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Thought Leadership

Designing for Belonging: Why Community Psychology Is Becoming a Leadership Priority in the UAE

Dubai has become exceptionally good at building properties. The next challenge is building belonging. For years, the success of master-planned.

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Thought Leadership

UAE’s E-Invoicing Delay Is an Opportunity: Sudheer Padiyar

UAE’s E-Invoicing Delay Is an Opportunity: Sudheer Padiyar As the UAE advances its digital tax and compliance agenda, businesses across.

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Thought Leadership

The Next Frontier of Healthy Buildings Is One You Cannot See

Few countries have demonstrated the kind of sustained commitment to sustainable construction that the UAE has built over the past.

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Thought Leadership

Beyond the Reel: Building A Café Brand That Lasts

Building a hospitality brand today feels very different from what it did even a few years ago. We are no.

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Thought Leadership

The Decisive Leaders Guide to B2B Partnerships in Uncertain Markets

There is a particular kind of pressure that descends on a boardroom when the ground is shifting. Supply chains buckle..

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Thought Leadership

This Market Rewards the Decisive

There’s a particular kind of clarity that comes when everyone around you goes quiet. Markets are noisy when things are.

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Thought Leadership

How to Build a Successful Career in Hospitality and Entertainment Industry

A career in the hospitality and entertainment industry is a vibrant, emotional journey unlike any other. Every day pulses with.

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Thought Leadership

40 Lessons at 40: Insights from 20 Years of Guiding Global Leadership

I recently turned 40 and it sure felt different. Life had shifted into a space where I could pause, take.

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Thought Leadership

Top 5 Technology Solutions to Enhance Customer Experience

In today’s fast-paced digital landscape, customer expectations have evolved. They demand seamless, personalised, and secure experiences across every touchpoint. Businesses.

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Thought Leadership

Why Customer Experience is the Cornerstone of Any Successful Business

Businesses that prioritize customer experience (CX) in today’s hyper-competitive market, thrive. Surely price and product matter, but what truly differentiates.

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Thought Leadership

Ukraine – The Most Unexpected Yet Attractive Investment Destination?

Mediator writes about how Ukraine, despite ongoing challenges, is emerging as a strategic investment destination driven by reconstruction, reform, and international.

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Thought Leadership

The Lessons I Share When Training Top Hotel Brands in Customer Service

The top players in hospitality have grasped something many businesses still miss: In a marketplace where products and services are.

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Thought Leadership

From Challenges to Opportunities: Executive Education in Aviation’s AI Revolution

Introduction The aviation sector is experiencing a significant change, propelled by innovative technologies such as Generative AI and Cognitive Mesh..

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Thought Leadership

What is the ‘Spray and Pray’ Approach, and how can CEOs avoid the traps?

In boardrooms across the world, digital transformation is on every CEO’s agenda. Yet many leaders unwittingly fall into a strategic.

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Thought Leadership

How Luxury Hotels can achieve greater Sustainability and Cost Savings

It’s been a tough period for luxury hotel operators since 2020. The recent 5-year anniversary of the COVID-19 pandemic brought.

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Thought Leadership

Higher Education at the Crossroads

In a higher education landscape facing unprecedented disruption, university leaders find themselves simultaneously battling on multiple fronts. From artificial intelligence.

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Thought Leadership

How to Prioritise Your Health and Wellbeing as a Leader

Leadership demands resilience, mental clarity, and sustained energy—qualities that are deeply influenced by physics, biology, chemistry, and time. While many.

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Thought Leadership

AI Can Make Us More Human

AI comes along with words such as disruption, unprecedented and game changing, plus a few hundred more. Undoubtedly, we have.

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Thought Leadership

Why Ethical Leadership is the Missing Piece in the AI Revolution

Artificial intelligence isn’t just science fiction anymore—it’s part of our daily lives, changing how industries operate, guiding business choices, and.

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Thought Leadership

Rethinking Business in the Era of the Blue Economy

As the climate crisis deepens, businesses are under increasing pressure to adopt sustainable practices, and the world’s oceans have emerged.

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Thought Leadership

Meme Stocks: The Digital Gold Rush of the 21st Century

In the ever-evolving world of finance, few phenomena have captivated public attention and challenged conventional wisdom quite like the meteoric.

