Finding the right language to describe the work of Tareq Azim is a stimulating and creative endeavor in its own right. The challenge for our language team was seeking to be comprehensive in capturing all that is involved in the work of a public figure whose impact extends multiple sector; from the NFL to Wall Street,to the UFC and American Politics, to the UFC and international service.  

The diversity of sectors only represented the first challenge. The second challenge was describing Tareq’s Empower philosophy within a branding and marketing context. This endeavor required extensive research and process of familiarization with his concepts and methods. These concepts were sourced  in a variety of different traditions. The most relevant were: philosophy, psychology, religion, and sociology, along with empirical case studies that scientifically confirmed the utilization of those concepts within specific environments.

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The We Groups language and presentation strategy was structured according to three principles:

1.    Depth – The philosophical depth of Tareq’s Azim must be captured yet still remain digestible and approachable. It is a mistake often times made in the branding space. Content is watered down to such a degree where the sophistication that went into making the idea initially persuasive is lost. Depth and obscurity are not the same thing. There is always a way to maximize both clarity and depth of expression when articulating a philosophical position.

2.    Universality – The language utilized for the brand story needs to be universal. This is initially reflective of the workTareq has done over the years. The applicability of his work is proof of its universality. To be universal in expression means finding the right words that are common concepts within public and social consciousness. As long as there is familiarity with the basic points of reference, the language and story can retains its universal character.

3.    Passion - Tareq’s work in human optimization deals with personal stories of suicide, mental health, redemption, and transformation.These are all meaningful and powerful themes that demand a similarly powerful form of expression. The language and story must be felt in addition to understood. It must make a deep and lasting impression in the hearts and minds of those who encounter it. Without this additional layer of feeling, the persuasive value of terminology may be lost. Hence, the We group made it a priority to retain the passionate force behind the terminology to best reflect the truth and struggle reflected in his story.  

Not all storytelling and presentation demand utilization of these principles, but in Tareq’s case, they helped get the job done.

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