Latest news with #MedhatZaki
Forbes
a day ago
- Business
- Forbes
Why The Most Known Often Wins Over The Most Skilled
Medhat Zaki is a resilient German entrepreneur and CEO of Zaki International GmbH. getty Ever notice how that average-but-everywhere coffee chain dominates the corner, while the amazing artisan roaster down the street struggles? Or why that colleague who's good at presenting keeps landing the plum projects? You know the truly skilled people—the genius coder, the visionary designer, the consultant with razor-sharp insights—yet somehow, the spotlight often lands elsewhere. Today? Being the absolute best isn't always the golden ticket. But being the 'best known' frequently is. The Great Divide: Skill In The Shadows, Fame In The Spotlight Skill/quality is the bedrock of deep knowledge, killer execution, tangible results and genuine expertise. It's built brick by brick through hard work and proven value. Think of the master craftsman, the brilliant researcher, the software architect who makes magic happen. But fame and visibility are the megaphone. It's about repetition, recognition, a compelling story and sheer presence (online, in media, in conversations). It's built through smart branding, consistent visibility and sometimes just being loud. Here's the market's dirty little secret: When people are drowning in choices and starved for time, they grab onto what's familiar. They default to the name they know and feel they can trust, even if a quieter, potentially better option exists. It's not always fair, but it's undeniably real. Skill builds the foundation; fame builds the signpost directing people to it. Reality Check: When 'Known' Beats 'Brilliant' (Every Time) That fast-fashion giant pumping out endless trends (and questionable quality)? Crushing it. Meanwhile, the sustainable, ethically-made, well-constructed brand? Fighting for scraps. National soda brands versus that incredible local craft brew you love? Guess who wins shelf space? Massive visibility budgets create mass familiarity, which drives mass sales. Mediocrity with a megaphone often drowns out excellence whispering in the corner. Ever see a celebrity with zero expertise land a major brand deal over a genuine specialist? Or watch a super-polished (but less experienced) presenter get the keynote slot instead of the deeply knowledgeable introvert? Charisma and platform often trump quiet competence when the spotlight is on. The consultant with transformative ideas who can't get meetings is a hidden gem. The developer whose code is poetry is stuck fixing legacy systems. The artist whose work blows minds is struggling to pay rent. Their crime? Not playing the visibility game effectively. Their exceptional skill remains their best-kept secret. Why Your Brain Loves A Familiar Face 1. The "Hey, I Know You!" Effect: The more we see or hear something, the more we like it and trust it. It feels safe, familiar and comfortable. Fame weaponizes this. Constant repetition = "Oh yeah, them!" = subconscious trust. Skill? It needs a chance to prove itself first. 2. Cognitive Shortcuts: We're busy! We don't have time for deep dives on every choice. So, we use shortcuts. "Everyone's talking about them, so they must be good," becomes the lazy (but common) logic. A strong brand narrative is easier to digest than a complex analysis of actual merit. 3. Narrative Over Nitty-Gritty: A compelling story about "disruption," "vision" or "the journey" often resonates louder and faster than a list of technical certifications or peer-reviewed papers. Perception, fueled by visibility, becomes reality long before substance gets a proper hearing. The Media Machine: Manufacturing The 'Known' (Sometimes Out Of Thin Air) Media (especially social) craves stories, personalities, drama and simple hooks. They actively create "experts" and "leaders" based on who's compelling, controversial or available, often before they've racked up serious, tangible achievements. Coverage equals credibility (though it's not always deserved). Verifying deep expertise takes effort. A viral tweet, a trending hashtag or a feature in a glossy mag? Instant perception boost. Coverage often mistakenly equates to the weight of credentials. The self-fulfilling hype cycle looks like this: Get visibility -> Get opportunities -> Get more visibility -> Get labeled a "success" -> Attract even more opportunities. Fame begets fame, skill or not. The Winning Move: Be Great And Get Seen (You Need Both) Visible brands dominate the market. The real power move isn't choosing skill or visibility; it's mastering both. Fame opens the door. Skill keeps you in the room (and invited back). So, how do the genuinely skilled also become strategically visible without selling their soul? • Stop hiding your light. If you're great, share that greatness authentically. Write that insightful LinkedIn post. Give a talk at a local meetup. Start a niche podcast sharing your knowledge. Become a valuable resource. Demonstrate your skill publicly. • Network. Build real relationships within your field and with people who cover it. Focus on meaningful connections. Who knows who matters? It's often the quiet connectors, not the loudest networkers. • Platforms are megaphones. Don't just scream "Hire me!" on LinkedIn. Share valuable insights. Comment intelligently on industry news. Use social media and professional platforms to showcase your expertise while building your profile. Be consistent and genuinely helpful. • Seek validation. Apply for relevant awards. Contribute to panels or industry reports. Collect testimonials from happy clients/colleagues. Third-party endorsements amplify your credibility and visibility. It's social proof in action. • Authenticity is your armor. Your visibility must align with your genuine value and expertise. Don't try to be someone you're not. The facade will crack. Build a brand that's authentically 'you,' just a more visible version. Don't Just Be Great—Be Seen Being Great In our insanely noisy world, visibility isn't just helpful; it's often the decisive factor. "Fame sells more than quality" might sting, but it's hard to deny. Don't let your exceptional skill be your best-kept secret. Use visibility strategically as your amplifier. Share your knowledge, build your network authentically and step into the spotlight because you have something valuable to offer. Let your skill be the unshakeable foundation and smart visibility be the spotlight that lets everyone else see it shine. Because whispering your worth in a hurricane of noise? That's a recipe for being the most skilled ... and the most overlooked. Go get seen. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Forbes
