Dubai-it: Sheikh Mohammed launches inspiring new campaign

“Dubai’s philosophy of work is built on achieving exceptional results in record time, with precision and excellence” – Sheikh Mohammed

HH Sheikh Mohammed bin Rashid Al Maktoum, Vice President of the UAE and Ruler of Dubai, has unveiled a new campaign: Dubai-it, which sets out to pass on Dubai’s visionary philosophy to future generations. 

In a heartfelt video that shows the impressive achievements and rapid development made across the emirate since the beginning of the United Arab Emirates, Sheikh Mohammed unveiled the Dubai-it strategy, which will be used to inspire future generations and be embedded as a culture across companies and institutions.

“Dubai’s philosophy of work is built on achieving exceptional results in record time, with precision and excellence,” Sheikh Mohammed posted. “Speed does not mean rushing, quality does not mean slowing down, and ambition has no value without execution. ‘Dubai-it’ means swift l execution, and results the world can see in record time.”

“We launched ‘Dubai-it’ to pass Dubai’s philosophy of work on to future generations, embed it as a culture across our institutions and companies, and build the next leaps forward.”

Concluding the post, which was shared across Sheikh Mohammed and the Dubai Media Office platforms, Sheikh Mohammed said, “Our motto has always been: We say what we do, and we do what we say.”