As we begin to accept change as a necessity for business growth in uncertain times, it becomes clear that an organization’s or brand’s resilience is what keeps it alive. Building brands that adapt without losing their essence — that evolve with purpose rather than react under pressure — goes beyond business; it’s a learned craft.
Resilience, at its core, is about transformation — the ability to stay rooted in meaning while navigating uncertainty, challenge, and growth. It’s the quiet strength behind every lasting brand story.
My relationship with resilience is deeply personal. It has shaped who I am and how I approach work. Over time, I studied it from a research perspective to understand it beyond the glorified version we often celebrate. I learned that too much resilience can be counterproductive — even toxic. When organizations stay in constant alert mode, they risk confusing reaction with resolution. True resilience requires awareness: knowing when to adapt, when to pause, and when to redefine what strength really means.
While the world was standing tall against COVID, we in Lebanon were fighting on many fronts. This research redefines the relationship between place and person, exploring resilience as an interactive process between the two.
This video summarizes my thesis, research, and fieldwork conducted in Beirut with entrepreneurs who, despite overlapping crises, chose to stay, run successful businesses, and protect their teams during the hardest times — when economic collapse, the port explosion, and social unrest devastated the country.
How — and why — do entrepreneurs choose to remain in what many would call “hell,” where multiple crises collide? It’s a question without a single answer, except through witnessing resilience itself — and expanding our understanding of what it truly means to endure, adapt, and transform. Resilience is not a constant state but a dynamic process — a series of feedback loops shaped by context, environment, and human response. This exploration has deepened my perspective on resilience, revealing it as something that awakens when needed, serves its purpose, and rests when it’s not.
GLOBAL Executive MBA - Berlin School of Creative Leadership - Powered by Steinbeis University – Schools of Next Practices.