26-06-2025
- Business
- Forbes
The AI Marketing Playbook: How To Leverage AI For Smarter Campaigns
Medhat Zaki is a resilient German entrepreneur and CEO of Zaki International GmbH. Let's be real—marketing often used to be a mix of gut feelings, spray-and-pray tactics and crossing fingers. But now? AI can help save us from some marketing guesswork. Think about it: Streaming platforms know you'll binge-watch true crime before you do. Retailers suggest that you actually need one weirdly specific product. That's AI working its magic. And it's not just for tech giants. So, if you're still running campaigns like it's 2015 (manual A/B testing?), I suggest you embrace AI for faster results with less effort. This playbook will show you how to use AI without sounding like a robot. AI In Marketing: Your New (Very Smart) Intern First, what even is AI in marketing? It's machine learning, NLP (natural language processing) and predictive analytics doing the heavy lifting so you don't have to. AI shines with things like customer segmentation, content optimization, ad automation and chatbots. Studies have shown that 85% of B2B marketers use generative AI, and 76% are satisfied or very satisfied with the results. And nearly 75% of marketers feel AI gives them a competitive advantage. Why bother with AI in marketing? • Personalization at scale: No more 'Dear [First_Name]' fails • Faster decisions: AI crunches data faster than you can imagine • Higher ROI: Less wasted ad spend, more conversions, higher returns I suggest you start small. Many of my clients have reported success by trying AI-powered email tools or a chatbot before a full implementation. Personalization: AI Knows Your Customers Better Than You Do Remember when 'personalized marketing' meant just adding the recipient's first name to an email? Now, AI can analyze behavior, clicks and even mouse movements to predict what audiences want. As part of my research, I identified a case study of AI in action by Spotify: They now offer a feature where AI can create a playlist based on a text description provided by the user. To use a similar strategy in your business, you may want to try dynamic content tools to tweak messages in real time. And segment audiences not by age/location, but by behavior (e.g., 'abandoned cart three times'). Automate Everything AI's best perk? It never sleeps. Here's where to let it take over: • Programmatic ads: AI can buy ads in milliseconds, targeting users exactly when they're ready to buy. Tools that my clients and I have used for this include Google Ads Smart Bidding and The Trade Desk. • Chatbots: No, not the clunky 'Hi, how can I help?' bots. You can use AI chatbots to solve real problems. For example, Sephora's bot can book makeup appointments—and offer help with purchasing decisions. • A/B testing: I have used tools like Optimizely's AI platform to test 50 variations at once. Predictive Analytics: Your Crystal Ball What if you could predict trends before they happen? With AI-powered forecasting in the retail industry, AI can predict demand, so companies are less likely to overstock products with low sales volumes. In SaaS, AI can help spot customers likely to churn before they cancel. Some tools that my clients and I have used to help with this include Google Analytics AI and IBM Watson. Always remember that 'gut instinct' isn't a dependable revenue strategy. AI Drawbacks You Can't Ignore AI needs data—lots of it—to work its magic. But it's important to be careful about your tracking. Target's technology famously revealed a teen's pregnancy before her dad knew. Fix: Be transparent. Tell users how you use their data (and let them opt out). AI learns from human data. And humans? We're flawed. For example, Amazon stopped using an AI tool for hiring after finding it was downgrading resumes with words like 'women's.' Fix: Audit your AI tools for bias. Use diverse datasets and keep humans in the loop. AI can write 100 blog posts in 10 minutes. But they can be repetitive and boring. Accuracy is another concern with AI-generated content. For example, after using AI to generate finance articles, CNET had to issue corrections on 41 articles. Fix: Use AI for drafts or SEO tweaks, not for your brand's voice. Personality = human territory. Fancy AI tools can be expensive. And you may need a PhD in data science to set them up. Fix: Start with free/low-cost tools before purchasing expensive enterprise software. The bottom line is that AI's a turbocharger, not an engine. Use it to enhance—not replace—your human genius. A 30-Day AI Testing Plan (Because 'Someday' Isn't A Strategy) Let's turn theory into action. Here's how to roll out AI in marketing without overwhelm: • Day 1-3: Use an LLM like ChatGPT or Gemini to draft five social media captions—and compare engagement vs. your usual posts. • Day 4-7: Install a chatbot on your website's FAQ page. Track how many support tickets it deflects. • Day 8-10: Set up AI-powered email