Bankruptcy Is Not the End: How Saudi Arabia's Bankruptcy Law Gives Startups a Second Chance

Jul 28, 2026

Kholoud Hussein 

 

In the world of entrepreneurship, the strength of an economy is not measured solely by the number of companies it creates, but by the number it can help survive when adversity strikes. Financial distress is no longer an exception in today's business landscape; it has become an inevitable phase in the corporate lifecycle, particularly for startups navigating volatile markets, tightening funding conditions, rising operating costs, and rapidly evolving customer demands.

For decades, bankruptcy carried a deeply negative connotation across much of the Middle East. It was widely perceived as the final chapter in a company's journey—an admission of failure that inevitably led to liquidation, reputational damage, and prolonged legal disputes. That perception, however, has begun to change in Saudi Arabia with the introduction of the Kingdom's Bankruptcy Law, legislation that fundamentally redefines bankruptcy not as the end of a business, but as an opportunity to preserve one.

More than a legal reform, the law represents a shift in economic philosophy. It aligns closely with the ambitions of Saudi Vision 2030, which seeks to build a diversified, competitive, and resilient economy capable of encouraging innovation while managing business risks more effectively. Rather than forcing financially distressed companies into immediate liquidation, the framework allows viable businesses to restructure their obligations, reorganize their finances, and continue operating—preserving jobs, protecting creditors' rights, and maintaining economic value.

For startups, this legal framework has become one of the defining characteristics of a mature entrepreneurial ecosystem. Venture capitalists understand that innovation inherently involves uncertainty, and that not every business succeeds on its first attempt. What matters is not eliminating risk altogether, but creating mechanisms that allow promising companies to recover from temporary setbacks. By providing those mechanisms, Saudi Arabia has taken an important step toward strengthening investor confidence and encouraging greater capital deployment across its growing startup ecosystem.

From Punishment to Business Recovery

Saudi Arabia's Bankruptcy Law, enacted under Royal Decree No. M/50 in 2018, marked a turning point in the Kingdom's commercial legal framework. Replacing outdated insolvency provisions that were no longer suited to the needs of a rapidly diversifying economy, the law introduced internationally recognized restructuring principles while adapting them to Saudi Arabia's legal and economic environment.

At its core lies a simple but transformative principle: financial distress does not necessarily mean a business has reached the end of its life cycle. Many companies experience temporary liquidity shortages, operational disruptions, or financing challenges that can be overcome through restructuring rather than liquidation.

To address varying degrees of financial distress, the law establishes several judicial procedures, each designed to preserve economic value whenever possible. These include:

  • Preventive Settlement, allowing debtors to negotiate repayment agreements with creditors before insolvency escalates. 
  • Financial Restructuring, enabling companies to reorganize their debts while continuing day-to-day operations under court supervision. 
  • Liquidation, which remains the final option when a business is no longer economically viable. 

This graduated approach represents a fundamental departure from traditional insolvency regimes. Instead of treating bankruptcy as a legal penalty, the Saudi framework views it as a structured process aimed at business recovery whenever feasible.

Why Startups Stand to Benefit the Most

No segment of the economy illustrates the importance of such legislation better than startups.

Globally, the majority of startups encounter cash flow challenges during their early years—not because their products lack potential, but because they often expand rapidly, depend heavily on external financing, and require years before achieving profitability. Market fluctuations, delayed fundraising rounds, changing investor sentiment, or unexpected economic shocks can quickly place otherwise promising companies under financial pressure.

Saudi Arabia's startup ecosystem has expanded significantly over the past decade. Government-backed initiatives, venture capital funds, accelerators, incubators, and regulatory reforms have fueled rapid growth across sectors such as fintech, e-commerce, digital health, artificial intelligence, logistics, and enterprise software.

As the ecosystem matures, financial distress becomes an inevitable reality for some companies. The critical question is no longer whether businesses will encounter challenges—but whether the legal environment enables them to recover.

Unlike traditional businesses whose value often lies in physical assets, startups derive much of their worth from intangible assets: proprietary technology, software platforms, intellectual property, customer relationships, data, and brand equity. Immediate liquidation frequently destroys much of that value. Restructuring, by contrast, preserves these assets while allowing management to stabilize operations and pursue long-term recovery.

Equally important, the Bankruptcy Law provides distressed businesses with breathing space. Under judicial supervision, companies can negotiate with creditors, suspend certain enforcement actions, and develop restructuring plans without the immediate threat of business closure. This period often proves critical in restoring liquidity and rebuilding operational stability.

Investors Fear Uncertainty More Than Failure

Contrary to popular belief, bankruptcy legislation does not encourage reckless business behavior. In reality, sophisticated investors have never expected every startup to succeed.

The venture capital model itself is built on the assumption that only a small percentage of portfolio companies will generate extraordinary returns, compensating for the inevitable failures elsewhere. Failure, therefore, is already priced into the investment equation.

What investors fear is not failure itself, but uncertainty surrounding failure.

When insolvency procedures are unclear, recovery mechanisms are weak, and creditor rights are poorly defined, investment risk increases substantially. Conversely, transparent bankruptcy frameworks reduce uncertainty by establishing predictable legal pathways for debt restructuring, creditor negotiations, and business continuation.

