Sheikh Mohammed launches ‘Dubai-it’ to pass Dubai’s work ethic to future generations

His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, launched "Dubai-it" initiative to convey Dubai's philosophy of work to future generations.

Sheikh Mohammed said via "X" platform: "Dubai's philosophy of work is based on achieving exceptional results in record time with mastery and excellence... Speed does not mean haste... Quality does not mean slowness... And ambition is worthless without execution."

"Dubai-it means rapid achievement, masterful and distinguished execution and results which the world sees in record time”, Sheikh Mohammed added.

He continued: "We launched 'Dubai-it' to convey Dubai's philosophy of work to future generations, and to instill it as a work culture in our institutions and companies and to build the next leaps with it".

Sheikh Mohammed clarified: "Our slogan is always “we say what we do... and we do what we say."

Issam Kazim, CEO - Dubai Corporation for Tourism and Commerce Marketing shared on his Instagram a post on Dubai-it.

Kazim wrote, “To take an idea that others think is impossible and turn it into reality.

“To think bigger. To move faster. To never compromise on quality. To always find a way forward.

“In just over 50 years, Dubai has grown from a small fishing and trading community into one of the world’s most connected, diverse and dynamic cities. Not because it followed conventional thinking, but because it challenged it.

“Dubai’s story has never been about accepting limitations. It has always been about setting ambitious goals, acting with purpose, and delivering results that exceed expectations.

“Many times over the years, His Highness Sheikh Mohammed was asked Why? Why the biggest, why the hardest? His answer, always the same... Why Not?

“To Dubai-it is to believe that the extraordinary is achievable. That speed and excellence can go hand in hand. That the future is not something to wait for, but something to build.

“A philosophy that continues to inspire a city, a nation, and millions who call it home.

“By deeds, not words.”