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DigitalFeaturedOpinion

Power of an authentic ‘why’

AW Rostamani Group’s Sara O’Hara discusses the essential thread that weaves leadership, culture, trust and connection together.

AW Rostamani Group’s Sara O’Hara discusses the power of why, an essential thread that weaves leadership, trust, and connection together.

In today’s world, where trust is increasingly elusive and purpose is paramount, the traditional playbook for leadership can often fall short. We have long equated the concept of leadership with mastering strategies, undergoing training and participating in development programmes. Yet, whilst these elements do play a role, in my experience, the true engine of impactful leadership is something far deeper and more personal – it is the power of an authentic ‘why’
It’s an innately understood and genuinely embraced ‘why’, the fundamental force that guides a leader and forms the very essence of their core purpose and values.
Throughout my career, I have observed the acute influence of


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the authorHiba Faisal
Hiba Faisal is a Junior Reporter at Campaign Middle East, part of Motivate Media Group. She handles coverage on influencer marketing and the luxury industry, and is also tasked with the brand’s social media presence. Alongside her daily reportage, she produces and edits video content for Campaign’s digital platforms — including Reels, interviews, and behind-the-scenes features. She specialises in capturing how brands build emotional connections with their audiences by prioritising relevance and authenticity through co-creation and storytelling.