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Thought Leadership

The Kohli Code: Cracking High-Stakes Success Like Cricket’s MVP

The stadium erupted when Virat Kohli secured his 51st ODI century against Pakistan this Sunday, 23rd February, but the real.

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Thought Leadership

Super Bowl 2025’s Most Memorable Commercials

In a year when advertising spots commanded an eye-watering $8 million for just 30 seconds of airtime, Super Bowl LIX’s.

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Thought Leadership

The Construction Surge in the Middle East

The construction industry in the Middle East is rapidly expanding, driven by government investments, increasing populations, and efforts to diversify.

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Thought Leadership

Dissolving Imposter Syndrome with The Demartini Method

If you remember one thing from this article, it’s this: “Know thyself.” – Socrates. The importance of self-awareness and authenticity.

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Thought Leadership

Five Trends Shaping Real Estate in 2025

The real estate landscape is rapidly changing, influenced by technological innovation, societal shifts, and the evolving priorities of a new.

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Thought Leadership

Embracing the Winds of Change: A New Leader’s Imperative

Change is the only constant in life, and nowhere is this truer than in the dynamic realm of leadership. In.

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Featured Profiles Thought Leadership

Shaping the Future of Asian Real Estate: Insights from Rusmin Lawin

Rusmin Lawin, a distinguished global entrepreneur and real estate leader with over 25 years of industry experience, serves as the.

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Thought Leadership

Adapting Leadership to a Time of Change

The working environment is undergoing a major transformation, yet the essentials of successful leadership are still relevant, writes Manish. The.

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Thought Leadership

How to Create an Easy-to-Digest Operations Manual

Operations manuals are known to be dense and inaccessible – walls of text that nobody reads. But this essential guide.

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Thought Leadership

Emerge as a Leader Through the Power of Speaking

“Every time you speak, you are auditioning for leadership.” —James Humes   How can I convince my manager I’m ready.

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Thought Leadership

Techniques for Developing Teams and Cultivating Future Leaders

As an executive, the choices you make play a crucial role in steering your organization toward its goals. Leaders stand.

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Thought Leadership

How to Succeed in Incorporating Personal Values into Your Professional Goals

In the midst of a career that often demands the relentless pursuit of professional achievements, many individuals find themselves at.

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Thought Leadership

Navigating the AI Revolution: A Strategic Guide for Business Leaders

It feels like AI has burst into our lives in an extraordinarily rapid way. Technologies that could once only be.

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Thought Leadership

Aerospace & Defense Manufacturing and R&D Summit 2024: Uniting Leaders in Aerospace & Defense

The highly-anticipated Aerospace & Defense Manufacturing and R&D Summit 2024, scheduled for 24th – 25th June 2024 at the prestigious.

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Thought Leadership

Unveiling the Future of Packaging: AmericaPack Summit 2024

The highly-anticipated AmericaPack Summit 2024, scheduled for 20 – 21 June 2024 at the prestigious Radisson Blu in Chicago, is.

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Thought Leadership

Unveiling the Dynamic Real Estate Landscape of Southeast Asia

The real estate industry in Southeast Asia is a captivating tapestry woven with threads of cultural diversity, economic dynamism, and.

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Thought Leadership

Strategic Alliances: Unleashing the Potential of Executive Mentors in Educational Institutions

Academic-corporate partnerships play a crucial role in preparing students for the real world. These strategic alliances can transform conventional learning.

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Thought Leadership

Rediscovering India’s Architectural Heritage: A Journey of Preservation and Pride

India, a land steeped in history and culture, is home to a diverse array of architectural marvels that span centuries..

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Thought Leadership

Cultivating Diamonds: A Leadership Approach to Unleashing Potential

Are you a great screener of talent? Or a world-class nurturer of potential? As leaders, we need to be both..

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Thought Leadership

Elevating Business Decisions with Immersive Technology: Insights for CXOs

Written by contributing writers Dr. Hemachandran Kannan, Director – AI Research Centre, Woxsen University, and Dr. Raul V. Rodriguez, Vice-President,.

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Thought Leadership

Empowering Women in Condo Management: A Global Movement Ignites in Latin America

Written by contributing writer Dawn M. Bauman, CAE Chief Strategy Officer CAI and Executive Director, Foundation for Community Association Research.

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Thought Leadership

How To Find And Hire The Right Virtual Assistant

Written by contributing writer Kathy Soulsby   There are thousands of Virtual Assistants (VA) out there. So, how do you.

