🔥 Missing $3 trillion: In Community #79

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“We need to find more ways to come together, share our learning, and challenge the status quo when we see it. We want you to walk with us, work with us, challenge with us.” – Julie Siddiqi

💰 I just turned down a $2.8 trillion opportunity.

And most of you just did too.

Last week, when I wrote about how to keep momentum going, especially during tough times, one element to this was in building trust.

Trust is the foundation of every healthy, lasting relationship.

Over the weekend, I watched brands miss the biggest trust-building moment of the year when it comes to Muslims – a group often misunderstood and misrepresented in the media.

The reality is that trust matters more than ever.

The multi-trillion dollar spending power of the Muslim community affords brands and businesses countless opportunities. In particular, last weekend found one in four people globally celebrating Eid.

Let me say that again – one in four people globally.

It was an opportunity for brands and businesses to show that you see us – and not just based on stereotypes or tropes.

Hey there 👋🏽

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The companies that win tomorrow understand celebration today. Here's some of what I know because of my family's traditions during Eid.

👉🏽 The Gift Economy works: We give without keeping score. Imagine if we all celebrated wins before critiquing gaps.

👉🏽 Food = Connection: My mom made the most delicious food and somehow always had something with everyone in mind – it wasn't a one-size-fits-all.

👉🏽 Everyone gets invited: No VIP list. No hierarchy. The newest neighbor gets the same welcome as the eldest auntie or uncle (and there are a lot of aunties and uncles!).

The good news is that some companies are catching on:

Spotify creates Eid playlists. Nike designs Eid collections. Google has Eid on global calendars. Microsoft gives employees (floating) holidays for Eid.

This is what trust starts to look like.

So, do you want trust?

Then start seeing us.

Add Eid to your calendar. Learn our names correctly. Understand what meaningfully matters to us – in actions, not just words.

Because when you're really with us, we'll be with you too. When you celebrate with us, we'll celebrate you right back.

To my community: Your joy is your superpower. Your faith is your foundation. Your success is our success.

Show me that you see us – and if you have something to say, let me know.

If someone in your life needs to hear that you see them and hear them this week – forward ♻️ this to them.

Let them know you’re here – and that you hear them loud and clear.

In community,

Fahad