His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, has introduced a new initiative called “Dubai-it,” designed to embed the emirate’s recognized culture of rapid execution and results-driven performance across its government institutions and businesses.
Quick Facts
- Initiative to boost rapid execution culture.
- Targets Dubai’s public and private sectors.
- Announced via Sheikh Mohammed’s official X account.
- Aims to define Dubai’s next growth phase.
A Philosophy of Speed and Quality
Sheikh Mohammed emphasized that Dubai’s approach to work is built on achieving exceptional results against ambitious timelines, all while maintaining high standards of quality. He stated that speed and quality are not mutually exclusive, presenting “Dubai-It” as a working model that combines swift execution with tangible outcomes.
The initiative will be rolled out across public sector organizations and companies in Dubai, strengthening a culture of efficient delivery and measurable performance. A video released with the announcement showcased Dubai’s transformation over the past decades, framing “Dubai-It” as the operational mindset behind its development into a global city.
Institutionalizing Dubai’s Growth Mindset
The program’s core objective is to transfer Dubai’s established work philosophy to future generations, establishing it as a permanent institutional culture throughout the emirate. It pushes organizations to adopt practices centered on implementation, accountability, and continuous achievement.
According to Sheikh Mohammed, this program will serve as a foundation for Dubai’s next stage of growth, reinforcing the principle of turning plans into concrete action. This move reflects Dubai’s continued focus on execution and competitiveness, which have been central to its position as a leading global hub for business and investment.
About Dubai-It
Dubai-It is a government-led initiative aimed at codifying and promoting the emirate’s culture of rapid, high-quality execution. It encourages public and private sector organizations to adopt a results-driven work philosophy focused on efficient delivery, innovation, and accountability to drive Dubai’s future development.
Source: Fast Company Middle East
