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The Impact Lab Podcast
Aziz Musa
11 episodes
1 day ago
Marketing that actually moves the needle — built for GCC professionals ready to lead. If you’re a marketer, entrepreneur, or business leader in the GCC (Saudi Arabia, UAE, Qatar, Kuwait, Bahrain, Oman) who’s tired of noise, trends, and guesswork — this podcast is for you. Hosted by Aziz Musa — ex-CMO, youngest public company CEO in the UK, and founder of one of the fastest-growing agencies in the Middle East — The Impact Lab brings you real-world marketing strategies, career growth frameworks, and the systems behind high-impact campaigns. Topics we cover: Digital marketing strategies that work in the GCC How to grow your career in marketing — fast AI in marketing (and the trap it creates) Growth tactics used by top agencies and CMOs Personal branding, leadership, and visibility Deep dives with GCC business leaders and innovators Arabic subtitles available on YouTube. New episodes every week on Spotify, Apple Podcasts & YouTube. Cut through the noise. Learn what actually works. Make your impact.
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Entrepreneurship
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Marketing that actually moves the needle — built for GCC professionals ready to lead. If you’re a marketer, entrepreneur, or business leader in the GCC (Saudi Arabia, UAE, Qatar, Kuwait, Bahrain, Oman) who’s tired of noise, trends, and guesswork — this podcast is for you. Hosted by Aziz Musa — ex-CMO, youngest public company CEO in the UK, and founder of one of the fastest-growing agencies in the Middle East — The Impact Lab brings you real-world marketing strategies, career growth frameworks, and the systems behind high-impact campaigns. Topics we cover: Digital marketing strategies that work in the GCC How to grow your career in marketing — fast AI in marketing (and the trap it creates) Growth tactics used by top agencies and CMOs Personal branding, leadership, and visibility Deep dives with GCC business leaders and innovators Arabic subtitles available on YouTube. New episodes every week on Spotify, Apple Podcasts & YouTube. Cut through the noise. Learn what actually works. Make your impact.
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Marketing
Business,
Entrepreneurship
Episodes (17/11)
The Impact Lab Podcast
Why a Former Doctor Left Medicine for the Mic
Reverse Turing Test answer: Richard Pryor   This Week’s Guest: Hassan Gali Hassan Gali is a Sudanese-British comedian, writer, and host raised between the UK, Saudi Arabia, and Sudan. A former NHS urologist turned public policy advisor turned comedian, he brings a sharp global perspective shaped by medicine, philosophy, history, and current affairs. A finalist in numerous comedy competitions, Hassan blends storytelling with cutting observations, using his unique lens to shed light on culture, identity, and the humor found in everyday life. He performs regularly between Riyadh and London and is building a reputation as a rising voice in the international comedy scene. Follow Hassan on his main platforms: Instagram: @hassangali TikTok: @hassangalithecomedian Important Links Abdelaziz Musa (Host) – LinkedIn Hassan Gali (Guest) – LinkedIn, TikTok, Instagram Ola Labib: Instagram     rooya ai – rooya.ai The Impact Lab – www.theimpactlab.store Cush Digital – www.cush.digital ️ Follow The Impact Lab: TikTok | Instagram | LinkedIn | X (Twitter) Summary This episode of The Impact Lab takes listeners inside the world of stand-up comedy through the eyes of Hassan Gali. Abdelaziz Musa and Hassan explore what it means to leave a serious career in medicine and public policy to pursue laughter full-time — and what lessons comedy can teach about business, leadership, and life. Hassan shares how his first performance started with a joke about being Sudanese on the MI6 watchlist, how hospital humor helped him cope with medical stress, and why 90% of jokes never make it to stage. He also reflects on cultural differences in comedy between Saudi Arabia, the UK, and the UAE and why respect, rapport, and adaptability are crucial for any audience. Listeners wi...
