Making It with Jon Davids - Episode 150 Summary: “I Spent 15 Months With GaryVee, Then This Happened” | Maha Abouelenein, Digital and Savvy

Introduction

In Episode 150 of Making It with Jon Davids, host Jon Davids sits down with Maha Abouelenein, a seasoned communications expert with an impressive portfolio, including running PR for influencer Gary Vaynerchuk (GaryVee) and leading Weber Shandwick’s PR operations in the Middle East. Maha recently authored a book titled Seven Rules of Self Reliance, which provides a playbook for success in modern business landscapes. The conversation delves deep into her journey, strategies for building personal and business brands, navigating cancel culture, crisis management, and the evolving role of media and AI in communications.

Maha’s Journey: From Minnesota to the Middle East

Maha begins by sharing her multicultural background and significant career moves. Born and raised in Minnesota to Egyptian parents, she moved to Egypt at 27 without knowledge of the language or local network. This bold step led her to work as an office manager for a billionaire, a role that initially seemed beneath her qualifications but ultimately transformed her career.

Maha Abouelenein [03:25]: “I thought I was overqualified, I shouldn't do this job. But it ended up being the smartest and the best thing that ever happened to me.”

Her tenure in Egypt saw her ascend to prominent roles, including Head of Communications at Google and leading the launch of Netflix in the Middle East. Her experiences culminated in founding one of the world’s largest PR firms, Weber Shandwick, across multiple countries. Maha emphasizes the importance of seizing opportunities that prioritize learning and relationship-building over immediate financial gain.

The GaryVee Connection: Building Trust Over 15 Months

A significant portion of the episode focuses on Maha’s intricate relationship with Gary Vaynerchuk. The story begins with Maha’s proactive approach to networking, inspired by Gary’s book Crush It. After initiating contact through social media, Maha dedicated 15 months to building a genuine relationship with Gary, offering her expertise without immediate compensation.

Maha Abouelenein [11:08]: “I was 15 months of building a relationship, trying to build trust, trying to... see where the synergies would be.”

This period involved extensive efforts to demonstrate value, culminating in Maha organizing Gary’s first visit to the Middle East. Although the initial plan to open VaynerMedia’s Middle Eastern branch didn’t materialize, their collaboration evolved into a mutually beneficial partnership.

Maha Abouelenein [16:56]: “He has everything, access on his fingertips to do anything he wants to do in the world... I thought, like, this is a region or a market that's... new, that's not... that's still up and coming.”

Personal Branding: Reputation as Currency

Maha passionately argues that personal branding is synonymous with reputation and is non-negotiable for entrepreneurs and professionals alike. She stresses that a strong personal brand aids in recruiting talent, attracting investors, and building meaningful business relationships.

Maha Abouelenein [17:09]: “Your reputation is your personal brand. Replace the term personal brand with reputation and then tell me you don’t care about your reputation.”

She outlines strategies for building and protecting one’s reputation, emphasizing intentionality in online and offline interactions. Maha advises focusing on skills, experiences, and personal values rather than merely personal life details.

Navigating Cancel Culture: Caution Over Engagement

When discussing cancel culture, Maha advises caution. While acknowledging that cancel culture can act as a barometer for societal values, she warns against impulsively sharing opinions that could harm one’s business or professional relationships.

Maha Abouelenein [21:08]: “Sometimes we get so emotionally cut up and we react or we tend to overreact and then a fluid situation unfolds and it’s not what we thought it was.”

Maha recommends assessing the impact of voicing opinions on sensitive topics, prioritizing the protection of one’s team, clients, and business reputation over personal expressions that may lead to backlash.

Media Strategies: Balancing Traditional and Digital Media

Maha underscores the enduring value of traditional media coverage alongside digital presence. She highlights that media endorsements from reputable third parties, such as TV appearances or feature articles, lend credibility that social media alone cannot achieve.

Maha Abouelenein [26:00]: “It's the credibility factor. It's getting that publicity is important.”

She advises businesses to craft newsworthy stories that resonate with audiences and leverage multiple communication channels to enhance their credibility and reach.

AI’s Impact on Communications: Enhancing Efficiency, Preserving Authenticity

Discussing the role of AI in the communications industry, Maha acknowledges its benefits in increasing efficiency—such as transcription, content clipping, and research. However, she maintains that storytelling remains a deeply human endeavor, with AI serving as a tool rather than a replacement.

Maha Abouelenein [28:38]: “Storytelling cannot be done the way that we work through AI, but we can use all the tools to help us...”

She expresses concerns about AI-generated content’s authenticity, particularly images, which can be indistinguishable from real ones, potentially complicating media trust.

The Podcast Boom: A Tool for Business Development

Maha advocates for the continued growth of podcasts as a valuable medium for business development. She outlines several benefits: showcasing expertise, attracting customers, building an audience, and repurposing content for other platforms.

Maha Abouelenein [34:28]: “A podcast is a great business development tool to showcase who you are, what you can do.”

She encourages entrepreneurs to utilize podcasts to engage with their target audience, offering practical tips on aligning podcast content with audience interests and leveraging feedback for growth.

Authorship: Crafting Seven Rules of Self Reliance

Maha shares insights into her book-writing process, which spanned seven months of ideation followed by two months of writing. The book distills her 30-year career experience into actionable rules for self-reliance, focusing on value creation, lifelong learning, personal branding, networking, and resilience.

Maha Abouelenein [38:27]: “How do you create value for other people? How do you become a lifelong learner? How do you become a long-term player...”

The book includes practical exercises, serving as a playbook for readers to implement the principles discussed.

Conclusion

Throughout the episode, Maha Abouelenein imparts valuable lessons on building and maintaining a strong personal and business brand, the strategic navigation of cancel culture, the integration of traditional and digital media, leveraging AI responsibly, and harnessing the power of podcasts for business growth. Her journey from Minnesota to the Middle East and her strategic alliance with GaryVee illustrate the impact of patience, relationship-building, and value creation in achieving long-term success.

For listeners looking to deepen their understanding of these topics, Maha’s book Seven Rules of Self Reliance is available from October 8th, offering a comprehensive guide to her proven strategies.

Notable Quotes

• Maha Abouelenein [03:25]: “I thought I was overqualified, I shouldn't do this job. But it ended up being the smartest and the best thing that ever happened to me.”

• Maha Abouelenein [11:08]: “I was 15 months of building a relationship, trying to build trust, trying to... see where the synergies would be.”

• Maha Abouelenein [17:09]: “Your reputation is your personal brand. Replace the term personal brand with reputation and then tell me you don’t care about your reputation.”

• Maha Abouelenein [21:08]: “Sometimes we get so emotionally cut up and we react or we tend to overreact and then a fluid situation unfolds and it’s not what we thought it was.”

• Maha Abouelenein [26:00]: “It's the credibility factor. It's getting that publicity is important.”

• Maha Abouelenein [28:38]: “Storytelling cannot be done the way that we work through AI, but we can use all the tools to help us...”

• Maha Abouelenein [34:28]: “A podcast is a great business development tool to showcase who you are, what you can do.”

• Maha Abouelenein [38:27]: “How do you create value for other people? How do you become a lifelong learner? How do you become a long-term player...”

Final Thoughts

Maha Abouelenein’s insights provide a roadmap for entrepreneurs and professionals aiming to build resilient and reputable brands. Her emphasis on relationship-building, strategic use of media, and adaptive use of technology offers actionable strategies for thriving in today’s dynamic business environment. Listeners are encouraged to explore her book for a deeper dive into her methodologies and to apply these principles to their personal and professional lives.