What is Guerrilla Marketing?

Shof Elmoisheer (Instagram: @Bookish2525)

Shof Elmoisheer (Instagram: @Bookish2525)

Shof holds a Master’s degree in Marketing and a Bachelor in English literature. Avid reader of classic literature, her preferred type of fiction, along with psychology and marketing. Skilled at drawing, created a comic book, not yet published. Dedicated her Instagram feed to bookish recommendations. Fond of language learning, taught herself Japanese. In her column Thoughts of a Reader she reviews books, writes short stories, and talks Marketing.
Shof Elmoisheer (Instagram: @Bookish2525)

Latest posts by Shof Elmoisheer (Instagram: @Bookish2525) (see all)

Reading Time: 6 minutes

What is Guerrilla marketing, and what makes it better than traditional marketing? And why is it especially suitable for small businesses.

Artwork Miriam Koki (Instagram: @mir_madeart, Twitter: @miriamzk3)

I know what you’re thinking and no, this has nothing to do with the banana-loving tree-swingers. Guerrilla Marketing is an approach introduced back in 1984, by Jay Levinson, an advertising executive (Wallace, 1989). It’s a form of advertising that is nothing like traditional advertising, it is distinguished, unusual, and unconventional. Or an even better description of it would be “Guerrilla marketing is advertising with a wink” (Connolly, 2007). Alright, I’m done with the riddles, brace yourself reader, it’s going to get wordy.

The traditional methods of advertising no longer hold the same impact, which is no surprise considering that traditional advertising has proven to be less effective in reaching consumers (Ives, 2004). It’s a shame because businesses invest big money in such advertising when there exists a better way. Guerrilla marketing is a better way in every sense of the word; it is more effective, more engaging, and less costly. All you need to invest in Guerrilla marketing is time, energy, and imagination. “Money helps,” Levinson says but adds that it’s not as necessary as those three key essentials. (Bernard and Saucet, 2017). This is why Levinson recommends small businesses owners to adopt such an approach (Wallace, 1989).

Guerrilla marketing is, of course, suitable for big businesses as well, and from the many Guerrilla ads I’ve seen, an increasing number of them have joined the Guerrilla side. It’s contagious because it hits multiple targets at once. People notice it, engage with it, like it and therefore like the brand. It all depends on your creativity and execution, you just need to think of a fun way to reach your customers. Whether your goal was to advertise a product, a service, or good old community service, you can go Guerrilla about it. Once you got that all planned, head out to the streets and execute.

The street is the natural habitat for Guerrilla marketers, it’s where they exercise their creativity. It is a platform that offers an opportunity to connect with consumers, an opportunity to surprise them, excite them, and get them talking (Bernard and Saucet, 2017). Guerrilla marketing helps you standout among your competitors, and positions your brand in the minds of consumers as fun and different.

An example of using the street in the Guerrilla way is this great stunt by Vodafone, a big mobile operator. Cell phone theft is very common in Romania that it has become a national issue. Still, consumers don’t feel the need to insure their phones against loss. So, professional pickpockets were hired to go on the streets and slip flyers into people’s pockets and purses. “It’s this easy to steal your phone,” it reads “Insure your phone at Vodafone”1. What better way to get your point across than to prove it? This Guerrilla tactic surely left a stronger impact, and succeeded in raising awareness about the problem.

Guerrilla marketers have to pay attention to context and consider the circumstances of the target consumers, like the theft problem in the previous example was used as inspiration to create that Guerrilla move. This coming example also used context, it’s the “pay with a smile” campaign in 2012 by Havas Worldwide, an advertising agency in Australia. The team started roaming the streets handing out cookies and only asking for a smile in return. Filmed as a TV ad, and attributed the campaign to a recent high percentage of unhappy commuters. That action makes people build a positive association with the brand, it’s a friendly thing to do, to care about the community. To watch this ad, click here: https://www.youtube.com/watch?v=-cRXRxepsKo

Guerrilla marketing has to be creative, surprising, and unconventional either in execution or placement. In the previous examples, creativity was geared toward execution. As for creativity in placement, take for instance, McDonald’s McFries Pedestrian Crossing in Switzerland in 2010. Placing an ad as street graffiti instead of a sign works because it still reminded the passerby of the Mcdonald’s across the street in an unusual way, elevating the consumer experience.

Advertising Agency: TBWA Switzerland Brand: MacDonald’s “MacFries Pedestrian Crossing” in 2010.

