Analysis and field notes for leaders and teams who have decisions to make: product strategy and go-to-market, scale-up and operating models, applied AI and data, leadership and change, Europe and MENA.
Each article starts from a concrete question, relies on cited sources and ends with an FAQ. Articles are published in French, English and Arabic; a translation is offered only when it genuinely exists.
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Karim, owner of a Lebanese restaurant in Dubai, increased online orders by 45% in 4 months with a WhatsApp AI agent handling orders and bookings 24/7. Monthly ROI of 3,200 AED.
With Claude, Make and the WhatsApp Business API, a 12-person Dubai agency automated qualification of 200 weekly leads and lifted conversion rate by 22%.
An e-commerce logistics startup in Dubai deployed 3 AI agents (Make + Claude + Notion + WhatsApp API) to automate coordination, support and billing. Result: 25% lower operating costs in 90 days.
Tarek Nachnouchi's field feedback on building Boostiny with Flat6Labs in 2018, 5 lessons for founders launching in the MENA region.
Five key cultural differences French marketers often miss in MENA, based on field experience at Yahoo Dubai and Jumia Tunisia.
Historical articles keep their URL, language and metadata. French, English and Arabic versions are linked only when an equivalent piece exists.
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