Integrating Heritage and Folk Wisdom into Business Education

Report by: Sania Tufail and Irfan Khan, NBEAC, HEC, Islamabad

Event: NBEAC Deans and Directors Conference, Lahore, 17-18 February 2025

Synopsis

This thought-provoking panel explored how folk wisdom, classical literature, and cultural heritage can enrich business education by promoting ethical leadership, emotional intelligence, and creativity. Drawing on figures like Ghalib, Iqbal, Saadi, and Bulleh Shah, the speakers offered frameworks for integrating indigenous knowledge into curricula and corporate cultures.

Brief Highlights

Dr. Jawad Syed: Learning from Ghalib – Six Pillars of Internal Communication

Dr. Syed outlined a novel framework (PRREMM) for internal communication inspired by Ghalib’s poetry, focusing on psychological safety, responsibility, relevance, engagement, multiple media, and measurement. Drawing parallels with classical Urdu, Persian and Islamic wisdom, he emphasized how folk literature provides leadership lessons in communication and leadership.

Dr. Irfan Hyder: The Role of Urdu Literature in Nurturing Ethics and Creativity

Dr. Hyder stressed that losing ancestral languages equates to losing centuries of embedded ethical wisdom. He critiqued the erosion of cultural values in modern society and emphasized the ethical and emotional literacy that literature fosters—enabling individuals to process complex emotions and act with moral clarity in personal and professional settings.

Mr. Wahaj-us-Siraj: The Power of Character – Learning from Urdu Poets

Mr. Siraj shared the ethical journey of Nayatel’s growth, linking character-driven leadership to the teachings of Iqbal, Hali, Faiz, and Hafeez Jalandhri. He argued for redefining business success beyond profit, proposing literature, poetry, and Islamic values as tools to inspire trust, passion, and integrity in the workplace.

Dr. Anjum Altaf: The Loss of Heritage – Why and What to Do About It

Dr. Altaf called for reclaiming literary and folk wisdom in education, especially to fuel innovation. He warned against the sidelining of indigenous languages and thinkers like Ghalib, Iqbal, and Bulleh Shah, asserting that critical thinking is essential to challenge outdated systems and foster meaningful change.

Dr. Asad Areeb: The Link Between Culture, Nurturing, and Education

Dr. Areeb presented a poetic and cultural critique of the educational system, expressing concern for the ordinary citizen’s lost connection with real cultural values. Through stories of Lahore’s fading heritage and tributes to scholarly icons, he called for restoration of educational integrity and a culture rooted in respect, depth, and character.

Indicative Discussion Questions

How can business schools practically integrate indigenous literary heritage and folk wisdom into formal curricula without compromising academic rigor or relevance?
What role can character-building and ethical storytelling—through poetry or classical texts—play in shaping responsible business leaders in today’s competitive world?
How does the loss of ancestral language and oral tradition impact our ability to lead with empathy and wisdom in the workplace?
To what extent should business education institutions prioritize critical thinking and challenge existing power structures?

Detailed Report

Dr. Jawad Syed: Learning from Ghalib

The speaker emphasized the significance of incorporating local heritage into business education, with a particular focus on Mirza Ghalib, referred to as the “Emperor of Communication” or “Shehnshah-e-Sukhan” in Urdu. He explored how Ghalib’s poetry provides valuable insights into internal communication within organizations.

Six Pillars of Internal Communication from Ghalib’s Poetry:

Psychological Safety:Employees fear speaking up due to repercussions, as reflected in Ghalib’s verse: “Baat par waan, zubaan katti hai. Wo kahen aur suna kare koi.”Organizations must foster a culture where employees feel safe to express concerns.
Responsibility: Communication roles must be clearly defined, inspired by Ghalib’s use of the term naama bar (messenger). “Ye hum jo hijr mein deewaro dar ko dekhte hain, kabhi sabaa ko, kabhi naama bar ko dekhte hain.”
Relevance and Timeliness: Timely communication is critical to prevent inefficiency and irrelevance. “Humne maana ke taghaful na karoge lekin, khaak ho jayenge hum, tumko khabar hone tak.”
Engagement Forums: Organizations should provide structured platforms for dialogue, like town halls. “Dikhaunga tamasha, di agar fursat zamane ne.”
Multiple Media: Communication should not rely solely on emails but use multiple channels for clarity. “De ke khat, muh dekhta hai naama bar. Kuch toh paigaame zubani aur hain.”
Measurement & Adaptation: Organizations must evaluate and adapt communication strategies. “Main bhi muh mein zuban rakhta hoon, kaash poochho ke muddaa kya hain.”

These six pillars form the acronym PRREMM (Psychological Safety, Responsibility, Relevance, Engagement, Multiple Media, and Measurement), suggest that effective communication in modern organizations must be built on love, trust, and engagement rather than fear and coercion.