Source: Ads of the world.

Another “gripping” example is that placed at bus stations in France in 2009. Ads that are made of Velcro that stick to the clothes of anyone standing too close, because it’s the new ‘Grip’ bottle by Coca Cola. Target audiences are more likely to talk about it with others, while it’s hard to imagine a context where they talk about an ordinary Coke ad.

Advertising Agency: Marcel, France. Brand: Coca Cola “Grip Bottle” in 2009.

Source: Ads of the world.

What Guerrilla Marketing achieves is so much more than an increase in sales. It contributes to brand loyalty, and builds positive associations. Making the brand more human and less like a corporation that’s just trying to take their money. Creativity can go a long way, and remember, you don’t need a big budget, you can work with what you have. Here are video examples of guerrilla marketing for you to watch and learn:

Volkswagen’s “Speed up your life” campaign: https://www.youtube.com/watch?v=W4o0ZVeixYU

TNT’s “push to add drama” campaign: https://www.youtube.com/watch?v=316AzLYfAzw&t=26s


  • http://www.marketing-schools.org/types-of-marketing/guerrilla-marketing.html
  • Connolly, Chris. “Six Great Guerrilla Marketing Campaigns.” CNN. Cable News Network, 13 Nov. 2007. Web. 14 July 2017. <http://edition.cnn.com/2007/LIVING/11/13/guerrilla.marketing/>.
  • Cova, Bernard, and Marcel Saucet. “Unconventional Marketing: From Guerrilla to Consumer Made.” Social Science Research Network Electronic Paper Collection (2017): n. pag. Web. 15 July 2017.
  • Linda S. Wallace (March 12, 1989). “‘Guerrilla marketing’ gives small firms the edge”. Lawrence Journal-World. Retrieved June 5, 2017.
  • “How to Pull Off a Guerrilla Marketing Campaign.” Entrepreneur. Entrepreneur Media, Inc., 18 Apr. 2010. Web. 14 July 2017. <https://www.entrepreneur.com/article/206202>.
  • Ives, Nat. “Guerrilla Campaigns Are Going to Extremes, but Will the Message Stick?” The New York Times. The New York Times, 23 June 2004. Web. 14 July 2017. <http://www.nytimes.com/2004/06/24/business/media-business-advertising-guerrilla-campaigns-are-going-extremes-but-will.html>.

Can Cancer Be Avoided at All?

Hamda Yaser Al Awadhi

Hamda is a nineteen years old Emirati and a third-year international affairs student at Zayed University. Hamda’s interest in writing articles began when she lived and studied in France. The four years in France taught her to respect the diverse opinions surrounding her, yet to always acquire her own personal opinion. Hamda enjoys discovering different topics surrounding culture, history and world issues.
In her column “The Oblivion” she covers topics in world issues, theories and philosophical topics.

Latest posts by Hamda Yaser Al Awadhi (see all)

Reading Time: 4 minutes

Cancer is a disease that occurs by the abnormal division of cells that form a tumor. Cancer has caused the death of countless people between men, women, and children. Does general medicine have any cautionary advice against it?

Artwork by Ghadeer Mansour Mutairi (Instagram: @ghmutaiiri, Twitter: @ghsasud

Cancer is a disease that is caused when the human body cell’s orderly division process becomes abnormal. As cells divide without stopping and spread to surrounding tissues. Cancer is a genetic disease that controls the functions of the cell, it’s growth and division process, (National Cancer Institution, 2015). However, cancer may also occur due to the exposure of the human body to chemicals in tobacco, radiation, and solar ultraviolet rays that may cause damage to the DNA, (National Cancer Institution, 2015). Cancer also causes the formation of tumors.

Chemotherapy is a medication used to stop or slow down the growth of cancer. Chemotherapy is considered to be a painful procedure, as it affects the nerve cells in its process (chemocare, 2002). Therefore, cancer patients go through a long process towards healing, and they require all the love and moral support to stay strong at times of pain. To show solidarity and spread awareness, organizations within communities organize major campaigns on the 4th of February of every year as it is the World Cancer Day.

In the United Arab Emirates, cancer is the third leading cause of death after cardiovascular diseases and accidents, as approximately 500 deaths occur per year ( Tadmouri & Al-Sharhan).

