Ziad C. El Rayes: Middle East’s Business Trailblazer to Watch
Behind every standout brand, every movement that sticks, there’s usually more than just a good idea or a clever campaign. There’s an ecosystem, a living network of people, culture, technology, and timing, all flowing together beneath the surface. The best ideas don’t live in isolation. They grow because they’re part of something bigger, connected to the world around them in ways that feel organic, not forced.
This way of thinking runs deep for Ziad C. El Rayes, Founder at In The Mood. His work isn’t about ticking boxes or chasing trends. From his early days in marketing and advertising, he’s been drawn to the space between things, how creativity and strategy, people and systems, art and commerce all play off each other. Over the years, Ziad shifted from running campaigns to building ecosystems, places where ideas could grow and breathe, where brands became experiences.
Crafting Ecosystems of Creativity and Strategy
Ziad’s professional journey has always been fuelled by an insatiable curiosity about people, systems, and the flow of ideas through the world. His early career unfolded in the dynamic realms of marketing and advertising, offering him a front-row seat to the intricate balance between art and science in the world of influence. He learned firsthand how brands capture attention, how technology molds behaviour, and how leadership serves as a catalyst for transformation.
As his career progressed, Ziad’s focus expanded beyond executing campaigns to architecting ecosystems where creativity meets strategic purpose. After leading regional marketing initiatives and collaborating with some of the globe’s most iconic brands, he moved into leadership roles that required a broader perspective, shaping organizational culture, driving innovation, and exploring business models built for the future.
Throughout this evolution, Ziad embraced technology not merely as a tool, but as a co-creator in the design of smarter, more adaptive businesses. Today, as the founder of In The Mood, he operates at the confluence of business, culture, and the human experience. Every chapter of his journey builds upon the last, unified by a commitment to elevate people, ideas, and outcomes.
Bringing Meaning Back to the Moment
The creation of In The Mood came from a simple but profound insight: people aren’t just searching for products or services, they’re seeking energy. They want to feel something deeper, especially in a fast-paced world that often prioritizes noise over meaning.
Ziad recognized this gap. As the digital space grew busier and louder, it wasn’t necessarily becoming more fulfilling. That observation sparked the idea for a platform built around intentional experiences, ones that awaken all six senses: sight, sound, smell, taste, touch, and even the intangible feel of a moment.
For Ziad, In The Mood is much more than a brand. It’s a living, breathing frequency, a lifestyle movement dedicated to uplifting the collective spirit. The platform invites people back to the essence of presence and energy. It’s where thoughtful design intersects with wellness, and where cultural richness meets personal elevation.
Whether through immersive gatherings, curated soundscapes, or multi-sensory creations, In The Mood gently reminds us how powerful it is to simply feel good. It’s the shift in energy we didn’t know we needed until it transformed our entire day.
Breathing Life into Daily Rituals
At the heart of In The Mood lies a simple yet powerful mission: to elevate the everyday. It’s a platform built around the idea that life’s daily moments can become richer, more intentional, and transformative. The goal? To help people reconnect with themselves, their surroundings, and the present moment.
Through thoughtfully designed experiences, In The Mood invites individuals to awaken their senses and shift their internal state. Whether that’s through an ambient soundscape designed to soothe the nervous system, an immersive experience crafted to influence mood and energy, or a real-world installation that brings vibrancy to an overlooked city corner, each creation serves a purpose.
It’s about more than just products or events; it’s about sparking a deeper sense of being. The platform encourages people to feel more alive, grounded, and empowered, to curate their own atmosphere, both within and around them. This is not just about shaping a lifestyle; it’s about cultivating a state of mind that embraces beauty, calm, and connection.
Making Moves That Matter, Sustainably
For Ziad, business, leadership, strategy, and technology aren’t separate lanes; they’re all interconnected parts of one bigger mission: moving people and ideas forward with clarity and purpose. Each area plays a role. Business offers the foundation. Leadership brings energy. Strategy provides direction. And technology enables it all with the right tools. He views them through a systems lens, always asking how they can work together in a smart, sustainable, and meaningful way.
