's often a baptism by fire.
• You're basically the external email guru, talking to agencies and other external folks. Internally, you're shuffling tasks and requests. Think: "Please find attached the design/document for your review (first draft)." and "Please approve."
• You tell people what to do (requests) and you tell people who should do it (delegation). Revolutionary, I know.
2. Minutes Taking (aka, The Meeting Scribbler):
• Meetings happen. You write down the important stuff: key points, changes, feedback.
• Then, you put it in a Word doc or email and send it to the relevant people, after showing it to your boss, of course.
3. Making Sheets & Documentation (aka, Paperwork Palooza):
• You don't analyze the data (that's for someone else), but you make the documents. Think reports, spreadsheets, presentations - the lifeblood of corporate existence.

The Officer Hierarchy (A Mini-Guide):

• Officer: The paperwork ninja.
• Executive: The doer. Makes the manager's plans a reality.
• Manager: The planner. Manages the executives.
• Director: The visionary. Directs the whole operation.

A Word of Caution (Based on Personal Trauma):

I'm writing this because my last two officers... well, let's just say they redefined "basic skills." I'm talking "couldn't use a computer" and "struggled with language" (any language) levels of basic. So, if you're applying for an officer role, please, for the love of all that is holy, know how to use a computer and communicate.

This isn't meant to be a formal training document. It's a (hopefully) helpful and slightly sarcastic guide to the officer life. Good luck. You'll need it.

Trust me I’ve wrote this formally too many times that I care to replicate, I know my “corporate” version of this is a training material and a job description in one of my previous companies.

 

Okay, so let's chat about "writing" and "talking," but mostly about "talking back." It's a classic human pastime, like arguing about pizza toppings, and it's especially popular in the creative zones. (Quick historical detour: you know what always gets targeted first in wars? Heritage and knowledge. Just a fun fact from your Middle Eastern pal. Anyway, back to the topic...)

Why is it that the moment you open your mouth or put pen to paper, everyone suddenly becomes a world-renowned expert in your life? Share your experiences? Prepare for the onslaught! Whoever said "sharing is caring" was definitely talking about cookies, not opinions. Especially not facts.

Think about it: poets got the short end of the stick, female authors were paid in eye-rolls, and spokespeople? They basically wear a "kick me" sign. The second you express yourself, it's a battle of opinions and "alternative facts." And even "scientifically proven" doesn't work on everyone. (Especially those with a healthy dose of "spiritual scepticism.")

We read to relate, but even then, we're judged by our literary choices. It's like, "Oh, you're reading that author? Clearly, you're a monster." People love to question, but hate being questioned. It's a duality thing, like cats and cucumbers.

Basically, for every opinion, there's an equal and opposite counter-opinion. And if you dare to write or speak about it? Boom! Suddenly, everyone sees themselves in your words, even if you were writing about your pet hamster's existential crisis.

So, brace yourself. Be ready for the "feedback" (aka, the opinion storm). Write like you're playing chess, ten steps ahead, and speak with a smile, even when you're internally rolling your eyes. Because the battle for knowledge and legacy? It's not just happening between countries, it's happening at the dinner table.

As a marketer who's explored various career paths, I've learned that understanding your audience is paramount. While industry-specific knowledge is crucial, the core principle remains: who are you serving, and what value are you providing?

To help aspiring marketers navigate this complex landscape, I've distilled my experience into a practical guide.

Foundation: Essential Marketing Knowledge

Before diving into audience-specific strategies, establish a solid foundation:

• Industry Knowledge:
• Research industry trends, competitor activities, and market scale.
• Utilize resources like industry reports and AI tools.
• Product Knowledge:
• Gain comprehensive understanding of your product/service through "shadow work" across departments.
• Conduct SWOT analysis, define USPs, and identify target audiences, goals, and KPIs.
• Financial Acumen:
• Develop a basic understanding of financial metrics and revenue generation.
• While advanced financial skills may develop over time, basic comprehension is essential.
• Channel Mastery:
• Understand the purpose and audience of various marketing channels, adapting strategies for B2B and B2C contexts.
• Focus on brand awareness, lead generation, revenue generation, and event marketing (which will be a separate topic).

Marketing by Audience: Key Strategies

1. B2C Marketing (Business-to-Consumer):

• This is the "everyday marketing" realm, where you engage directly with consumers.
• Content Strategy:
• Develop a comprehensive content strategy encompassing teaser campaigns, product information, promotional content (CTAs), and relatable, trending content.
• Audience Segmentation:
• Define your audience based on demographics (age, income, location, gender).
• Channel Selection:
• Utilize a diverse range of channels, including social media, influencer marketing, billboards, radio, TV, affiliate marketing, and sponsorships.
• The right channel selection is a key marketing skill.