According to the National Cancer Institution in the United States, deaths caused by cancer are 171.2 per 100,000 men and women per year based on the US mortality statistics from 2008-2012. However, cancer mortality is higher among men, as 207.9 occur per 100,000 men and 145.4 per 100,000 women (National Cancer Institution, 2015). Furthermore, there is an expected global increase in cancer cases, in 2012 there were 14.1 million cases of cancer and it is expected to increase to 24 million cases by 2035, (Worldwide cancer Research Fund International, 2015).

Furthermore, due to the widespread of cancer, organizations have been established, such as ‘Global Cancer foundation’, ‘Friends of Cancer Patients’ and ‘Positive Cancer Foundation’ to provide patients with emotional support, spread awareness, and in some cases provide financial support.

With the global widespread of cancer, there are some ways that general medicine advise with to reduce the possibility of cancer diagnosis, although it must be said, that those ways cannot guarantee the prevention of this disease:

  • Avoid using tobacco, as smoking is linked to several types of cancers such as, lung, throat, bladder and kidney cancer (Mayo Clinic, 2017).
  • A healthy diet will not prevent cancer; however, it may help reduce the risk of cancer (Mayo Clinic, 2017).
  • Protect yourself from the sun by applying sun cream and try to avoid the sun rays from 10:00 am to 4:00 pm, as the sun rays are the strongest during that period. This might help reduce the chances of getting skin cancer (Mayo Clinic, 2017).
  • Get vaccinated from viral infections such as hepatitis B, which may increase the possibility of developing liver cancer (Mayo Clinic, 2017).
  • Get regular medical checkups and screenings for skin, breast and colon cancer. Catching the disease at early stages can help in managing it. (Mayo Clinic, 2017).
  • Drinking large amounts of liquids such as water reduces the risk of bladder cancer. (Laliberte, 2011).
  • Brisk walking for 2 hours a week can reduce the risk of breast cancer by 18% (Laliberte, 2011).
  • Increase your calcium intake as it reduces the risk of colon cancer (Laliberte, 2011).
  • Lastly, avoid unnecessary CT scans, as it may trigger leukemia due to the high amount of radiation (Laliberte, 2011).


  • Tadmouri , G. O., & Al-Sharhan, M. (n.d.). Cancers in the United Arab Emirates. Retrieved July 24, 2017, from Genetic Disorders in the Arab World: United Arab Emirates: http://cags.org.ae/cbc08ca.pdf
  • chemocare. (2002). Pain & Chemotherapy. Retrieved July 30, 2017, from chemocare: http://chemocare.com/chemotherapy/side-effects/pain-and-chemotherapy.aspx
  • Laliberte, R. (2011, November 16). 20 Ways To Never Get Cancer. Retrieved July 17, 2017, from Prevention: http://www.prevention.com/health/health-concerns/everyday-cancer-prevention-tips
  • Mayo Clinic. (2017). Cancer prevention: 7 tips to reduce your risk. Retrieved July 17, 2017, from Healthy Lifestyle, Adult health: http://www.mayoclinic.org/healthy-lifestyle/adult-health/in-depth/cancer-prevention/art-20044816?pg=2
  • National Cancer Institution. (2015, February 9). What is Cancer? . Retrieved July 17, 2017, from National Cancer Institution: https://www.cancer.gov/about-cancer/understanding/what-is-cancer
  • Worldwide cancer Research Fund International. (2015, January 16). Worldwide data. Retrieved July 24, 2017, from Worldwide cancer Research Fund International: http://www.wcrf.org/int/cancer-facts-figures/worldwide-data

Anxiety; The Modern Epidemic

Mariam Al Hosani (@mariamralhosani)

Mariam Al Hosani (@mariamralhosani)

An inquisitive soul, Mariam has always been fascinated by human beings. With a Bachelor degree in International studies with a specialization in International Affairs, she learned that for there to be order in the world humans need to be reminded of their humanity. In her column “Back to Humanity” Mariam sheds a light on topics she believes we all need to reflect on every once in a while.
Mariam Al Hosani (@mariamralhosani)

Latest posts by Mariam Al Hosani (@mariamralhosani) (see all)

Reading Time: 4 minutes

Anxiety is a serious problem that many of us have but don’t realize. Find out how to spot anxiety and what to do about it.

