By Fouad Kassem, Communication and Retail Manager at Jotun MENA

Fouad Kassem, Regional Category Development Manager at Jotun Middle East

Dear Fouad,

I hope this letter reaches you in early 2002, just as you are about to begin your first job in public relations. You are going to see some major changes in the next 20 years, but it would be remiss of me to say too much for fear of influencing the path you take. 

You are going to make some interesting professional and personal choices in the years ahead. I only hope my advice will help make the exciting journey ahead just that bit smoother. 

First and foremost, I want to tell you is to adopt the mindset, right from the very start of your career, that there is always so much more to learn. Instincts will take you far, but logic and common sense will take your further. Be curious and ask questions all the time, be alert and open minded, and observe how people around you work. 

It’s not only your seniors or manager that have something to teach you. The person next to you who may not even outrank you probably has a time-saving tip or an approach to dealing with challenges that you might find of benefit.

Most of your career changes will represent a positive move up the corporate ladder and an opportunity to do and learn new things will always present itself. There will come a time, however, when you need to acquire skills and knowledge, and it may not be possible to pick those up on the job. That’s why you should set aside some of your earnings to invest in your own ongoing education.

Some of the skills you’ll need will be practical. Without giving too much away, a thorough knowledge of digital marketing (a discipline that will develop rapidly in the second decade of this century) will come in very handy in your future.

In the year 2020, companies, and the world as a whole, will still need intangible skills like leadership and management. While there’s nothing like real-world experience, many of the situations we face as managers could be handled more effectively if we were better prepared for them through learning.

Change is constant, and a lot of it is coming your way, making it imperative to have an entrepreneurial and growth mindset. Competent employees who are good at the day job will always be in demand, but the ones who can offer ‘that little bit extra’ will be the ones who rise to the top. 

It could mean bringing in a new customer, contributing to the development of a new product or service, devising a new workflow that improves efficiency or identifying ways to save the organisation money. The stars of the future will be those who not only do their jobs well, but contribute positively to the company’s bottom line.

Not every step is strategic, and not every move will make sense at the time. One year, you could be spearheading communication for an urban planning authority. Another, you could be strategising a campaign promoting that most peculiar of fruits, kiwi! And if I was to tell you today that the man to whom orange was only a fruit, and never a color, would be managing the communication for one of the world’s leading paint brands, well, you would probably not believe me.

In closing, I would urge you to always remain open to new ideas, invest in yourself and stay grounded. And one more thing for the watch aficionado in you: Don’t underestimate the value time and of a good time-piece.