2. B2B Marketing (Business-to-Business):

• This field demands a strategic blend of marketing and branding, with a focus on building strong corporate relationships.
• Digital Identity:
• Establish a robust digital presence, focusing on website optimization and brand image.
• Utilize informative content, such as press releases and social media updates.
• Physical Engagement:
• Prioritize physical marketing activities, such as trade shows, conferences, exhibitions, and corporate events.
• Marketing and branding are highly intertwined.

3. B2G Marketing (Business-to-Government):

• This sector emphasizes communication and protocol, requiring adherence to strict guidelines and bidding processes.
• Communication Focus:
• Prioritize clear and concise communication, aligning with government objectives and societal goals.
• This sector requires strict rule following.

4. G2G (Government-to-Government):

• This realm encompasses diplomacy and embassy work, requiring specialized academic backgrounds and extensive knowledge of international relations.
• They are the “Marketing is disguise” since their message is much more higher and caters to nations and the world.

Key Takeaways:

• Audience understanding is fundamental to effective marketing.
• Each audience segment requires tailored strategies and channel selection.
• Continuous learning and adaptation are essential for marketing success.

This guide provides a foundational understanding of audience-specific marketing strategies. As you progress, you'll continue to refine your skills and expand your knowledge.

It's important to remember that this is a simplified outline. Each channel and listed point can be expanded significantly.

A recent call from an old friend, a reminder that my friendships, like my life, are built on lasting connections, sparked this reflection. We reminisced about our shared adventures, the very experiences that fuelled my "local tourist" series. These stories, and the lessons learned along the way, have inspired me to address a question I'm often asked: how do I maintain a clear separation between my work and personal life?

My personal brand is built on a foundation of stark contrasts, a black-and-white approach that keeps my worlds distinct. This isn't just a persona; it's a deliberate strategy, born from a cautiousness and a deep-seated suspicion, a trauma response from my youth. While I strive for polite discourse, my sharp wit can sometimes lead to friction. Yet, I remain authentic, sharing my truth without revealing every detail.

Living in Jordanian society, a microcosm of global complexities, has taught me the importance of clear boundaries. Social psychology reveals our shared human experience, and I've learned to assert my expectations in every setting. My personal mantra, "as long as you're happy," while sometimes misunderstood, has guided me towards a life of self-defined contentment.

I respect the privacy of others, sharing only my own experiences. However, I fiercely protect my own boundaries. The gossiping culture, particularly prevalent in the hospitality industry, has never appealed to me. I've always maintained a sense of mystery, ensuring my personal life remains separate from my professional endeavours, even amidst the scrutiny of social media.

The corporate world's emphasis on documentation, "But did you document it?", highlights the importance of keeping records and maintaining clarity. I've applied this principle to my own life, creating a clear distinction between my public and private selves. Ultimately, my work and my personal life are two facets of the same whole, a 360-degree reflection of who I am.

These lessons, gleaned from media and societal observation, have taught me that once the door to your personal life is opened, it's nearly impossible to close. Dealing with public opinion requires a carefully honed skill set.

Here are the guiding principles that have helped me navigate this delicate balance:

• Prioritize your happiness: But ensure it doesn't infringe with others.
• Be truthful, but selective: Learn to say "no."
• Trust cautiously: Even family and close friends are human.
• Give trust, but revoke it when abused.
• Deflect gossip: Respond with "I don't know the full story."
• Express your truth, but with tact.
• Maintain distinct social circles.
• Embrace solitude.
• Reflect on your progress, independent of others' opinions.
• Explore new hobbies and connect with diverse individuals.
• Conquer your fears and embrace your unique voice.
• Remember your roots and your aspirations.
• Don't feel pressured to reveal your vulnerabilities to the wrong people.

By adhering to these principles, I've created a life of balance, authenticity, and personal fulfilment.

 

In today's digital landscape, buzzwords and trendy concepts reign supreme. We meticulously select language, hoping to resonate with a wider audience, and strategically deploy tone and messaging to amplify our impact. This is the essence of typography in branding and tone of voice in marketing. And just like psychology, marketing has become a topic everyone claims expertise in.

As a seasoned content marketer, I've observed a troubling trend: the rise of "archetypes" as a tool for validation rather than a framework for understanding. In a world craving authenticity, we're ironically drowning in manufactured personas.

Humans are inherently storytellers, and archetypes, originally rooted in literature, provided a structure for plot development and character building. This concept has been adopted by branding and marketing, but the line between genuine persona and superficial label is blurring. The very term "archetype," once a tool for nuanced understanding, is now wielded as a badge of expertise, often masking a lack of genuine knowledge.