Dr. Irfan Hyder: “The Role of Urdu Literature in Nurturing Ethics and Creativity”

Dr. Irfan Hyder, in his speech, delved into the profound significance of literature and the preservation of language as vital elements of education. He shared a thought-provoking perspective from an academician, who stated that anyone who does not know their grandparents’ languages—both maternal and paternal—cannot truly be considered educated. This idea, according to Dr. Hyder, resonates because losing the language of one’s grandparents means discarding centuries of wisdom, culture, and understanding that have shaped identities and communities. He emphasized that language carries embedded knowledge, ethics, traditions, and values, and when we abandon it, we risk losing these critical societal pillars. He pointed out that the rise in disrespect and hostility in society today is, in part, a result of this cultural erosion. In the past, people expressed their thoughts through poetry and literature, offering a more respectful and insightful way of communicating, as seen in figures like Nawabzada Nasrullah Khan.

However, Dr. Hyder lamented that modern communication has degenerated into insults and mockery, contributing to societal breakdown. He elaborated on how wisdom, which literature imparts, teaches not just what is right or wrong, but when to act and when to stay silent. Literature, he argued, helps people navigate complex emotions such as sadness, anger, jealousy, and revenge, offering a more thoughtful approach to expressing these feelings. He also shared how literature connects the present to the past and the future, noting that human struggles and emotions have always been part of the human experience, citing examples from the story of Cain and Abel to modern literary works like Invisible Man and iRobot. Dr. Hyder emphasized that literature also plays a crucial role in shaping ethics, teaching not just the letter of the law but the intent behind actions. Unlike social media, which often promotes anger and revenge, literature encourages reflection and thoughtful communication. He stressed the importance of creativity in solving today’s challenges, asserting that literature is a powerful tool for fostering imagination and out-of-the-box thinking, which are essential for innovation in the modern world.

In conclusion, the essence of education lies not in what machines, like AI, can teach us, but in the depth of our emotions, experiences, and consciousness—qualities that define our humanity. It is through understanding and embracing the wisdom passed down through generations, particularly through our grandparents’ languages, that we truly connect with our roots and gain a deeper appreciation of who we are. As we navigate the complexities of the modern world, we must remember that the most meaningful lessons come not from algorithms or data, but from the rich tapestry of human knowledge and wisdom. Thank you.

Mr. Wahaj-us-Siraj: “The power of Character, Learning from Iqbal”

Mr. Wahaj Us Siraj began his speech by expressing his gratitude for the opportunity to speak and sharing his experience of the power of character in building something great and long-lasting. He highlighted the success story of Nayatel, which started as a small computer shop with two people and no capital 25 years ago, and grew into a team of 2,500 people with over 9 billion rupees in revenue in 2024. Despite the challenges of operating in a business environment where corruption is common, Nayatel remained ethical, with no bribes, and still outperformed competitors’ vision was to become a role model of trust, set the highest standards of quality, and add value to society. These are the three core principles. To become a role model of trust, you must have the strength of character. A small company challenging the big giants like PTCL , driven by this vision. And that vision still stands today. As the company expanded, Mr. Siraj faced the challenge of scaling its culture. To ensure that honesty, hard work, and customer care were ingrained in the company, they implemented systems of training, evaluation, and rewards. The values of integrity and service became the company’s core principles, and these were reinforced through teachings from Islam and the wisdom of renowned poets.

Mr. Siraj shared his deep admiration for Iqbal, a figure has a special place in his heart. He mentioned that he has read many of Iqbal’s works thoroughly and highlighted Iqbal’s emphasis on the importance of character. Mr. Siraj believes this core value is currently missing from society and needs to be rebuilt. He then turned to the poetry of Maulana Altaf Hussain Hali, particularly his Musaddas-e-Hali, a work Mr. Siraj has nearly memorized. As an ardent admirer of Hali, he shared that the poet’s eloquent expressions hold immense power and resonate deeply with the work they do. Mr. Siraj also spoke about the profound relevance of Sultan Bahu’s poetry, which conveys a beautiful message about bringing awareness (Jaag) into life. He explained how, no matter how much one boils milk, it won’t freeze unless the right ingredients—honesty, love, and sincerity—are added. He then shared his thoughts on Faiz’s poetry, describing it as revolutionary. Faiz’s work challenges the status quo and pushes for societal change.