Rather than trying to “balance” everything perfectly, he stays grounded in the present and responds to what’s needed most in the moment. Some days that means stepping up to lead from the front. Other days, it’s diving into strategic planning or designing better systems. He constantly returns to one guiding question: what will drive the most value or momentum right now? And once he knows the answer, he trusts his gut.
One of the biggest lessons he’s learned: don’t do it all alone. Ziad builds with people who challenge and inspire him, automates where possible, and delegates with real intention. That’s the secret to keeping things sustainable. Knowing when to take charge, when to step back, and when to build something new.
Rethinking Leadership in the AI Era
Artificial intelligence isn’t just altering the business landscape; it’s transforming the very way intelligence, creativity, and decision-making are understood. No longer confined to some distant future, AI has quietly woven itself into everyday life, shaping how people communicate, consume, and operate.
For today’s business leaders, AI unlocks extraordinary potential, whether through hyper-personalized experiences, predictive insights, streamlined operations, or deeper human engagement. But perhaps the most significant shift brought about by AI isn’t technical, it’s philosophical. This technology challenges leaders to ask sharper questions, not merely to design better tools. It reshapes the core of leadership value, not around number-crunching, but around emotional intelligence, ethical judgment, vision, and the ability to synthesize complexity.
Ziad envisions a future where AI becomes a quiet yet powerful collaborator, almost like a co-founder embedded in every venture. Those leaders who welcome this shift won’t find themselves replaced by technology; they’ll find themselves elevated by it. The real opportunity lies in integrating AI in ways that enhance human intuition rather than overshadow it. The most remarkable businesses of the future won’t just leverage AI, they’ll form a partnership with it, moving in harmony like dancers in sync.
Reimagining Tomorrow, Today
The Middle East is undergoing a remarkable renaissance. There’s a distinct energy in its cities, a vibrancy in the pace of change, and the confidence in its aspirations. This is not a region trailing behind; it’s taking the lead, setting the rhythm for innovation and business growth. The strength behind this momentum lies in a dynamic blend of visionary leadership, deliberate investments in technology and infrastructure, a youthful, ambitious population, and an expanding embrace of creativity and disruption.
Across the landscape, there’s a clear determination not just to adopt innovation, but to originate it. Governments are championing digital transformation, startups are flourishing, and sectors ranging from fintech to entertainment are being reshaped. When this progressive spirit merges with the region’s rich cultural heritage and deep-rooted identity, the result is a powerful synergy, one that is both economically vibrant and emotionally resonant.
For Ziad, the Middle East represents fertile ground for more than just business; it offers a space for creating meaning. It is where enduring legacies meet bold visions for the future, and within that intersection lies something truly extraordinary.
Turning Uncertainty into Opportunity
For Ziad, one of the greatest hurdles along his professional path was learning to trust his own voice in a world that often rewards conformity over authenticity. Early in his career, he slipped into roles that felt expected, saying the right things, seeking validation from external sources. While it brought some level of success, it wasn’t sustainable. Eventually, that path led him not to burnout from overwork, but from the deeper fatigue of not staying true to himself.
His turning point came when he granted himself permission to lead from essence rather than ego. Ziad stopped trying to be everything for everyone. Instead, he turned his focus toward alignment, asking himself the deeper questions: Who is he truly here to serve? What impact is he meant to create? From that place of clarity, the right clients, collaborators, and even challenges naturally aligned with his values.
Another pivotal challenge for Ziad was learning to navigate ambiguity, especially when launching initiatives like In The Mood or guiding teams through transitions. Over time, he reframed uncertainty, not as a threat, but as a creative space. By seeing problems as possibilities, Ziad began solving them from a place of grounded power and purpose.
Navigating Work with Heart and Clarity
Ziad stays motivated by continuously revisiting the deeper “why” behind every endeavour. Each project he commits to must carry a sense of meaning, something that resonates on a personal level. That emotional tether is what fuels his discipline and keeps him moving forward.
Ziad is also intentional about protecting his energy, treating it as one of his most valuable resources. He’s developed a fierce commitment to preserving it, whether that means starting his day with mindful rituals, setting firm digital boundaries, or surrounding himself with people who elevate and inspire him. He knows when to pause and recharge, but never loses sight of the bigger vision. That connection keeps him grounded and focused, even during rest.
