Title: Managing Director, Horizon FCB
Years in the role: 4 years
Years in the industry: More than 21 years
Years in the middle east region: Entire lifetime
Power Essay: Newton’s Third Law
It’s in our human nature to be creatures of habit. We naturally gravitate toward what’s familiar because it makes us feel safe and in control. We tend to behave in ways we know will lead to predictable results, mainly because it helps us avoid surprises or any outcomes that could be uncomfortable or disappointing. It’s easier to stick with routines or tried-and-true methods because the risk of the unknown can be unsettling.
It is also in our human nature to want greatness; we thrive on r
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