This is precisely why insolvency reform has become an important indicator of a country's investment climate. International institutions and legal experts consistently regard efficient restructuring frameworks as essential components of business-friendly economies because they improve legal certainty, facilitate capital allocation, and reduce systemic financial risk.

Saudi Arabia's Bankruptcy Law forms part of a broader package of economic reforms designed to improve the Kingdom's ease of doing business, strengthen investor protection, and position Saudi Arabia as one of the region's leading destinations for entrepreneurship and foreign investment.

When Financial Distress Becomes Part of the Growth Story

Some of the world's most recognizable companies demonstrate why restructuring laws matter.

During the 2008 global financial crisis, General Motors underwent one of the largest corporate restructurings in history. Rather than disappearing, the company successfully reorganized its operations, emerged from bankruptcy protection, and returned to profitability.

More recently, WeWork, once considered one of the world's fastest-growing startups, entered restructuring proceedings after facing mounting debt and declining valuations. Instead of immediately ceasing operations, the company used the legal framework to renegotiate obligations, reduce costs, and reposition its business model.

Similarly, LATAM Airlines, severely affected by the COVID-19 pandemic, utilized restructuring procedures to reorganize billions of dollars in liabilities while maintaining operations across Latin America before ultimately emerging with a stronger financial foundation.

These cases do not suggest that every financially distressed company can—or should—be saved. Rather, they demonstrate that modern bankruptcy laws seek to distinguish between businesses that have become fundamentally unviable and those suffering from temporary financial challenges. For the latter, restructuring protects enterprise value, preserves employment, and often delivers better outcomes for creditors than immediate liquidation.

Saudi Arabia's Bankruptcy Law embraces this same philosophy by recognizing that preserving a viable business frequently creates greater economic value than dismantling it.

Changing the Culture Around Failure

Perhaps the greatest impact of Saudi Arabia's Bankruptcy Law extends beyond the courtroom.

Its true significance lies in reshaping how entrepreneurs, investors, lenders, and society perceive business failure.

In the world's most innovative economies, failed entrepreneurs are rarely viewed as permanent failures. Instead, they are often regarded as individuals who have accumulated valuable experience that increases their chances of succeeding in future ventures.

By contrast, where bankruptcy carries social stigma or severe legal consequences, entrepreneurs may delay seeking help until recovery becomes impossible.

Saudi Arabia's framework encourages earlier intervention. Rather than waiting until a company has exhausted every option, the law incentivizes businesses to pursue preventive settlements and financial restructuring before financial distress becomes irreversible.

As Saudi Arabia continues to accelerate its transition toward a knowledge-based economy, this cultural transformation may prove just as important as the legal reform itself. A thriving startup ecosystem is not one in which companies never fail; it is one in which innovative businesses are given every reasonable opportunity to recover, adapt, and create value once again.

 

Building Confidence Through a Culture of Business Recovery

The true success of a bankruptcy framework is rarely measured by the number of companies that enter its procedures. Instead, it is measured by whether entrepreneurs, investors, lenders, and the wider business community develop sufficient confidence to use it before financial distress becomes irreversible. In Saudi Arabia, that confidence has been steadily building since the Bankruptcy Law came into force, reflecting a broader transformation in how financial distress is perceived within one of the Middle East's fastest-growing entrepreneurial ecosystems.

For decades, insolvency was often associated with corporate failure, reputational damage, and the inevitable dissolution of a business. Companies experiencing liquidity shortages frequently delayed seeking legal protection, hoping that market conditions would improve or additional financing would materialize. By the time many businesses acknowledged the severity of their financial challenges, recovery had become significantly more difficult, leaving liquidation as the only viable option.

Saudi Arabia's Bankruptcy Law seeks to reverse that pattern. Rather than encouraging companies to wait until collapse is unavoidable, the legislation promotes early intervention, allowing businesses to negotiate with creditors while they remain operational and economically viable. This subtle shift in timing has profound implications. A company that enters restructuring before exhausting its resources stands a far greater chance of preserving jobs, protecting supplier relationships, safeguarding intellectual property, and ultimately returning to sustainable growth.

The growing acceptance of this philosophy is becoming increasingly evident. According to data released by the Saudi Bankruptcy Commission, bankruptcy applications have continued to rise over recent years—not because more businesses are necessarily failing, but because awareness of the legal framework has expanded among companies, financial advisers, and creditors. More importantly, a growing proportion of these filings involve Preventive Settlement and Financial Restructuring procedures rather than liquidation, suggesting that businesses are increasingly viewing the law as a mechanism for recovery instead of a final exit from the market.

This distinction is particularly important for startups. Young, high-growth companies operate under financial dynamics that differ significantly from those of traditional businesses. Rapid expansion often requires substantial upfront investment, while revenues may take years to reach levels capable of supporting profitability. During this period, startups remain highly sensitive to changes in funding conditions, shifts in investor sentiment, supply chain disruptions, or unexpected economic shocks. Financial distress, therefore, is not always a reflection of poor management or a flawed business model; it is often a consequence of the inherently uncertain nature of innovation.

