Judith Hornok is the decoder and founder of Hornok & Partner, an internationally recognized innovations company for business success in the Arab Gulf. She has worked as a journalist in Europe and the Middle East, writing about people and business, as well as producing TV documentaries such as The Makers Behind the Stars - The Man Behind Michael Schumacher. She is famous for her lectures in the Library of Congress, IDEO/Stanford University and the European Forum Alpbach, amongst others. She is the creator of the figures of The Emotional Hinderers.

Acknowledgements, About the Cover Image, About Judith Hornok, Foreword: Why I wrote this book, About the illustrations - the Seven Emotional Hinderers, - Background: how the Emotional Hinderers evolved, - The curtain is lifted: where to find the seven characters in the book, Chapter 1 - The basics of the Arab Business Code (ABC), Your readiness - Are you ready to work in the Arab Gulf? Start to prepare yourself! Your homework, Relate - Respect - Relationships, Your personal attitude toward the Arab Gulf, Check your mindset! The survival masterplan, 1.3. Your professional competence - would an Arab Gulf expert recruit you? The ideal employee in the Gulf Region, Who am I - and how do Arab business people see me? Strengths and weaknesses analysis with the ABANA strategy, Becoming an ideal international partner for Arab businesses - management of expectations, The 5-step program for managing your expectations, Chapter 2 - Finding a partner - the search for the ideal business partner, 2.1. The desired business partner, 2.2. Falling in love with a picture, 2.3. Reality check: Arab Business Code, Chapter 3 - Two innovation strategies for the Arab Business Code (ABC), 3.1. The FITO technique, 3.2. The Gas-Shift-Brake technique, Chapter 4 - Three golden rules of the Arab Business Code (ABC), 4.1. Golden Rule No. 1 - Chemistry, Key Code 1 - The sixth sense in the Arab Gulf, Key Code 2 - Communicate authentically from the inside out, 4.2. Golden Rule No. 2 - Family, Key Code 1 - The power of the word "family", Key Code 2 - The entire Arab Gulf is "one great family" - the Arab Business Club, Key Code 3 - A good reputation comes first, 4.3. Golden Rule No. 3 - Respect, Key Code 1 - Clarity and truth in communication, Key Code 2 - Use the building blocks of the Arab negotiation culture, Key Code 3 - Long-term commitment and patience, Key Code 4 - Three cultural no-goes of the Arab Business Code, Chapter 5 - Communication culture with the Arab Business Code (ABC), 5.1. Silence with the Arab Business Code, - Benefits of using silence, 5.2. Small Talk with the Arab Business Code, - Benefits of small talk, - How to master the art of small talk, 5.3. Humor with the Arab Business Code, - Humor and its stumbling blocks, - No-goes in humor, - How to master humor, - How to turn failed attempts at humor into opportunities, 5.4. Active listening with the Arab Business Code, - Why "active listening" in the Gulf is so important, - What makes listening with the Arab Business Code so challenging, - Three classics of "reading between the lines", 5.5. Signs and body language with the Arab Business Code, - Understanding the Arab Business Code with today's sign language, - Learn to better read body language, - The importance of eye contact, - Why Arab business people find it hard to say, "No", 5. 6. Praise with the Arab Business Code, - Three techniques of praise, - A list of praise , 5.7. Inquiring with the Arab Business Code, - Pushing solutions through inquiries, - Acquiring new contracts through inquiries, - Successfully carrying out projects in the millions, by asking questions, Chapter 6 - Conclusion: the commitment, Appendix - More on the Seven Emotional Hinderers when doing business in the Arab Gulf and page directory of the characters