In the late 60’s / early 70’s, Beirut was known as the Paris and The Riviera of the Middle East.  I was privileged to get to know the Es-Said family during those Gillette/P&G golden days.


And last week the memories came flooding back – in Dubai, which is transforming itself once again.  From the pre-oil desert, pirate port of yesteryear, into the Disneyworld Desert playground for families and footballers, to Version 3.0 – today’s Monaco of The Middle East.


And here I am with the third generation of Es-Said’s – Fouad – who has transformed this 75 year old Transmed company from the best distributor in the Middle East to the premier Brand Builder in the region.


Purpose-driven, principled, courageous and agile, the Company is poised to freshen up its Purpose and drive executional excellence and transformational thinking even higher.


We spent a great couple of days with his 12 man leadership team, building some new objectives and developing some improved skills, capped off by a great meal at one of my favourite, all-time restaurant concepts – Cipriani’s – from Venice to Soho NYC to Dubai – Vitello Tonnato and Fegato alla Veneziana.


As well as the desert and every kid’s attraction imaginable, you can now enjoy the very high-end luxe life.  Stay at the One & Only, The Bulgari, The Ritz Carlton, Burj al Arab, Raffles, Kempinski, Four Seasons, Mandarin, Armani, Palazzo Versace.  Eat at Cipriani, Ossiano, Nobu, Zuma, Hakkasan, Il Borro, Scalini, Indochine, L’Atelier to Joël Robuchon.


Dubai – The Monaco of The Middle East.



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Kevin Roberts

Kevin Roberts is founder of Red Rose Consulting; business leader and educator; author and speaker; adviser on marketing, creative thinking and leadership.


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