Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister of the UAE, and Ruler of Dubai, launched a new initiative on Wednesday called “Dubai-it,” designed to embed the emirate’s approach to execution and ambition across its institutions, companies, and the next generation of leaders.
Speed does not mean rushing, quality does not mean slowing down, and ambition has no value without execution,” Sheikh Mohammed wrote on social media. “‘Dubai-it’ means swift achievement, exceptional execution, and results the world can see in record time.”
The launch was accompanied by footage filmed decades apart showing Sheikh Mohammed in helicopters over Dubai. The earlier clip captures a vast desert expanse; the second shows the same skyline that now includes Burj Khalifa and Palm Jumeirah. The contrast is the point: the campaign frames Dubai’s transformation as proof that the philosophy works.
“We launched ‘Dubai-it’ to pass Dubai’s philosophy of work on to future generations, embed it as a culture across our institutions and companies, and build the next leaps forward,” he said. “Our motto has always been: We say what we do, and we do what we say.”