Mr. Siraj recalled reading Faiz’s work one night and feeling so moved that he wanted to recite it to his wife. However, she warned him against it, fearing that it might lead him astray. He emphasized Faiz’s reflection on the relationship between love and work, explaining that both must converge—love should be treated as a profession, and work must be infused with passion. He stated that engaging in both love and work part-time would result in neither being complete. Mr. Siraj also expressed his fondness for Ahmad Nadeem Qasmi’s poetry, which he has read extensively. He shared one of Qasmi’s couplets that highlights the importance of unity and abundance: “If you worship the One Lord, learn the unity you possess in abundance. To live in abundance, learn from the vastness of your deserts.” He explained that it’s not just the awe in the mirror that we should reflect upon, but also the truth it reveals.

Moving forward, Mr. Siraj expressed his admiration for Maulana Zafar Ali Khan, whose poetry was deeply rooted in the love of Allah and the Prophet Muhammad (PBUH). He praised the beauty of his work and how it continues to inspire. He also acknowledged the contributions of other poets, both from Pakistan and abroad, including Akbar Al Abadi, Hafeez Jalandhri, Anand Narain Mulla, and others, who have enriched the country’s literary heritage. Finally, Mr. Siraj concluded with the timeless words of Hafeez Jalandhri, the author of Pakistan’s national anthem. He shared the poem Naya Daur, written on 4th August 1947, just days before the country’s independence. The poem, he explained, conveys the vision of the emerging Pakistan, speaking of a new era where justice, peace, and brotherhood would reign. He praised Hafeez Jalandhri for beautifully capturing the dream of a brighter future, one in which the true essence of humanity and progress would prevail.

Mr. Siraj’s address concluded with a call for holistic reforms in business education, urging institutions to redefine success metrics beyond profitability and rankings, to include reputation, ethical standing, and societal impact. As way forward, he suggested that universities should leverage power of social media for preparing and disseminating captivating short reels, videos and related content to inspire youth to strengthen their characters for achieving long lasting success. He invited faculty and students alike to adopt a lifelong commitment to ethical leadership, ensuring that business graduates emerge as trusted custodians of societal and economic well-being.

Dr. Anjum Altaf: “The Loss of Heritage: Why and What to do about It”

Dr. Anjum Altaf began his speech by greeting the audience and reflecting on the title of the session, Integrating Heritage and Folk Wisdom into Business Education. He shared two main thoughts that came to his mind when he first saw the title. First, he asked why heritage and folk wisdom are needed today, especially in business education, given that these elements have always been present around us and their benefits are undisputed. He recalled his experience as a Dean at LUMS when he tried to introduce a core curriculum, but faced significant opposition, particularly from the Business School and Engineering School, which argued that there was no place for heritage in the curriculum, as students were already very busy.

He then addressed these two critical questions: Why did we abandon our heritage, and why is it needed in business education today? Dr. Altaf explained that our literary heritage, which includes the works of iconic figures like Ghalib and Iqbal, dates back to ancient philosophers such as Socrates, Aristotle, and Milton. This global wisdom is recorded in various languages, yet many people lack access to it because they do not know the necessary languages. He emphasized that without knowing the language of this recorded heritage, it becomes inaccessible, and thus its benefits are lost. Turning to folk wisdom, Dr. Altaf explained that this wisdom does not require literacy; it has been passed down through generations even in times when literacy was rare. He gave examples from his own family, such as the knowledge his grandmothers had about nutrition and healing. They knew which foods to eat in different seasons, and how to treat injuries using natural remedies like turmeric and garlic. However, this folk wisdom was often dismissed as outdated or unscientific, which led to its gradual disappearance. He reflected on how this rejection of folk wisdom has caused people today to lose this knowledge.

Dr. Altaf also pointed out how cultural practices and traditions, such as music and clothing, are part of our heritage that has been undervalued. He gave the example of the turban, a traditional garment that many no longer know how to tie, and how if he had worn one to the event, he might not have been allowed entry. This disdain for heritage, he argued, is why much of it has disappeared. He then shifted focus to the need for integrating folk wisdom and heritage into business education, particularly in the context of innovation. Dr. Altaf explained that innovation involves both thinking and breaking old structures. He quoted Schumpeter’s concept of creative destruction, which asserts that innovation cannot happen without challenging the old order. He urged the audience to consider whether schools promote critical thinking, and if they do not, then innovation cannot truly occur. Dr. Altaf elaborated on the importance of subversive thinking for innovation, sharing insights from poets like Ghalib and Iqbal, who encouraged radical and subversive thought. He stressed that the most subversive ideas can be found in the works of poets like Bulleh Shah, whose writings challenge the very foundations of societal norms. However, he lamented that such poets are not taught in schools due to the language barrier and the absence of local language instruction in the curriculum. He made the case that subversive thinking is essential but also dangerous, as it questions the legitimacy of established power structures. Dr. Altaf cited the example of slavery in the southern United States, where literate slaves were punished, as it was feared that education would lead them to question their status as slaves. He drew a parallel to the current system of education, where subversive thinking is stifled.

