The Flood Takes Over
More and more of them I see online, flooding what were once flourishing, vibrant, informative spaces—where colleagues, ex-workmates, and former student pals used to congregate. I used to follow industry giants, interesting upstarts, contemporaries, and people who I’d find interesting. In a way, they were all selling their wares, but in a way that said, “I know what I’m doing, do it my way and you’ll succeed.”But there has been a rise—not that you can even call it a rise anymore. It’s more akin to rats, rats eating away at decent human beings trying to make it for themselves in the world. The world wasn’t like this before; everything used to be so simple.Simpler Times Are Gone
I’m not sure when I noticed it started to creep in. Maybe during Covid-19, when everyone was bored and had nothing better to do than try and pick up a hobby. These people, mainly from hospitality and retail-based industries, found themselves flooded with time, and then, opportunity. Bouyed by the jump in attention you’d get from posting even a mildly funny reel or TikTok, and they are away—followers, likes, and shares growing their account, and sadly, their ego.Pandemic Boredom Breeds Opportunity
Also during the same pandemic, home business galore popped up. As a designer and printer myself, I noticed a boost in interest and bank balance as I cashed in on the countless new Covid guidelines, as employers tried to keep up with legal requirements and homebodies tried to become somebodies. During this time, I helped start up a moving business, a removals business, a beauty training center, and what felt like a hundred cleaning and security companies. It was great. I knew what I was doing and people knew me for it. Word of mouth was my queen and I was the design-print king.Then everyone had to go back to work.Back to Work—Sort Of
The party was over, but not for all. Those who either couldn’t go back to their old job (or those who said, “fuck that, I’m not doing 8 till 8 anymore”) or those that were UNWILLING decided to take up a new career—a career apparently learnt during the two and a bit years locked away from society, resulting in being half decent at Canva and knowing how to time a trend.Canva Wizards and Trend Chasers
The selfie posters instead of social proofers, the engagement pod giddy committee, the “when people say you need a degree to do marketing, ick” gang. Flooding the feeds with their “in-depth” knowledge. Results from their uncle’s plastering account that had a viral reel, sharing industry secrets and bringing out revolutionary marketing ideas that you definitely didn’t need to get a degree to learn—never mind buyer psychology, campaign planning, and all of that, ennit.“Industry Secrets” and Viral Myths
Maybe they were masters of the dark arts of psychology.If you were to believe them, you would believe that they now have all of the small and large customers signed up and that everyone is making money and the sun is shining 24/7. But you rarely see any proof. In fact, other than an active profile with little else other than selfies and videos of beaches—habbibi, come to Dubai—there is usually no existence of an actual business behind the barking.The worst part is when a few of them link up and call it a summit or founders’ meet-up. Give me strength.Sun, Sand, and Selfies—But Where’s the Business?
Now I’m all for entrepreneurship. I love a wild, bold claim. And if something’s worth shouting about, you’ll hear about it. But the problem here is that it’s making what I do look like anyone can do it—and believe me, they can’t.Not Everyone’s Cut Out for This
I studied graphic design for two years and art and design at college for a year, then got a degree in Advertising and Brand Design before interning at a clothing company before I started my career. And I’m still learning on the job. I spent those years learning from people who have worked in the industry for years before wanting to give back and grow the next generation.Why My Experience Still Matters
I get it—you don’t need a degree to do marketing. But you DO need to know about basic marketing principles, techniques, history. You need technical expertise and you need KNOWLEDGE. Design works on principles and you can’t design or create anything with any depth if you don’t understand the purpose and reasoning behind it. I personally don’t believe you can learn that watching a few YouTube videos or visiting Cannes Lions.So, what do you reckon? Am I just being old school, or have you noticed this wave of “experts” too? Maybe you’ve worked with one—or maybe you are one (no hard feelings, honestly, just don’t call it marketing genius if it’s just Canva and a trending sound).Either way, I’d love to hear your thoughts. Drop a comment, share your own stories, or tell me I’m wrong. Let’s have a proper conversation about what real marketing and design actually mean these days. 
