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From Event Planning to Managing Celebrities, Ambiance Entertainment Group CEO Shady Ayach Looks Ahead to the Digital Future

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You started out studying computer science. How and why did you make the jump to the entertainment industry?

I have been playing the piano since I was a child, and loved music, especially live performances. I shifted fields when my brother, the Lebanese pop star Ramy Ayach, asked me to manage his career when he started as a professional singer. So I had to quit the IT industry – I had my own business – to start to manage his career. All the while, I have been continuously learning about artists, events and the entertainment industry by taking intensive courses, during travels, and of course by reading a lot.

Please tell us the story of Ambiance Entertainment Group. When was it founded and what is the vision of the company?

Ambiance Entertainment Group was founded in 2010. The company’s main vision is to offer the best consultation services to our clients according to their needs. This can include coming up with themes, presentations, guidelines, designs, scheduling, planning, preparation and production. 

From wedding planning, to corporate events, to concerts, to occasion-specific designs covering entire buildings, AEG Events’ line of work is very diverse. As a CEO, how do you manage to juggle between these different types of events?

It is a hard but joyful job, and it is very rewarding. I am an entrepreneur, event planner and an artistic person, passionate about design, esthetics and beauty, and my intention is to deliver perfect solutions to our clients: this is what makes AEG a unique company. I am lucky to be working with a professional team of experts that deliver great results right on the spot.

AEG also specializes in talent management and booking public figures. Which personalities are you proudest of having worked with?

Honestly, each and every public figure, celebrity, or artist, has his or her own personality and idiosyncrasies. I have worked with so many different famous people, and each one of them has a unique character. To be honest, I have to say I’m proud to have worked with all of them. 

How were you affected by the COVID-19 pandemic, which slowed down the event-planning industry because of lockdowns, social distancing and increased health and safety measures?

This is the big shift. We are now living in a new era, as if each science fiction movie we have seen were happening live, right now, or could happen in the very near future. Society and the economy at large were affected by COVID, and the events sector especially so. We are trying our best to create unique virtual concepts with our own special signature. 

To what extent do you think that the event-planning industry will move to the digital world in the future, and how do you envisage your company pivoting to the virtual realm?

Well this is something that’s real, and we can’t escape the fact that this happening; we have to adapt. I think the event-planning industry is going to turn to the virtual whether we like it or not. The big question is: How should we do it, and what will distinguish us in the industry? At AEG, we are hard at work trying to come up with original answers to these questions. 

The idea of Bigtime Daily landed this engineer cum journalist from a multi-national company to the digital avenue. Matthew brought life to this idea and rendered all that was necessary to create an interactive and attractive platform for the readers. Apart from managing the platform, he also contributes his expertise in business niche.

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Business

Scaling Success: Why Smart Habits Beat Growth Hacks in Modern eCommerce

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There’s a romanticized image of the eCommerce founder: a daring risk-taker chasing the next big idea, fueled by late-night caffeine and last-minute inspiration. But the reality behind scaled, sustainable brands tells a different story. Success in digital commerce doesn’t come from chaos or clever hacks. It comes from habits. Repetitive, structured, often unglamorous habits.

Change, a digital platform created by eCommerce strategist Ryan, builds its entire philosophy around this truth. Through education, mentorship, and infrastructure, Change helps founders shift from scrambling for quick wins to building strong systems that grow with them. The company doesn’t just offer software. It provides the foundation for digital trade, particularly for those in the B2B space.

The Habits That Build Momentum

At the heart of Change’s philosophy are five core habits Ryan considers non-negotiable. These aren’t buzzwords; they’re the foundation of sustainable growth.

First, obsess over data. Successful founders replace guesswork with metrics. They don’t rely on gut feelings. They measure performance and iterate.

Second, know your customer deeply. Not just what they buy, but why they buy. The most resilient brands build emotional loyalty, not just transactional volume.

Third, test fast. Algorithms shift. Consumer behavior changes. High-performing teams don’t resist this; they test weekly, sometimes daily, and adapt.

Fourth, manage time like a CEO. Every decision has a cost. Prioritizing high-impact actions isn’t optional; it’s survival.

Fifth, stay connected to mentorship and learning. The digital market moves quickly. The remaining founders are the ones who keep learning, never assuming they know it all. 

Turning Habits into Infrastructure

What begins as personal discipline must eventually evolve into a team structure. Change teaches founders how to scale their systems, not just their sales.

Tools are essential for starting, think Notion for documentation, Asana for project management, Mixpanel or PostHog for analytics, and Loom for async communication. But tools alone don’t create momentum.

Teams need Monday metric check-ins, weekly test cycles, customer insight reviews, just to name a few. Founders set the tone by modeling behavior. It’s the rituals that matter, then, they turn it into company culture.

Ryan puts it simply: “We’re not just building tools; we’re building infrastructure for digital trade.”

Avoiding the Common Traps

Even with structure, the path isn’t always smooth. Some founders over-focus on short-term results, chasing vanity metrics or shiny tactics that feel productive but don’t move the needle.

Others fall into micromanagement, drowning in dashboards instead of building intuition. Discipline should sharpen clarity, not create rigidity. Flexibility is part of the process. Knowing when to pivot is just as important as knowing when to persist.

Scaling Through Self-Replication

In the end, eCommerce scale isn’t just about growing a business. It’s about repeating successful systems at every level. When founders internalize high-performance habits, they turn them into processes, then culture, then legacy.

Growth doesn’t require more motivation. It requires more precision. More consistency. Your calendar, not your to-do list, is your business plan.

In a space dominated by noise and novelty, Change and its founder are quietly reshaping the conversation. They aren’t chasing trends but building resilience, one habit at a time.

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