The venture capital industry has long understood this reality. Professional investors rarely expect every company within their portfolios to succeed. In fact, the venture capital model is built upon the assumption that only a relatively small number of investments will generate exceptional returns capable of offsetting losses elsewhere. Failure, therefore, is not an anomaly—it is embedded within the economics of innovation itself.

What concerns investors is not the possibility that a startup may struggle, but the absence of predictable legal mechanisms to manage those struggles. Every investment decision incorporates an assessment of institutional risk alongside commercial potential. Investors want to know how creditor claims will be handled, whether management can continue operating during restructuring, how quickly courts can resolve disputes, and whether enterprise value can be preserved while financial obligations are reorganized.

In this context, Saudi Arabia's Bankruptcy Law performs an important function beyond corporate recovery. It reduces uncertainty.

Legal certainty has become one of the defining characteristics separating mature investment destinations from emerging markets. Countries capable of providing transparent restructuring procedures, efficient judicial oversight, and balanced protection for both debtors and creditors generally attract greater volumes of long-term investment because they offer investors confidence that business risks can be managed within a predictable legal environment.

This institutional maturity has become increasingly important as Saudi Arabia's venture capital market continues its rapid expansion. Over the past several years, the Kingdom has consistently ranked among the largest recipients of venture capital investment in the Middle East and North Africa, supported by government initiatives, sovereign-backed investment vehicles, corporate venture funds, and an increasingly active private investment community. The growing number of technology startups operating across fintech, artificial intelligence, logistics, digital health, retail technology, and enterprise software demonstrates the remarkable pace at which the entrepreneurial landscape is evolving.

Yet every mature startup ecosystem eventually reaches a point where supporting successful companies alone is no longer sufficient. It must also develop sophisticated mechanisms for managing unsuccessful ones.

This is where bankruptcy legislation assumes strategic importance.

Modern innovation economies recognize that preserving viable businesses often creates significantly greater economic value than liquidating them. Startups rarely derive their worth from factories, machinery, or real estate. Their greatest assets are typically intangible: proprietary software, patented technologies, customer databases, algorithms, digital platforms, data assets, intellectual property, and highly specialized human capital. These assets frequently lose much of their value when companies are dismantled through liquidation.

Restructuring offers an alternative. By allowing companies to continue operating while negotiating revised financial obligations, bankruptcy procedures preserve the knowledge, innovation, and commercial relationships that have often taken years to build. Employees remain productive, customers continue receiving services, suppliers retain business relationships, and investors maintain the possibility of recovering value from their investments.

The international experience provides compelling evidence of this approach. Some of today's most recognizable companies owe their continued existence not to uninterrupted commercial success, but to legal systems capable of facilitating corporate recovery.

The restructuring of General Motors during the global financial crisis remains one of the most widely studied examples of modern corporate rehabilitation. Faced with unprecedented financial losses, the automotive giant reorganized its operations through court-supervised restructuring rather than outright liquidation, enabling the company to preserve industrial capacity, protect thousands of jobs, and eventually regain profitability.

More recently, WeWork's highly publicized restructuring demonstrated that even companies once celebrated as symbols of innovation can experience severe financial distress. Rather than disappearing entirely, the company utilized bankruptcy procedures to renegotiate leases, reduce debt, streamline operations, and reposition itself within a changing commercial environment. Likewise, LATAM Airlines emerged from one of the aviation industry's largest restructurings after reorganizing billions of dollars in liabilities while maintaining operations during the COVID-19 pandemic.

These examples should not be interpreted as evidence that every struggling business deserves rescue. Bankruptcy laws are not designed to preserve companies that lack viable business models or sustainable market demand. Instead, they are intended to distinguish between temporary financial distress and permanent commercial failure—a distinction that is essential in economies driven by innovation, where early-stage companies often require time to transform promising ideas into profitable enterprises.

Perhaps the most significant impact of Saudi Arabia's Bankruptcy Law, however, extends beyond legal procedure and financial restructuring. It is gradually reshaping the culture surrounding entrepreneurship itself.

In many established innovation hubs, including Silicon Valley, entrepreneurial failure is often regarded as an educational experience rather than a permanent stigma. Investors frequently back founders who have previously experienced unsuccessful ventures, recognizing that practical experience acquired through failure can improve leadership, operational discipline, and strategic decision-making in future businesses.

Historically, many entrepreneurs across emerging markets have operated under very different assumptions. The social and legal consequences traditionally associated with insolvency often encouraged founders to conceal financial problems rather than address them openly. This reluctance frequently delayed restructuring efforts until recovery was no longer possible.

Saudi Arabia's evolving legal framework encourages precisely the opposite behavior. By providing structured pathways for preventive settlement and financial restructuring, it incentivizes earlier dialogue between businesses and creditors, increasing the likelihood that viable companies can recover before financial deterioration becomes irreversible.

This cultural evolution aligns closely with the broader objectives of Vision 2030. Economic diversification depends not only on encouraging entrepreneurs to establish companies but also on creating institutions capable of supporting businesses throughout every stage of their development—from incorporation and fundraising to expansion, restructuring, acquisition, and, where necessary, an orderly exit from the market. In that sense, the Bankruptcy Law complements a much wider program of commercial reforms designed to strengthen investor confidence, modernize the judicial system, improve the business environment, and position Saudi Arabia as one of the region's leading destinations for entrepreneurship and innovation.