Dr. Altaf then posed a question: If innovation is needed, what should be done? He pointed to the books Thinking with Ghalib and Great Sufi Wisdom of Bulleh Shah, which contain the heritage and wisdom that is accessible but largely ignored because of the language barrier. He argued that the lack of proper vocabulary and understanding in our school system has led to the loss of access to this wisdom.

In conclusion, Dr. Altaf stated that innovation cannot be achieved without addressing these issues. He urged the audience to consider whether the current system of education, with its focus on English and lack of local language instruction, is hindering innovation. He reminded them that for true innovation to occur, schools must embrace thinking and subversive ideas, and that without this, any attempts at innovation would remain futile. He ended by calling for resistance to the current system and the imposition of a foreign equation on education. He invoked the legacy of Karbala, emphasizing the importance of resistance and questioning the legitimacy of oppressive systems. Dr. Altaf concluded his speech by thanking the audience and calling for action.

Dr. Asad Areeb:”The link between culture, nurturing and education”

Dr. Asad Areeb’s speech resonated with reflections on the state of education, culture, and the difficulties faced by ordinary people in today’s society. He began by addressing the innocent community who, in his words, could not hunt birds in their jungles without a permit, symbolizing the oppression and limitations imposed on the masses. He expressed the frustration of these people who had been waiting for better times, but those times still seemed distant. He criticized the economic situation, highlighting how people were given far less than they deserved, equating it to receiving one rupee for twenty-five paise. He also pointed out how the scarcity of petrol was a paradox, and he wondered where people could find even the small change needed to survive.

Dr. Areeb shared a personal anecdote about seeing a man running on Mall Road in Lahore. When he asked the man why he was running, the man explained that he was fleeing from terror, describing the failure of the education system. The man’s journey from the railway station to Dada Darbar as a child had now transformed into a paid Uber ride, which he found symbolic of the larger failures of society in providing true progress.

Dr. Areeb further reflected on how the state of education has misled people and failed to uphold cultural values. He cited an old saying by Sadi, emphasizing that every person is born as a “mad soul” crying, while the world laughs at their tears. Similarly, when they depart, the world cries, and they laugh, demonstrating the paradoxes inherent in life and society—an outcome, he said, of the flawed education system.

In his address to the people of Lahore, Dr. Areeb criticized the false representations of culture in the city. He mentioned the government’s misleading proclamation about Lahore being a “city of cultures.” For Dr. Areeb, true culture wasn’t about the surface-level representations but rooted in the deeper, more meaningful cultural heritage. He nostalgically recalled Barkat Ali Mohammedan Hall, a cultural institution that once embodied the cultural identity of Lahore. He lamented its poor condition, yet celebrated it as the “Taj Mahal” of Lahore’s cultural essence, symbolizing the loss of cultural integrity.

Dr. Areeb also paid tribute to notable figures like Abdul Majeed Salih, Zafar Ali Khan, and Hameed Ahmed Khan, who represented the true spirit of education and culture. He shared an anecdote of meeting Khan Sahib, the Vice-Chancellor of Punjab University, and how a simple gesture—adjusting a chair—symbolized the deep respect for tradition and the responsibility of maintaining cultural values. He explained how even small actions in the presence of these figures demonstrated a strong adherence to ethics and culture.

He concluded by discussing Maulvi Muhammad Shafi, a revered figure in the academic world, who embodied knowledge and dedication to education. Dr. Areeb reminisced about his encounter with the 81-year-old Maulvi Shafi and highlighted his significant contributions to literature, particularly in his role in editing the دایرۃ المعارف الاسلامیہ, the largest encyclopedia at the time. Through these reflections, Dr. Areeb emphasized the importance of true cultural and educational leadership that transcends the superficiality often portrayed in modern society.

Overall, Dr. Areeb’s speech was a critique of the contemporary education system, the state of culture in Lahore, and the struggles of the common people, calling for a return to genuine cultural values, integrity in leadership, and the restoration of true education.

Takeaways

Here are five actionable outcomes from the session “Integrating Heritage and Folk Wisdom into Business Education”:

Integrate Heritage into Curriculum: Include local heritage and literature, such as the works of Ghalib and Iqbal, in business courses to shape leadership and decision-making.
Promote Ethical Leadership: Focus on developing ethical leadership by teaching values of trust, integrity, and societal well-being inspired by cultural icons.
Foster Critical Thinking for Innovation: Encourage critical and subversive thinking through creative workshops, helping students challenge existing ideas and drive innovation.
Restore Folk Wisdom: Incorporate traditional knowledge and sustainable practices into the curriculum through community partnerships and dedicated courses.
Leverage Social Media for Character Building: Use social media platforms to share content that promotes ethical leadership and cultural values among students.