Hello Ammar, what are you thinking right now?
I’m in a curious mood. I’ve just watched my partner eat a bowl of chilli heatwave doritos mixed with coleslaw. The “ewwww factor” has worn off and I’m beginning to wonder what it would have tasted like? How did she come up with that particular combo (we have a fully stocked fridge)?!?!
How did you end up at Tailify and why Client success?
Long ago in a galaxy far away, I taught myself to code and ended up building my own development agency. When you’re young and doing things by yourself you very quickly learn that the key to success is putting your customers at the heart of everything you do. Understanding deeply who they are, what they care about, and ultimately, what success looks like for them.
I was lucky to have internalised this at a young age and I truly believe that the customer-centric mindset is the reason I’ve been able to get to where I am today.
Fast forward a decade or so and I’m sitting in a meeting room in a WeWork on Old Street. I’m speaking to the founders and we’re talking about the future of influence and the challenges in scaling up a company that puts customer success at the heart of its work. I signed my contract with them 3 days after I first met them and here I am nearly a year later.
What do you believe in today that you didn’t believe in before you started at Tailify?
That it’s possible to make great tasting scrambled eggs in the microwave!
What is your superpower?
I’m an expert monotasker. I’m very quickly able to cut through distraction and get to the heart of what I’m meant to be doing. It’s the core reason I’m able to get nearly as many things done as I do.
What does the word “Influence” mean to you?
I believe that influence is the capacity to create change. A change in behaviour, a change in thinking, a change in the hearts and minds of people.
At the moment, I spend most of my time trying to influence my new puppy to stop peeing on our carpets.
Who has been the most influential person in your life and why
Easily my mother. Her influence through my life has taught me resilience, taught me empathy, and taught me to make a mean bolognese.
What’s the difference between influence and influencer?
I actually have this conversation quite often with people. When you think of an influencer, the likelihood is you think of someone on social media with a tonne of followers who are trying to sell you something -- whether it’s a product, service, or a lifestyle.
When I think of an influencer, I think more broadly. For me, an influencer is anyone who has the ability to affect or influence the actions of others. I’m an influencer. You’re an influencer. Greta Thunberg is an influence. The only difference is the scale at which you’re able to exert your influence.
Describe the ‘Typical Talifyer’
Young. Friendly. Talented. Fan of avocado on toast and prosecco.
What is your motto in life?
In a world of apples, the mango stands out.
Sounds a bit weird, but it’s just a ‘mango’ way of saying “if you want to be remembered, then be memorable”. Define your own rules of engagement. Figure out what everyone else is doing and then do the opposite. Or take it one step further.
For example, You’re applying for a job. You check out their website and see they’ve got a CV and cover letter submission. You decide to not only submit them both but also reach out to the hiring manager on LinkedIn with a 30-second personalised video introducing yourself and explaining with passion why you’re the right candidate. You’ve automatically made yourself memorable and are much more likely to succeed.
Where do you go/what do you do when you need to find new inspiration?
I view inspiration as my brain connecting previously unconnected bits of information I’ve been holding on to for a while. When looking for inspiration I’ve always found two things incredibly helpful: consuming new information (reading, checking out Dribbble) and then giving myself the headroom to relax and let my mind wander (exercise, sauna, meditation).
What does influencer marketing, data and psychology have in common?
I’ve always thought of marketing as applied psychology. Data is the tool we use that lets us scale our marketing efforts up without wasting money on people we likely lack the capacity to influence effectively.
Combined together, an understanding of psychology is a huge predictor of the success of your marketing efforts and the data is the secret sauce that guides profitability or ROI positivity.
What is your favourite thing about working with clients?
Every client has some new perspective, or story, or problem. I’ve been lucky enough in my career to get to work with clients ranging from 3-person startups running out of their apartment kitchen to international, FTSE100 clients (and everything in between).
Not only have I learned so much from working with and solving problems for clients, but I’ve also made many good friends.
Last question, If you were an influencer - what type of influencer would you be and why?
Easy: a lifestyle/technology influencer. I’m already the go-to person for most people I know for automation, product recommendations and productivity advice. Now I’ve just got to figure out how I can turn that influence into beer money!
Want to see more of Ammar, here's a link to his LinkedIn profile.