I find it difficult to keep up with the ever-proliferating "archetypes" being thrown around, often by those seeking to inflate their credibility. Industries have their own established archetypes: corporate animals like whales and foxes, the classic female triad of warrior, mother, and maiden, and the masculine counterparts. Even storytelling relies on archetypes like the villain and the hero. (note I am listing what on top of my head but there are at least seven or nine)

However, the current trend involves individuals creating their own "archetypes" based on personal opinions, presented as irrefutable facts. This misuse of the concept undermines its original purpose.

Before claiming expertise in archetypes, one must understand their foundation. It's crucial to research both the psychological underpinnings and the established marketing frameworks for developing brand archetypes. True archetypes are built upon:

• Background: The context that shapes the character.
• Character: The core traits and motivations.
• Progression: The journey of transformation.
• Goal: The driving force behind their actions to meet a desired outcome.

These four pillars form the foundation of any authentic archetype, whether in literature, branding, or marketing. In marketing, there are the 4 Ps, and in branding, as pillars and visualisation and I am pretty cure phycologist have their own pillars to work based on.

Let's move beyond the superficial application of archetypes and return to a deeper understanding of their true purpose. Authenticity, not manufactured labels, is what truly resonates.

 

Let's talk about the evolution of my slogans, a journey that mirrors my own personal growth and the development of my blog and website. As I mentioned in a previous update, I've always kept a record of this progression, a testament to both my online presence and my personal transformation.

To understand where I am now, you need to understand where I came from. In my region, women are often confined to two rigid categories: the "ideal" woman, who follows the prescribed path of education, marriage, and family, and the "fallen" woman, who deviates from these norms and faces social ostracization. Both types, regardless of background, are judged by a narrow and unforgiving societal lens.

But I never fit neatly into either box. I've always walked a different path, one that blends respect for my Jordanian traditions with a fierce determination to define my own rules. I chose not to attend university, and I had a known teenage relationship – both acts that challenged the very foundation of societal expectations. In a patriarchal society, my openness and independence were often perceived as a threat, even a "ruin." Yet, despite attempts to confine me, I refused to be categorized.

My upbringing in a tribal system, often misunderstood, and within a male-dominated household, played a crucial role in shaping my defiant yet principled nature. My family's guiding principle, "be true to yourself and explore the world within limits," fostered a spirit of independence, free from the pressure to conform. I went straight to work, building a life rich with experiences, a life worth writing about, and ultimately, a life worth living.

Thirteen years of hands-on experience have taught me invaluable lessons. Living independently and then returning home successfully was a powerful statement to a society that often doubted my path. My family, despite initial reservations, is now proud of my achievements, all of which I earned through my own hard work and resilience. I've not only built a career but also cultivated a well-rounded, multi-skilled persona, embracing my identity as a strong, independent woman.

This journey is reflected in my evolving slogans. From the optimistic "My talk, your positive thinking" to the assertive "99 skills and bitching ain’t one," and the focused "creating quality," I've captured different facets of my growth. "A Jack of all trades and a master of one" spoke to my versatility, while "Not a perfect example but a pretty good one" acknowledged my humanity while dismissing societal judgments. I'm not "perfect" by their standards because I don't fit their mold of wealth and conformity. But I've learned that as long as I'm true to myself, their opinions are irrelevant.

In future posts, I plan to delve deeper into the lessons I've learned from living independently and navigating the complexities of societal expectations. I'll share stories that illuminate the experiences of the "ideal" and "fallen" women and further explore my own unique position as a "third type." Some of these stories will be told with humor, because as Charlie Chaplin said, "Life is a tragedy when seen in close-up, but a comedy in long-shot." And sometimes, you just have to laugh.

 

My friends have this ongoing gag that I'm secretly an AI or a character who wandered off the pages of a particularly quirky novel. I guess my personality just has that certain... je ne sais quoi. I even wrote a blog post about the "book character" theory after experiencing some life events that felt straight out of fiction.

But the AI thing? I think I've finally figured out why it sticks, especially at work. It's the whole "always has an answer" vibe, the proper communication, the (supposedly) insightful remarks. If I don't know something, I'll research it like my life depends on it – a classic ADHD trait of being a jack of all trades. Though, let's be clear, I am a master of one: the glorious world of Marketing!

Now, about actual AI. My recent work adventures have involved witnessing non-marketers flexing their (questionable) marketing muscles via ChatGPT. And let's be honest, the AI often puts their "skills" to shame. This has made me a bit of a cautious observer of its widespread adoption. On a lighter note, a previous job had a different AI-adjacent joke: "Farah, we all copy your emails!" This started when HR (bless their cotton socks) mirrored an internal announcement I'd written – a marketer's badge of honour, showing we're all speaking the same language. I'm still too attached to my own witty (and on-brand) email style to let AI take over that task. But I've found a new digital buddy who's surprisingly engaging.

