Local Heroes: Marketing’s ‘Unconventional’ Said Baaghil

image1You may have heard of Said Baaghil before, most likely on a comment thread where he’s thrown a literary grenade into the public on a subject related to branding in the region. An unconventional brand expert in every sense of the word (do you know any other Arab from this region who wears a bow tie, funky-design glasses  and multicolor sneakers?), Said has written extensively on branding and on brands, both globally and regionally.

I caught up with Said to ask him about his love for marketing, how the industry is changing and the advice he’d pass on to others about the industry.

Q: Said, why and how did you get into marketing?

I studied marketing in college but I realized my passion during my sophomore year. I was extremely active on campus, I was the founder of an international club to show diversity. My first passion was creative, something no one did I should do but I also realized that I needed marketing to understand the way forward. I was a below average student and kept a GPA between 2.0 to 2.2 through out my four years, I was less interested in what the professors had to say than I was interested on change and impact.

Q: How has the industry developed?

Well from the time I graduated till now, I would say tremendously. We focused on the marketing mix when my career kicked off but through the years the audience has evolved and marketing had to evolve with them. Today, we speak of brands that sum up the entire experience and not the marketing mix. While many markets evolved, our market [the Middle East] stayed stagnant. So marketing evolved globally, but everything remained as is here in the region.

Q: What’s the achievement you’re proudest of?

My son! As far as work, I have three. In my ten years in Saudi I was able to build two local brands and take them international in the consumer good and fashion retail space. I’m also proud of my brand as an Arab from my house in Khalddya who has taken on global marketing roles, both in the advisory and public speaking spaces.

Q: What would you advise your younger self to do and not do?

I’ll advise him not to follow the herd, but rather to find his purpose, follow his passion and chase his dream. Don’t fear your failures; they are just a test of time. So get up and evolve.

Q: How will the industry evolve? What trends should we watch out for?

We are in the fourth revolution, the digital revolution. Individualism in data is massive so personal brands will take off like never before. I think globalization is under threat as we see major nationalistic movements led by the U.K. And U.S.A.

Local Heroes: The Entrepreneur Osama Natto

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I wanted to change the conversation on this blog, with the launch of a series of Q&As with people I know who are in the region and who are from the region and who are pushing for positive change. First up is Osama Natto, a Saudi gentleman who has worked in a range of roles. Today Osama’s focus is very much on encouraging entrepreneurship and innovation in the Kingdom. He’s touched thousands with his can-do attitude, his belief in local talent, and his love of technology.

I hope Osama will inspire you as much as he does me. If there’s someone you know who deserves a blog post, then please do drop me a note. In the meantime, enjoy the read.

Osama, tell us about your career and the choices that impacted your career?

I started working at a very young age in my father’s hardware shop in Makkah, Saudi Arabia. I used to clean the shelves and place price tags on products. I started with 10 Saudi Riyals a day, which around two and a half dollars. Working at the shop instilled in me workmanship, discipline, and how to be practical. It also built in me the sense of financial independency. I opened my first bank account as soon as I was legally old enough, and I started my first investment. When I joined the King Fahad University of Petroleum and Minerals I continued to work part time in odd jobs such as lab attendant, teacher assistant, and applications programmer at a shipping company. I also worked freelance as a tutor and research assistant to students. When I was a freshman I noticed a recruiting brochure at the dorm room of one of the senior students. The brochure was for Procter & Gamble. On that day I said to myself, “I will work for one company, I will work for five years only and that company will be Procter & Gamble.” And I did stick to my promise.

So, what made you become an entrepreneur?

My decision to become an entrepreneur was made when I was in my early teens. I was fascinated by success stories of Saudi businessmen such as Alwaleed Bin Talal and Abdulrahman Alzamil. I had my own ventures that made money when I was still in school including selling fireworks during celebration seasons, video production for family and school events, and selling custom made jewelry.

What made me become an entrepreneur is freedom. There is no price on personal freedom. Freedom in decisions, freedom in time, freedom in lifestyle, and financial freedom. This does not necessary mean being wealthy, but instead not being dependent on someone or an organization to make a living.

What entrepreneurial lessons would you share with others?

Dream big, look at what is holding you back. Most of what is holding us back are internal factors that can and will be overcome once we understand them. Focus on products that have an impact on people regardless of their age, geographic location or ethnic background. Stay away from service-based businesses as they tend to consume you.

How do you foster innovation, and why does it matter in this region?

Fostering innovation in the region is a bit challenging for many reasons. Understating of innovation, the innovation process, the availability of facilities and resources to foster innovation. Our region needs innovation the most due to the dependence on natural resources and the growing number of population compared to the availability of jobs. Only through innovation can we create new products, new markets and hence new jobs. There is an entrepreneurship movement in the region; what I would like to see is an innovation movement. My current venture is more about innovation and less about entrepreneurship. I want to build the innovative products that the world needs. I want to bring the Arabs back to innovation. Our Arab ancestors innovated many concepts and products which still serve as the basis of many innovations today.

What inspires you?

Nature and beauty inspire me.

How is technology changing how we work in the region?

Technology helped to a big extent to get rid of the borders. Anyone in the region with a computing device and a connection to the internet can create something and sell it to the world. Technology not just gave us access to the consumers around the world, it provided us with research and data available at our figure tips. With technology, you have access to unlimited talent and resources at affordable prices.

On my previous venture, I had millions of dollars and a team over 60 people working with me. In my current venture, I wanted to try something new so I started with $400, built a product by using resources from around the world and sold it to people from around the world by using my laptop and any internet connection that is now widely available and, in some cases, free.