Ultimately, the Bankruptcy Law is not simply legislation governing financial distress. It is an institutional signal that Saudi Arabia has embraced a more sophisticated understanding of how modern economies grow. Innovation requires ambition, ambition inevitably involves risk, and risk occasionally leads to failure. Sustainable entrepreneurial ecosystems are therefore built not on the unrealistic expectation that companies will never fail, but on the confidence that when viable businesses encounter temporary setbacks, the legal system provides them with a genuine opportunity to recover.

That may prove to be one of the Kingdom's most important competitive advantages in the years ahead. As Saudi Arabia continues to attract entrepreneurs, venture capital, and technology investment from around the world, its Bankruptcy Law serves as a reminder that resilient economies are not defined by the absence of failure—they are defined by their ability to transform failure into a foundation for future growth.

 

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Latest Experts Thoughts

Why fringe benefits matter more than ever for employers and employees

Noha Gad

 

Offering a strong salary is no longer enough to attract and retain top talent in today’s competitive job market, as employees increasingly look beyond base pay to evaluate the full value of a job offer, and that is where fringe benefits come in.

Fringe benefits are forms of non-wage compensation provided to employees in addition to their regular salary, including cash equivalents, property, services, or other privileges, such as health insurance, retirement contributions, company cars, tuition assistance, or paid time off.

Although they are viewed as extras, fringe benefits play a pivotal role in modern compensation packages for both employers and employees. For employers, they serve as powerful tools to enhance employer branding, boost employee morale and productivity, and gain tax advantages when structured correctly. For employees, they can significantly increase the real value of their compensation while improving financial security, health, and work-life balance.

 

What are fringe benefits?

Fringe benefits are additional remuneration that employees receive from their employers. They are designed to enhance the overall employee experience and provide added value beyond monetary compensation, serving as incentives that attract top talent and boost employee morale and satisfaction. By offering these extras, companies aim to create a positive work environment where employees feel valued and motivated.

Fringe benefits encompass a wide range of non-wage compensation that add another layer of appeal to any employment package, while creating a supportive workplace culture where employees feel appreciated for their hard work and dedication without only relying on financial remuneration.

 

Examples of fringe benefits

There are various types of fringe benefits that companies can offer to their employees, including:

  • Health insurance: Many employers offer comprehensive health insurance plans, covering medical, dental, and vision expenses for employees and their dependents.
  • Retirement plans: Companies may contribute to retirement savings accounts or offer pension schemes to ensure financial security for employees after they retire.
  • Paid time off: In addition to statutory holidays, companies often provide vacation leave, sick leave, personal days off, or paid parental leave to support employee well-being and family needs.
  • Employee Assistance Programs (EAP): These programs offer confidential counseling services for employees dealing with personal issues such as stress management or substance abuse problems.
  • Education reimbursement: Some organizations support continuous learning through tuition reimbursement programs or scholarships for further education or professional development courses.
  • Wellness programs: These initiatives promote employee health through gym membership discounts, wellness challenges, on-site fitness classes, or access to mental health resources.

 

Why do companies offer fringe benefits?

Offering fringe benefits gives companies a competitive edge in the job market, helping them to attract and retain top talent. Some advantages of providing fringe benefits include:

  • Increasing employee satisfaction. These benefits make employees feel valued and appreciated, leading to higher job satisfaction and making them more likely to be loyal and committed to their work.
  • Improving morale and motivation. Through fringe benefits, employers show they prioritize employees’ well-being, thereby boosting their morale and motivation.
  • Attracting top talent: A comprehensive package that includes attractive fringe benefits can be a major draw for highly skilled professionals.
  • Enhancing productivity: Offering fringe benefits helps create a positive work environment where individuals are motivated to excel. 
  • Reducing turnover: Investing in fringe benefits can help reduce employee turnover rates as individuals are less likely to leave an organization that provides valuable perks beyond salary alone.
  • Saving costs for employees: Some fringe benefits, like health insurance or retirement plans, may come with cost savings for employees compared to purchasing these services individually.

To sum up, fringe benefits have evolved from optional extras into a core component of strategic compensation, enabling employers to differentiate their offers, strengthen retention, and build a culture where employees feel genuinely supported.

These non-wage benefits can materially raise the real value of employees’ compensation while improving health, financial security, and work-life balance. For employers, a well-designed mix, aligned to workforce needs and local tax rules, can drive morale, productivity, and long-term cost efficiency.

Fringe benefits become a genuine investment in employees and a real advantage when it comes to winning and keeping great talent. For employers, all what they need to do is to choose benefits that truly fit their team and their goals, understand the full cost and tax picture, explain them in plain language, and revisit them often to see how they stack up.

Enterprise AI: What It Means and Why It Matters for Startups

Kholoud Hussein 

 

Artificial intelligence is moving beyond consumer applications such as chatbots, image generators, and personal productivity tools. As businesses shift from experimenting with AI to integrating it into core operations, a new category is gaining prominence: Enterprise AI.

