Discover what we stand for.
Discover what drives us forward.
1. Do more with less.
It's easy to get caught up in the idea that bigger is better, that success is measured by size and scale. But the truth is, small businesses often have a unique advantage. They can be nimble, agile, and able to pivot quickly in response to changes in the market. They can offer a personal touch and build strong relationships with customers. And they can focus on quality over quantity, delivering a superior product or service that stands out from the competition.

The desert teaches us to live in the moment and appreciate the beauty of simplicity.
تعلمنا الصحراء أن نعيش في اللحظة ونقدر جمال البساطة
2. Done is better than perfect.
Perfection is elusive and often unattainable. It's easy to get caught up in the details and lose sight of the bigger picture. By focusing on getting things done, even if they're not perfect, we can move forward and make progress. We can learn from our mistakes and make improvements along the way. And we can avoid getting stuck in analysis paralysis, where we spend so much time trying to make things perfect that we never actually accomplish anything.

Be like the Bedouin, take action and get things done. For in the desert, there is no time to waste on indecision and hesitation.
ن مثل البدو، تحرك واعمل على إنجاز المهام. ففي الصحراء، لا وقت للتردد والتردد
3. Trust above traction.
We often hear about the importance of traction - the ability to gain momentum and grow quickly. In our pursuit of traction, we sometimes forget about the importance of trust. Trust is the foundation of strong relationships - with customers, colleagues, and partners. Build trust by being transparent, honest, and reliable. Follow through on commitments, take responsibility for mistakes. Treat people with respect and show that you care. When you prioritize trust, you build a strong foundation for long-term success, based on mutual respect and a shared sense of purpose.

A Bedouin's word is his bond.
كلمة البدو هي كفالة
4. Meetings are last resort
Do we really need a meeting to accomplish our goals, or can we communicate in a more efficient way? Can we use email, instant messaging, or other tools to get our message across? When we do have a meeting, we make sure it's focused, productive, and meaningful. We set clear goals and agendas, and make sure everyone knows what's expected of them.

Time slips through our hands like grains of sand, never to return again. But in the desert, we can rediscover the value of every precious moment.
الوقت ينساب بين أصابعنا كحبيبات الرمل، ولا يعود مرة أخرى. لكن في الصحراء، حيث يتم تقشير الحياة حتى تصل إلى جوهرها، يمكننا إعادة اكتشاف قيمة كل لحظة ثمينة
5. “No” is no to one thing. “Yes” is no to a lot of things.
When we say "no" to one thing, we're saying "yes" to something else. We're setting boundaries and prioritizing what's most important. On the other hand, when we say "yes" to everything, we can quickly become overwhelmed and lose sight of our goals. We spread ourselves too thin and end up accomplishing very little. "No" is not always a negative thing. It's a way to stay focused, efficient, and productive. We can pursue our goals with clarity and purpose, and achieve success on our own terms.

Time is a sword, if you don't cut it, it cuts you.
الوقت سيف إن لم تقطعه قطعك
6. Customers > Employees > Investors
It can be easy to get caught up in the bottom line - the investors and the financials. The truth is, without customers and employees, there would be no business at all. We prioritize the needs of people who make the business possible - our customers and our employees. We create a culture of respect, trust, and collaboration. We create a positive work environment for our colleagues, where they feel valued and supported. When we do this, financial success will follow and Investors will see the value of our business.

The Bedouin people have a deep sense of community and mutual support, which is essential for survival in the harsh desert environment.
يمتلك البدو شعوراً عميقاً بالمجتمع والدعم المتبادل، والتي تعد ضرورية للبقاء على قيد الحياة في بيئة الصحراء القاسية
7. Change is constant.
The market is evolving, new tech is emerging, consumer preferences are shifting. Embrace change and adapt to the ever-changing landscape. Anticipate and respond to change quickly and effectively. Take risks and experiment with new ideas. Don't be afraid to pivot when something isn't working. Be agile, nimble, and always looking for ways to improve. See it as an opportunity to grow and evolve. Be open to new ideas and be willing to take risks. When you do this, you'll be better prepared to succeed in a world where change is constant.

The vastness of the desert humbles us and reminds us of our place in the universe.
يذلنا توسع الصحراء ويذكرنا بمكانتنا في الكون
8. What is not measured, cannot be improved
Monitor progress, identify areas of improvement, and make data-driven decisions. When we measure what matters, we gain insights into our business that we might not have otherwise. We can see which strategies are working and which are not. We can identify bottlenecks and inefficiencies and work to address them. And we can set targets and goals for the future. When you do this, you'll be better equipped to drive growth, optimize processes, and achieve success over the long term.

In the desert, the smallest things can have the biggest impact on survival.
في الصحراء، الأشياء الصغيرة قد تكون لها أكبر تأثير على البقاء على قيد الحياة
9. Oubaitori: Look to customers for answers. Look not to competition.
The truth is, our customers hold the key to our success. They're the ones who are using our products and services, and they're the ones who can provide valuable feedback and insights. That's why it's important to look to customers for answers, rather than simply following what our competitors are doing. We can build strong relationships and loyalty, which can be more powerful than any marketing campaign.

In the desert, only the strong survive.
في الصحراء ينجو فقط الأقوياء
10. Hiring Gamans
Gaman is a Japanese word that describes a stoic, resilient, and determined mindset. When we hire gamans, we're hiring people who are willing to work hard, stay the course, and never give up. They're not deterred by setbacks or failures, but rather use them as opportunities to learn and grow. Equanimity is in their DNA. They're committed to achieving goals, no matter how long it takes.

A man's worth is measured by his character.
قيمة الرجل تُقاس بأخلاقه