#BehindtheSelfie with... Zubeida Goolam
1. Where do you live, work and play?
I grew up in Bulwer in the KwaZulu-Natal Midlands. Coming from a small village meant I was always attracted to the big city lights and now that I live in the big city, I long for the easy village life. Oh, the irony.
But Joburg is where it all happens and comes to life. I love this city, there’s something magical and special about it. It’s a melting pot of African possibilities. One only realises it when you return after some time away.The pace is like nothing else, and it has a way of keeping you focused and pushing you forward. When I’m travelling, I miss the hustle and bustle, but, mostly, I miss the people.
We also really love that the office park feels like we’re not in the ‘concrete jungle’ so much.
2. What’s your claim to fame?
I’m not famous yet, but I do make a mean curry, and, incidentally, I am the co-founder of BrandTruth Digital – which is great. Most of my family are entrepreneurs.
Both my grandfathers were business people, so I always knew this was something I was going to do. It was almost a natural progression in my career.
3. Describe your career so far?
It’s been a topsy-turvy, thousand-miles-an-hour ride. Even though it’s been wild, it has been consistent, and the goal was always clear – sharpen the craft until you can stand up and make a difference.
One of the most memorable times was definitely starting BrandTruth Digital. Nothing can prepare you for the realities that come with being an entrepreneur.
Some of those highlights include having secured several new clients in the first few days, and then realising that there were only two of us to do the work. It was, kind of, a bittersweet moment!
I still don’t know how we got through that initial period, but I know at some point we seriously considered selling coffee and ice cream instead.
The lessons that got me through this time, were: patience, patience, patience and, then some more, patience.
4. Tell us a few of your favourite things?
I love music, I have a bit of an eclectic ear – and I have so many favourites, for different reasons. Marvin Gaye, Fela Kuti, Aretha Franklin, Bob Marley, Donny and Lalah Hathaway, Jabu Khanyile, Sade, South African house music – it changes on a daily basis.
I also have a keen eye for design – whether it’s photography, architecture or fashion. I am moved by beautiful forms and how they are captured, and I am drawn to the striking and unusual – that always gets me.I love buildings like the Zeitz MOCAA, The Bosjes Chapel and the Louvre in Paris and Abu Dhabi.
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And I’m completely in love with the Stella McCartney building in Tokyo – I could live there.
Some of my favourite fashion designers are definitely Palesa Mokubung, Naeem Khan, Stella McCartney, Thula Sindi, David Tlale, Karl Lagerfeld and Tom Ford. I also adore vintage Chanel.
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I like watching people and listening to them, and this is because I am passionate about stories. To observe how interestingly diverse the human race is, helps me understand stories and enables me to tell them.
5. What do you love about your industry?
I have always enjoyed observing behaviour, and trying to get the full story of what influences people and their culture. This industry allows me to do this, and almost perpetuates the behaviour – in a positive way.
6. Describe your average workday, if such a thing exists.
My day starts at 5am; scanning papers, the news and #blacktwitter to find out what the world has to offer. There is always something new about tech and digital, which keeps me abreast of the industry.
7. What are the tools of your trade?
My biggest tool is the internet as well as Google, my mobile phone and some of my apps. The ones I can’t live without are FNB, Apple Music, WhatsApp, Instagram and Netflix.
8. Who is getting it right in your industry?
Chicken Licken and Nando’s almost always get it right and, as a result, have comfortably created subcultures. They remain true to their essence, never apologising.
FNB is also a brand that resonates with me – I’m often inspired by the way they’re constantly pushing the digital and innovation boundaries.
9. List a few pain points that the industry can improve on.
In South Africa, brands have age-old assumptions about why people behave the way they do, and then they create communication – which often misses the mark.
I remember a white client adamantly assuming that black people don’t wear long-sleeve t-shirts. It all comes down to representation, with an opinion, in boardrooms.
Brands can make a difference in their own communities by treating people like people and not consumers.Brands are always trying to sell something, and they need to start engaging to make a difference. I love working on projects that create a positive impact on society – it makes me feel like I am contributing to a greater cause.
10. Tell us some of the buzzwords floating around in your industry at the moment, and some of the catchphrases you say to yourself.
Words that come up a lot include geofencing, customer journey, micro-moments, smart content, hyperlocal and omnichannel.
Two personal favourites that I often smile about are: ‘dovetail’ and ‘leapfrog’.
11. Where and when do you have your best ideas?
As with everyone else, my best ideas happen in the shower.
The things that inspire me are creative freedom, brave brands and willing audiences.
12. What’s your secret talent/ party trick?
- I can move my ears.
- It’s been said that I have an infectious laugh.
- I learned to read and write Arabic as a child.
13. Are you a technophobe or a technophile?
14. What would we find if we scrolled through your phone?
I have reminders: for meetings; to drink water; and to be present in the moment. I also have a tonne of selfies from my colleagues. They take my phone and take pictures of themselves when I’m not looking.
15. What advice would you give newbies trying to crack into the industry?
Never give up. Keep your offering simple and niche, and don’t try to be everything to everyone.
If I could give my younger self some advice, I would say: ”Do what you love and you’ll never work a day in your life.” That’s not an original quote, but it’s accurate.
Simple as that. Follow Goolam on Twitter and Instagram, as well as BrandTruth Digital on their Facebook, Twitter and Instagram feeds for the latest updates.
*Interviewed by Leigh Andrews.
About Leigh Andrews
Leigh Andrews AKA the #MilkshakeQueen, is former Editor-in-Chief: Marketing & Media at Bizcommunity.com, with a passion for issues of diversity, inclusion and equality, and of course, gourmet food and drinks! She can be reached on Twitter at @Leigh_Andrews.