segmentation with tools like HubSpot or Mailchimp. Send a hyper-targeted campaign. • Day 11-14: Test programmatic ads. Let AI adjust bids for 48 hours—no manual tweaks! • Day 15-17: Run a churn prediction report with AI like Salesforce Einstein or Google Analytics AI. Reach out to at-risk customers. • Day 18-21: Use writing assistant tools like Clearscope or Jasper to optimize one blog post for SEO. Compare organic traffic after seven days. • Day 22-24: Create AI-generated visuals with tools like Canva Magic Design or DALL·E for your next campaign. • Day 25-28: Launch a fully AI-driven A/B test. Test headlines, images and CTAs simultaneously. • Day 29-30: Audit your results. Double down on what worked (and ditch what didn't). Document every test in a shared spreadsheet. ROI speaks louder than hype. My key takeaway here is that AI won't replace marketers. But marketers who use AI could replace those who don't. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Forbes
22-04-2025
- Business
- Forbes
Why Businesses That Prioritize Trust Could Win The Future
Medhat Zaki is a resilient German entrepreneur and CEO of Zaki International GmbH. getty Think about it. You can have the flashiest product, the slickest marketing and cutting-edge tech, but if people don't trust you, none of it matters. Trust is the glue that holds businesses together—the secret sauce that turns customers into loyal fans, employees into brand ambassadors and stakeholders into true believers. And here's the most important thing: Trust isn't just a nice-to-have anymore. It's the new currency of business. In an era of rapid change and uncertainty, I think the companies that prioritize trust will be better positioned to thrive. So, let's explore why trust is the ultimate competitive advantage and how you can make it work for your business. The business landscape is changing faster than ever. Markets are global, competition is fierce, and customer expectations are through the roof. But amid all this chaos, one thing remains constant—the human need for trust. Here's why trust is more important than ever: • Customers have endless choices: With a few clicks, your customers can find a dozen alternatives to your product or service. What makes them choose you? Trust. • Employees demand more: Today's workforce isn't just looking for a paycheck—they want to work for companies they believe in. Trust is the foundation of employee engagement and retention. • Stakeholders want transparency: Many investors, partners and regulators are increasingly focused on ethical practices and long-term sustainability. I've found trust is the key to building those relationships. In short, trust is a business imperative. Still not convinced? Let's talk numbers. Trust is good for your bottom line. Here's how trust impacts your business: • Customer loyalty: According to a study by Edelman, trusting a brand is a top three purchasing factor: "If consumers fully trust a brand, they are more likely to purchase it (net of 63 percent), advocate for it (53 percent), and stay loyal to it —not shopping around for other brands." • Employee productivity: A recent study shows that "Trusting employees are 260% more motivated to work, have 41% lower rates of absenteeism, and are 50% less likely to look for another job." And happy employees often lead to happy customers. • Crisis resilience: Businesses with strong trust foundations often recover faster from crises. Just look at Johnson & Johnson—their transparent handling of the Tylenol crisis in the 1980s not only saved their reputation but strengthened it. The bottom line? Investing in trust-building can pay off 'big time.' Alright, so trust is important. But how do you build it—especially in an increasingly digital and impersonal world? Here are four strategies to get you started: Let's be realistic: No one likes feeling like they're being kept in the dark. Transparency is the foundation of trust. Here's what being transparent looks like: • Share information openly, even when it's uncomfortable. • Admit mistakes and take responsibility. • Use technology to enhance transparency, like blockchain for supply chain tracking or AI-driven customer insights. For example, when Buffer faced a major security breach, they didn't try to cover it up. They communicated openly with their users, apologized sincerely and kept them updated every step of the way. The result? Their customers trusted them even more. Trust is built on reliability. If you say you're going to do something, do it. For example, Amazon Prime has built a massive following by promising fast, reliable delivery—and delivering on that promise. Sure, they've had hiccups, but their commitment to reliability has earned them a loyal customer base. Here's what this looks like: • Set realistic expectations and exceed them. • Focus on quality and consistency in everything you do. • Use data to anticipate customer needs and deliver personalized experiences. At the end of the day, trust is about people. Show your customers and employees that you value them—not just their wallets. Here's how to put people first: • Invest in employee well-being and development. • Create personalized, empathetic customer experiences. • Prioritize ethical practices and social responsibility. A great example of this is Patagonia. In addition to selling outdoor gear, they live and breathe environmental sustainability. Their commitment to the planet has earned them a loyal following—and a whole lot of trust. Trust isn't a one-time thing. It's a daily commitment to improvement. For example, Netflix started as a DVD rental service but pivoted to streaming when the market shifted. Their commitment to continuous improvement has kept them at the top of their game—and earned them the trust of millions. Embracing continuous improvement means