He changed seven schools, and in 2019 Lebanon's crisis wiped out every client he had except one. Adel Al Masri sits down with Hikmat to talk about what came after: the years as an employee that rebuilt his character, learning what a valuation is from Shark Tank, and building Persona and Noumou. A candid conversation about why business owners are rarely as happy as they look, the difference between being negative and being pessimistic, Gen Z and the end of brand loyalty, and why companies owe their people more than corporate social responsibility.━━━━━━━━━━━━━━━━━━🎙️ Who is Adel Al Masri?An entrepreneur who leads Persona, a venture studio that builds consumer brands with celebrities, influencers, football fan communities and media IPs. Persona takes each brand from R&D and manufacturing to market launch and investor-ready books. He also leads Noumou, Persona's F&B and FMCG arm, a capex-free network of kitchens built on existing hotel and food-cluster infrastructure across the UAE. His background is in communication, crisis and reputation management. He rebuilt his career after Lebanon's 2019 crisis by joining his last remaining client in-house, and today he is a strong voice on building local brands that reach the world.
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