When I first read Good to Great by Jim Collins, one idea struck me deeply: greatness isn’t a single leap, it’s a disciplined process. That message stayed with me as I built Arbaaa from scratch in Riyadh, and later expanded the vision with ViaRoya. Both journeys taught me that personal branding follows the same principles as building great companies. It’s not about quick wins—it’s about clarity, consistency, and character.

1. Level 5 Leadership Starts with You

Collins describes “Level 5 Leaders” as those who blend humility with fierce determination. When I founded Arbaaa, I didn’t have the biggest team or the deepest pockets. What I had was an obsession with helping Saudi brands tell their story in a way that could stand on the global stage.

Personal branding for young leaders in Saudi Arabia begins here:

  • Humility—acknowledge your roots, your mentors, and the community that shaped you.
  • Fierce Will—commit to showing up every single day, even when no one is clapping yet.

That balance is what earns trust and turns ambition into leadership.

2. The Hedgehog Concept and Your Brand

In Good to Great, companies find greatness at the intersection of three things: what they’re best at, what drives their engine, and what they’re passionate about.

For me, that intersection was clear:

  • Best at: crafting marketing strategies and content platforms.
  • Economic driver: building platforms that scale—Saudi Wins, KSA ART, Bold Saudi, and more.
  • Passion: storytelling that puts Saudi voices on the map.

That’s the Hedgehog Concept in action. For young leaders, your personal brand has to come from this same intersection—your unique skill, the value you create, and what you deeply love.

3. Confronting the Brutal Facts Without Losing Faith

When I launched Arbaaa, I had to accept a hard truth: the Saudi market was already full of agencies promising “marketing.” To stand out, I had to confront the brutal fact that competing on generic services would kill the vision before it started.

So instead, I doubled down on a niche—content platforms as a bridge for personal and business brands. That honesty shaped Arbaaa’s positioning and later evolved into ViaRoya, where we don’t just run campaigns; we build personal brands that leave a mark on the Kingdom’s transformation.

For young leaders, this means:

  • Audit your online presence. What do people really see when they Google you?
  • Ask for feedback that stings. It’s the only way to grow.
  • Stay anchored in faith that your vision matters, even when results take time.

4. The Flywheel: Momentum, Not Virality

One of the most powerful lessons from Good to Great is the “flywheel effect.” Success isn’t a viral moment—it’s the compounding force of consistent actions.

At Arbaaa, I started small: one platform, one client, one article at a time. Over the years, the flywheel gained momentum. Today, with ViaRoya, the same discipline applies—we build our clients’ brands step by step, platform by platform, until their presence is undeniable.

For you as a young leader:

  • Post one thoughtful insight a week.
  • Share learnings from your journey, not just your wins.
  • Keep pushing the flywheel—it feels slow at first, but eventually, nothing can stop it.

5. Technology Is an Accelerator, Not a Driver

I’ve built companies around technology—AI tools, content automation, platform growth—but here’s the truth: tech never replaced discipline. It only accelerated what was already strong.

That’s why ViaRoya integrates tools like AI and digital tracking, but never lets them dictate the brand. At the heart of any great personal brand is still the story, the clarity, and the voice. Technology helps scale it, but it cannot replace it.

Why This Matters Now

Saudi Arabia is entering a defining decade. Vision 2030 is opening doors for leaders who can represent the Kingdom globally, and personal branding is no longer optional—it’s the key to standing out, building trust, and unlocking opportunities.

Your brand is not just for you. It’s your contribution to the story of Saudi Arabia’s transformation. Done right, it positions you not only as a professional, but as a leader of a generation.

Final Word

Good to Great reminded me that greatness is built through discipline, not desire. My journey with Arbaaa and now ViaRoya proved the same. If you’re a young leader in Saudi Arabia, your personal brand is your flywheel. Push it consistently. Anchor it in humility and focus. Use technology wisely. And never lose faith that your story matters.

Because when you build your personal brand with clarity and discipline, you don’t just go from good to great—you help the Kingdom itself go from great to extraordinary.

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