Inc. Arabia (December 2025 / January 2026) edition published this piece as part of a broader editorial focus on leadership, growth, and modern marketing in the region. In it, I explore why effective marketing today is less about dashboards and outputs, and more about the ability to read the room by understanding people, culture, emotion, and momentum inside organisations.
The article looks at the role of the “movement maker” in marketing: leaders who can connect data with human insight and align teams. It’s a return to fundamentals, as a way forward in increasingly noisy environments.
Reading the Room as a Movement Maker
There’s a widening gap between what brands say and what people feel, and that is why a different kind of marketer is emerging.
A movement maker operates at a much higher level. They go macro – looking at culture, people, psychology, and the deeper forces that move individuals and communities. They understand the emotional fabric inside an organisation just as well as the world outside it. They pay attention to what creates attachment, what inspires action, and what gives people a sense of progress or identity. A movement is deeply emotional and sits well beyond the logic of purchase psychology, which is why a movement maker functions almost like a brand psychologist – someone who can translate human meaning into strategic direction. Their job is to read culture, interpret people, align what is on offer, and help the brand become relevant in ways that truly resonate.
You can read the full feature in Inc. Arabia here (pages 22-23):