“Ok, so what should multinationals do?” asked my friend. I had just made the audacious claim that revolutionary warfare and Counter Insurgency (“COIN”) strategy contain important business lessons. Here’s why: modern warfare has fundamentally changed and so has business competition.

Running a successful regional communications and integrated marketing agency for over 15 years, Sawsan Ghanem deals with challenges that come her way head on and does her best to approach them with a logical mind and find a solution fast...It’s all in the mind after all, a mind which ArabAd picks for this month to learn what fuels the life of the Joint Managing Director and Co-founder of Active DMC Dubai.