Stop Chasing Trends. Build the Engine.

Execution doesn't get enough credit. Mostly because it isn't glamorous. Sajjad shares what it's like to build and grow in the Middle East — where pace, ambition, and complexity collide. About aligning teams, fixing systems, making hard calls early, and staying close to the customer when scale tries to pull you away. He brings an operator's honesty to how retail and e-commerce really work, beyond the headlines and hype, and why progress usually comes from doing fewer things better, for longer. This isn't a conversation about trends. It's about first principles for building things that last.