Sep 21, 2026 · 1 hr 5 min · 13 segments
“I never asked for a promotion. I never asked for a salary increase.” For more than 25 years, Badr Zemmama has built his career from junior positions to executive leadership, without following one…
So I had the chance that I passed by some challenging moments, especially in the field of retail.
And I learned, honestly, if we don't stay calm to understand the situation, you will never have this contingency plan implemented or you will never have solutions.
The panic sometimes when we go through the many years and we got a lot of sweet slaps from day to other and we pass by some challenging moments, you don't trigger this agility inside you to find solutions.
And here at that time, and I can refer to what Tony Robbins said, hard time creates strong people, strong people create a good time.
So if we have a good environment and a good time, life is beautiful, you will not have somebody who is agile and find solutions.
But these solutions that throughout the hard time open the eye for lots of things that can be adopted as a normal routine in the future.
Because a lot of strategies can be very nice in some slides, in some PowerPoint or some AI tools or whatever.
But if the execution was not done in a proper way, the beautiful slide will not deliver any result and the customers will not see it.
And especially today, I think, because it's very easy to get a strategy in a PowerPoint from an LLM model.
Today it's easy, but then actually the execution part is the hardest, taking that strategy and putting it in action and having that gut feeling or judgment what could work, what could not work.
One more learning that I'm grateful that I was in this field that as long as we are near to customers, near to the frontliners, we learn a
I don't challenge the AI or any new technology, it's extremely key because you save time and it helps, it backs you, it corrects lots of things.
But I can say that the time that will be absorbed and managed by the AI needs to be invested in excellence in execution.
So I had the chance that I passed by some challenging moments, especially in the field of retail.
And I learned, honestly, if we don't stay calm to understand the situation, you will never have this contingency plan implemented or you will never have solutions.
The panic sometimes when we go through the many years and we got a lot of sweet slaps from day to other and we pass by some challenging moments, you don't trigger this agility inside you to find solutions.
And here at that time, and I can refer to what Tony Robbins said, hard time creates strong people, strong people create a good time.
So if we have a good environment and a good time, life is beautiful, you will not have somebody who is agile and find solutions.
But these solutions that throughout the hard time open the eye for lots of things that can be adopted as a normal routine in the future.
Because a lot of strategies can be very nice in some slides, in some PowerPoint or some AI tools or whatever.
But if the execution was not done in a proper way, the beautiful slide will not deliver any result and the customers will not see it.
And especially today, I think, because it's very easy to get a strategy in a PowerPoint from an LLM model.
Today it's easy, but then actually the execution part is the hardest, taking that strategy and putting it in action and having that gut feeling or judgment what could work, what could not work.
One more learning that I'm grateful that I was in this field that as long as we are near to customers, near to the frontliners, we learn a
I don't challenge the AI or any new technology, it's extremely key because you save time and it helps, it backs you, it corrects lots of things.
But I can say that the time that will be absorbed and managed by the AI needs to be invested in excellence in execution.
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