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Thought Leadership

Steering Through Economic Shifts: UAE’s Adept Navigation in the New Age of Bilateral Trade Settlements

Written by Vasudevan Kidambi, Managing Director, Navo Management Consultants   The ‘greenback’ or the U.S. dollar has been synonymous with.

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Thought Leadership

Leading Together: The 21st Century Shift from Solo to Collaborative Leadership

Written by contributing writer, Jenni Miller   The 21st century has witnessed an unprecedented transformation in the way organizations operate..

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Thought Leadership

How Finance Principles Benefit Time and Money-Poor Business Owners

Written by contributing writers Amol Maheshwari and Shweta Jhajharia You’ve probably heard the famous quote by Abraham Lincoln: “Give me.

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Thought Leadership

Empathy and Humanity in Leadership: A Conversation with Dr. Joanne Liu

Our features editor, Sherlyn, had the opportunity to sit down with Dr. Joanne Liu, a seasoned professional in the field.

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Thought Leadership

Navigating the Post-Summer Lull: A Call for Personalized Team Engagement

Written  by contributing writer Judith Germain   As the summer months draw to a close and the last quarter of.

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Thought Leadership

Strings Attached: How the String Theory Shapes Our Understanding of the World

The string theory is a fascinating concept in physics that aims to explain the fundamental nature of matter and energy.

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Thought Leadership

Elevating Your Customer Service, One Guest at A Time

Written by contributing writer Micah Solomon, Customer Service Consultant, Trainer, and Bestselling Author    When my ConsultantPhone rings (it’s like.

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Thought Leadership

Cityscape Global Saudi Arabia 2023: A Monumental Real Estate Success

Cityscape Global is renowned as the largest real estate exhibition globally. It welcomed 350 exhibitors, over 10,000 international investors, an.

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Thought Leadership

Breaking Bias: Strategies For Recognizing, Managing And Eliminating Bias In Community Associations

Written By Contributing Writers Jennifer L. Martin, ESQ., Valeria Oman, ESQ., and Melissa Bauman Ward, ESQ.   There’s been a.

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Thought Leadership

Post-Pandemic Landscape: The Future Of Group Travel

It goes without saying that the pandemic had a tremendous impact on the travel industry, with group travel hit harder.

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Thought Leadership

Looking Beyond Inflation: Why We Need Better Metrics To Determine Pay Rises

Written by contributing writer Rameez Kaleem, Founder & Managing Director, 3R Strategy    With the cost of living crisis having.

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Thought Leadership

5 Leadership Anchors™ To Re-Imagine How You Serve Your Customers

Written by Dr. Glenn Williams, Founder, LCP Global   It’s 2023, and the hospitality and service industries are rebuilding. The.

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Thought Leadership

Leadership In The Age Of Burnout

Written By Contributing Writers Vishal Gupta, Professor, IIM Ahmedabad And Shishir Arya, Founder, MyHeal Consulting The age of today is.

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Thought Leadership

Building a Resilience Culture: A Strategic Approach for Teams

Written by Contributing writers Vicky Smith and Lesly Cooper   You wouldn’t expect a house to stay dry with half.

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Thought Leadership

Promoting Unity and Harmony: Soft Leadership as a Pathway to Global Prosperity

In a world plagued by growing intolerance and conflicts, it becomes imperative for us to examine the root causes of.

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Thought Leadership

Shaping the Future of Legal Practice: European Corporate Counsel and IP Law Summits 2023

Welcome to the European Corporate Counsel and IP Law Summits 2023, the pinnacle of European Legal events that bring together.

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Thought Leadership

Streamlining Operations and Enhancing Efficiency: SIBCA’s Urbanise CAFM Solution Case Study

SIBCA is a prominent player in the Middle East’s building technologies industry, specialising in designing, implementing, and maintaining life safety.

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Thought Leadership

The Public Speaking Dip: Rebuilding Confidence in a Post-Pandemic World

Written by contributing writer Gavin Brown, Director, Speak With Impact   “Things are a lot different now. My confidence has.

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Thought Leadership

Navigating the Path of Leadership: Lessons from Inspiring Figures

“Leadership flows from inner character and integrity of ambition, which inspires others to lend themselves to your organization’s mission.” aptly.

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Thought Leadership

Thinking Inside and Outside the Box: A Holistic Approach to Problem-Solving

Written by contributing writer, David García González, Founder, GoLocalise   As is likely to be the case for many businesses,.