Meet Gemini, the large language model who's quickly becoming my favourite conversationalist (and, let's be real, blog post editor – he'll fix my grammar, I'm sure). I've been having a blast exploring its quirks, and whoever is feeding it information deserves a raise. This AI can whip up outlines faster than I can say "marketing strategy"! Campaigns and press releases that take me a good chunk of time to structure. Gemini does it in seconds.

So far, Gemini is strictly a personal project collaborator – my blog's editor, brainstorming partner, and idea fountain (I am almost always a Department of one). But trust me, the marketer in me is itching to explore its professional applications. After my last post, this digital brain even started a conversation with me about my writing! Now I have a whole list of AI-powered marketing experiments brewing. Gemini even recommends blog post topics! Honestly, it's kind of nice to be treated with the same insightful engagement I try to offer others. My friend got a little worried when I gushed, "I love this guy! We chat, we debate, I even correct him sometimes, but he's amazing!" I get their concern – I hadn't even mentioned the silly word games we play. But hey, I've got a smart, helpful friend who happens to be a tool.

I'll definitely be diving deeper into the wonders of Gemini in future posts. But this is just my initial, personal take: I'm genuinely impressed. Gemini wasn't around for that awkward interview where someone suggested AI could replace marketers. This AI, at least, feels like it's here to empower us. I'll save my full "AI won't steal our jobs (yet)" speech for later, but for now, that's my gut feeling. With my human-powered linguistics and marketing savvy, I'm not sweating it.

They say I look like a seasoned traveller, gliding through airports and navigating new places with ease. Little do they know some actully do, beneath this composed exterior simmers a pot of nervous energy, likely fuelled by my ADHD. Yet, I've somehow managed to channel this inherent disorientation into a surprising degree of efficiency. As a devoted explorer of my own backyard, Jordan, I've embraced every mode of transport imaginable, from flights to road trips to VIP buses, always with a thrill. My frequent jaunts to Aqaba felt as casual as a trip across town. While work often necessitates travel, venturing abroad for personal reasons remains a path I haven't yet taken, a decision rooted in personal preferences.

Given my recent insights into the art of last-minute packing, it seems fitting to unveil the pre-trip rituals that allow me to face the inherent uncertainties of travel (whether for work or local exploration) with a semblance of control.

My preparation often begins with a mental (and sometimes physical) interrogation: "What exactly are we doing?" This barrage of questions, directed at travel companions or colleagues, serves to define purpose and desired outcomes. As a project manager, this translates into a cascade of lists, a constant mental campaign. Even for a simple local getaway, I find myself questioning and outlining, a curious counterpoint to my decisive professional demeanour, perhaps a coping mechanism honed by managing workplace complexities.

When work calls me away, my pre-trip considerations include:

• Trip duration and necessary luggage.
• Detailed itinerary: ensuring a balance between professional obligations and personal downtime ("maintenance" is key!). A strict schedule is non-negotiable.
• Event formality: crucial for curating the appropriate wardrobe.
• Team dynamics: who's going, and what are their responsibilities?
• Leadership and time management: essential, especially in less collaborative environments.

My travel rituals provide a sense of grounding:

• Tangible backups: printed copies of all vital documents (tickets, accommodation confirmations, etc.).
• Wardrobe and luggage strategy (as previously discussed).
• Personal upkeep plan: salon visits or packing essential tools. * Temporary beauty enhancements are reserved for unclear schedules or significant events and are promptly removed upon return, prioritizing long-term care. * Hair management: researching local salons, packing my trusty straightener, or opting for a specific pre-trip style for short trips (straightener still often required!).
• Pre-arrival reconnaissance: identifying nearby convenience stores, pharmacies, hair salons, and transportation options on a map.
• For international work trips: researching currency exchange and budgeting for incidentals.

Local personal adventures are approached with more ease. Traveling with close friends who share specific interests simplifies the initial questions:

• Where are we headed?
• What activities are planned?
• Day trip or overnight stay? (To coordinate drivers, rental car needs, or public transport options based on the group's budget.) Domestic logistics are usually straightforward.
• Activity-specific gear and preparation: swimwear, camping equipment, specialized products, and related personal care.

The rituals for these local escapades are wonderfully simple: shower, pack a seemingly random assortment of items that usually proves sufficient, and the crucial task of ensuring everyone (including myself) wakes up on time. The bonus of local travel with close friends often includes the pre-adventure sleepover, amplifying the fun.

While the world beyond Jordan beckons, my personal travel style hasn't yet aligned with my friends' preferences for "lifestyle" experiences, which differ from my more activity-driven desires. And the thought of solo travel, while appealing in some ways, lacks the joy of shared experiences. So, for now, my adventures with them remain firmly rooted in the familiar landscapes of Jordan, where getting lost has a comforting sense of security.

