Founding Director
Yarnu - The Art of Social Intelligence

Author and Social & Cultural Intelligence coach, Rana Nejem started out her career as a broadcast journalist with Jordan Television. After working with CNN during the First Gulf War, she moved to the Royal Hashemite Court where she was responsible for His Majesty the late King Hussein’s International Media Department for 2 years. Rana then moved into the field of communications and public relations leading the public diplomacy and communications work of the British Embassy in Amman for 18 years. 

Throughout her career – whether it was formulating communications strategies, conducting interviews with Heads of State or making arrangements for Royal visits and VIP events – cross-cultural communications, business etiquette and protocol were always an essential part of her work.  Rana learned first hand from top professionals in the field and put it all into practice throughout her career. As Communications and Public Diplomacy manager, she provided Cross-cultural communications advice to British Ambassadors and diplomats as well as Western consultants working in the Middle East region.

Rana founded her own company in 2013 – Yarnu – an Arabic word meaning to look towards, to aspire to with calm and serenity.  Yarnu helps people to distinguish themselves by raising their social and cultural intelligence, enabling them to float with ease and confidence from one situation to the other.  Rana has since been coaching, training and advising business executives, diplomats and officials helping them refine their professional profile, increase the impact of their personal presence and raise their inter-cultural intelligence. 

After partnering with Alderbrooke Group of the UK, Rana was certified in CultureScope®.  She has since been working with the team at Alderbrooke to analyse and interpret data which is then used as the basis for the introduction of targeted interventions helping clients in the Middle East region align their staff behaviour and attitude with the organisation’s values and objectives.  An in-depth understanding of the CultureScope tool coupled with her experience in this field enables Rana to provide businesses with a road map that empowers the leadership to make strategic decisions related to staffing issues, internal communications, workflow structure as well as reward and accountability procedures.  Using CultureScope to scientifically and empirically measure behavior, Rana has provided decision makers with detailed and focused solutions to a variety of issues, including cross-cultural communications, that have in turn shifted the culture within these organisations enabling them to attract and retain their ideal employees and achieve their objectives. 

Her first book “When in the Arab World: An Insider’s Guide to Living and Working with Arab Culture” was published in the UK May 2016.  She is regularly invited to speak on the subject of cross-cultural communications.

Rana carries a Masters degree in International Communications and Negotiations from The Fletcher School of Law and Diplomacy, and is certified as an International etiquette consultant by the International Etiquette and Protocol Academy in London. Rana was also trained by The Protocol School of Washington in International Protocol Management, and is a certified coach in Inter-Cultural Intelligence.  

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