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January 19, 2021 15+ min read You re reading Entrepreneur Middle East, an international franchise of Entrepreneur Media. It is perhaps a nod to the times we live in today that we often see both individuals and entities describe themselves with nomenclatures and notions that are often not an entirely truthful depiction of who they are, or what they do. For instance, there are people who have no qualms in emblazoning themselves as “thought leaders” on a social media platform, even though they don’t have anything of real value to share in terms of insights. Or consider those companies that talk a big game and make use of all the right buzzwords when they pitch themselves, but are, in fact, quite badly run, and are probably one step away from closure. Indeed, this affliction of claiming to be one thing while being something else entirely is something I’ve often felt to be quite widespread in the MENA startup ecosystem, which is why I’m always

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