Post by Continental International Group

Anselm Mendes joined a panel and roundtable with INSEAD at Communicate Middle East in Abu Dhabi. The subject was leading through constant change. A few things from the room stuck. The consumer is different now. People come in informed. They want proof that something is worth the money before they spend, and they decide who gets their attention. Premium still sells, but only when the value is plain to see. AI came up a lot, and the practical side was what landed. It is already changing how teams work day to day. The ones pulling ahead use it to free up time for harder thinking. There was a blunter note too. Brands still talking to people the way they did twenty years ago will lose them, and faster than they expect. Trust and transparency are the baseline now. What stayed with us most was the optimism in the room. The region looks forward, and that mindset is a real edge. Thanks to Communicate Middle East and INSEAD for an honest, open session. We left with one thing in mind. Stay close to the customer, and keep questioning the playbook you inherited. CommunicateOnline