Mohammad El Tayech

Oct 18, 2023 | mediacatmagazine.co.uk | Mike Piggott |Mohammad El Tayech |Paul Feldwick |Amy Kean

It’s something I’ve been thinking about recently. I was out in Shoreditch the other weekend, a hipster part of east London (or a part that’s sold out, depending on your point of view) and I noticed on Redchurch street (a cool road or a sold out one, same reason) a large advert was going up on the side of a building for Birkenstock, with the tagline ‘Be original’.

Apr 18, 2023 | mediacatmagazine.co.uk | Neha Kulkarni |Mike Chivers |Mohammad El Tayech |Andrew Armitage

We were brought up to nurture faith in hard work…To believe that hard work and perseverance lead to success. There’s the American dream that tempts us all, but there’s also the ancient Indian value system that encourages hard work as Karma. ‘Keep doing without the expectation of a result’, is a phrase most Indians have heard. Over time we learned to glorify hard work and attach meaning to it. We started to associate our identity and self-worth with work. We planned our days around 9 to 5.