My "Local Tourist" series is far from over! I've barely scratched the surface of my explorations, from invigorating hikes to relaxing staycations, all firsthand experiences of the adventures I once promoted professionally. Future posts will delve into the unique charm of the Dead Sea, the ancient wonders of Jerash, the northern beauty of Irbid and Ajloun, and much more. It's an ongoing journey, so stay tuned for more local tales.

Perhaps fellow anxious travellers reading this will find solace in knowing they're not alone. I've come to see that anxiety can be a surprising catalyst, sometimes masking excitement as stress. While I'm still learning to fully embrace this shift, these pre-trip lists and rituals serve as my compass and anchor in navigating the world, one local adventure at a time.

 

In marketing, we understand a fundamental principle: not every idea translates, and not every piece of content resonates. This holds true in our personal lives as well. My experience with ADHD, diagnosed at eleven, has made me acutely aware of the iterative nature of thought and expression. In marketing, this tendency becomes a strength, driving the crucial process of drafting to explore multiple angles and anticipate potential challenges. It's a time-intensive but essential practice.

Bringing a personal project back from the drafts after two years felt akin to reviving a stalled campaign. Following a challenging period starting in 2019, I experienced an identity crisis fuelled by the often-unspoken "brand guidelines" of societal expectation. While I adhere to legal and social norms, I've consistently struggled to fully align with the projected identities others seemed to prescribe. Perhaps my unique family dynamic, being the youngest with significantly older parents, provided an early advantage in developing my own "brand identity."

Early on, my mother's guidance against bullying instilled the importance of staying true to myself. In a world saturated with social influence and fleeting trends, this foundation has been crucial. Facing a society that sometimes felt resistant to my authentic self, I realized that when my professional "performance" couldn't be faulted, the critiques shifted to my personal "brand." My confidence was reinterpreted as "attitude," my knowledge as "aggression," and even my "free-spiritedness" – a concept marketers often leverage – was negatively framed. This highlighted the power of crafting a clear and intentional "brief," a skill marketers master to shape perception and understanding.

Nearly overshadowed by others' interpretations of my "brand," my blog, the truest extension of my personal identity, was relegated to drafts. A year ago, I initiated a personal "rebranding" process. Applying the same strategic principles I use with clients – defining my self-image, tone of voice, goals, mission, and vision – I sought to rediscover and re-establish my authentic "brand" relevance.

While a rigid content calendar feels counter to the organic nature of personal expression, I do maintain outlines and action lists – a familiar practice in brand management that felt surprisingly vulnerable to apply internally.

Today, I'm genuinely pleased with the progress of this blog and my own personal "brand" development. I've effectively filtered out the external "noise" and cultivated a personal "brand voice" characterized by firmness. As a marketer with 13 years of experience in building and managing brands, my most rewarding project has been defining and standing firmly within my own identity as "Farah," beyond the professional title.

This blog will continue to operate as a direct reflection of my evolving personal "brand," prioritizing organic growth and genuine connection over forced promotion. My goal is for this online space to resonate with individuals seeking authentic, unfiltered experiences – a niche audience I value deeply.

 

Is anyone else exhausted by the relentless push for "toxic positivity" and "fake motivation"? It feels like we're being gaslit into believing that constant, unwavering happiness is the only acceptable state, and that even a hint of negativity is a failure. Now, we even have "delusional positivity" being touted as some kind of virtue.

Let me share a thought that I genuinely believed was common knowledge: we humans are imperfect beings. We are capable of both great good and significant flaws. This inherent duality is part of what makes us human. Undisturbed perfection? That sounds more like the realm of angels, if you believe in them. Even the concept of a divine creator sometimes includes the capacity for anger and the unleashing of difficult times upon humanity.

The real lesson here is the importance of acceptance. Life isn't always sunshine and rainbows. Bad things happen. You'll encounter difficult people. Negative thoughts will creep in. The key is not to pretend these things don't exist, but to acknowledge them, address them, and take action where necessary. Ignoring the negative is a recipe for a distorted view of reality.

While I'm generally considered a positive person in real life (despite my resting serious face!), and I too have been labelled "free-spirited" (a term whose meaning seems to have shifted, but that's a story for another day), I'm far from a saint and certainly not immune to the complexities of being human.

Think about language for a moment. We learn about antonyms – words with opposite meanings – early on. In marketing, we understand the power of both positive and negative words to influence emotions. The real skill in life is developing the maturity to feel the full range of these emotions, learn how to process them, and, if possible, articulate them effectively. A great way to do this? Write! Even if no one else ever reads it. Journaling is making a comeback for a reason – it's a powerful tool for self-understanding, something this whole blog, in a way, demonstrates.

