Lubna Forzley - Stories

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I’ve got lots of public speaking coming up and lots of Stories to tell this fall ;)Some of my talks are free and open to...
10/08/2026

I’ve got lots of public speaking coming up and lots of Stories to tell this fall ;)

Some of my talks are free and open to the public, while others are not. Either way, I hope many of you join us :)

Invest Ottawa Université d’Ottawa - University of Ottawa (PDI) Shj Entrepreneurship Center Compassionate Inquiry



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The more tightly you grip control, the less you grow.I’ve been thinking about this since Gabor Maté’s work changed how I...
10/06/2026

The more tightly you grip control, the less you grow.

I’ve been thinking about this since Gabor Maté’s work changed how I see things in business and at home.... The need to control is rarely about the thing we are controlling. It is about feeling unsafe.

I see it in every AI Marketing & Communications class I teach. People say they are loosing control to AI, but what many mean is ‘Im scared of being replaced’

But look at the technology we trusted before. When google first came up, many hesitated, then every single person got hooked to it and started using it. Control was always partly an illusion. How is AI different? What I actually think we need is agency: Learn AI well enough to direct it, question it, and reject it. We need to decide what stays human and what does not.

The reality is that growth requires loosening control.

Every career leap I’ve seen came when someone let go of the way they’ve always done it. AI helps with exactly that. It takes the heavy lifting, the repetitive load, so you can keep the part only you can do: judgment, taste, and your voice & story.

AI wont replace you, but someone using AI might. Its true, but it’s only fair if people get training, clear rules, and permission to learn.The future wont belong to the people who use AI the most. It will belong to the people who stay the most confidently human.
..and last but not least, always remember that work is replaceable ;)

p.s. There is still space in my upcoming AI for Marketing & Communications course at the Université d’Ottawa - University of Ottawa | Institut de développement professionnel | Professional Development Institute Oct 27.

https://lnkd.in/gyZbAth7

Picture a music hall full of world-class musicians and no conductor. It sounds like noise.I’ve seen companies sound like...
10/01/2026

Picture a music hall full of world-class musicians and no conductor. It sounds like noise.

I’ve seen companies sound like that. Brilliant people, real talent, yet sales, marketing and leadership each singing their own tune and telling a different story.

I started my career at Coca-Cola, one of the world’s most iconic brands. Since then, I’ve worked with Fortune 500 brands and scale-ups. What I’ve learned is that the strongest brands aren’t the loudest. They know who they are, and they understand the psychology of their audience: how people think, feel and decide.

Most founders can tell you what they sell. Few can tell you who they are as a brand. That’s your Brand DNA: your purpose, your story, your voice and what makes you different. It’s what every logo, post and pitch is built on.

I’d love to help a few founders find theirs, so I’m offering a complimentary Brand DNA.

It’s for founders who are:

✅ Post-revenue or funded

✅ Ready to invest in their brand and take it to the next level

If that sounds like you, comment “DNA” and I’ll send you the details. And if you know a founder who needs this, tag them. They’ll thank you, I promise🙂

I woke up today to the news that ‘someone’ (if you know, you know) has decided we should call it SI instead of AI.What d...
09/30/2026

I woke up today to the news that ‘someone’ (if you know, you know) has decided we should call it SI instead of AI.

What do you think? AI or SI?

I’m sticking with AI for today. 😂And yes, before anyone asks — the picture is AI 😉

If you want to learn how to actually use AI for marketing strategy and communications — beyond asking it to write your captions — I’m teaching exactly that at Université d’Ottawa - University of Ottawa | Institut de développement professionnel | Professional Development Institute

We still have a few seats open for Oct 27.

https://pdinstitute.uottawa.ca/PDI/Courses/Communications-and-Media/AI-for-Marketing-Strategy-Communications/Course.aspx?CourseCode=P0262

Special thanks to Forbes Middle East for featuring my opinion and article on what businesses can do in times of uncertai...
09/24/2026

Special thanks to Forbes Middle East for featuring my opinion and article on what businesses can do in times of uncertainty. I’ve always believed that it all comes down to what I call the M&M concept (Mindset & Marketing).

Enjoy reading. Full Articles in English and Arabic in the comments session

This summer, I spent some time in the UAE, a country I love with all my heart. While there, I had the chance to meet som...
09/22/2026

This summer, I spent some time in the UAE, a country I love with all my heart. While there, I had the chance to meet some incredible people and businesses, including people whose livelihoods have been affected by a war they never asked for and never chose. As someone who lived through war during my childhood, I know how horrible it is to witness a conflict driven by political and economic interests disrupt the lives of innocent people and businesses. Behind every headline are families, entrepreneurs, employees, customers and businesses trying to survive, rebuild and keep going.

The UAE taught me to be resilient and to always think bigger. It gave me opportunities, friendships, memories and a belief that what looks impossible today can become reality tomorrow. I have no doubt that businesses will bounce back stronger. If you are reading this and know a business in the UAE that is trying to grow, reach out. We would gladly support them and offer a complimentary chat at Stories.

Whenever I am asked where I am from, I am always proud to say “The Middle East.” Home of incredible resilience, family values, generosity, ambition, faith, hospitality and an almost stubborn determination to build something better, even when circumstances make it difficult. I have carried those qualities with me wherever I have gone, and I don’t think I will ever stop being grateful for that. ❤️

I learned something about entrepreneurship watching 10 weeks of work come down to 3 minutes on a stage.You can have the ...
09/21/2026

I learned something about entrepreneurship watching 10 weeks of work come down to 3 minutes on a stage.

You can have the idea, the business plan, the strategy—but eventually, you have to stand up and convince another human being to believe in what you see...

Watching the Ignition founders pitch at Invest Ottawa reminded me that entrepreneurship isn’t just about building something. It’s about finding the courage to be seen and to put what you’ve built in front of the world.

Watching founders I advised take that stage, and seeing Sara Cheema, who I worked with win the Grand Prize, reminded me why I love being in the room when people see their dreams come to life ❤️

I Asked for 8 Hands. I Got an IV.A post to keep social media a bit more real :)Last week, I had two presentations/speech...
09/16/2026

I Asked for 8 Hands. I Got an IV.

A post to keep social media a bit more real :)

Last week, I had two presentations/speeches. In both, I made the same joke: I wanted to become an octopus with 8 hands (I truly said that...)

A few days later, I ended up with an IV in one. 😂

The cause? Exhaustion. I had just come back from holiday and went straight back into work mode. I worked my ass off—meetings, presentations, clients, family, business… basically trying to live the octopus life. Literally. Clearly, my body has a very different definition of “scaling.” 😂

The truth is, If an entrepreneur I was advising came to me and said, “I just got back from holiday and I’m working nonstop”. You know what I would tell them, right? Yeah, yeah, yeah, the usual ‘Entrepreneurship is a marathon, not a sprint’. Yet, I can’t take my own advice. Am I hypocritical? I’ve seen so many posts about advisors and coaches not following their own advise...I had to pause and question....

I actually think that this would make for a good conversation online actually...

fyi, I’m doing great now and working sloooooowly. And yes, I still want to be an octopus. 😂Maybe Its time for me to book myself a coach to change this perception?. 😂

Have you ever gotten advice from someone who doesn’t follow their own? (p.s. We are human too!)

x.o. Lubna

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