Effective B2B branding takes in both the forest and the trees: the larger organization might be your ‘customer’, but the individuals, with their opinions, preferences and emotional commitments are the ultimate decision-makers.

The fan-first approach is a way to tap into existing markets yet find new ones, and isn’t something many brands can achieve on their own.

For Reza Satchu, Nadir Mohamed’s life is an ideal model for young founders seeking to lead through humility and consensus-building.