At its simplest, Enterprise AI refers to the use of artificial intelligence within organizations to automate processes, analyze data, support decision-making, and improve operational efficiency. Unlike consumer AI, which is designed primarily for individual users, Enterprise AI addresses the more complex requirements of businesses, including data security, governance, integration, scalability, compliance, and measurable returns on investment.

What is Enterprise AI?

Enterprise AI encompasses AI-powered technologies deployed across functions such as finance, human resources, sales, marketing, customer service, cybersecurity, supply chains, and operations.

A bank, for example, may use AI to detect suspicious transactions, assess credit risks, automate customer support, and analyze financial data. A retailer could use AI to forecast demand, optimize inventory, and personalize customer recommendations, while a manufacturer could deploy it to predict equipment failures and reduce downtime.

The key distinction is that Enterprise AI is not simply about introducing an AI model into a company. It involves integrating AI into existing business systems and workflows to generate measurable business outcomes.

This makes integration one of the defining characteristics of Enterprise AI. Even a sophisticated AI model has limited business value if it cannot securely access relevant company data or interact with systems such as enterprise resource planning, customer relationship management, accounting, and supply-chain platforms.

From experimentation to infrastructure

The rapid development of generative AI has changed how companies approach the technology. Many businesses initially experimented with publicly available AI tools to generate content, summarize documents, or improve employee productivity.

The next stage is more complex: moving AI from an individual productivity tool to an integrated component of business infrastructure.

This transition is creating demand for technologies that connect AI models with proprietary company data and existing business applications. It is also increasing the importance of cybersecurity, data privacy, regulatory compliance, and human oversight.

As a result, companies are increasingly looking beyond the AI model itself and considering the infrastructure required to deploy AI securely and effectively at scale.

Where startups fit in

This shift creates a significant opportunity for startups.

Large technology companies may provide foundational AI models and cloud infrastructure, but startups can build specialized applications on top of these technologies to address specific enterprise problems.

Businesses often do not need a general-purpose AI system. They need a solution that understands a particular industry, workflow, or operational challenge.

A startup could, for example, develop an AI platform for insurance claims, legal document analysis, financial compliance, procurement, or logistics. By focusing on a specific problem, it can develop specialized workflows, integrate with existing enterprise systems, and potentially demonstrate a clearer return on investment.

This has contributed to the emergence of vertical AI startups—companies applying AI to specific industries rather than attempting to serve every type of customer.

Why Enterprise AI can be attractive to startups

Enterprise customers may be willing to pay more for technology that can reduce costs, increase productivity, accelerate revenue, or mitigate risk. This creates an opportunity for startups to build business-to-business AI products with higher contract values than many consumer applications.

However, selling to enterprises also raises the barriers to entry. Startups may need to pass security assessments, demonstrate regulatory compliance, integrate with existing systems, and convince multiple decision-makers before securing a contract.

Technical capability alone is therefore not enough. Successful Enterprise AI startups need to combine AI expertise with enterprise sales, cybersecurity, data governance, product integration, and a strong understanding of customer workflows.

The importance of proprietary data

Data is another critical component of Enterprise AI.

Companies hold large volumes of proprietary information that can make AI applications more relevant to their specific environments. Customer records, internal documents, transaction histories, operational data, and industry-specific knowledge can all support more specialized AI solutions.

This creates an opportunity for startups to build products around enterprise-specific data and workflows, rather than competing solely on the performance of an underlying AI model.

At the same time, enterprises increasingly expect clear controls over data access, storage, model training, and privacy, making responsible data management a central part of the Enterprise AI proposition.

The next opportunity for startups

The Enterprise AI opportunity extends well beyond building another chatbot. Startups can create value across the AI ecosystem, from data management and security to specialized applications, workflow automation, and AI agents.

AI agents are particularly significant because they can move beyond generating responses to performing sequences of tasks. An enterprise agent could retrieve information, analyze it, update a business system, and trigger a workflow with limited human intervention.

For startups, the central question is therefore not simply "Where can we use AI?" but "Which expensive, repetitive, or complex business process can AI fundamentally improve?"

That distinction captures the essence of Enterprise AI. Its value lies in transforming artificial intelligence from a standalone technology into a practical business capability that can be integrated into workflows, measured through business outcomes, and scaled across organizations.

For startups, this represents a growing opportunity—but also a higher bar for execution. Winning in Enterprise AI will increasingly depend not only on developing powerful AI technology, but on understanding a business problem deeply enough to turn that technology into a reliable, secure, and economically valuable solution.

 

Same Data, Different Eyes: Why Insight Beats Information Every Time

Ghada Ismail

 

In this second part, Abu Zannad turns to the resource startups actually have plenty of: creativity. He explains why “out-noticing” the competition matters more than out-spending them, and why so many founders confuse visibility, reputation, and meaning when they talk about “building a brand.”

 

How can startups use creativity as a competitive advantage when they cannot compete with larger companies on advertising budgets, resources, or brand recognition?

I think we first need to stop treating creativity as incidental, as this magical thing that occasionally happens when a talented person walks into a room. Creativity is becoming a much more important competitive capability precisely because AI is making so many other capabilities abundant.