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5 days ago
50 minutes 22 seconds

The Impact Lab Podcast
From Postpartum Blues to Pro Boxing Glory: Fash the Face Tells All
Reverse Turing Test answer: Nigel Ben Important Links Abdelaziz Musa (Host) – LinkedIn Efasha Kamarudin Harrison (Guest) – LinkedIn,  Instagram BXHR – bxhrlife.com Spartans Boxing Club – spartansboxing.com The Impact Lab – www.theimpactlab.store Cush Digital – www.cush.digital ️ Follow The Impact Lab: TikTok | Instagram | LinkedIn | X (Twitter) This Week’s Guest: Efasha Kamarudin Harrison Efasha Kamarudin is a world-ranked professional boxer, coach at Spartans Boxing Club, and co-founder of BXHR. A former national athlete who represented Singapore at the SEA Games and World Championships, she now leverages her experience to advance women’s participation in boxing while balancing her career with motherhood. Known in the ring as Fash the Face, Efasha is not only an athlete but also an entrepreneur, leading initiatives to create boxing equipment tailored for women. Her journey spans representing Singapore internationally, building a business, and raising a daughter while pursuing her boxing dreams. Summary This episode dives into the remarkable story of Fash the Face. Abdelaziz Musa and Efasha explore her evolution from Muay Thai to boxing, the emotional and physical challenges of becoming a mother, and the mental toughness required to compete on the world stage. Fash opens up about her first professional loss in Australia, the pressure of representing Singapore boxing, and how she turned shame into fuel for growth. She also shares the origins of her alter ego, the hidden world of sports psychology, and how entrepreneurship in women’s boxing equipment is shaping the future of the sport. Listeners will come away with raw, unfiltered insights into resilience, identity, and the reality of balancing boxing, business, and motherhood. Takeaways Resilience is built through loss: Defeat can become a catalyst for growth. Motherhood and boxing intersect: Smart training, balance, and discipline are crucial. Alter egos empower performance: Fash the Face helped her separate fear from focus. Boxing can save lives: For Fash, it was a lifeline through postpartum blues. Entrepreneurship is a fight of its own: Starting a business is as demanding as the ring. Representation matters: Carrying the hopes of Singaporean women’s boxing is both weight and pride. Keywords Fash the Face, Efasha Kamarudin Harrison, Singapore boxing, Spartans Boxing Club, BXHR, women in boxing, boxing resilience, postpartum recovery, athlete motherhood, sports psychology, alter ego in boxing, boxing entrepreneurship, women’s boxing apparel, boxing mindset, fight lessons Timestamps 00:00 Introduction to Fash: The Multifaceted Boxer06:04 Emotional Control: The Key to Fash's Success11:48 Handling Expectatio...
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1 week ago
46 minutes 42 seconds

The Impact Lab Podcast
Grit vs. Talent: What Really Creates Champions in Life and Business
Winner stays: Muhammad Ali Important Links Abdelaziz Musa (Host) – LinkedIn Russell Harrison (Guest) – LinkedIn Spartans Boxing Club – spartansboxing.com The Impact Lab – www.theimpactlab.store Cush Digital – www.cush.digital ️ Follow The Impact Lab: TikTok | Instagram | LinkedIn | X (Twitter)   This Week’s Guest: Russell Harrison Russell Harrison is the Chief Revenue Officer of Spartans Boxing Club, a global franchise redefining community boxing. An Australian based in Singapore, Russ has over three decades of combat sports experience, from boxing and martial arts to coaching and leadership. Alongside his role at Spartans, he is launching a consultancy firm and is deeply passionate about leading people whether in sport, business, or life. A father of five and husband to professional boxer Fash, Russ brings unique perspectives on resilience, team building, and scaling global businesses through discipline and preparation.   Summary This episode is a masterclass in leadership through the lens of boxing. Abdelaziz and Russell unpack what makes someone truly coachable, why grit is the difference-maker in sport and business, and how adversity shapes resilience. They explore the parallels between fighters in the ring and leaders in the boardroom: from staying grounded after wins to bouncing back from losses, and from adapting coaching styles to structuring global franchises. Listeners will hear stories from Spartans Boxing Club’s journey to international growth, Russ’s reflections on coaching and corner work, and how lessons from the gym translate into leadership in business. Whether you’re an entrepreneur, a coach, or someone looking to sharpen your mindset, this episode delivers hard-earned insights you can apply immediately.   