Ultimately, brands need to have a role in society. The best way to have a role in society is to understand how people are talking about things in real time.
- Jean-Philippe Maheu, Chief Digital Officer at Ogilvy

Doing business without doing your research is risky business. Before engaging, build a profile for your target audience.

Understand this profile’s lifestyle. Describe it from head to toe, inside and out. It takes a little bit of time, but it’ll allow you to get into their head and understand what makes them tick. What their likes, dislikes, passions and fears are. All together enabling you to figure out how to best impact them.

The photo is of one of the doors to the Masjid Nabawi in Medina, Saudi Arabia. I took it when I went for Hajj back in December of 2006.

Many of life’s failures are people who did not realize how close they were to success when they gave up. -Thomas A. Edison

This is a photo of the chandelier (from the ground look up) in the dome area of the MCC (Muslim Community Center) in Silver Spring, MD.