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You couldn’t have missed that question. Why? Why did Ronaldo or Neymar choose the one from Saudi Arabia out of all the offers? Why, when they can go anywhere else? From a European perspective, the shortcut is simple – it’s all about the money. But for those of us who have been successfully doing business in the Arab world for years, the answer has many more levels. Many more contexts and remarkable stories behind all the boom in this wonderfully crazy region.
Until it started to feel like a shame not to share my more than a decade of experience of business, life, relationships and technology in the Middle East region or the Arab world in general.
I’m not going to answer it just today – because this is just the first in a series of SMARTEAST newsletters that focus on the world we Europeans, a bit abbreviated or boilerplate, call the Middle East.
If you are interested in this topic, please follow.
I won’t be responding to it myself. Currently, our company ELKO EP or INELS has several branches throughout the region. We operate in Saudi Arabia, the United Arab Emirates, Kuwait, Qatar, Egypt. We work with dozens of local consultants and Czechs who have decided to stay in the region. They all get a chance to give you a peek under the hood of a region that is trying to be the smartest and most smart in the world.
It’s not enough for him to be smart or smarter. But he longs to be the smartest.
And that desire for perfection leads us back to the story of Ronaldo. The Portuguese phenomenon who has transcended sport and is perhaps the most influential influencer and pop culture icon in the world today.
Why then, Ronaldo?
I don’t know.
So I’ll try to answer with what fascinates me.
Let’s not be so bothered by others. Self-centred, pretentious, self-deprecating. Because it’s not just oil and money that makes this region fascinating and inspiring. It’s the people, the spirit, the technology and the beauty that we haven’t yet discovered.
So, in a fortnight’s time, we’ll talk about how many times and what we’ve specifically soaped our mouths with here.