At just 24 years old, Joseph Oubelkas’s life took a drastic turn when he was wrongly accused and sentenced to ten years in a Moroccan prison. In his keynote at Amsterdam Business Forum, Joseph shared his powerful story of injustice, perseverance, and the strength of an unbreakable spirit.

The power of enduring injustice

Joseph's ordeal began with a shocking arrest. The authorities raided the company he worked for in Morocco and discovered 8,000 kilos of drugs worth €24 million. Despite the lack of evidence and clear indications of his innocence, Joseph was sentenced to ten years in prison. This marked the beginning of his journey of resilience.

• Key takeaway: Life's hardships are not always fair, and injustice can strike at any moment. The key lies in how we respond to these challenges.
  
  

The power of love, support, and self-care

During his imprisonment, Joseph found solace in the love and support he received, particularly from his mother. Her 400 letters became his lifeline, reminding him that he was not alone. In one of her first letters, she urged him to "take care of yourself"—a simple yet profound reminder that self-care is essential for survival, especially in the darkest times.

Her words became his mantra: "Start with yourself. Focus on you." This focus became a beacon of hope amidst the daily grind of prison life. It taught him that caring for both physical and mental well-being is the first step toward building resilience.

• Key takeaway: Love and support from others can be a powerful source of strength. However, true survival begins with taking care of oneself, even in the most challenging circumstances.
  
  

The power of mindset and self-control

Joseph’s mindset was crucial to his survival. While the prison could confine his body, he emphasized that his mind would remain as free as a bird. This mental freedom became his anchor. By setting small, manageable goals, Joseph gradually began to reclaim control over his life.

Despite the brutal conditions—the filth, overcrowding, and daily violence—Joseph found ways to maintain his sense of self. He chose to focus on what he could control: his actions, his thoughts, and his health. One of his first acts of defiance was brushing his teeth with conscious care, a small routine that symbolized his refusal to let the system break him.

• Key takeaway: Your mind is your greatest asset. Even when external circumstances are beyond your control, you can always control your attitude, decisions, and daily actions.
  
  

The power of finding small joys

Joseph learned to find joy in small moments. He would observe sparrows hopping near the prison, follow the life cycle of storks, and marvel at the simplicity of nature beyond the prison bars. These small slices of joy helped him retain his humanity.

He also began to connect with his fellow inmates. Learning Arabic became his way of breaking through the barriers of culture and language. This act of communication allowed him to build meaningful connections. Joseph learned not to judge others hastily—everyone has a story. Listening to these stories helped him regain a sense of empathy and connection.

• Key takeaway: Finding small joys, no matter how insignificant they may seem, can provide a crucial lifeline in difficult times. Connection and empathy can flourish even in the harshest environments.
  
  

The power of writing your own story

Despite being unjustly imprisoned, Joseph refused to adopt a victim mentality. "Many people give away their ‘pen of life,’ allowing external circumstances or others to dictate their story," he declared. His message was simple: take back the pen and start writing your own narrative.

After his release, Joseph returned to society with the label of an ex-prisoner. He had to rebuild his life from scratch. "What do you want?" his mother asked him, encouraging him to focus on his dreams rather than the injustice he had suffered. Inspired by her words, he began sharing his story, using it as a tool to help others understand that no matter how dark life becomes, it is always possible to create something beautiful again.

• Key takeaway: True freedom comes from writing your own story. No matter how unfair the circumstances, you hold the power to shape your future.
  
  

You’ve got the power

Joseph Oubelkas’s story is a powerful testament to the strength of the human spirit. "All the lessons I learned in prison, I’ve applied again in this life, where many feel as though they are imprisoned. I tell you: you build those walls. Your mind is free. You carry the key."