The Power of a Clear and Compelling Vision: Saudi’s Digital Transformation in Action

I just returned from delivering training to the world’s most valuable and influential energy companies. Since 2023, I have been traveling to Saudi Arabia regularly, and each visit leaves me even more amazed by the rapid and profound transformation taking place.

Saudi Arabia isn’t just undergoing digital transformation—it is setting a global benchmark for it. From an outsider’s perspective, I see a country evolving at an extraordinary pace. Saudi Arabia is a living case study of what happens when a nation fully embraces a bold, clear, and compelling vision.

At the heart of this transformation is Vision 2030—Saudi Arabia’s national strategy, launched in 2016 under the leadership of Crown Prince Mohammed bin Salman (MBS). More than just a government initiative, it is a movement reshaping the economy, workforce, and culture at every level.

The Power of Vision in Transformation

No transformation journey is without resistance. Every major change faces skepticism, particularly from those who are privileged in the existing system. Fear of failure, loss of comfort, and resistance to uncertainty can create a catabolic energy—a term often associated with destructive or negative emotions.

But true leaders don’t let resistance define their path. Just like a child learning to walk, every fall is a lesson. Without taking those steps—despite the fear of falling—we would never learn to stand tall. Saudi Arabia’s modern leadership is demonstrating exactly this resilience.

This commitment to Vision 2030 reminds me of the famous (yet historically unverified) story of President John F. Kennedy and the NASA janitor. When JFK supposedly asked a janitor what he was doing, he responded, “I’m helping put a man on the moon.” While the story may be anecdotal, the message is profound—when every individual understands and believes in a shared vision, success becomes inevitable.

Today, in Saudi Arabia, you can see this sense of purpose everywhere, from corporate boardrooms to university classrooms, and even among the workers maintaining city streets. A compelling vision turns work into purpose.

The Role of Women and Future Leadership

One of the most inspiring aspects of this transformation is the increasing participation of Saudi women. Women are taking on leadership roles, breaking barriers, and contributing significantly to the economy. Based on the momentum I’ve observed, I can only predict that over 40% of young women in Saudi Arabia will hold leadership positions by 2030.

Talent development is also at full throttle. While expats play a critical role in bridging the skills gap, there is a clear focus on building local expertise to ensure that transformation is sustainable. The journey beyond 2030 will be about developing a leadership mindset, and coaching will be crucial in shaping the next generation of Saudi leaders.

Sustaining Change Beyond 2030

Transformation isn’t just about policies and projects, it’s about people and culture. One thing I’ve observed is that entitlement can be both a strength and a weakness. While confidence in national progress is necessary, true leadership is not about giving orders but about inspiring teams and driving change collaboratively.

As Saudi Arabia prepares to host the FIFA World Cup in 2034, the focus should be on sustaining the momentum of change. Vision 2030 is laying the foundation, but long-term success will depend on continuous learning, adaptability, and leadership development.

How to Set a Clear and Compelling Vision

A vision that transforms a country, a company, or even an individual must be:

• Clear – It must be simple and easy to understand.
• Compelling – It should inspire and evoke an emotional connection.
• Actionable – People must see how they contribute to it.
• Communicated Repeatedly – Everyone should see and hear it daily.

Crafting a Strong Value Proposition

A compelling value proposition answers three key questions:

1. What problem are you solving?
2. How are you uniquely solving it?
3. Why should people care?

Saudi Arabia’s Vision 2030 excels in this by not just setting goals but creating a movement that people believe in and work towards. The Vision 2030 is built around three core pillars:

• A Vibrant Society – Enhancing quality of life, culture, and tourism.
• A Thriving Economy – Reducing oil dependency, developing new industries, and creating jobs.
• An Ambitious Nation – Modernizing governance and fostering global leadership.

What Are Your Thoughts?

I’m excited to see how Saudi Arabia’s transformation unfolds and how Vision 2030 will shape the future. What lessons do you take from this journey? How do you see the power of a clear vision driving change in your own organisation or country?

Let’s start a conversation—drop your thoughts in the comments!