Asmaa Al-Kuwari, a multi-award-winning international coach and TEDx speaker, has launched her first book, Back to THAT, a powerful guide aimed at helping women rediscover their authentic selves. The debut work transcends traditional self-help literature by offering a deeply personal and culturally nuanced exploration tailored primarily to Arab and Muslim women, while resonating with women from diverse backgrounds worldwide.
Speaking to The Peninsula at the book launch, Al-Kuwari explained that the inspiration for Back to THAT came from a noticeable gap in literature that genuinely reflects the emotional and cultural experiences of women in the Middle East and North Africa (MENA) region.
“The book is written from the perspective of an Arab Muslim woman because it draws on my personal experiences and those of women in my community,” Al-Kuwari said. “Yet, its themes are universal—women everywhere can find pieces of themselves in it.”
Al-Kuwari, the youngest Qatari woman to lead the International Coaching Federation’s Doha Chapter, is no stranger to leadership and transformation. Through coaching, she has supported many women in reconnecting with their purpose. With Back to THAT, she aims to deepen this impact by engaging readers on an intimate, reflective level.
“Many women lose themselves in fulfilling roles as mothers, wives, daughters, or employees,” Al-Kuwari noted. “I wanted to pose the question: Who are you when you step away from these roles? Who are you when no one defines you?”
The book’s title is a play on words; in Arabic, “that” (ذات) means “self.” Accordingly, the book serves as a guide back to one’s true self—a journey of self-awareness and action. Structured in two parts, the first focuses on increasing self-awareness by helping readers examine their beliefs, fears, and values. The second part encourages practical steps such as habit-building and boundary-setting aligned with one’s authentic identity.
“About 80 percent of the book emphasizes understanding where you are in your life right now,” Al-Kuwari explained. “The remaining 20 percent focuses on what you do with that awareness—how you take action to live as your true self.”
The book includes personal reflections and quotes from Al-Kuwari, including her perspective on choice: “Everything in life is a choice, and whether we choose or not is also our choice.” She stresses that even inaction is a decision, empowering readers to take ownership of their lives.
Readers have responded positively to the book’s warm and relatable tone. “One woman told me, ‘This book is like having a life coach in your hands. I hear your voice in the words, and it feels like you’re speaking directly to us,’” Al-Kuwari shared.
Though Back to THAT is Al-Kuwari’s first published work, she has long maintained a private blog where she reflected on similar themes. “Writing has always been a personal outlet for me,” she said with a smile. “Coaching gave me the confidence to share my thoughts more openly.”
Al-Kuwari emphasized that she intends for the book to be more than a one-time read. “It’s not a textbook filled with information you forget after one read. It’s a guide you can revisit throughout different phases of life.”
When asked about future projects, Al-Kuwari expressed openness but cautious optimism. “My publisher is already interested in a second book, but for now, I want to focus on Back to THAT and see how it can help women.”
Back to THAT stands as a heartfelt contribution to women’s literature, inviting readers from all walks of life to reconnect with their forgotten but never lost selves.