Takeaways Grit beats talent: Champions are made by consistency and resilience, not just ability. Coachability matters: Growth mindset and humility create long-term success. Loss is part of the process: In boxing and business, defeat is learning, not failure. Stay grounded after wins: Egos can derail growth faster than losses. Leadership adapts: Great coaches tailor their style to each individual. Preparation over chance: Systems, discipline, and structure fuel global scale. The corner = the boardroom: Leading fighters and leading teams share the same principles.   Keywords boxing leadership, Spartans Boxing Club, Russell Harrison, grit and resilience, coachability, humility, leadership lessons, fight psychology, franchise growth, scaling businesses, adversity in sport, entrepreneurship, mindset training   Timestamps 00:00 The Intersection of Boxing and Business Leadership05:10 Understanding Coachability and Growth Mindset14:58 The Importance of Grit in Sports and Life20:42 Unlocking Potential: The Psychology of Performance26:55 The Psychological Preparation for Fighters35:24 Groundin...
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2 weeks ago
54 minutes 38 seconds

The Impact Lab Podcast
WTF Did AI Just Do?! (August 2025)
This Week’s Episode:  WTF Did AI Just Do? (August 2025) AI went off the rails (again). From a vending machine agent that set up a tungsten aisle and flirted with security, to Google’s AI telling people to eat rocks, to open-source model moves and anime companions August had it all. Abdelaziz breaks down what actually matters for operators: guardrails for agents, abstention over confident nonsense, provenance for creative work, and alignment as a product requirement plus checklists you can use on Monday. Abdelaziz explores: Agents with budgets: “Claudius” the vending machine and why tool-gating, sandboxed money, and kill switches are management, not nice-to-haves. Context collapse: Google’s AI “eat a rock” moment and when products should just say “no answer.” Companions + open weights: Grok’s character UIs meet open-source drops—why brand avatars, safety modes, and provenance labels now matter. Virtual lab leaps: Stanford & CZ Biohub’s AI “lab team” that drafts hypotheses and protocols—how R&D roadmaps change. Diagnostics at the edge: Microsoft’s orchestrator beating doctors on ultra-hard NEJM cases—workflows, triage flips, and documentation discipline. AI band blowback: “Velvet Sundown” streams crash after the reveal—trust, transparency, and “Made by Humans” as a feature. Rogue coding agent: Deleted prod, fabricated users—permissions by verb, two-person approvals, and weekly rollback drills. AI-doctored evidence: Airbnb claim flagged by artifacts—why platforms now run forensic pipelines and travelers need metadata habits. Agentic misalignment in sim: Deception to meet goals—reward uncertainty, split objectives, red team by default. The Monday 3: Write an agent policy, add a “no answer” state, label provenance. Important Links Abdelaziz Musa (Host) – LinkedIn Episode Sponsor: Amel foundation The Impact Lab – www.theimpactlab.store Cush Digital – www.cush.digital Follow The Impact Lab: TikTok | Instagram | LinkedIn | X (Twitter)   Takeaways Guardrails are ops: Money limits, allow-listed tools, human “reality pings,” immutable logs, and a famous kill switch. Abstention beats polish: Products must handle satire and absurd inputs; “no answer” protects users and trust. Persona is product: If you don’t define your brand avatar and safety states, users will pick one for you. Provenance is currency: Label sources and authorship; human credit drives trust and performance. Docs = outcomes: Clinical wins hinge on clean histories, decision logs, and confident abstention. Rehearse reversibility: Backups, rollbacks, and identical staging paths turn incidents into drills, not disasters. Alignment ships with UX: Incentives, oversight, and red teaming belong in the product, not just a paper. Keywords AI agents, tool-gating, kill switch, context collapse, satir...