Artwork by Eman AlRaesi (Instagram: @emanalraesi, Twitter: @emanalraesi)

Are you the type of person that tends to over think and over plan? When starting a new project or going through a life change, does this consume your thought? Do you make checklists and schedules in your head before you sleep of all the things you need to get done? I am one of those people. My whole adult life I just assumed that this was the kind of person I am and because of these things I am more efficient and achieve everything I set out to do. However, I have recently discovered that many of these symptoms are signs of anxiety. These traits to over-plan and over think are signs of anxiety when they take a more extreme form. When everyday plans and goals start causing mental distress and in some cases even prevent a person from being fully functional, this person likely has anxiety.

Psychological issues are still a very unspoken-about territory in our society. Many of us know one or two people that we suspect have psychological issues that they either ignore or are in denial about. It’s never an easy topic to approach and having a psychological issue or seeking professional help is most of the time seen as something extreme. Anxiety is one of the most common psychological issues that are often overlooked or undermined resulting in an escalation of the condition to a more severe state.

General Anxiety disorder (GAD) is when you find yourself worrying about everyday things in your life such as work, family, or money for no apparent reason. People with GAD tend to overthink on how certain scenarios could play out and all the bad things that could happen when most of the possible scenarios are unrealistic or very unlikely to occur. Some of the more common symptoms of GAD are excessive worrying, irritability, trouble sleeping, indigestion, gastric issues, headaches and an increased heart rate. It is unclear why anxiety develops in some people but factors such as traumatic events, death of a loved one, divorce or just a period of high stress can all be triggers.

According to Dr. Shankar Srinivas Kuchibatla, consultant psychiatrist and medical director of the Dubai-based Lifeworks Foundation, approximately 20 percent of the UAE population suffers from some form of anxiety disorder. Our fast-paced lives, long work hours and constant social demands are all factors that overwhelm many of us. When we aren’t worrying about our own lives, we log into our social media accounts and are exposed to an endless stream of political news, environmental problems, or disturbing YouTube videos. This constant stream of information can do more damage than good for a lot of people.

A common misconception is that if a person can function normally throughout their day, it’s unlikely that they have a serious problem, allowing their underlying issues to escalate. Psychological issues like anxiety are a chemical imbalance in the brain that can happen to anyone at any point in their lives and can vary and manifest differently from one person to another. Determining if you are just a little stressed or if you have a problem is the first step to finding a solution that suits you.

From my personal experience, the best way to understand what is going on in your head is to talk about it. We are not alone, there is always a family member, a friend or even a professional who can help us process our thoughts and feelings. Educating ourselves on this disorder and others that are on the rise helps us become better equipped to identify if we or someone we love, fit the profile. Psychological diseases are as real and life-altering as physical diseases, the sooner we accept this, the more people we can help.


  • Jr., B. D. (2017, April 10). UAE Residents Gripped by Anxiety Disorders. Retrieved from Khaleej Times: http://www.khaleejtimes.com/news/uae-health/uae-residents-gripped-by-anxiety-disorders
  • WebMD. (2016, Feburary 27). General Anxiety Disorder . Retrieved from WebMD : http://www.webmd.com/anxiety-panic/guide/generalized-anxiety-disorder#1

A Closer Look At Mental Illnesses

Hessa AlEassa (@Hessa_AlEassa)

Hessa Al Eassa writes to inspire, shift perspectives and make individuals aware of themselves and their potentials. With her creative pieces, she aims to reach the hearts and minds of her readers for them to have a better life. She is highly interested in topics such as psychology, self-help, and wellbeing. She is a dreamer, an optimist and she finds beauty in the little details of life.

Latest posts by Hessa AlEassa (@Hessa_AlEassa) (see all)

Reading Time: 6 minutes

Is there any close person to you who has been diagnosed with a mental illness? Have you ever wondered what is mental illness? What causes it and what are the symptoms? And how does a patient really feel?

Artwork by Nouf Bandar Elmoisheer (Instagram: @naufba)

Her eyes were closed tightly, but drops of tears escaped between her long black lashes. These tears carried her memories of hardship that she had overcome.

“Sarah, are you ok?” asked her psychologist.

“Don’t worry doctor, these are tears of joy; not like the ones that you have witnessed before,” she replied with a smile while trying to dry the running tears down her cheeks. “As you know, this is our last session, but you are always welcome back,” said the doctor. She thanked the doctor for his support and left the office. As she started to head back home; her mind was still occupied with the memories of the mental illness that she was diagnosed with: depression.