When it comes to execution, Ziad leans on a variety of tools, strategic roadmaps, mind-maps, and AI assistants, all designed to streamline his workflow. But if there’s one key insight he’s embraced, it’s the understanding that he doesn’t need to do everything. Instead, he prioritizes quality over quantity. For Ziad, working from a place of purpose and flow doesn’t drain him; it ignites him.
Blending Business with Rhythm and Resonance
Ziad believes creativity isn’t just a skillset; it’s the core of everything he brings to the table. And music? That’s his personal recalibration tool. When life or leadership feels overwhelming, music becomes his refuge, offering space to reset, reflect, and reimagine. He sees music not merely as entertainment, but as a medium that speaks directly to the subconscious, skipping over logic to create a real emotional connection. This, to him, is the secret behind powerful leadership. True leadership, Ziad believes, isn’t about control; it’s about creating resonance.
In his professional world, Ziad regularly applies the principles of music to business. Whether it’s recognizing patterns, embracing rhythm, or valuing the importance of silence, he approaches brand-building and team leadership as if he were composing music. Presentations become compositions. Brands take shape like albums. Teams flow together like orchestras. And when challenges arise, Ziad doesn’t just ask what’s wrong; he asks what’s out of tune.
On a personal level, music remains his anchor and his ignition. It reconnects him to his deeper self, acting as both sanctuary and spark. Whether he’s thoughtfully curating playlists for an event or simply vibing in his workspace, music consistently reminds him that leadership doesn’t need to be loud. For Ziad, leadership simply needs to be in tune.
Fostering Human-Centered Experiences
Ziad’s every project starts with a fundamental question: Who is this for, and how will it make them feel? It’s not just about numbers or metrics, he believes real impact lies in how deeply something resonates with people. Whether he’s shaping a brand experience, guiding a team, or launching a new platform, Ziad’s focus remains the same: to uplift, not just deliver.
Community forms the heartbeat of his work. Take In The Mood, for example. It’s more than a sensory experience; it’s a space for emotional wellness, artistic expression, and genuine human connection. Ziad collaborates with local artists, supports mental health initiatives, and curates environments where people feel truly seen and valued.
His approach to ensuring meaningful impact is rooted in listening more than speaking. He’s committed to testing, evolving, and staying grounded. To Ziad, feedback isn’t just a report; it’s a reflection. And when the work touches someone, even briefly, that’s when he knows it’s doing what it’s meant to do.
Creating Ripples That Outlast a Lifetime
For Ziad, success isn’t something measured by titles, trophies, or the ticking of timelines. Instead, he sees it as a moving force, an inner peace in motion. It’s the kind of life where you wake up genuinely excited for the day ahead, end the evening with integrity, and spend your time aligned with what truly matters.
His view of success leans into something deeper: energy. It’s about how the work feels while doing it, how it uplifts those around him, and whether it stretches the boundaries of what’s possible. Ziad believes real success carries a sense of sovereignty, the freedom to choose your own direction, guard your time fiercely, and create on your own terms.
At the heart of it all, his journey is about becoming the kind of person his younger self would look up to and his future self would be grateful for. The impact Ziad seeks to make isn’t just about legacy in the traditional sense; it’s about the lasting ripple effects that quietly transform the world long after he’s gone.
Merging Vision with Purposeful Action
2025 marks a year of refined expansion for Ziad. He’s stepping more fully into the role of a creator-leader, writing, speaking, and designing platforms that inspire meaningful transformation. His passion lies in building purposeful brands, collaborating with forward-thinking minds, and mentoring the next generation of leaders poised to make their mark.
When it comes to In The Mood, Ziad envisions a dynamic platform that thrives both online and offline, blending digital content, immersive experiences, and innovative products. His vision is for it to grow across the region, partnering with wellness spaces, art collectives, and cultural hubs to create moments that truly move people.
Looking at the broader landscape of the Middle East, Ziad sees a renaissance of consciousness unfolding. The region has the resources, the ambition, and the talent. Now, it’s about grounding all of that in enduring values, beauty, wisdom, elevation. For Ziad, the Middle East isn’t just rising, it’s remembering. And he feels deeply honoured to contribute to this unfolding story.
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