How to get (and keep) your first 100 customers
An 18,000-word playbook drawn from interviews with 7 of MENA’s top post-Series A founders, tackling how to build trust before brand equity, validate before users, retain in transient markets, and know when to follow data – and when to trust your gut.
How to get (and keep) your first 100 customers (#2)
An 18,000-word playbook drawn from interviews with 7 of MENA’s top post-Series A founders, tackling how to build trust before brand equity, validate before users, retain in transient markets, and know when to follow data – and when to trust your gut.
How to get (and keep) your first 100 customers (#3)
An 18,000-word playbook drawn from interviews with 7 of MENA’s top post-Series A founders, tackling how to build trust before brand equity, validate before users, retain in transient markets, and know when to follow data – and when to trust your gut.
Rewiring B2B finance in Pakistan and beyond
What it means to build in a market where volatility isn’t a risk – it’s a cyclical certainty, why going top-down beats direct-to-MSME, and how you build real moats in enterprise fintech — not with UX, but with trust, switching friction, and time.
Rise, fall & reinvention
An honest reflection with Idriss Al Rifai on Fetchr’s hypergrowth, what went wrong, the isolation of being a founder, and the emotional cost of tying self-worth to a company, plus hard-won lessons on hiring, scaling, and the $140 billion SME financing opportunity in MENA.