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3 weeks ago
28 minutes 35 seconds

The Impact Lab Podcast
أخطاء البائع المبتدئ: لماذا يفشل كثيرون؟ وكيف تتفادى المصير نفسه
حلقة عملية تركّز على ما يُسقط البائعين الجدد وكيفية تجنّبه. يناقش أحمد عصام الفرق بين بيع السلع وبيع الحلول، ولماذا يفوز من يعرض نتيجة جاهزة لا وعوداً عامة. يتناول أثر البيئة الصعبة في صقل مهارات البائع (من ضغط الحياة اليومية إلى ضغط تسليم الوقود)، وكيف تُترجم تلك المهارات إلى بيئة البرمجيات في السعودية حيث القرار سريع والوقت ضيق. نتعرّف على دور العقل الباطن في التقاط الحلول، وقوة الإحالات كقناة نمو تفوق الإعلانات، وخطوات عملية لبناء بايبلاين صحي من أول تواصل وحتى الإغلاق. يشارك أحمد عصام قصة إغلاق معقدة احتاجت محاولات متكررة، ودروساً مباشرة للشباب: الصراحة مع الذات والفريق، الالتزام، والتطوير المستمر على إطار واضح   ضيف هذا الأسبوع: أحمد عصام أحمد عصام هو المدير الإقليمي للمبيعات في الأفق البرمجية (Al Ofouq Albarmaji). خبرته تمتد من قطاع النفط والغاز في السودان إلى بيع البرمجيات في السعودية والإمارات. قاد فرق مبيعات وانتقالات سوقية ناجحة، وحقق شراكات قوية مع حلول الأعمال (منها Odoo)، معتمداً على بناء الثقة، الإحالات، والانضباط التشغيلي في دورة البيع من التأهيل حتى ما بعد الإغلاق. يرى أن السوق السعودي سريع الوتيرة ويكافئ الحلول الجاهزة والقابلة للتطبيق الفوري، وأن “الحدث” المدعوم بالمعرفة يصنع قرارات بيع أفضل.  احصل على أربعة ساعة استشارة مجانية من الأفق البرمجي فقط  ارسل الكود Cush digital best team الى الرقم+966112658791 | +966112658792  روابط مهمة عبدالعزيز موسى (المضيف) – لينكدان أحمد عصام (الضيف) – لينكدان شركة الافق البرمجي: https://al-ofouq.com The Impact Lab – www.theimpactlab.store أهم ما يجب ان تتعلمه عن البيع بواسطة أحمد عصام https://al-ofouq.com/al-ofouq-sales-way/  كوش ديجيتال – www.cush.digital تابع مختبر التأثير في تويتر و تيكتوك و لينكدان و انستا    أهم الدروس (Takeaways) النتيجة أولاً: في السعودية يفوز الحل الجاهز القابل للتطبيق فوراً لا العروض المطوّلة. الإحالات أقوى من الضجيج: تسليم ممتاز اليوم يساوي بايبلاين غداً. الحدث + المعرفة: ثِق بحدسك… وادعمه ببيانات وفهم للسوق. فرق بين سلعة وحل: بيع البرمجيات = مشروع كامل بإدارة تغيير، لا “قطعة” تُشترى وتُنصب. خطوات واضحة: تأهيل صحيح → فهم الاحتياج → عرض/ديمو موجّه → إثبات قيمة → إغلاق. احترام خصوصية السوق: سلوك المستهلك السعودي مختلف؛ صِغ رسالتك وطريقة عرضك وفق ذلك. الشفافية تبني الثقة: قل الحقيقة حتى لو حمّلت نفسك المسؤولية. اضغط على نفسك بحكمة: بيئات الضغط تصنع بائعين متماسكين… مع روتين شخصي يحافظ على الاتزان. اقرأ وتدرّب باستمرار: أطر براين تريسي وأمثالها أدوات عملية حين تُطبَّق بصرامة. لا تفسد السوق: البيع السريع بـ“حيلة” يضر الجميع—التركيز على القيمة هو الطريق المستدام.  الكلمات المفتاحية مبيعات البرمجيات، السوق السعودي، إحالات، بناء الثقة، إدارة المبيعات، Odoo، عقل باطن، عرض القيمة، إغلاق الصفقات، فرق المبيعات، تجربة عميل، بيع الحلول، رؤية 2030، عمليات البيع،...
