It was quite a heated session. Senior officials from the European Union, the Egyptian government and also representatives of the private sector, all ministers, and CEOs and so. I was loving it, moderating the session, then taking the lead with a rich presentation on public private partnerships and win-win collaboration.

Right after, it was the lunch break, the classy Ritz Carlton buffet. No sir, not for me. I simply headed out of the hotel, took a walk downtown, reached, and crowded alley, where I simply ordered my favorite Sujok and Kedbah sandwiches, from am Reda’s small food cart. A full suit and Sujok and Kebdah. No contradiction, just being myself. And people would pass by, say hi, and take selfies. 

They know me from a previous career in media, a morning drive radio show with millions of listeners (Tafa2al). They also know I do consulting for governments and corporates, and they also know I love spaghetti and mango, usually eating them anywhere, and frequently spilling over, then laughing and moving along. 

That’s me. My brand. As simple as I am. I’ve worked in 5 multinationals, traveled the world, wrote books, presented shows, went through death accidents, experienced failures, and successes. Yet one thing I never let go of: being myself. I’ve tried wearing a mask, playing roles that aren’t mine, so that I can fit, but I failed miserably. Eventually I came to realize that real peace is in authenticity. Real confidence is in the soul. Real strength is in giving my best, every time. Putting your heart and speaking your heart. I know, it doesn't always work out well. Many times, there was a price to pay. 

Being spontaneous and self-expressive has got me in hot water more than once, sometimes leading to financial troubles and threats to my business and career. But in the end, I survived, came out even stronger, having a million stories to tell. And it’s not only me, but also our firm, Fit for Life for sustainable development. 

We are a very small team, only 4 people. But we share the same brand, h the same values and the same attitude towards life and towards business. We are extremely natural, agile, straightforward, and self-expressive. We never shy away from challenges, and we never surrender no matter what happens. We believe in our mission; we aim to change people’s lives, individuals, and entities. And if we don’t feel ok, and if company leaders do not commit to change, we simply step back. 

That’s why we have developed our reputation, working with the full spectrum of clients, from helping a lady in a small village sell her stuff vine leaves on WhatsApp groups, and all the way to partnering with the world bank and the World Health Organizations to transform governments and multinational firms. No matter where we are or how we are dressed, we will always deliver.

In simple Arabic terms; بنطلّع قماش. For me, that’s the brand. As you are. Being your own self. With all your contradictions, beliefs, and vulnerabilities, falling and standing again, losing, and winning again. But always giving your best. Always delivering. That’s the beauty of being human. Till the last day, it will always be the same, the Ritz Carlton and Sujok.