Patients with mental illnesses are looked at differently in many societies. If a person is diagnosed with a mental illness, it would be taboo to talk about it outside the borders of their home. Many think that this negative perception was adopted from the old times when mental illness was looked at by the society as madness, and not a health condition. But even today, according to a survey conducted in the UK, people would describe mentally ill patients as dangerous individuals. (Davey, 2013). This clearly suggests that there is no chance for the patient to be at school, work or in any public area without being discriminated against. All of these misconceptions add to the loneliness of the patient who is already lost in his circle of fear. Also, the pressure of the stigma forces the family and the patient to hide the illness instead of treating it.

However, society is not aware of the fact that mental illness is a health condition like any other health condition, which includes disabilities. But this condition is unique because it causes a disruption in the mind and psyche of the person rather than being a visible disease on the body. Mental health illness primarily refers to a disorder or a change in the emotions, behavior, and thoughts of an individual. This condition affects the person’s daily routine, productivity, mood and social relationships. There are different types of mental illness conditions some are more known than others. Some of these conditions include Schizophrenia, Anxiety, Obsessive-Compulsive Disorder, and Depression. (Information about mental illness and the brain, 2007)

Many individuals wonder what causes mental illness, however; there are no any clear cut answers to this question, but there are some contributing factors. Two factors that many experts in the field talk about include the biological and environmental factors. The biological factors refer to genetics and the history of the family with mental illnesses. It also refers to changes in the chemicals and the structure of the brain that occur within a diagnosed patient. The environmental factors include the setting or the condition that the individual is exposed to such as chronic stress, war, culture and traumatic life events. Sometimes, these two factors can be interlinked, and they both can exist simultaneously. However, once the signs and symptoms of mental illness are noticed individuals should seek the proper support. It is not something to be ashamed of or to hide. (Causes of Mental Illness, 2017)

Every mental illness has its unique signs and symptoms. In the case of depression, “People with depression experience, for at least two weeks, persistent sadness and a loss of interest in a once enjoyable activity. They also experience guilt, hopelessness, and loss of energy, lack of concentration and distrusted sleep and appetite. At its worst, depression can lead to suicide.” (WHO Global Health Days, 2017)

Angelo, from the Philippines, was diagnosed with depression. He describes his experience with depression as “going through a process” and during this process, ones’ family support and understanding are crucial. He explains how the most painful experience that comes with depression is the experience of self-persecution. Because of Angelo’s lack of awareness about his mental illness, Angelo thought it was a punishment by life for his past mistakes.

With time the illness developed, and Angelo became dysfunctional, which made everything a struggle to him. “Going to work was a struggle, speaking was a struggle, sleeping was a struggle and thinking was a very big struggle,” His family noticed the changes that he was going through and knew that he needed help from a professional. Angelo feared the stigma associated with mental illness that is set by the society. However, this did not stop Angelo’s mother from convincing him to seek therapy. She attended every session with him, and she provided him with emotional support whenever needed. This support that Angelo received from his family was one of the main contributors to his healing process. (WHO Global Health Days, 2017)

As reflected in Angelo’s story, family support can be the keystone to the healing process of all mental illness conditions. This support can be provided in many forms, including taking the initiative of learning about the illness of the patient to understand what is the patient going through. Also, avoiding any behavior, attitude or stigma that would discourage the patient from acknowledging the illness or following the treatment plan. In some cases, families would question the existence of the patient’s illness and would ask him or her “to toughen up” which may distress the patient. Further, families can also provide emotional support by letting the patient know that he or she is not alone in this vague journey. Other encouraged gestures that would highlight family support include booking therapy appointments and being with the patient during the appointments.

To conclude, mental illness is not something to hide from but to embrace as suggested by Angelo, “Embracing depression completely can be a life changing experience, it is liberating.” The patient and the family must acknowledge the illness, and they ought to seek help from professionals because “A person who goes through depression and attains healing is a better person of the society”.