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Thought Leadership

Rewriting Your Narrative: Breaking Free From Limiting Beliefs

Written by Contributing Writer, Will Polston. In Thailand, people have devised a simple way to control an elephant. When the.

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Thought Leadership

How To Lead To Effectively Grow Your Business

Written by contributing writer, Tom Williams, Principal, Innovation Consult. If you want to move past the business stage gates and.

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Thought Leadership

Leading with Purpose: How to Create a Vision-Driven Organization

In today’s fast-paced business world, it’s not enough for leaders to focus solely on achieving specific goals. They must also.

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Thought Leadership

Revolution 2023: A Paradigm Shift in Community Association Management in Europe

Revolution 2023, the groundbreaking training event with the theme “Unleash the leader within you,” marked its sixth successful year, captivating.

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Thought Leadership

Beyond Work: How Successful Entrepreneurs Prioritize Personal Well-Being

As an entrepreneur, your journey can be challenging and rewarding, requiring hard work, determination, and resilience. However, it’s common to.

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Thought Leadership

Conquering Imposter Syndrome: From Self-Doubt to Success

Written by contributing writer, Bethany Ainsley   Imposter syndrome is extremely common, even among successful, famous and talented people. Studies.

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Thought Leadership

How To Define Your Business’s Digital Transformation Maturity Pathway

Written by contributing writer, David Galea, Director of Digital Leadership, Centigo   Yes, running fast is key to gaining a.

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Thought Leadership

Redefining Leadership With A Flavour Of Indian Mythology And Immanuel Kant

-Written by Dr. Raul V. Rodriguez, Vice President, Woxsen University   The future of leadership is a topic that has.

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Thought Leadership

The Clinician Of The Future

Written by contributing writer, Roni H. Amiel The clinician of the future will encounter the patient of the future: an.

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Thought Leadership

The Future of Healthcare Leadership: Invest in Your People and Grow Multipliers

Written by contributing writer, Shiyen Shu, MSc.OT, Hon.BSc(Kin), PMP, CYT, Certified Executive Coach Healthcare has a bias for evidence-based best.

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Thought Leadership

The House of Change

The House of Change Written by Contributing Writer, Paul Seabridge Change is emotional, even when it’s for the better, and.

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Thought Leadership

The Importance of Diversity In Team Decision Making

Written by contributing writers, Anne Mieke Eggenkamp and Fennemiek Gommer, co-founders, Caracta Business Innovation    Innovation requires looking at the.

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Thought Leadership

Unleashing the Power Within: Mastering Energy for Long-Term Success

Written by Contributing Writer, Rachel Turner   Stress, overwhelm, and exhaustion is ubiquitous among founders. It’s no surprise, then, that.

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Thought Leadership

Mind The Gender-Pay-Gap

New Survey Finds 51% Of Organisations Have Never Completed An Equal Pay Audit     A new pulse survey by reward.

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Thought Leadership

Striking the Balance: Navigating Speed, Quality, and Cost Efficiency in the Era of Continuous Delivery

Written by Contributing Writer Surendra Challapalli, Vice President – Business System Analysis Sr Manager, Citi   In today’s fast-paced digital.

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Thought Leadership

Breaking the Mold: Embracing Inclusion with Exploratory Writing

Written by Contributing Writer, Allison Jones Thankfully, the conversations we’re having around inclusion and diversity have changed over recent years..

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Thought Leadership

How Leaders Can Look After Their Mental Health

Often in organizations, the focus is on looking after the mental health of the employees; however, it is just as.

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Thought Leadership

Lacking The Influence Factor: Survey Finds That Only 14% Of Leaders Are Influential

A survey into leadership competency has revealed that only 14% of leaders are influential, despite over 85% being ranked as.

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Thought Leadership

Mastering Meetings In A Creative Business

Meeting is a word that tends to be most unwelcome in business. Do you ever feel that all you do.

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Thought Leadership

How To Nail The Interview And Onboarding Process For New Employees

Written by contributor writer, Dominic Monkhouse, Founder & CEO of Monkhouse and Company Every great or aspiring-to-be-great business needs an.

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Thought Leadership

The Path To Net Zero: Reducing Emissions In The Global Real Estate Sector

Of the 55 gigatons of carbon emitted annually worldwide, the real estate sector is the number one emitter of greenhouse.