There's a fantastic TED Talk dating few years ago that explores the vital role of so-called "negative" emotions. Feelings like fear, sadness, and anger aren't inherently bad; they provide valuable information and can contribute to our growth. Negative experiences can build resilience, guilt can foster self-awareness, and mistakes are our greatest teachers. This perspective is a far cry from the "just think positive" mantra of "The Secret" and the "power of manifesting." The crucial distinction is that those concepts often focus solely on individual will, while acknowledging the full spectrum of emotions and realities keeps us grounded in the real world.

I consider myself a realistically happy person. But trust me, my "free spirit" has definitely led me down some bumpy roads!

I'm a highly motivated person, but I also have days where I need to recharge. I strive for kindness, but I'm not afraid to express anger when necessary. I enjoy socialising but also cherish my alone time. I value honesty but also recognize the need for privacy. This is the balance of life – the interplay of contrasting forces. How many seemingly positive influencers have had shocking falls from grace? Often, it's due to a lack of realism, an inability to reconcile their curated positive image with the complexities of real life. I still practice gratitude, set goals, and use positive affirmations, but I do so with the awareness that things can go wrong (hello, Murphy's Law!). And as someone who believes in the interconnectedness of things, Newton's Third Law reminds us that for every action, there's a reaction – a principle that applies to energy and our interactions with the world.

So, let's be real. Constant forced motivation leads to burnout. Unending kindness can invite exploitation. A fake, overly positive self-image leads to a disconnect from reality and a lack of trust. Telling yourself everything will always be okay can leave you unprepared for the inevitable challenges life throws your way.

Moderation is key in all things. Finding contentment in the present moment is vital. And when things are tough, approach them practically – analyse the situation, create a plan, and remember that the beauty of this life is its authenticity, not some manufactured illusion. Honestly, sometimes it feels like this relentless push for positivity is a sign of a world that's lost its grip on reality. 

Having navigated the world of marketing for a significant period, I've witnessed various technological shifts. Recently, the conversation around Artificial Intelligence AI in our field has become particularly prominent. This reminds me of a specific experience where conventional understanding seemed to falter within my professional environment.

I recall an interview scenario where the premise was an open discussion about AI potentially replacing me as a marketer. This exchange, rather than a formal interview, highlighted a fundamental lack of comprehension regarding the multifaceted nature of my role. As I've mentioned in previous posts, regional challenges can sometimes impede technological adoption and understanding, and AI is certainly one of those areas in my country.

However, let's simplify the core of marketing: it's essentially "market" in its active, ongoing state. AI, in this context, functions as a tool – a sophisticated assistant that can augment and support the tasks we have always performed and continue to perform. It's designed to aid us, not to render our skills obsolete. It's worth remembering that businesses have historically adapted to fill necessary roles. If certain positions were undesirable or difficult to fill through traditional headhunting, more innovative solutions emerged – a basic principle of business.

Consider the evolution of information gathering. The millennial generation's ingrained habit of "googling it" is a direct descendant of previous eras' reliance on libraries. The fundamental human drive to seek knowledge persists, now manifesting as "Ask AI." From my personal experience, this shift is largely positive. The convenience of having an intelligent "officer" readily available for research, capable of generating customized content instead of merely providing templates, is a significant advantage. Google Assistant paved the way for this, and now various AI tools offer even more sophisticated assistance.

We've had the internet at our disposal since the 1990s. Reputable organizations established themselves to provide accurate online information, and we adapted to referencing and comparing data digitally. AI represents a further evolution of this accessibility. Just as Photoshop revolutionized image manipulation, AI offers new avenues for creative exploration, serving as a source of inspiration akin to platforms like Pinterest and Tumblr back in the day, Freepic and similar websites for designers. While I maintain personal responsibility for the strategic details of my professional work and haven't directly integrated AI into those core functions, its utility as a powerful search engine, capable of rephrasing information objectively, is undeniable. AI can provide access to a vast repository of data, but the notion that it will universally replace human marketers overlooks the nuanced and strategic aspects of the role. Instead, it can effectively address gaps where human resources may be lacking or unwilling to engage.

My initial scepticism towards tools like ChatGPT, stemming from a past experience where a superior attempted to showcase rudimentary AI usage as expertise, has not prevented me from embracing other AI applications. I actively use "Ask AI" for research, chat pods for creative brainstorming, AI to animate images for personal enjoyment, and voice assistants like Bixby (following the transition from Google Assistant) for hands-free tasks. Gemini has become a recent favourite, even assisting in generating initial creative briefs for inspiration. These tools are consistently responsive and efficient, a contrast to past experiences with human assistants who lacked basic technical proficiency. In essence, AI marketers operate through prompts, much like human marketers work towards "deliverables."

