Arab Beauty Needs Arab Expertise
A company can use Arab ingredients, draw on Arab traditions and sell a product through an Arab story.…
Essays And Practical Notes.
Writing on identity, care, belonging, work, and finding a useful way forward with AI.
Latest Writing
How Much Should You Change to Grow?
One video made me hesitate because it felt too much like me. I eventually released it. That decision…
The Store Looked Good. It Still Wasn’t Selling.
Design is easy to judge. Function begins with a harder question: what problem are you trying to solve?…
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Search 18 earlier pieces or choose a topic.
18 articles
The Person in the Ad Does Not Exist
A person in an AI video ad can look real. But when that ad resembles a customer's own footage, what are we…
Will AI Destroy Schools and Universities?
A brilliant essay can hide how little a student understands. I’m hopeful AI could help teachers reach students differently, if we keep…
The Parts of Home We Learn to Hide
At summer camp in Canada, I carried a water jug into the bathroom and tried to keep it unnoticed. One boy’s question…
I Was Arab Enough to Stay, but Not Arabic Enough to Read the Board
In grade one, I stood with the non-Arab children because I couldn't follow the Arabic lesson. I had to stay because I…
I Am Not Asking Permission To Be Saudi
People have been telling me I am not Saudi enough for ten years. The harder question is whether our idea of Saudi…
I Once Watched a Room Change Its Mind
A university seminar made changing a mind visible: vote, explain, listen and choose again. It left me wondering whether open-mindedness belongs only…
It’s Hard to Jump When You’re the Last One
On a bungee-jumping platform in Korea, I helped a near-stranger find the courage to jump, then stood at the same edge and…
The Human System Came Before the Software
Before Diggn’It had mature systems, family, partners, friends and customers carried the knowledge and work that kept it moving. Software later gave…
Freedom Is Logistics
I could work from Bali because other people still knew where the stock was, made the products, packed the orders and kept…
The Country I Could Not Wait to Leave
For years, Saudi was the country I could not wait to leave. Returning with my children into a changed daily life made…
What a Men’s Grooming Company Should Never Make a Man Feel
Diggn'It rejected two beard-comparison images because the groomed side appeared to add hair. The decision raised a harder question: can a grooming…
I Was Never Good at Tech. I Just Stayed With the Problem.
The skill underneath technical confidence is less glamorous than it looks: stay with the unclear part, read the next clue and keep…
A Man Is Not Beautiful Alone
After more than ten years in men’s grooming, I still believe being good-looking is an advantage. I am less certain that a…
Building Diggn’It Led Me to AI
I did not arrive at AI through an abstract interest in technology. Ten years of running Diggn’It gave me the problems, data…
The Beard Was Permission
What growing a beard—and building a men’s grooming brand in Saudi Arabia—taught me about masculinity, care and beauty.
How To Choose AI Use Cases Without Getting Distracted By Hype
The best first AI use case is usually the one with a real workflow, clear owner, visible friction, and a result you…
What A 90-Day AI Roadmap Should Actually Include
A useful 90-day AI roadmap chooses the first pilot, names the owner, lists the dependencies, and defines how success will be judged.
AI Readiness For Owner-Led Businesses In Saudi Arabia
Before choosing AI tools, owner-led businesses need clarity on workflows, data, ownership, and adoption. Here is a practical readiness framework.
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