SJ Saadeh is a 33-year-old author who lives in Beirut, one of the most vibrant cities in the world. She published Trading Love in September 2019, a novel that introduces financial and investment literacy through a simple story that will mostly appeal to women. Living in Beirut allowed her to experience the occidental culture while being deployed in an oriental geographic location. She loves spending time in nature and enjoys gin and tonic at sunset.

Can you tell our readers about your background?

I was born and raised in Beirut, Lebanon. My education revolved around economics and finance at the Lebanese American University. I absolutely loved my major, and worked relentlessly in the field of asset management for ten years, mostly in a multinational private bank that had an unconventional approach in selecting clients.

What inspired you to start your business? 

When you grow up in an oriental country with an occidental mindset, it is a constant internal struggle between freedom and survival. I wanted women to become more interested in pursuing financial freedom. Finance is a heavy subject to grasp. It is not difficult but it isn’t fun. So I decided to write a book and introduce the mindset of finance as a fun and light subject through a story that will appeal to women through the concept of relationships.

Where is your business based? 

Thanks to our digital world, the ebook is found on multiple distribution channels and can be bought from anywhere in the world.

How did you start your business? What were the first steps you took? 

I had written the first chapter in 2015, as this was when I first started encountering the necessity of women pursuing financial independence. I began taking notes of what my generation was going through, the experiences we endure, and the difficulty of acquiring sustainable validation. My notes slowly started pouring into a story. At first, the story was deprived of vitality, so I researched funny stories to make it more enchanting. 

What has been the most effective way of raising awareness for your business?

In my case at the beginning was word of mouth, because I refused to use social media. Then I decided the most effective way was to use publications and blogs to raise awareness about what I was trying to say. Finally, social media was necessary to engage with people.

What have been your biggest challenges and how did you overcome them?

Continuous inspiration is a real struggle, doubting your ideas is a constant hurdle, hesitation for going through with what you have started is an immense trial in itself.

Setting a plan and keeping my eye on the end result was what pulled me through. Accepting that there will be many days where I won’t be productive but that does not mean that I should give up in any way. (Easier said than done.)

How do you stay focused?

Setting up a plan, and more importantly a pragmatic plan. Focusing on small steps to finish the project was much more useful than when I placed unrealistic milestones. Most days even if I had planned to write a chapter I would not be able to write a sentence. Instead of fretting, I would switch to reading books, newspapers, magazines, etc. This small adjustment reignited my focus. 

How do you differentiate your business from the competition?

I have merged the worlds of Sex and the City and The Intelligent Investor, into one story or one world. It is a new concept. 

What has been your most effective marketing strategy to grow your business?

The most effective marketing strategy was when I got quoted in a blog about women and in a poll about investment books. 

What's your best piece of advice for aspiring and new entrepreneurs?

 The road to pursuing your project is long and tedious. Set up a pragmatic plan! 

What's your favorite app, blog, and book? Why?

Favorite app is PictureThis; because I am fascinated by plants and flowers and the app identifies them accurately while it provides a rich content of their benefits and usage.

Favorite blog is difficult as I enjoy reading a lot of different publications.

Favorite book is War and Peace by Leo Tolstoy. 

What's your favorite business tool or resource? Why?

My favorite business tool is a user-friendly data storage software. The amount of research and information gets quickly disorganized without data storage software. The organization is key to successfully implementing the pragmatic plan. 

Who is your business role model? Why? 

In today’s world, my business role model would be Yael Aflalo, founder of the fashion brand Reformation. She created a sustainable brand in an already competitive industry and brought on the fresh outfit look that was somehow missing in the market. 

How do you balance work and life?

My work-life balance depends on the season, in winter it is more of 70% work-30% life. In summer it is the opposite, life perhaps gets, even more, these days, especially with COVID-19.

What’s your favorite way to decompress?  

An afternoon walk in nature with classical music blazing through my headphones.

What do you have planned for the next six months? 

I am writing my second book. 

How can our readers connect with you? 

Instagram: Sabinesaade5

Pinterest: SJ Saadeh