In an age of constant and accelerated innovation, it’s not how businesses adapt, but how they stay human. It’s about intention, measured not solely by viral campaigns, tech disruption, or trendsetting products, but by the ability to build community and reimagine systems to be more inclusive and meaningful.

Across the Middle East, visionary leaders are redefining creativity not as a pursuit of novelty, but as a return to what truly matters through food that evokes memory, cinema that builds community, hospitality that personalizes, education that provokes thought, or advocacy that shifts systems. 

CREATIVITY AS A RETURN TO THE SOUL

Chef Salam Daqqaq of Bait Maryam, a restaurant that has become a beloved name in Dubai’s food scene with four Michelin Bib Gourmand awards, believes creativity lies in anchoring it in emotion. “The restaurant world is evolving quickly, but at Bait Maryam, creativity has never meant competing with the pace of change. For us, creativity lies in reminding people of the past.” 

Her dishes are inspired by family and heritage. “When a guest tells me it reminds them of their own childhood, even if they are from a completely different culture, I know the soul of our cuisine has reached them,” adds Daqqaq, an honoree of Fast Company Middle East’s Most Creative People in Business in 2024.

This emphasis on emotional connection also underpins the work of Butheina Kazim, founder of Cinema Akil, who was honored with the Most Creative People in Business 2023. “We’re in the business of making people feel, and screening films is only one facet of that experience.”

For her, the cinema is not just a venue for film, it’s a cultural sanctuary. “They are more than just theatrical screening venues. They are community hubs,” Kazim says, adding that audiences seek community in its true meaning, and Cinema Akil provides that kinship.

At The Butterfly, a UAE-based disability inclusion platform, founder Marilena di Coste echoes this human-centered approach. “Advocacy is the foundation of everything we do — it ensures that the lived experiences of People of Determination remain central. Innovation allows us to translate that advocacy into scalable solutions.” 

Her team is developing a co-created app to connect users directly with employment, healthcare, and accessibility services. But she says that digital tools alone aren’t enough: “The younger generation is eager to embrace the app, while many families still prefer our traditional WhatsApp community. True innovation must be flexible and grounded in trust,” adds di Coste, a Most Creative People in Business 2023 honoree.

REINVENTING THE BUSINESS OF FEELING

At Marriott International, Sandeep Walia, COO for the Middle East and Luxury in EMEA, introduced Integrated Jobs (IJobs) to streamline hotel operations and boost employee growth. “Traditionally, associates specialised in areas like housekeeping, F&B, or front desk. With IJobs, we’ve created broader generalist roles that empower associates to manage processes end-to-end.” 

With implementation in over 90% of Marriott’s Middle East hotels, the initiative has improved guest experience while elevating employee capability. “Associates are now cross-trained across functions, streamlining operations and fostering a more seamless and personalized guest journey,” adds Walia, one of the honorees of the Most Creative People in Business 2024.

This kind of operational reinvention is reflected in the work of The Butterfly, where di Coste launched the Inclusive Employment Ecosystem (IEE), a platform helping companies measure progress and commit to concrete disability inclusion goals. “One of the biggest challenges has been shifting the perception of disability inclusion from charity to strategy,” she says. “IEE reframes inclusion as both a moral imperative and a business advantage.”

For Kazim, the strategic transformation of cinema has been key to resilience. “The cinema model is changing, and the theatrical premiere window is no longer the priority. It’s more important to operate as a space for congregation, conversation, and renewal.”

Similarly, in education, Dr. Boutheina Khaldi of the American University of Sharjah has turned her classroom into a space for systemic thinking. “I foster critical thinking and experiential learning in all my courses. What matters is the quality of thinking, not the quantity.” An honoree of Most Creative People in Business in 2024, Dr. Khaldi helps students develop workplace-ready skills like communication, flexibility, and emotional intelligence through group debates and cross-perspective discussions. “They learn to challenge assumptions, give and receive feedback — skills that matter long after graduation.”

CREATIVITY THAT CONNECTS, NOT JUST CREATES

One of the greatest challenges in the region is remaining authentic while appealing to diverse audiences. The leaders are doing so by leaning into identity, not away from it.

Walia stresses that for Marriott, “Innovation is not just a value, it’s a mindset,” but it must be deeply rooted in place. “We tailor experiences to reflect each destination’s unique character — from architecture and culinary offerings to curated programming.” 

He explains that the success of creative strategies comes from “deep cultural awareness and respect. Across our portfolio, we collaborate with local artisans, storytellers, and talent to bring each location to life.”

Kazim, too, embraces cultural nuance while resisting the pressure to universalize. “There is a blurring of the lines between arts and entertainment in our arthouse cinema segment, and we believe that it should be embraced and placed at the center of our strategy.” 

Her work affirms that creativity means careful curation.

In academia, Dr. Khaldi warns against reducing students to numbers and knowledge regurgitators. “We are all born creative geniuses,” she says. “Children are natural explorers, but over time, the school system and social environment erode our inner creativity.” 

Her push for more inclusive, discussion-based learning gives students space to rediscover their voices and their values — often across cultural lines. “Two of my students who used to hold opposite views about certain topics ended up taking several courses with me — and eventually invited me to their wedding,” she adds. “One is now a PhD student in international relations; the other is a diplomat.”

For di Coste, identity is central not only to advocacy but also to sustainable business design. “Creativity that lasts always results in systems change,” she says. “Trends can generate visibility, but lasting impact embeds itself into policies, leadership practices, and KPIs.” 

THE NEW CREATIVE IMPERATIVE

If one thing unites the voices shaping creativity, it’s the conviction that business must do more than innovate — it must include and elevate.

From chef Daqqaq’s Levantine meals that evoke memories to Walia’s reimagined hotel operations, Kazim’s cinema-as-community model, Dr. Khaldi’s classrooms of critical thinkers, and di Coste’s approach of inclusion redefined through purpose, creativity in business means making people feel, designing inclusive models and systems, transforming spaces into sanctuaries, institutions into ecosystems, and challenges into opportunities.

The future of business isn’t just smart. It’s human.