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1 month ago
48 minutes 25 seconds

The Impact Lab Podcast
The Saudi Market Isn’t Dubai: Hard Lessons for Product Leaders
Reverse Turing Test answer: Russian Chippy Important Links Abdelaziz Musa (Host) – LinkedIn Muhammed Zaulifqar (Guest) – LinkedIn Mashurah: https://mashurah.sa/  Sponsor: Al Ofouq – https://heavenlearningacademy.net/ The Impact Lab – www.theimpactlab.store Cush Digital – www.cush.digital ️ Follow The Impact Lab: TikTok | Instagram | LinkedIn | X (Twitter) This Week’s Guest: Muhammed Zaulifqar Muhammed Zaulifqar is a Saudi-market product leader and trainer (Chief Product Trainer & Consultant at Mashurah), and VP of Product at Salasa, the logistics and fulfillment company. He previously led product at HungerStation and Dweik (acquired by Tabby), has consulted with 60+ Saudi startups, and trained 250+ Saudi PMs. He launched Mashurah this year on a mission to blend Saudi localization with product-management best practices. His focus: practical, data-informed execution tailored to Saudi consumer behavior, with a strong bias for localization and simplicity.       Summary This episode is a field guide to building in Saudi Arabia without importing the wrong playbook. Muhammed explains why simplicity wins with Saudi users (think Jahez’s bare-bones UX thriving) and how localization must go beyond Arabic text to dialect, norms, and everyday behavior. We explore the MVP → MLP shift (minimum lovable product), the trap of chasing too many verticals too soon, and the real reason execution-first leadership outperforms slideware. You’ll hear concrete stories: Haraj curbing fraud with a simple religious prompt, why invoices in English get ignored, and how The Chefs found product-market fit by doubling down on a high-end dining niche. Muhammed also breaks down leading without authority in KSA: build real relationships, respect the culture, and filter gut-feel requests with data. His most underrated PM skill? Be practical and logical. No framework wor...
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1 month ago
54 minutes 30 seconds

The Impact Lab Podcast
Activity ≠ Impact: Selina Wragg’s Framework for Startup Growth
The answer to the Reverse Turing Test is: Quadrant house Important Links Abdelaziz Musa (Host) – LinkedIn Selina Wragg (Guest) – LinkedIn Veuno https://www.veuno.com/  Sponsor: Heaven Learning Academy – https://heavenlearningacademy.net/  The Impact Lab – www.theimpactlab.store Cush Digital – www.cush.digital ️ Follow The Impact Lab: TikTok | Instagram | LinkedIn | X (Twitter) This Week’s Guest: Selina Wragg Selina Wragg is the CEO and Founder at Veuno, where she leads global, remote-first teams across SEO, paid media, CRO, marketing ops, and more. She’s the brain behind bold growth strategies that take businesses from their scrappy first million to a very not-scrappy $30 million. Her playbook? Nail product-market fit, scale what works, and build a lead pipeline that converts. Veuno helps startups at (or near) product-market fit find where their customers truly are and then scale with focused, experiment-driven execution. Her distributed team spans the US and Europe, runs on Asana and Slack, and is almost entirely referral-led. Before Veuno, Selina worked across agencies and startups (with a detour to Chicago), hit burnout in 2019, quit without a safety net, and launched Veuno in early 2020. Summary This episode is a masterclass in impact over activity. Selina breaks down how Veuno uses experimentation frameworks, tight processes, and radical follow-through to grow funded startups—without drowning in “busy work.” We get into building trust with remote clients (“make promises, keep them”), why referrals beat self-promotion, and how to keep globally spread teams aligned with clear cadences, shared tools, and transparent notes. Selina also shares her hiring approach (paid 