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Ashraf Reads

Gladwell Science!

I decided to  put "Blink- the power of thinking without thinking" to test by growing my hair longer after reading Gladwell's interview on what inspired him to write this book.  I safely believe in this theory and I've had to spend more efforts to sound "convincing enough" and be taken "  more seriously".


(Gladwell "then" and "Now")

Where did you get the idea for "Blink"?

Believe it or not, it's because I decided, a few years ago, to grow my hair long. If you look at the author photo on my last book, "The Tipping Point," you'll see that it used to be cut very short and conservatively. But, on a whim, I let it grow wild, as it had been when I was teenager. Immediately, in very small but significant ways, my life changed. I started getting speeding tickets all the time--and I had never gotten any before. I started getting pulled out of airport security lines for special attention. And one day, while walking along 14th Street in downtown Manhattan, a police van pulled up on the sidewalk, and three officers jumped out. They were looking, it turned out, for a rapist, and the rapist, they said, looked a lot like me. They pulled out the sketch and the description. I looked at it, and pointed out to them as nicely as I could that in fact the rapist looked nothing at all like me. He was much taller, and much heavier, and about fifteen years younger (and, I added, in a largely futile attempt at humor, not nearly as good-looking.) All we had in common was a large head of curly hair. After twenty minutes or so, the officers finally agreed with me, and let me go.  (Excerpt from "Blink"- Malcomm Gladwell)

Crap Salad/ Brandyou/ Speed Dating

BrandYou- Thanks for all those emails asking me about the talk; My talk really is about rippling up the Dilbert Cartoons, Bashing your cubicle walls, Making your work FUN , taking charge of your life and my theory on Independent work agents (and why a project is a product that needs to be branded)

Speed Dating: No, its actually speed networking and it happens tonite (The Joke was: The Radio Presenter and I were discussing speed dating and she said "dont mention" it when were Live on Air and thats the first word she blurted when we went "Live on Air")

Crap Salad: Would you like to try some of our Crap Salad...Great ambience, good food (restaurant at Khalid Al Attar bldg/SheikhZayed Rd/Dubai)..wish someone had suggested them to spend a little on getting the menu written by a professional copywriter and this restaurant wouldn't be branded as "the one with the crap salad".

Schapelle case is bad news for Indonesian economy!

Now this is a story, I've been following for months. 

The Victim- A young girl caught with type 1 drugs caught at the Bali airport (thats not new, is it- there have been two movies on this). But only this time, its bad news for Indonesia with Australians withdrawing their support for the Tsunami victims in the Aceh province and pledging "never to go there".

Full coverage on the Schapelle Corby trial

Ethics Monitor?

How have you really behaved in your office? Take the FC's Ethics monitor
I've taken it. It'll be good to see the overall results.

Knock Knock!


This ebook is beautifully written. Seth must have really worked hard on making this so simple. Seth was very kind to send me copy (unfortunately, UAE doesn't list on paypal and I couldn't purchase it online).  Its out in September (yes, I'll add a link from here in September).

This is a complimentary eBook to his "All Marketers are Liars" book.

The six degrees of separation quote

I came across Drucker's quote on networking. Notice the similarities *grin**grin*

“Why aren’t we taught the essential art of Networking. This essential chapter seems to be taken off from the MBA books”- Ashraf Sheikh (Six degrees of separation- 24th, April'04 University of Wollongong)

"More business decisions occur over lunch and dinner than at any other time, yet no MBA courses are given on the subject."
- Peter Drucker

Is your Coke the real thing?




A friend of mine complained of Colitis a couple of weeks back and we realized it has something to do with the water, She said the Natur -security/watchman (The guys who apart from their real jobs also seem to be controlling the real estate rental  market and now the water trade) delivered her water Can. So we decided to investigate (actually, we just walked down two floors). We asked the Natur, where did he get this stock of Oasis can- he had 2 answers for it and  nowhere close to the one we were looking for.

Its simple, what happens when your printer cartridge ink runs out?  Do  buy another cartridge worth Dh 115 or simply pick the classifieds with scores of  options on an appx.  Dh 25 refill (the math is simple). You choose the brand and they have the refill options.

I don't remember crushing my Coke 1.5 litre or the bottle (that's too much noise). Now, its not very surprising when friends tell me that sometimes Coke tastes Different from exactly the same product bought in a different store.

While parallel brands are welcome to this economy (competing or me-too options), Parallel trade certainly isn't.

Piracy, counterfeiting and parallel trade have had a large share of its discussions during investments forum in Dubai and the forthcoming event Dubai Business and Investment Roundtable (Economist conference in Feb 2005, London) will address some of these issues. 

Good Cinema, Poor Marketing

There seems to be an elitist positioning to the Dubai Film Festival. I went for the 'Mr. India' -the movie, last night. The Dubai Media City amphitheatre has a capacity for 2500 people. The Movie is a classic and was huge hit in the 80s.

The total turnout last night at the amphitheatre - 100 odd people

Leaders in Dubai (Yaawn!)

I've never understood why companies spend $2500 to have most of the leaders read their book summaries to their executives.
Suggestion- Buy every book than each one has every written (should total up less than $1000) and then have a book discussion session. What you get is - the book (of course) and what you don't get is - bored executives sleeping at such seminars.

FREE Prize Inside


Arguably no marketer has influenced me as much as  Seth Godin HAS (and continues to..)Seth will not be contributing for fastcompany anymore. His last column on fast company:

What would happen if your friends and colleagues treated you the way marketers do?What if your spouse sold your personal information to anyone who would pay for it? If your boss promised you miraculous changes and then failed to deliver? If your co-workers refused to talk to you unless you spent half an hour on hold first?  more