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Thought Leadership

5 Ways To Reinforce Employee Resilience

Written by contributor writer, Lesley Cooper, Founder & CEO of WorkingWell While there is a normal level of pressure embedded.

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Thought Leadership

Understanding The Spectrum Of Maverick’s Behaviour

If you stopped someone in the street and asked them what a maverick was, they would probably pause a moment,.

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Thought Leadership

How Real Estate Can Be The Next Frontier For The Metaverse

The Metaverse, short for “meta-universe,” is a term used to describe the concept of a virtual world that is fully.

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Thought Leadership

Opening Doors

Across the country, women are making headlines by seeking and accepting leadership roles in government and business. In January, 2019.

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Thought Leadership

How Professionals Can Thrive In The Canadian Real Estate Industry

The real estate industry in Canada is a significant contributor to the country’s economy and is a major source of.

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Thought Leadership

Effective Leadership In Changing Times

After having lived through all that Covid-19 presented to the Real Estate market, many are having a challenge transitioning to.

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Thought Leadership

India’s Very First Collection-Focussed Conference & Exhibition!

The Future Event organized India’s first Collection-focused Conference & Exhibition: Collections & Recovery Summit- India, on 23rd & 24th February.

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Thought Leadership

The Big Fix

Florida’s new condominium safety law is expected to protect homeowners and their investments, but it’s not without some question marks.

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Thought Leadership

The Proptech Revolution Is Here To Stay

If there is one word that has become ubiquitous in the world of real estate, it is PropTech.  Sam Zell,.

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Thought Leadership

Industry Leadership for Higher Education Reform Given ChatGPT

Leadership in industry is now leadership in higher education because of innovations in generative A.I.. How we credential humans for.

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Thought Leadership

Unlocking Potential: The Importance of Leadership Development in Today’s Business World

Leadership in today’s business world is a complex and demanding task. It requires a deep understanding of the needs of.

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Thought Leadership

REM 50: The Must-Have Coffee Table Book for Real Estate Pros in the UAE!

Are you a real estate management professional in the UAE making a difference in the built environment? Then get ready.

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Thought Leadership

Is The Current Business Paradigm Sustainable?

The impact of a relentless pace: how leaders cope  The tendency is to ‘do it all’ – to balance competing.

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Thought Leadership

How to Manage Generative AI Limitations

There is no denying the power of generative AI. With its wide range of applications, from creating content in response.

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Thought Leadership

How To Build A Culture Of Appreciation That Goes Beyond Salary

We ran a Global Salary Planning survey with over 500 participating organizations and the median pay increase for the UK.

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Thought Leadership

5 Ways to Recognise Your Team’s Efforts this Employee Appreciation Day

With Employee Appreciation Day being celebrated on Friday 3rd March this year, leaders have the perfect opportunity to recognise the.

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Thought Leadership

A Guide To Maintaining Inclusivity In Remote Teams

In a world where the importance of Diversity, Equity & Inclusion (DEI) is growing everyday, it is critical to ensure.

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Thought Leadership

Should You Encourage Your Employees To Take Time Off? We Think You Should!

Taking time off from work was once seen as being unproductive and lazy by employers. However, employers are now starting.

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Thought Leadership

Climate Activists Turned Up the Heat on World Leaders with Blockchain at Davos

Written by Contributing Writer, Lawrence Wintermeyer, Co-Founder & Principal, Elipses The 50th World Economic Forum (WEF) was held at Davos.

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Thought Leadership

The Leadership Key You Need: Turning Purpose To Impact

According to the Cambridge Dictionary, the meaning of the word purpose is described as ‘determination or a feeling of having.

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Thought Leadership

3 TellTale Signs That Bias Show Up At Your Workplace

From Microaggressions To Macro-Issues: 3 Telltale Signs Of Bias At Work Bias in the workplace costs at least $64 billion.

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Thought Leadership

Achieving Equality: Elevating Women, Elevating Society

A great world is possible only when men are educated about the empowerment of women. A great world is possible.

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Thought Leadership

FTX: A Failure Of Management, Governance And Leadership

The speed of the FTX collapse into bankruptcy appeared to precipitate the indictment of its celebrity founder and CEO. Sam.

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Thought Leadership

Two Glorious Years Of Sharing Inspirational Leadership Stories

Global Leaders Today is thrilled to announce the completion of two great years of sharing and curating inspiring leadership stories..