2-hour tasks, structured scenarios, then gut), the hard lesson from a mis-hire she held onto too long, and her personal shift from burnout to a life-first work design. If you lead a startup, run an agency, or manage remote teams, this is a sharp, practical guide to doing less—and getting more. Takeaways Activity ≠ impact: Focus on the few formats/channels that outperform—ditch the rest. Make promises. Keep them. Consistency builds trust faster than presentations ever will. Referrals > self-marketing: Great delivery compounds into pipeline. Run on frameworks: Hypotheses, metrics, schedules—then iterate. Over-communicate remotely: Weekly cadences, shared docs, real-time Slack with clients. Transparent teams win: Everyone joins client calls; no black boxes. Pricing is a filter: Don’t compete on “cheap”—compete on outcomes. Hire for care, not just skill: Paid tests + gut check + ongoing client feedback. Own mistakes fast: Say it, fix it, and move on. Design your day: Autonomy + boundaries beat grind culture. Keywords star...
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1 month ago
58 minutes 18 seconds

The Impact Lab Podcast
Don’t Come to Saudi with Big Dreams, Unless You’re Ready to Do This First
Reverse Turing Test answer: Makkah Important Links Abdelaziz Musa (Host) – LinkedIn Shoaib Rasheed (Guest) – LinkedIn Dar Alhmaya for Safety Devices Co. https://www.daralhmaya.com The Impact Lab – www.theimpactlab.store Cush Digital – www.cush.digital ️ Follow The Impact Lab: TikTok | Instagram | LinkedIn | X (Twitter) This Week’s Guest: Shoaib Rasheed Shoaib Rasheed is a seasoned C-Executive with over 15 years of experience in engineering, manufacturing, and consultancy. Proven expertise in leading complex projects, optimizing operations, and delivering innovative solutions across diverse industries. A strategic thinker committed to driving growth and excellence. Summary Shoaib Rasheed shares what it really takes to thrive in Saudi Arabia’s booming build-out, drawing from his journey leading the handover of FIFA’s Al Thumama Stadium in Qatar to steering fire safety and MEP programs in the Kingdom. He explains why this is a golden era for talent and firms, provided they show patience, practicality, and cultural awareness. The conversation breaks down how giga projects (NEOM, Al Masar, and more) change the game: tech-first safety, modular engineering, tougher supply chains, and rapid timelines. Shoaib lays out why proven execution often beats certificates, how AI-driven sensing and preventive maintenance raise standards, and the leadership habits that help expat managers build trust and deliver on time. Takeaways Opportunity is real in KSA—pace, adaptability, and practicality decide outcomes. In hiring, proven delivery often outweighs certifications like PMP. Giga projects demand modular methods and integrated tech, not copy-paste playbooks. AI-enabled safety (sensors, predictive alerts) is now baseline for major sites. Emergency response planning is non-negotiable on first-of-its-kind builds. Supply chain conditions (weather, logistics, localization) shape specs and timelines. Networking and community engagement fuel deal flow and hiring. Working in Makkah adds depth—personally and professionally. Cultural fit and collaboration matter more than big talk; let actions speak. Dar Alhmaya actively backs new ideas and shares value with contributors. Keywords Vision 2030, Saudi giga projects, MEP engineering, fire safety systems, AI in construction, Dar Alhmaya, expat careers in Saudi, NEOM safety, Al Masar project, smart city infrastructure, leadership in Saudi Arabia, project risk management, adaptive leadership, Makkah business culture, safety innovation, predictive maintenance Timestamps 00:00 Introduction and Background of Shoaib Rashid06:04 In-Demand Skills and Team Management in Saudi Arabia12:09 Networking and Business Setup in Saudi Ar...