Today, almost everyone can produce more content, more variations, more designs, more headlines and more analysis, faster and cheaper than ever before. So producing more is becoming less interesting. The competitive advantage increasingly lies in seeing something other people did not see.

I often describe it as the difference between information and insight. Two companies can have access to exactly the same data and come to completely different conclusions. Same data. Different eyes. That difference is human judgement.

And I don’t think insight has to be left to luck. There are conditions that make it more likely. Experience gives you patterns. Curiosity makes you notice what does not fit. Scepticism stops you accepting the first explanation. Contradictions reveal where reality is behaving differently from the category’s assumptions. Connections allow two things that normally live separately to collide.

Sometimes even constraint helps. I call that creative desperation: when you genuinely cannot solve the problem in the conventional way, you are forced to find another path. That is why startups may actually have an advantage. A large incumbent can often buy another media plan. A startup cannot. It has to notice something the incumbent has stopped noticing.

Look at the extraordinary group of younger businesses emerging around us:

Dollar Shave Club did not beat the shaving establishment by producing a more expensive shaving commercial. It understood internet humour and attacked the seriousness of the category.

Liquid Death looked at bottled water and asked why water had to behave like bottled water at all. It borrowed from punk, heavy metal and entertainment culture.

PRIME understood that creator communities themselves could become an extraordinary distribution system.

Crumbl turned cookies into something closer to sneaker drops; weekly anticipation, scarcity, reviewing and participation.

Sleep or Die looked at the soft, calming visual language of the sleep category and contradicted it completely.

And Dubai Chocolate may be one of the most fascinating cases of all. Someone created an unusually sensory product: “the crack of the chocolate, the colour of the pistachio, the texture of knafeh and a platform discovered that people could not stop watching it”. The algorithm accelerated the phenomenon; it did not originate the human fascination.

I think we should stop treating cases like these as amusing stories about things that “went viral.” They are evidence. We are watching something close to a new applied science of cultural creativity develop in front of us.

Every platform is producing an enormous live laboratory of human behaviour. Every unexpected breakout gives us something to study. What was the human tension? What cultural code did the brand recognize? What category convention did it violate? What community carried the idea? What made somebody want to participate rather than merely watch? What behaviour did the platform reward? What made the idea travel from one subculture into another?

Those are not questions only for advertising people anymore. They are questions for founders, anthropologists, behavioural scientists, strategists and technologists. And over time, we can begin building frameworks around them; not formulas for producing virality, because culture will never be that obedient, but better places to look for the unexpected.

That distinction matters. Creativity is not a formula. But neither is it magic. We can study it. We can develop our intuition. We can accumulate cases. We can recognize patterns. We can learn the grammar of a platform, a category, a culture or a subculture; and then have the courage to break that grammar when the human insight tells us to.

This, to me, is where AI becomes enormously useful. Let the machine search wider. Let it retrieve more cases, make more connections, generate more possibilities and accelerate experimentation.

But the human still has to ask: Which one matters? Which contradiction is interesting? Which observation is merely strange… and which one reveals something genuinely human? Which idea deserves to exist?

Because AI can increasingly generate ten thousand possibilities. The scarce capability is knowing which possibility is worth pursuing.

So my advice to startups would be: don’t try to out-produce the large companies. You probably can’t. And increasingly, there is little advantage in doing so anyway. Out-notice them. Out-understand them. And then use creativity to turn what you noticed into something the culture cannot ignore.

 

What do you think startups misunderstand most about building a brand: is it about visibility, reputation, or creating an identity people want to associate with?

I think what startups misunderstand most is the word brand itself.

They often think the sequence is: Build the product. Acquire customers. Grow. And when we become big enough, we will “do the brand.” Usually that means a new logo, a brand book, perhaps a large campaign.

But the uncomfortable truth is that you are building the brand from the first day whether you intend to or not. The first product experience builds it. The first customer complaint builds it. The way your founder speaks builds it. The price builds it. The packaging builds it. The people who choose you build it. The things you repeatedly say, and the things you repeatedly do, build it. So visibility, reputation and identity are not really three competing answers. They are three different layers.

Visibility means: I know you exist.

You can buy visibility. You can hack it. You can go viral and acquire enormous visibility almost overnight. But visibility is not a brand. We are surrounded today by things that became very visible and disappeared six months later.

Reputation means: I have learned what to expect from you.

You deliver. The product works. You keep your promises. There is consistency between what you say and what actually happens. Reputation takes longer because it has to survive contact with reality. And then there is something more interesting.

Meaning.

At some point, the strongest brands begin to signify something beyond the immediate utility of the product. Choosing the brand says something. Sometimes it says something to other people. Sometimes, more importantly, it says something to ourselves.

That is very close to the argument I make in AdEntity. Modern advertising became powerful because it taught objects to carry meaning. A watch stopped being only an instrument for telling time. A car was not only transportation. A pair of shoes was not only protection for the feet. Commercial objects became signals through which ambition, taste, rebellion, belonging, care or achievement could become socially legible.

And AdEntity does not argue that brands invented those desires. It argues that the surrounding system; the brand, product, image, celebrity and media environment… helped teach people how those desires could be recognized.