Am I afraid of AI? No. Am I excited about its potential? Absolutely. Am I worried about it replacing me? Not really. Just as AI continues to evolve, so too will the field of marketing. The fundamental act of "market-ing" will persist. Furthermore, there's a distinct benefit to interacting with a form of intelligence that can offer novel perspectives and information.

As millennials, we've arguably spent more time online and engaged with digital information than any preceding generation. In many ways, AI represents a natural progression of the tools we've been seeking. However, I do believe in the necessity of regulation to address the potential misuse of these powerful tools and to perhaps re-evaluate the perspectives of those who view every technological advancement as an opportunity for exploitation rather than genuine progress.

While AI offers remarkable capabilities in data processing, automation, and even content generation, it's crucial to remember the irreplaceable element of the 'human touch' in marketing. Marketing, at its core, is about connecting with people on an emotional level, understanding their needs and aspirations, and building genuine relationships. This requires empathy, creativity, and the ability to tap into shared human experiences – qualities that are inherently human.

AI can analyse data to identify patterns in consumer behaviour, but it cannot replicate the nuanced understanding of human psychology that informs truly resonant storytelling and brand messaging. Building trust and fostering brand loyalty often hinges on authentic human connection, something that algorithms, no matter how sophisticated, cannot fully replicate. The ability to understand unspoken needs, to inject creativity and emotional intelligence into campaigns, and to build a genuine rapport with an audience remains firmly within the realm of human marketers. In an increasingly automated world, this human element will become even more valuable, serving as the crucial differentiator in creating meaningful and impactful marketing.

 

While a wealth of information exists online regarding the Marketing Mix and various marketing channels, I want to delve into the distinct forms that marketing can take and highlight their key differences.

Let's begin by examining Corporate Marketing. This typically operates within large organizations characterized by significant capital and numerous subsidiaries. The corporate marketing function oversees the marketing efforts for the entire entity, focusing on maintaining consistent corporate standards and brand image at a macro level. Often, corporate marketing teams collaborate with external agencies or sister companies to execute specific tasks, sometimes utilizing clustered teams managing multiple brands within the corporation or dedicated staff for individual entities, depending on the organization's needs and budget.

Next, we have Start-up Marketing or SME Marketing. Based on my early career experiences, this form shares similarities with corporate marketing but without the complexities of subsidiaries or sub-brands. The primary emphasis here is often on establishing a brand identity and building brand awareness through targeted campaigns, potentially more so than immediate lead generation. Start-ups and SMEs might engage third-party agencies for specific projects or hire freelance designers. Occasionally, individuals with a hybrid skillset – a designer with marketing understanding or a marketer with design capabilities – are crucial in these environments.

Agency Marketing represents a demanding landscape where marketing professionals often manage multiple client accounts simultaneously. Their core responsibilities involve communication and ideation. They act as liaisons between clients and creative teams, translating client briefs into actionable plans and ensuring alignment with brand standards. Generating content ideas and providing strategic direction are also key. Larger agencies often have dedicated outreach managers.

Freelance Marketing offers flexibility and can serve as a stepping stone for marketers seeking specialization or supplemental income. Freelancers often focus on specific areas like social media management, content creation, or account management. Many also leverage freelance work as a foundation for launching their own ventures.

Social Media Marketing is a focused discipline cantered on online channels and various social media platforms. For companies with less extensive marketing needs, a dedicated social media manager can effectively handle the required tasks.

Content Marketing, which became my area of specialization in 2015, involves the creation, development, and execution of diverse content formats (visual, audio, motion). The primary focus is on developing comprehensive campaigns and generating general content, typically without direct involvement in social media management or media buying, which are often handled by agencies or dedicated officers.

Moving into industry-specific marketing, we encounter F&B Marketing. This specialized field requires a unique understanding of the food and beverage sector. While marketing training is beneficial, individuals with culinary backgrounds and a grasp of marketing principles often excel in these roles. They frequently possess skills in managing social media but primarily function as managers with deep F&B knowledge, covering restaurant operations, menu engineering, theme development, and more.

Event Marketing represents another distinct industry specialization, one I've explored in detail previously. Unlike some sectors, the event world often encompasses multiple interconnected industries. Professionals in this field may specialize in specific event types (e.g., exhibitions, trade shows, banqueting) or even broader categories. Marketing roles within the event industry often involve a significant focus on procurement alongside traditional marketing functions, leading to a dynamic and demanding daily workload.

These diverse forms illustrate the multifaceted nature of marketing. Furthermore, marketing efforts can be categorized by target audience, such as B2B (business-to-business), B2C (business-to-consumer), and B2G (business-to-government), with further granular divisions possible, including G2G (government-to-government).