  • Causes of Mental Illness. (n.d.). Retrieved July 15, 2017, from http://www.webmd.com/mental-health/mental-health-causes-mental-illness#1
  • Davey, G. C. (2013, August 20). Mental Health & Stigma. Retrieved July 15, 2017, from https://www.psychologytoday.com/blog/why-we-worry/201308/mental-health-stigma
  • Depression: Let’s talk. (n.d.). Retrieved July 15, 2017, from http://www.who.int/campaigns/world-health-day/2017/top-stories/en/
  • Friedman, M. (2014, May 13). The Stigma of Mental Illness Is Making Us Sicker. Retrieved July 15, 2017, from https://www.psychologytoday.com/blog/brick-brick/201405/the-stigma-mental-illness-is-making-us-sicker
  • Gluck, S. (n.d.). What is Stigma? – Stand Up for Mental Health – Stigma. Retrieved July 15, 2017, from https://www.healthyplace.com/stigma/stand-up-for-mental-health/what-is-stigma/
  • Mental disorders. (n.d.). Retrieved July 15, 2017, from http://www.who.int/mediacentre/factsheets/fs396/en/
  • Stigma and discrimination. (2015, November 30). Retrieved July 15, 2017, from https://www.mentalhealth.org.uk/a-to-z/s/stigma-and-discrimination
  • Unite For Sight. (n.d.). Retrieved July 15, 2017, from http://www.uniteforsight.org/mental-health/module4
  • (US), N. I. (1970, January 01). Information about Mental Illness and the Brain. Retrieved July 15, 2017, from https://www.ncbi.nlm.nih.gov/books/NBK20369/

The Millennial’s Path To Success

Mariam Al Hosani (@mariamralhosani)

Mariam Al Hosani (@mariamralhosani)

An inquisitive soul, Mariam has always been fascinated by human beings. With a Bachelor degree in International studies with a specialization in International Affairs, she learned that for there to be order in the world humans need to be reminded of their humanity. In her column “Back to Humanity” Mariam sheds a light on topics she believes we all need to reflect on every once in a while.
Mariam Al Hosani (@mariamralhosani)

Latest posts by Mariam Al Hosani (@mariamralhosani) (see all)

Reading Time: 4 minutes

How does the millennial generation define success different from the generations before and how are we achieving it?

For many generations success has been a clear path; a good education, a good job, marriage, a house and a good retirement plan. This path still works for a lot of people but most of us millennials are just not satisfied with the traditional layout of a successful life. The day I quit my job was both the most terrifying and exhilarating thing I had ever done. I was terrified because I had no idea what my next step was but exhilarated because every option was now a possibility. There was no time frame or key performance indicators that I had to abide by; I simply had to decide what my next step would be.

This generation of millennials is severely judged by those before us. We are branded as lazy, lost and irresponsible. The fact that many of us choose not to do things the old way makes us seem reckless to generations that have spent their entire lives planning each step and each expense. This more carefree or bold approach to life is why more and more millennials are opting out of 9 to 5 jobs, starting up their own businesses and making use of their talents. According to a study conducted by Khalifa Fund for Enterprise Development, the highest rate of entrepreneurship in the UAE is among the age group 25-35. The study also shows that both young age groups 18-24 and 25-35 are more likely to leave full-time jobs to pursue entrepreneurship opportunities.

I conducted a survey on young millennials both employed and unemployed to determine how they measured success in terms of their professional lives. When asked what requirements they looked for in a job, 88% of them chose exciting as the main criteria. The results also showed that 50% of them would stay at a job they are unhappy with for a maximum of only two years and 90% of them planned or already owned their own business. The majority, almost 86%, answered that having a job that did not make them happy meant that they were not successful. They explained in different ways, that success came through being passionate and finding the right job or opportunity that made them content. What I learned from these results is that the quality of life and self-fulfillment these young people feel is how they measure their success whether they were employed, self-employed or unemployed.

Chelsea Krost, a millennial spokesperson and expert in millennial mindset marketing explains in her ebook how she believes success by millennials is defined: “success could mean being financially independent and debt free, working in a space that you are truly passionate about, or getting married and having children. A millennial has the flexibility and resources today to really create what they define as success.” If you are like me starting over and looking for a new path, starting a new business or maybe stuck at a job that makes you unhappy, remember we are part of a generation that is breaking the mold and doing things in a new way. Find that job, business, hobby or lifestyle that will make you feel content. Let the success of your life depend on the little things that make you happy and all the risks that are waiting for you to take on.


Khalifa Fund for Enterprise Development. (n.d.). Youth and Entrepreneurship in UAE. Retrieved from Emirates foundation : https://www.emiratesfoundation.ae/Content/en/files/Youthentrepreneurship.pdf

Peterson, L. (2015, March 18). Millennials Are Redefining Success – Why the Rest of Us Should Pay Attention. Retrieved from Huffington Post: http://www.huffingtonpost.com/leisa-peterson/millennials-are-redefinin_b_6489766.html

Survey Monkey. (2017, June 19). Measuring Success. Retrieved from https://www.surveymonkey.com/results/SM-ZHYDBCQP/