That is why I would hesitate to tell a founder, “Create an identity people want to associate with.” It is almost right. But it can lead to another mistake: inventing a beautiful brand personality with no relationship to the actual business.

Meaning has to be earned through product truth.

If Liquid Death behaved like a rebellious entertainment brand but the product, packaging and every interaction reverted to conventional bottled-water behaviour, the mythology would eventually collapse.

If Apple talks about creativity but produces experiences that feel careless, the symbolism weakens.

A brand cannot indefinitely advertise a meaning that the business itself does not substantiate. And this is where I think startups face a particularly modern trap. Startups live inside dashboards: ‘CAC. ROAS. Conversion. Cost per click. Retention. Downloads. Funnels’.

These numbers matter enormously. I would never advise a founder to ignore them. But because they are visible every morning on a dashboard, they begin to acquire psychological authority. What we can measure immediately starts to look more important than what is accumulating slowly.

And brand accumulates slowly. Memory accumulates. Familiarity accumulates. Trust accumulates. Distinctive assets accumulate. Meaning accumulates. This is why performance marketing is so seductive. You spend today and something happens tomorrow.

Brand building is more like compound interest. For a while, it can look as though very little is happening. And then one day people search for your name instead of the category. They recommend you without being paid. They recognize you before they see the logo. They forgive you a small mistake because there is accumulated trust. They consider you before the performance ad arrives. They may even pay slightly more because the alternative does not feel equivalent.

That is an economic asset, not a communications indulgence.

Airbnb gave us a fascinating demonstration of this. When the company dramatically reduced marketing during the pandemic, traffic recovered to roughly 95% of its 2019 level before marketing expenditure fully resumed. By the fourth quarter of 2020, more than 90% of traffic was direct or unpaid. Brian Chesky’s conclusion was essentially that Airbnb had become culturally established enough that the brand itself was generating demand.

That is what founders should aspire to. Not necessarily becoming a verb. But getting to the point where every customer does not have to be rented again from an advertising platform. Because if every sale requires another paid impression, another promotion and another retargeting message, you may have built an efficient acquisition machine. You have not necessarily built a brand.

There is another problem that optimization culture creates for startups: they change too much. New headline. New proposition. New design. New tone. New campaign. New audience. New creative every week because something performed 4% better. Experimentation is essential for discovering what works. But once you discover something valuable, brand building requires the opposite capability: the discipline to repeat it.

Memory needs consistency. And let’s not confuse consistency with repetition.

The Ehrenberg-Bass work on distinctive assets is useful here. Colours, sounds, shapes, characters, packaging and other recognizable cues only become assets when people repeatedly learn to associate them with one brand. They are built and protected over time; they do not become distinctive because somebody declared them distinctive in a brand guideline.

So perhaps I would give founders a very simple architecture: Be visible enough to enter the mind. Be good enough to earn a reputation. Be consistent enough to become remembered. Be meaningful enough to stand for something.

And make sure the product continuously earns the story you are telling.

Because a brand, in the end, is not the campaign. It is not the logo. It is not the number of followers. It is not even what the founder says the company stands for. A brand is the memory and meaning that remain when the advertising disappears. That is what startups should start building from day one.

What makes a 'VC-backable' startup?

Ghada Ismail

 

Not every good startup is a venture capital startup.

That can be hard for founders to hear, especially when they have built a product people like, attracted their first customers, and started generating revenue. But venture capital is not simply looking for businesses that work. It is looking for businesses that could become much, much bigger.

That is what makes a startup “VC-backable.” It is less about having a well-prepared investor presentation and more about showing investors that there is a real opportunity to build something with significant scale.

 

Market Size and Growth Potential

One of the first questions investors will ask is how big the opportunity really is.

A startup can solve a genuine problem and still have limited room to grow if its potential customer base is too small. For a VC-backed company, the ambition usually needs to go beyond building a profitable small business.

This is particularly relevant for startups in Saudi Arabia and the wider GCC. A founder may begin with a solution designed for Saudi customers, but investors will want to understand whether that business can eventually expand across the region or into other markets.

The bigger question is not just, “Who will buy this?” It is, “How many people or businesses could eventually need it?”

 

Customer Demand and Market Traction

A great idea is still only an idea until someone is willing to use it or pay for it.

This is where traction matters. Revenue, customer numbers, repeat purchases, retention, and transaction volumes can all show whether a startup is gaining genuine momentum.

For an early-stage company, traction does not necessarily mean millions in revenue. A growing user base, successful pilots, strong engagement or commercial partnerships can also demonstrate demand.

But there is a difference between growth and meaningful growth. Adding customers through heavy discounts, for example, does not necessarily prove that they will stay.

 

The Problem and the Value Proposition

The strongest startups tend to begin with a problem rather than technology for technology’s sake.

If a company can help businesses reduce costs, make a complicated process faster, improve access to finance, or solve a problem customers face regularly, its value becomes easier to understand.

Saudi Arabia’s rapidly developing fintech, healthcare, logistics, and technology sectors offer plenty of opportunities. The challenge is proving that the solution is valuable enough for customers to change their existing habits.

 

Founder Experience and Execution

Investors are putting money into a company, but they are also betting on the people running it.