companies should: • Regularly seek feedback from customers and employees. • Use that feedback to identify areas for improvement. • Stay ahead of industry trends and adapt to changing customer needs. As we look to the future, I think one thing is clear: Trust will only become more important. In a world that's increasingly digital, global and fast-paced, trust is the thing that can set you apart. Here's what I see on the horizon: • AI: As AI becomes more integrated into business, companies will need to balance automation with human connection. • Sustainability: Consumers are increasingly focused on ethical practices and environmental impact. Companies that prioritize sustainability can earn trust—and loyalty. • Transparency: With the rise of social media and instant communication, transparency will be more important than ever. The bottom line? Trust is much more than just a strategy; it's a way of doing business. It's about creating something that lasts—something that people can believe in, no matter how much the world changes. So, go out there and make trust your superpower. Build it, nurture it and protect it. Because, in the trust economy, the future belongs to those who prioritize it. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
USA Today
18-02-2025
- Business
- USA Today
Entrepreneurs Can Build Lasting Trust to Gain a Competitive Advantage
Jason Phillips Contributor The modern consumer's demand for quality products and services hasn't wavered, but modern entrepreneurs find themselves confronting a new set of demands that previous generations of founders could not imagine. One of the most important of these consumer desires is to have an active relationship of constructive trust with the brands they consume. Years of Edelman Trust barometer Special Reports support this. In the 2025 report, more than 60% of respondents reported moderate or higher grievances: they believe that the businesses they deal with make their lives more difficult, not better. They see businesses as less ethical and less competent by default. As far back as the 2019 report, more than 80% of respondents said that trust in a brand was a prerequisite to purchasing decisions. To counteract these feelings, entrepreneurs and founders must do substantial work to build a positive, trusting relationship with their consumers before those consumers ever do business with them. Good value and salesmanship are no longer enough to get in the door. Furthermore, trust in today's marketplace isn't built through local networks or word-of-mouth alone. The digital age has reshaped expectations, requiring businesses to establish credibility on a global scale and deliver value consistently. Modern Trust Blends Transactions with Relationships Historically, trust was built through local networks, personal recommendations, and face-to-face interactions. While those methods still hold value, they no longer meet the demands of today's digital-first world. Modern trust requires entrepreneurs and their brands to focus on relationships rather than transactions. Customers now seek brands that reflect their values and invest in meaningful, long-term connections. Sharing insights, engaging transparently, and addressing challenges openly are critical to building the meta-relationships on which this trust is founded. By prioritizing relationships, businesses create loyalty and establish a foundation for lasting credibility. Entrepreneurs can also make impressions based on who they interact with and other brand narratives that they partner with. Medhat Zaki, the co-author of 'Beyond Recognition: The Art of Unshakeable Lasting Brand Trust' made just this observation when he began seeking these partnerships. 'The reason for this is that I had tapped into a trust network that had global recognition,' he says. 'This resonated with my audience and verified my expertise.' The Three Pillars of Modern Trust-Building Medhat Zaki has done a great deal of thinking and writing about trust, and for him, the new modern trust between entrepreneur, brand, and consumer comes down to three interconnected pillars. Authenticity Through Real Stories: Audiences want to see the people behind the brand, understand their values, and witness how they navigate challenges. Entrepreneurs that take to new media—whether that's social media, video-sharing programs, or some more personal way of sharing content—to share relatable stories about their struggles, growth, and resilience often connect more deeply with their audiences than those that project a flawless image. Consistency in Actions and Communications: Trust requires predictability. Regular engagement, clear messaging, and reliable quality establish a dependable brand experience. Brands must align their communications across platforms, maintain a consistent tone, and deliver value in every interaction. Consistency in fulfilling promises and offering actionable insights ensures long-term customer loyalty. The Value-First Mindset: Prioritizing audience needs over immediate sales transforms trust into a competitive edge. A value-first approach includes providing free resources, solving problems proactively, and investing in long-term relationships. Entrepreneurs who align their interests with their audience's priorities cultivate trust that leads to sustained growth. Don't think of trust as a tool to reach some other bottom line. Trust has to be the goal, authentically; if you try to make it a trick, there won't be trust. Build authentic, real relationships with smart consumers who come to care about your product, and you'll find the competitive advantage comes on its own. For more advice and insight from Medhat Zaki, you can find out more about the bestselling booklet, 'Beyond Recognition: The Art of Unshakeable Lasting Brand Trust' by visiting online retailers.
