How I got here, in the order it happened.

Chapter 1 · The engineer · 2015

I started by designing things that could not fall down.

Two and a half years as a structural engineer. A builder before software: the job was to make something people would trust without ever having to think about it.

That habit never left. I still check whether a bet will bear the load before I let anyone stand on it.

Margin noteA bridge is a promise to people who will never know who drew it.

Chapter 2 · The turn

Then I noticed the problems.

Somewhere along the way I fell for technology and entrepreneurship, and found what I am actually good at: spotting problems in everyday life and solving them with technology.

Margin noteNoticing is the first act of service.

Chapter 3 · Mogz · 2016

My first startup failed.

I started an EduTech during my time in the American University of Sharjah called Mogz, a peer to peer teaching platform. Was part of the top 3 (from 100) startups with Shera'a and got some news spotlights.

It didn't work, and it taught me everything I now teach: "how to get to product-market fit".

Margin noteFailure is the first teacher. You either win or learn.

Chapter 4 · UAE startups · 2018

Then I joined the startup scene.

After Mogz I left engineering behind and joined a few startups across the region: growth manager at SchoolVoice, product manager at Expin, venture builder at GrowValley.

Three seats, three angles on the same question: what really gets early startups to market and how to nail product/market fit.

Margin noteYou don't learn startups by reading about them. You learn them by being short-staffed and rolling your sleeves.

Chapter 5 · StartHack · 2019

Then I turned my own struggles into a framework.

My struggles at Mogz, and the ones I watched inside startups across the region, kept pointing at one puzzle: how do you actually get to product-market fit? I stopped treating it as luck and started cracking it.

The result is StartHack Framework: 7 workbooks and 133+ canvases that take a startup from idea to PMF, in a practical, scientific, plug-n-play way.

Margin noteEvery canvas is a mistake I made so you don't have to.

Chapter 6 · ClickUp · 2020

I learned scale from the inside.

I then moved to the US market. I pitched myself to the founder directly and he saw my passion towards SaaS and productivity apps. I, then joined as an early product manager helping ClickUp go from 32 people to 900+ and a $4B valuation.

I owned Custom Fields, Relationships, Whiteboard and the Task pages. I've learned the practical, scalable way of doing product management from the best in class.

Margin noteWe were hiring on avg. 6 new faces every day. I learned "adaptability" and "work under pressure" from the best.

Chapter 7 · Qawafel · 2022

Then I led an entire product team.

From product consultant, then Group PM, establishing strategy, and hiring the right team to get the company to $60M in GMV in just two years.

I built and hired three product squads from zero.

Margin noteLeading a product means empowering the people who build it.

Chapter 8 · Salla · 2024

Then the whole company.

Joined as a Senior PM to help them kick-off a new product for merchants, the B2B sales channel. Built it and grew B2B merchant's GMV by +7% in 6 months. I then led the "First Experince" team improving Activation rate from 13% to 25%.

I then got prompted to Lead Product Strategist setting the product strategy for 13 squads, enforcing it using product operation systems and metrics and building an AI toolkit of 13 PM skills (GMV classifier, roadmap auditor, investigator).

Margin noteStrategy stays in paper if it's not well-defined, data-informed, cross-collaborated, and carefully governed.

Chapter 9 · Misk · 2026 →

And I love making hard things practical.

I mentor founders at Misk LaunchPad and teach PM at Treford. Different rooms, same craft: taking a complex startup or product topic and making it practical enough to use the same day. A practice I'm skilled at and very passionate about.

It's consultation the way I like it: very practical, AI-powered, full of real case-studies, and, sometimes, done with you services.

Margin noteIf I can't make it practical, I don't understand it yet.

Chapter 10 · Elden Studio · 2026 →

Now I build in public.

Elden Studio is where I build startups with AI, in public, audience first. Experiment №1 asks one question: can you build a startup with AI by raising an audience before raising money?

Every number shared, failures included.

Margin noteA lesson kept to yourself is a lesson wasted.