Founders do not necessarily need decades of experience or impressive corporate backgrounds. What matters is whether they understand the problem, know their customers, and can keep adapting when things do not go according to plan.

Startups rarely follow the original business plan perfectly. Markets change, products need to be rebuilt, and early assumptions can prove wrong. Being able to respond to those changes can be just as important as having the original idea.

 

Scalability and Business Economics

Rapid growth sounds impressive until you look at how much it costs.

Investors will want to understand how much it costs to acquire a customer, how long that customer stays, and how much value they generate. A startup does not need perfect economics from day one, but there should be a credible path toward becoming more efficient as it grows.

That is also where scalability comes in. A Saudi startup might expand from one city to the wider Kingdom, then into the GCC or other international markets. The opportunity does not have to be global from day one, but investors will want to see what the next stages could look like.

Ultimately, being VC-backable does not mean a startup has to be perfect. Very few early-stage companies are.

It means giving investors a reason to believe the business can become significantly larger than it is today, and that the founders have a realistic way of getting there.

Why companies freeze hiring and how it affects their people

Noha Gad

 

Companies increasingly turn to cost-control measures to safeguard their financial stability. Among the most common and visible of these measures is the hiring freeze. While often presented as a temporary, strategic pause, a hiring freeze carries significant implications for employees, job seekers, and the organization’s long-term growth trajectory.

A hiring freeze is a business decision that sounds simple on paper but ripples through every corner of an organization. At its core, it is a temporary pause on bringing new people on board, no new roles, no backfills for departing employees, and often a hard stop on most recruitment activity. Companies often take this decision when they need to tighten budgets, navigate economic uncertainty, or reevaluate their workforce strategy without resorting to layoffs.

For current employees, a hiring freeze can feel like a mixed signal: there is short-term reassurance that jobs are safe, but also the creeping reality of heavier workloads, stalled promotions, and growing anxiety about the company’s future. For job seekers, it can mean suddenly stalled offers or roles that vanish midway through the interview process. And for leadership, it’s a balancing act between preserving cash and protecting morale, productivity, and long-term talent pipelines.

 

Why do companies implement a hiring freeze? 

Leaders may implement a hiring freeze to protect company finances and keep the business operational. They may also freeze new hires if the organization is plateauing or declining. There are a few other reasons why a halt in hiring may be necessary:

  • Budget deficit: If the process of hiring and paying new employees has the potential to cause overspending, leaders may halt recruitment. They may decide to delay hiring candidates until they improve the business's financial situation. 
  • Emerging liquidity issues: Liquid assets are a type of capital businesses have, such as cash balances and bank deposits. If an employer is uncertain whether a company is maintaining enough liquid assets, it might stop hiring efforts.
  • Upcoming layoffs: Layoffs are the discharge of temporary or permanent employees due to a lack of work or money available. Company leaders may implement a hiring freeze to save funds, preserve the fiscal stability of the business, and avoid layoffs.
  • Changes in market conditions: The shifts in market conditions can have a notable impact on revenue generation and overall profitability. Thus, leaders may implement a hiring freeze to counter the impacts of these changing conditions.

A hiring freeze may have an impact on current employees, as they might be responsible for completing additional tasks and working longer hours to keep a business operational. Professionals can overcome the challenge of a hiring freeze by:

  • Strengthening professional relationships with peers to position themselves as a valuable team member.
  • Seeking leadership opportunities, as a hiring freeze may leave certain positions open, including leadership positions.
  • Maintaining a positive mindset and attitude to be able to develop a positive reputation among colleagues and supervisors.  

 

Pros and cons

Although the hiring freeze delivers immediate financial relief, it sets off a chain of operational and cultural side effects that can last well beyond the freeze itself. Potential benefits include:

  • Immediate cost control: Halting new hires quickly reduces cash outflow without the legal, financial, and reputational costs of layoffs.
  • Preserving institutional knowledge: Because existing employees keep their jobs, a freeze avoids severance costs and the loss of expertise that come with mass redundancies.
  • Signaling fiscal discipline to investors and lenders: A freeze can be read as a proactive, responsible move to protect the balance sheet and extend runway.
  • Flexibility and reversibility: Unlike layoffs, a hiring freeze can be lifted relatively quickly when conditions improve, allowing the company to resume growth without rebuilding from scratch.

 

Key risks and downside include:

  • Increased workload and burnout: Vacant roles and natural attrition mean remaining staff absorb extra responsibilities, which can reduce performance, quality, and customer service over time.
  • Retention risks: Employees may interpret a freeze as a warning sign of deeper trouble, leading to disengagement or voluntary turnover.
  • Talent pipeline damage: Prolonged freezes can harm the employer brand, making it harder to attract top candidates later and causing promising prospects to drop out of the funnel.
  • Management challenges: Leaders may avoid addressing poor performance because removing an underperformer would leave a gap that can’t be filled, quietly lowering team standards.

To sum up, a hiring freeze can be a necessary, short-term response to financial pressure, but it is not a cost-free solution. While it buys time and preserves jobs in the near term, the hidden costs accumulate in heavier workloads, strained morale, stalled growth, and a weakened talent pipeline.