Yousuf is a traveller by mind, an explorer on foot and a nomad at heart. But he spends a lot of his time poking his nose into people's lives, figuring out how their thinking can be changed. Obviously, he gets slapped around in the process. Inscrutably, over the past 15 years in advertising (12.5 of which he has spent as a strategist), Leo Burnett Mumbai, Y&R Singapore, BBH Mumbai, W+K Delhi, McCann Jakarta, The Bakery Jakarta and Bates Kolkata have found this useful. So have brands and companies such as Axe, Land Rover, Bajaj Motorcycles, Star Bharat, Amazon Prime Video, Marico Ltd, Nescafe, Dalda, Acer, Nokia, Danone and Powerade among many others. Yousuf is one of India’s most awarded brand strategists. In the last 6 years, Yousuf has picked up 7 Effies, 6 trophies at the APPIES, and two WARC awards. Campaigns built on his briefs have also won D&AD Pencils, One Show metals, Cannes and Spikes trophies, Kyoorius Elephants and the Abbys. He has also been invited to speak at the Influencer Conference Mumbai, at the Godrej India Culture Lab, at NarseeMongee, and at the Pacific Youth Marketing Conference in Singapore. He has taught at the Miami Ad School Mumbai, and at the Oberoi International School. However, talent and a real job continue to elude him. To prevent himself from domestic abuse in the future, Yousuf mentions having worked as an amateur barista at Amici's Delhi. For backup career choices, he goes through the poetry, short stories, travel and food columns he has written, and the countless pictures he has taken so far on his travels. To broker peace when all else fails, he propagates his Indian-Pakistani origin.