Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, unveiled the Dubai-it initiative on June 17. The launch, announced via his social media accounts, positions the concept as a new operational ethos for Dubai’s institutions.
What the Dubai-it initiative entails
The programme is built around the idea that speed does not mean haste and quality does not mean slowness. In his own words, the initiative seeks “swift achievement, exceptional execution and results the world can see in record time.” The definition posted by the ruler describes Dubai-it as “to achieve something extraordinary with excellence in record time.” He explicitly linked this verb to the emirate’s history, noting it is “about turning big ideas into reality, just like Dubai’s incredible transformation from desert to global city in a short span.”
Dubai's philosophy in action, based on achieving exceptional results in record time with mastery and excellence. Speed does not mean haste. Quality does not mean slowness. Ambition has no value without execution.
— Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai
He added that the aim is to embed this mindset in institutions and companies so that “we say what we do, and we do what we say.” The initiative is designed to pass on Dubai's philosophy in action to generations and build the next leaps forward with it. By instilling this as a work culture, the leadership hopes to ensure that future projects maintain the rapid pace of development seen in recent decades.
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Sheikh Mohammed’s vision for future work culture
Speaking on his social media channels, the ruler emphasized that ambition without execution is empty. The launch reflects a broader strategy to maintain Dubai’s competitive edge by codifying its approach to work. This approach prioritizes mastery and excellence, ensuring that rapid growth does not come at the expense of standards.
The initiative will serve as a guide for how organizations set targets and measure performance. It reinforces the idea that execution is the true measure of ambition. As Dubai continues to evolve, the Dubai-it philosophy aims to keep the emirate’s workforce aligned with a legacy of swift, high-quality results.
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Frequently asked questions
What is the Dubai-it initiative?
The Dubai-it initiative, unveiled on June 17 by Sheikh Mohammed bin Rashid Al Maktoum, is a programme that promotes a work culture built on speed, quality and execution, aiming to embed Dubai’s fast‑track ethos into institutions and future generations.
Who launched the Dubai-it initiative and when?
Sheikh Mohammed bin Rashid Al Maktoum, the UAE Vice President, Prime Minister and Ruler of Dubai, launched the Dubai-it initiative on June 17 via his Instagram and Twitter accounts.
What are the core principles of the Dubai-it ethos?
The initiative’s core principles are swift achievement, exceptional execution and visible results in record time, emphasizing that speed does not mean haste and quality does not mean slowness.
How does the Dubai-it initiative aim to change work culture in Dubai?
By codifying the fast‑track approach, the programme seeks to embed a mindset of saying what you do and doing what you say, encouraging organisations to set clear targets, measure performance and maintain rapid development without compromising standards.
What does the term ‘Dubai‑it’ mean according to Sheikh Mohammed?
Sheikh Mohammed describes ‘Dubai‑it’ as achieving something extraordinary with excellence in record time – turning big ideas into reality, mirroring Dubai’s transformation from desert to global city.
Where can I find the official announcement of the Dubai-it initiative?
The official launch was announced on Sheikh Mohammed’s social media, including an Instagram post (https://www.instagram.com/p/DXgodHKjRiB) and related tweets that outline the initiative’s goals and philosophy.
