Arabic word meaning to look towards; to aspire to with calm and serenity.


Our aim is to help you distinguish yourself from the crowd – by raising your Social and Cultural Intelligence and enabling you to float with ease and confidence from one situation to the other while...

Test your knowledge

Research shows there is more than a literal truth to the saying you never get a second chance to make a first impression.

We promote excellence, and work to break the perception that refined social skills is a luxury.

Through an interactive and engaging learning experience, we help our clients to distinguish themselves by raising their Social Intelligence, enabling them to float from one situation to the other with ease and confidence, while building fruitful relationships with people from different cultures. 

We are not a training centre and we do not offer any public courses. We work directly with businesses - large and small - and with government organisations as well as individuals.  We value the individuality of people, acceptance of the other and mutual respect.

YARNU is the first in the region to specialize in Business Protocol and Inter-Cultural Intelligence for the Middle East. We follow a personalised, practical approach based on "YARNU’s 4Ds" methodology to ensure that we meet the requirements of our multi-cultural clients.  

Our experienced team of topic experts and our flexible and practical approach enable us to conduct our sessions at a variety of venues.

Founding Director

Author and Social and Cultural Intelligence coach, Rana Nejem started out her career as a broadcast journalist. After working with CNN during the First Gulf War, she moved to the Royal Hashemite Court where she was responsible for the 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 protocol and etiquette were always an essential part of her work.  Rana learned first hand from top professionals in the field and put it all into practice in her work. 

As Communications and Public Diplomacy manager, Rana provided Cross-cultural communications advice to British Ambassadors and diplomats as well as Western consultants working in the Middle East region.  Since setting up Yarnu, Rana has 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.  Rana is regularly invited to speak on the subject of cross-cultural communications. 

Her first book When in the Arab World; An Insider's Guide to Living and Working with Arab Culture was published in May 2016.

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.

“Technology does not run an enterprise, relationships do.”
“Good manners and soft words have brought many a difficult thing to pass.”
Sir John Vanbrugh
The seminar on Cultural Awareness brings to life the inner challenges that I face when dealing with people either in... Read more
USAid Jordan
Member of staff
The Art of Social Intelligence is a skill that is often missed by companies and organisation. Not only did Ms. Nejem... Read more
Haif Bannayan
CEO, Queen Rania Teacher Academy
Continuous flow of information. An eye opener on one’s own behavior towards colleagues. The trainer has excellent... Read more
Isam Salfiti
Chairman Bank Al Etihad Amman, Jordan
The material was well presented and had a huge impact on the way I look at other cultures and the world in general.... Read more
Ramzi Nuqul
Realestate investments
Deep and intense sessions that plant the seeds for a new and positive way for looking at challenges. Highly... Read more
Senior Business Consultant
A one day workshop with Rana was instrumental in helping me prepare for a very important interview. Her insights and... Read more
Saudi Arabia
January 2017
Are you planning to grow your business in the Arab world?  Are you about to take up a new position in your company’s offices based in Dubai, Kuwait, Amman or Cairo? ...
August 2016
Last week we lost a very dear friend and an extraordinarily special soul, Abdallah Said, who left this world after a brave four and a half year struggle with a vicious brain tumor...
June 2016
The sighting of the new moon marks the start of Ramadan.  This is the time when your Cultural Intelligence will prove extremely valuable. Ramadan is a time when Muslims all...
May 2016
Even the most seasoned can sometimes let their cultural intelligence slip.  When we are under stress or pressure we tend to revert back to our default setting – or what we...
When in the Arab World

In today’s world, being culturally intelligent is no longer a luxury, it is a skill that is crucial for business people, diplomats, students and just about anyone who travels for work or leisure.

Contact Information

Telephone:   +962 79 7661011
Follow us on Twitter @Yarnu
Umm Summaq,
P.O.BOX 2043
AMMAN 11821