Dubai Unofficial Capital of Engagement

Dubai has become a magnet for talent.

I’ve seen it every day in my work in executive search. Senior leaders, specialists, entrepreneurs; people from all over the world actively choose to build their careers here. That didn’t happen by accident. It is the result of bold, conscious and often uncomfortable decisions.

For me, the attraction of Dubai comes down to 3 essential elements.

1. Leadership: visibly and unapologetically

First and foremost: leadership. Not leadership as a title, but leadership as direction.

The rulers of this country are strong examples of what is called Sheikh CEOs: leaders who set a clear ambition, make consistent decisions, and remain visibly accountable for where the system is going.

That consistency creates trust, and trust is the foundation of engagement. People don’t need perfect leaders. They need leaders who are clear, present and accountable.

2. Purpose: explicit and shared

Dubai doesn’t try to be everything to everyone.

Its ambition is remarkably explicit: to be one of the most advanced, future-oriented and globally connected places in the world.

A hub for leadership and talent. A catalyst for innovation. A place where progress is not a slogan, but a direction.

People don’t just work here. They choose to contribute to that ambition.

That choice matters.

3. Storytelling (or what many simply call marketing)

And yes, the third element is marketing.

Dubai is a masterclass in storytelling and PR: not just as promotion, but as alignment.

The story is clear, it is repeated. and it is reinforced, both internally and externally. People understand what this place stands for, and what role they play in it.

That clarity creates coherence. And coherence fuels engagement!#

The moment the room shifted

Once, when I shared this perspective in a big keynote for executives in Europe, I felt the atmosphere change.

Raised eyebrows. People shifting in their chairs. Polite smiles- and quiet resistance. Some describe Dubai as “bling bling”. Others are more nuanced, but cautious.

After the keynote, the CEO told me they were happy with the session. But he gently advised me not to use Dubai as an example anymore. “It might be a bit inappropriate,” they said.

I’ll admit: that stung. For some time, I considered following that advice.

Why I decided to do the opposite

The more I reflected, the more I listened to my instinct, the clearer it became: I shouldn’t mention Dubai less. I should mention it more.

In fact, I decided to make it the “red thread”, or, as we call it the fil rouge, of the book I was writing.

Because if you want to talk about leadership, innovation, diversity, technology adoption and purpose, few places bring those elements together as visibly as Dubai. Not as a perfect model. But as a living system. That can be a bit too loud, too busy, and too much much, I admit

In that sense, Dubai has become -to me- the unofficial capital of engagement.