Build & Work

Indu is a leading business transformation expert in the UAE, the nation that has earned an indisputable position on the world map. The title is a tribute to its national anthem and reflects the nation’s spirit – to build and work.  

The book adopts a trifold approach to weave a delightful story on business excellence, bringing out the salient features that define corporate success. It includes key takeaways from one-on-one conversations with CEOs of award-winning corporations across sectors such as container trade, healthcare, education, information technology, distribution, and fresh food.  

Indu discusses their best practices, business frameworks shared during EBM Benchmarking Club sessions supported by industry data across 2015–2018 and case studies from her consultancy spanning over 25 years – a defining period of transformation that catapulted the UAE to roaring success.

Adman Vs. Chomsky

“It is certainly interesting to draw up recommendations as to how the advertising industry should abandon its current role in favor of a socially useful one.”

Dr. Noam Chomsky

“A thoroughly captivating look into marketing, the history, the tools, strategic frameworks and the changes that are happening to the industry, along with insightful recommendations on how to move forward.  Peppered with delightful anecdotes, psychological insight and case studies, this is a MUST-READ book to anyone interested in Marketing. It is the art of how 60 seconds can still transform a business and society.”

Muna AbuSulayman, International development expert and a prominent media personality

“We are in an industry that lost its way. An industry that is exchanging the power of affecting culture, for short-term profits. Ahmad, in his book, reminds us of the intellectual prowess the ad industry once enjoyed. In the process, he’s debating the most intellectual human alive!”

George Maktabi, Group CEO, Webedia Arabia

“At a time when the advertising industry is questioning its own meaning, role, and purpose, “Adman” calls for authentic, constructive self-reflection instead of fruitless navel-gazing. In simple, personal yet powerful terms, Ahmad Abu Zannad takes a stand, deconstructing clichés and confronting harsh truths to proudly reclaim advertising’s unique place in the world.”

Nathalie Bontems, Former GM and head of editorial publishing, MediaQuest

“Yes, the average person is being exposed to 6,000–10,000 ads per day… Now, imagine living in world full of ads made by individuals with less talent and less integrity, well, this is where the industry is heading, unless the advice in this book is pursued … What an insightful read and what an inspiring effort!”

Samer Shoueiry, Chief digital officer, Publicis Communications

A Young Investor With An Engineering Degree

We live in a world where society agrees that a degree in a certain field and a job with fixed pay is all you need to live a successful, stress-free life. A Young Investor with an Engineering Degree challenges this dogma and explains in simple terms why a degree alone is not sufficient. This book aims to open new doors for other sources of income you thought were closed and explains why people are hesitant to invest in the first place. Most importantly, this book explains the subject of investment in simple terms assuming you know nothing of it, and provides the necessary exposure you need to embark on your investment journey, so don’t worry. You have the choice whether to invest or not, but at the very least understand its minimum. It proves, theoretically and practically, that investment isn’t a difficult subject after all. It emphasizes the importance of keeping things simple, and how investing could aid you on the long-run. This isn’t a book you only want, it’s a book you both want and need.

10 Facts About Direct Selling

Are you tired of the nonsense, stereotypical talk and double talk?

Are you tired of the scams of unprofessional, pushy direct sales reps?

Would you like to give yourself the opportunity once and for all to see clearly the business venture associated with direct selling?

This book is not about why you should also work in direct selling, but rather aims to help you make an objective decision, whether to accept or reject, realistically and without any pressure.

A Week In The World Of "HR"

This book sheds light on the nature of the challenges faced by human resources management officials in their work. There are many challenges, some arising from the diversity of stakeholders and the need to reconcile their objectives, others from economic fluctuations and their impact on the company and its financial situation. There are also challenges related to the difficulty of choosing programs suitable for the organization’s reality and culture, as well as challenges related to the effective implementation of these programs after selection. The book follows a narrative style by tracking the thoughts and dialogues of the head of human resources in a fictional company over the course of one week, to place these challenges in their social context, as dealing with challenges is influenced by the personalities and perspectives of the involved parties.

Outside Insight

Outside Insight is a new decision Paradigm for mastering a new digital reality, where Porter’s five forces can be tracked in real-time.

Conventional decision-making primarily relies on internal data and largely overlooks the wealth of external data that has become available on the internet. Companies that don’t incorporate external information into their decision-making processes will make less informed decisions and, over time, fall behind competitors that do.

In Outside Insight, entrepreneur and Meltwater CEO Jorn Lyseggen describes the valuable and underutilized insights that can be found in the information that companies and people leave behind on the internet- our ‘digital breadcrumbs”. He shows how these can be used to create powerful intelligence that greatly benefits decision-makers across a company, from marketing and communications to product developers, executives, investors and more.

Using practical examples, from leading brands such as Apple and Facebook, to their quickly-growing competition, the book demonstrates how publicly available data types such as job postings, online news, social media, online ad spend, and patent applications create a treasure trove of rich competitive intelligence.

Outside Insight is a practical guide in how to break out of conventional decision-making and adapt to a new digital reality. It shows how you can harvest external information to create a powerful information advantage.

Foreseeing The Future Is The UAE’s Basis For Readiness And Proactivity

The future will not reveal its secrets to you; the future belongs to those who prepare for it, decipher its codes, and analyze its signals in order to reach the key to making events and achieving the desired change.

How do we forecast the future to know where it is leading us? What do we expect? How do we prepare for the risks and opportunities it presents?

This book explains to the reader the concept of forecasting the future, and takes him on an informational journey during which it presents, in scientific ways, future readings, methodologies and mechanisms for foreseeing the future in a sound scientific way, innovation and creativity in light of the fourth industrial revolution, in addition to the initiatives and programs adopted by countries in their approaches towards forecasting the future, and the most prominent experiments, the features of leadership in jobs and management, and the future of vital sectors.

The book also presents the features and components of the UAE's national strategy for shaping the future, its objectives in developing vital economic sectors, and preparing to face future challenges.