Welcome to the Forty Over 40 blog. We frequently spotlight one of our honorees and their thoughts on reinvention, mentorship and momentum…plus a peek into what makes them tick.
This Q & A is with Jumana Abu-Ghazaleh, CEO of betwixt.us. Jumana is innovating her field of work by being passionate about 2 things: first, that empathy is essential to business success and second, that empathy is underrated in the business world. As our reliance on technology increased, Jumana noticed a tremendous amount of attention and investment being directed towards efficiency maximization but none being paid to the development of interpersonal dynamics in a digital world
1) What was a pivotal moment of reinvention for you?
A question came up at a conference I attended on angel investing in 2013: if investing is dependent on trust between people, is it possible for people to develop trust virtually (and therefore invest remotely)? Without ever meeting face to face? Hearing the panelists wrestle with the problem of trust in the digital era sparked something in me. I’m a strategist by training: I’ve managed products, budgets, and departments and I helped build a New York agency from the ground up. The end goal was always the same: to develop a relationship between a company and the consumer. But what about trust between people? Before the conference ended I realized I would be shifting my focus radically. After having spent 20 years helping brands develop relationships with people I would devote myself to helping professionals develop relationships with each other.
2) Who has been a valuable mentor or sponsor?
Joan Dufresne, my first boss in advertising and my touchstone for all things strategy. An instinctive mentor – she shares her knowledge, wisdom and resources freely, is fiercely protective of her people in life and at work, and she always gives both a hand and a damn. It is thanks to her that I know it is best to think from the heart.
3) What is your biggest goal right now?
Fostering empathy, rapport and trust in a digital world.
4) How did you get your first job? How did you jump to your second job?
When I got my MBA, I decided I wanted to build brands. So I sold my furniture, moved to New York and sent my resume to every agency with a New York office. I didn’t receive a single call back. A friend in the industry told me I had what they called “the suit factor” – there was no way I could thrive in a creative environment, they said.
How would I get around that? I cold-emailed Sir Martin Sorrell (the CEO of WPP, an advertising agency holding company), fibbed about being in London and asked for 15 minutes of his time. He said yes, I booked a ticket, went to London for a day, met with him for 17 minutes during which I made the case that I’d be a great fit for Ogilvy & Mather (one of his agencies) and 28 days later I had a job there as a Junior Planner.
The very beginning of my career taught me to be unswayed by rejection, to persevere, and to anticipate a journey. It also taught me that with focus and clarity of purpose, I can turn a great idea into a reality.
5) How do you unplug? How often do you unplug?
A good workout (30 minutes of straight up sweat), a good crossword puzzle (NYT), a good meal (something that requires utensils), quality time with the best dog in the world – in small bursts throughout the day, in no particular order.
6) What challenge / achievement are you most proud of?
Surrounding myself with some of the most intelligent, inspiring, motivating and motivated women on the planet. It took a long time: I searched for them, I courted them, and I am grateful for their power every single day. The betwixt.us team is by far my greatest accomplishment.
7) What was the last business book you read?
The most Human Human, by Brian Christian – not a standard how-to book but required reading for anyone who wants to thrive in the digital age.
8) What is the best piece of advice you ever received?
“If you have a talent it’s your responsibility to make use of it – you owe it to the world.”
9) What is your “keep me going” quote?
“Each night, when I go to sleep, I die. And the next morning, when I wake up, I am reborn.” Mahatma Gandhi.
10) Who on the list of prior Honorees would you like to meet?
Diane Hessan, because she helps people turn their audacious dreams into reality.
Ari Horie, because she’s making space for female founders, which we desperately need more of.
Nilofer Merchant, because she’s a ferocious leader who has worked through every aspect of her industry.
Ruthe A. Farmer, because she is an advocate for diversity and its impact on social change.
Tereza Nemessanyi, because she helps put big muscle behind struggling pioneers.
Check out Jumana Abu-Ghazaleh’s full 40 Over 40 profile here!
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