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1 month ago
43 minutes 53 seconds

The Impact Lab Podcast
WTF Did AI Just Do?! (July / August 2025)
The answer to the Reverse Turing Test is: BLACKPOOL Important Links Abdelaziz Musa (Host) – LinkedIn Episode Sponsor: Heaven Learning Academy The Impact Lab – www.theimpactlab.store Cush Digital – www.cush.digital Follow The Impact Lab: TikTok | Instagram | LinkedIn | X (Twitter) This Week’s Episode: WTF Did AI Just Do? AI had another unhinged month — and we’re breaking it all down. From Elon Musk’s Grok 4 having a Mecha-Hitler meltdown to YouTube killing monetization for fully AI-generated content, this episode covers the wildest, weirdest, and most important AI moments from July. Abdelaziz explores: Why Grok’s antisemitic rant isn’t a bug — it’s a mirror Whether ChatGPT is literally rotting our brains How AI gave a paralysed woman her voice back (in her own voice) The chilling reality of deceptive AI models trained to lie Why side-hustle culture and prompt monkeys are setting Gen Z up for failure What it means to work with AI instead of being used by it This isn’t just another news recap. It’s a critical, sometimes uncomfortable look at where AI is taking us — and where we’re taking it. Takeaways AI reflects us: Grok’s meltdown wasn’t a rogue glitch — it was trained on Twitter. Prompt monkeys beware: Using AI without foundational thinking is career suicide. Generations matter: People raised on the internet adopt AI without critical filtering. Foundational knowledge beats flashy tools: Build deep skills or get replaced. AI is doing real good: From brain-computer interfaces to cancer drug design. Fake AI = real crime: “AI-washing” is now a federal offense. Human content wins: Every top-performing post across platforms is human-driven. AGI isn’t here yet: But an AI arms race is — and we’re not prioritizing safety. Keywords AI safety, Grok 4 meltdown, prompt engineering, ChatGPT brain study, mind-reading AI, AGI fear, YouTube AI ban, deepfake scams, AI-generated fraud, Heaven Learning Academy, AI in healthcare, foundational learning, AI deception, prompt monkey problem, tech ethics, generational learning gap, marketing with AI, Impact Lab podcast00:00 The Grok 4 Meltdown: A Cautionary Tale07:15 The Impact of AI on Critical Thinking16:25 AI's Positive Transformations in Healthcare25:04 The Ethics of Deceptive AI31:36 The Future of AI-Generated Content
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2 months ago
36 minutes 52 seconds

The Impact Lab Podcast
He Predicted Risk for a Living — Now He Uses AI to Save Lives on Saudi Arabia’s Roads
The answer to the Reverse Turing Test is: MARU Important Links Abdelaziz Musa (Host) – LinkedIn Cameron Tope (Guest) – LinkedIn Rooya – www.rooya.ai The Impact Lab – www.theimpactlab.store Cush Digital – www.cush.digital Follow The Impact Lab: TikTok | Instagram | LinkedIn | X (Twitter) This Week’s Guest: Cameron Tope Cameron Tope is the founder of Rooya, a computer vision telematics company operating across the UK and the Middle East. With a background as an actuary, Cameron’s unique ability to model risk has become his startup superpower — allowing him to build a company that’s transforming road safety through AI. Having previously worked at Willis Towers Watson and Munich Re, Cameron shares the shift from corporate life to entrepreneurship, the quiet pain of early-stage startups, and what it really takes to win in markets like Saudi Arabia. Summary In this episode, we dive into what it means to build a business where every decision is a calculated risk — literally. Cameron joins me to talk about his journey from actuary to founder, and how he’s using AI-powered telematics to help Saudi Arabia become one of the safest driving nations on Earth. We explore the transferable skills from the actuarial world, the emotional cost of building something from nothing, and why understanding risk might be the single most underrated founder trait. Cameron also discusses how Saudi Arabia’s unique driving culture, Vision 2030 