In this conversation, I'm joined by Majda Rochdi, who leads marketing and communications across the MEENA region for UD Trucks.

Her career runs from Nissan through nearly a decade at Volvo to where she is now, but what interested me wasn't the companies or the titles. It was the pattern. Every few years, someone trusted her with something bigger. That doesn't happen because of a CV. It happens because of the person you've become.

We get into the realities behind a career like this. Not just the progression, but the pressure, the guilt, and the trade-offs that came with it.

One of the most compelling parts of this conversation is what she says about sacrifice. Majda speaks openly about the expectation that a good mother gives up her career, her time and her freedom, why she decided that would not be her path, and what it costs to hold that line.

We also unpack the ideas that define how she leads:

- What it takes for people to keep handing you responsibility

- The difference between a leader and a boss

- Why the people who care are the first to stop caring

- Building a support system instead of pretending you don't need one

- Where ambition comes from, and what changes when you stop trying to prove yourself

- Knowing when to stop pushing the people you love

Beyond leadership, this conversation goes deeper into identity, alignment, and the inner work she started after COVID. Majda talks about how her definition of success moved from title and status to alignment, why she believes your outer life reflects your inner beliefs, and how she assesses her own potential today.

Whether you're leading a team, building a career in the region, or working out who you are outside your job, this episode offers a candid perspective from someone who has done it at a senior level.

If you're serious about growth, leadership, and understanding what actually drives ambition, this conversation is worth your time.

In this conversation, I’m joined by Ahmed Al Afifi, CEO of Data Direct Group, a company that has scaled to over 2,000 employees across the region.

Ahmed shares how his journey began, the early decisions that shaped his path, and what it really takes to build and lead at scale. We get into the realities behind success — not just the highlights, but the trade-offs, pressure, and responsibility that come with it.

One of the most compelling parts of this conversation is the cost of success. Ahmed speaks candidly about the sacrifices required, the mental shifts that happen as you grow, and the moments where leadership becomes less about ambition and more about resilience.

We also unpack the core elements that define his leadership approach:• What it actually takes to succeed beyond talent and hard work• His perspective on leadership and building a culture of winning• Navigating corporate politics without losing direction• The difficult decisions, including letting people go• How to build and maintain culture as a company scales• The realities of being a CEO beyond the title

Beyond leadership, this conversation goes deeper into identity, mindset, and long-term vision. Ahmed talks about limiting beliefs, what it means to separate who you are from what you do, and how he thinks about building something that lasts beyond him.

Whether you’re leading a team, scaling a company, or figuring out your own path, this episode offers honest insight from someone who has built at serious scale.

If you’re serious about leadership, growth, and understanding what it really takes to build and sustain a high-performing organization, this conversation is worth your time.

Subscribe for more honest conversations with leaders building real businesses in the region.

In this conversation, I’m joined by Sali Zein, founder of Siella Beauty, one of the fastest-growing beauty brands in the region.​

Sali shares how her love for beauty started long before Siella existed, and how that passion became the foundation for a brand that now sits on the shelves of major retailers like Faces. We talk about what it really takes to build in a competitive industry where trends move fast and trust is everything.​

One of the most powerful moments in her journey was COVID. While many businesses slowed down, Siella accelerated. We unpack why that period became a turning point and how her marketing approach made this happen.​

We also discuss the milestones that shaped the company:​

• Getting into Faces and what that validation meant for the brand​
• The role of family and external support while building​
• How she navigated growth without losing brand identity​
• The operational decisions that helped Siella scale sustainably​
• What it takes to build a beauty brand that competes regionally​

Beyond products and retail expansion, this conversation is about building something that lasts. Sali breaks down how consistency, positioning, and sharing a powerful message through your brand can turn a small idea into a category player.​

Whether you’re building a product brand, scaling in retail, or navigating growth during uncertain times, this episode offers practical lessons and real insight from someone who has done it.​

If you’re serious about building a brand that stands out in a crowded market, this conversation is worth your time.​

Subscribe for more honest conversations with founders building real businesses in the region.​