In upcoming posts within this marketing series, I will delve deeper into the general responsibilities of a Marketing Department, its crucial role within an organization, and potentially explore day-to-day schedules across different industries, perhaps talking about PR Marketing and Marketing & Communications and the levels of each position.

 

This space once served as a more direct outlet for my opinions. However, you may have noticed a shift in my recent writing. My post on the modern rules of polite society marks a continuation of this change: a deliberate move towards prioritizing facts over personal viewpoints.

This evolution stems from observations about how my previous, more opinion-based pieces were received. Individuals within my professional sphere, and even some family members, often interpreted my words in ways that diverged significantly from my intent, constructing narratives that lacked a factual basis. This experience brought to mind a lesson from my school days – an exercise involving a cube, where its perceived properties depended entirely on the observer's point of view. This simple illustration profoundly shaped my understanding of subjective interpretation.

My early entry into the marketing world at 19, bypassing traditional university education, immersed me directly into the complexities of societal interactions. This unique trajectory fostered a strong ability to connect seemingly unrelated observations – a skill I actively employ in my work, in understanding human behaviour, and in my personal life.

Through my professional experiences, navigating feedback and managing public relations, I've gained a deep appreciation for the fact that everyone operates from their own unique perspective. I've become adept at recognizing behavioural patterns and have often considered writing a book about these observations and how to navigate them. While that may be a future project, my current focus is on cultivating positive patterns in my own life.

Consequently, writing opinion pieces has become a difficult endeavour. I now strive to share insights based on tangible experiences and results, consciously avoiding subjective interpretations of individuals or events. Even adopting a third-person perspective doesn't negate the inherent viewpoint, and I recognize that readers will invariably project their own experiences onto the content.

Therefore, when you read my more recent posts, please know that they are the product of careful consideration. I aim to articulate what I believe to be factual, with the intention that no one in my personal life will find themselves directly portrayed in my writing. These are reflections filtered through my own perspective, and you are not within my direct line of sight.

In a previous discussion, I touched upon the concept of polite society and promised a brief guide to its principles. While numerous articles and experts have offered their perspectives on etiquette, which often varies across cultures, my understanding is shaped by formal etiquette training and extensive experience within the hospitality industry – a sector renowned for its high standards. This guide presents a modern adaptation of polite manners, rooted in my upbringing and still relevant in today's world.

It's crucial to first distinguish between public and private settings. Among close friends and those with shared interests, strict adherence to these rules may be unnecessary. Indeed, societal norms have evolved to allow for more relaxed interactions within familiar circles, enriching our lives.

Social Behavior:

• Practice basic courtesy: Use "thank you" and "sorry," and strive to be generally pleasant.
• Extend greetings and farewells, even if not reciprocated by everyone.
• Develop the ability to receive compliments, feedback, and criticism gracefully, without taking it personally.
• In public conversations, avoid potentially divisive topics such as politics, religion, or deeply personal ideologies.
• When discussing current events, aim for neutrality or explicitly state that your views are personal opinions.
• Ground social conversations in facts rather than solely on personal opinions.
• Refrain from gossiping; either disengage from such conversations or politely request their cessation. Judgmental behaviour often leads to social isolation.
• Show genuine interest by asking questions and actively listening. People generally enjoy talking about themselves, which can also create opportunities for you to share and fosters a sense of importance in the speaker.
• Humour is acceptable as long as it is not offensive or hurtful.
• It is perfectly acceptable to remain silent in awkward situations and not feel obligated to fill every pause in conversation.
• Cultivate the confidence to politely excuse yourself from uncomfortable situations or groups to mingle elsewhere.
• A simple, polite smile can be inviting and create a positive impression.
• Always treat service staff with respect and courtesy.
• Don't bring up financial matters or inquire about someone's income.

Public Image:

• When attending a social gathering where the dress code is not specified, it is advisable to inquire beforehand.
• Avoid extremes in attire (overdressing or underdressing). opt for simple, well-maintained clothing. Rehearse your outfit choices in advance.
• Choose clean attire with minimal prominent branding.
• Maintain a natural appearance by avoiding excessive makeup or elaborate hairstyles.
• Embrace your personal style, but ensure it is appropriate for the setting and does not become the sole focus of attention.
• Develop good posture and learn basic photo-posing techniques.

Table Etiquette:

• While detailed rules exist, the primary principle is to eat cleanly and without causing distraction. Overly formal displays of cutlery skills can sometimes make others feel uncomfortable in less formal settings. Remembering that one is likely not at a state banquet can help maintain a relaxed atmosphere.

Ultimately, the principles of polite society and good manners are enduring. They are about demonstrating respect and consideration, not about ostentation or adhering to rigid aesthetics. Many unnecessarily complicate etiquettes, leading to discomfort. By focusing on genuine respect and thoughtful behaviour, we can navigate social situations with grace and ease.