Saudi Arabia

The Execution Gap: Why Western Strategies Fail in Riyadh

Many leaders arrive in Riyadh backed by formidable global expertise and proven success in markets like New York or Singapore. However, the Riyadh market does not respond to "off-the-shelf" models.

How Saudia Airlines Turned 1.5kg of Baggage Into the Smartest Marketing Campaign of 2026

A full breakdown of why 'Let It Fly' works, what most Western brands keep getting wrong about Saudi marketing, and three things any Western brand could take from this campaign before their next Riyadh meeting

The Resilience Shift: Nearly Twenty Years in the Middle East and What It Taught Me About Connection, Culture and Becoming

People often talk about the Middle East as if it is one thing. One place. One story. It is not. It is many countries, many cultures, many languages and many ways of being. Gulf cities that feel like the future. Old neighbourhoods where time slows down. Desert that makes you quiet inside. Mountains that make you feel small in the best possible way. Sea that makes you want to stay an extra day.

AlUla: Why This Place Matters More to Saudi Arabia’s Future Than You Think

AlUla is not a resort. It is not a side project. It is not another flashy giga-project headline that disappears when oil prices shift. AlUla is a deliberate, long-term, multi-billion-dollar statement about what Saudi Arabia intends to become — and if you are doing business in the Kingdom right now, or planning to, you need to understand what is happening there and why it matters to you.