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Thought Leadership

Managing Customer Experience In Healthcare — Why It Is Crucial In The Aftermath Of The Pandemic

Our current economic climate has thrown the inner workings of many industry sectors into sharp relief. Healthcare arguably tops the.

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Thought Leadership

Five Steps You Can Take Today Towards Gender Equality

The case for gender equality in the workplace is overwhelming, yet progress remains at a glacial pace. In fact, we.

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Thought Leadership

Why Navigating Office Politics Positively Is the Way To Succeed At Work

Written by  Joanna Gaudoin The term office politics almost always provokes a groan. Typical words associated with the term include.

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Thought Leadership

IRECMS 2022: A Stellar Success!

The IRECMS 2022 witnessed a fantastic turnout of delegates from across the world. With over 300 attendees, the conference showcased.

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Thought Leadership

Crafting Meaningful Connections for Effective Leadership

Written by Felicity Dwyer An important leadership skill is an ability to connect with others. Leaders need to be able.

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Thought Leadership

Addressing the Elephant In The Room – DEI

Written by Contributing Writers: Chris Altizer and Gloria Johnson-Cusack    Talking about diversity, equity, and inclusion in the workplace seems.

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Thought Leadership

CBDCs, DEFI, and Web 3.0 Must Prepare Now For The Coming Quantum Cyber Threat

Written by Contributing Writers, Lawrence Wintermeyer and Marcos Allende Lopez Over the past two years the world suffered from a.

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Thought Leadership

Activating The Flywheel To Mitigate Global Business Disruption

As we wrestle with the conundrum of how to outperform amid global unrest, surging inflation, skill, and supply shortages, we.

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Thought Leadership

Worried About An Upcoming Recession?

During the COVID-19 recession, around 40 million workers were laid off.  During the Great Depression wage income for workers fell.

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Thought Leadership

Four Ways Organizations Can Improve Their Data Management Processes

Data has become the lifeblood of many modern organizations. From predicting trends and identifying new opportunities to gaining a deep.

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Thought Leadership

Employee Appreciation: 4 Ways To Show Your Employees That They Matter

Many of us spend a large portion of our days at work; in fact, the average person will spend 90,000.

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Thought Leadership

Quiet Quitting: The New Buzzword That Has Overwhelmed Corporates

Social media platforms have found a new favorite buzzword: Quiet Quitting: the practice of sitting back and doing the bare.

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Thought Leadership

Data-Backed Tactics To Retain Your Employees

As the world’s largest economy, the United States is grappling with great resignation; companies worldwide have started to take note.

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Thought Leadership

The Impact Of Digital Disruption On Banking Services

The digital disruption of financial services began over two decades ago when the dot-com boom of the late 1990s set.

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Thought Leadership

The Single-Component Needed To Make Leadership Great

Since the advent of the pandemic, leadership has constantly evolved to better suit their employees’ needs. However, there is still.

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Thought Leadership

The Science Behind Making Work Meaningful

Did you know that the average human spends 90,000 hours at work? That is approximately one-third of your life! So,.

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Thought Leadership

Exploring Soft Leadership To Achieve Organizational Excellence And Effectiveness

Written by Contributing Writer, Professor M.S. Rao, Ph.D. Founder of MSR Leadership Consultants, India.    Mikhail Gorbachev, Dalai Lama, and.

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Thought Leadership

Celebrating The Memorable Life Of Britain’s Longest Reigning Monarch

Queen Elizabeth II, Britain’s longest-reigning monarch, died on Thursday, September 8th, at the age of ninety-six. During her lifetime, Elizabeth.

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Thought Leadership

IRECMS Masterclasses – An Enormous Success

The International Real Estate Community Management Summit (IRECMS) is a global event series committed to lifting the benchmark of Community,.

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Thought Leadership

How BNPL Is Driving Financial Inclusion In Developing Countries

Reaching financial inclusion has become one of the most significant tasks for humankind to achieve. The Global Wealth Report 2021.

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Thought Leadership

Governing with Purpose

Written By Contributing Writer Brian Cavanagh, CEO, Calibrate   In this uncertain and unpredictable climate, Charity board trustees need to.

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Thought Leadership

Build A Sweet Credit Score In Three Easy Steps

According to NerdWallet, most conventional mortgages require a credit score of 620 or higher. Yet, most people often equate a.

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