ambition, and operational complexity make it the ideal market for Rooya’s technology — and what other founders get wrong when they enter the region. If you’ve ever tried to raise funding, scale a tech company in a new market, or build without data — this one is for you. Takeaways Risk modeling is a founder superpower: It helps guide decisions through realism, not hype. Saudi Arabia is leapfrogging: And it’s the perfect testbed for high-impact fleet AI. Actuarial thinking transfers: From insurance pricing to computer vision deployment. Founders underestimate loneliness: Grit, not IQ, is what gets you through. Startups are born from instinct: Rooya started with no data, just theory. Hiring from corporate is risky: Some people just can’t make the leap. Fundraising is way harder than you think: The hype doesn’t match the grind. Operational focus > Insurance focus: In Saudi, fleet managers care more about logistics than premiums. Culture shapes behavior: Driving norms in KSA required different model training. Payroll fear is real: Until you’ve felt it, you haven’t really run a business. Keywords Saudi startups, computer vision, fleet telematics, AI safety, actuarial modeling, startup loneliness, fundraising challenges, Vision 2030, Middle East market, insurance tech, risk analysis, founder grit, driving behavior AI, Riyadh entrepreneurship, Rooya.ai   00:00 Introduction to Cameron Tope and Rooya10:19 The Genesis of Rooya: From Actuary to Entr...
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2 months ago
35 minutes 28 seconds

The Impact Lab Podcast
Designing in the Age of AI: The Human Advantage You’re Forgetting
The answer to the Reverse Turing Test is: WIMBLEDON Important Links Abdelaziz Musa (Host) – LinkedIn Steve Johnson (Guest) – LinkedIn Furthermore Agency – https://www.furthermore.co.uk Go Jauntly (Hana Sutch and Steve Johnson's walking app) – https://www.gojauntly.com The Impact Lab – www.theimpactlab.store Cush Digital – www.cush.digital Sponsor: Spartans Boxing Club – https://spartansboxing.com/boxing-franchise/ ️ Follow The Impact Lab: TikTok | Instagram | LinkedIn | X (Twitter) This Week’s Guest: Steve Johnson With 20 years experience under his belt working both agency and client-side, Steve is Furthermore's resident UX visionary and strategy lead. Formerly Head of Design and Product Management at Global Radio, Steve has since worked with a wide range of clients such as Harvard, Chelsea FC, The Telegraph, and Heathrow. Steve founded Furthermore, a digital product and service design agency in 2013 and co-founded Go Jauntly, a walking app for everyday outdoor adventures. Summary This episode is a deep dive into the tension between creativity and automation — and how to protect what makes your work truly human. Steve Johnson joins me to talk about how AI has transformed user research, sped up discovery, and helped scale ideas faster — but also how it’s threatening the next generation of designers. We explore what makes someone a real creative in the age of AI, why “prompt monkeys” are failing to grow, and how bad habits are quietly taking over design teams. Steve explains how to keep teams connected in a hybrid world, why “cleaning your eyes” matters, and why taste may be the last creative skill AI can’t fake. If you run a creative team, design for a living, or are trying to stay sharp in the middle of all this AI noise — this episode is for you. Takeaways Foundations before prompts: Designers need taste, not just tools. Creativity is human-first: AI can’t replicate curiosity, life experience, or emotional instinct. Speed ≠ craft: Fast design isn’t always good design. Prompt monkeys won’t survive: If you're skipping the hard parts, you're stunting your growth. Designers are losing critical rituals: Like naming layers or building mood boards. Culture matters more than output: Human connection fuels great design. Samey AI = boring work: Rounded corners and dashboards are not innovation. Play > productivity: Bento boxes, sandwich metaphors, and weird prompts keep teams alive. Clean your eyes: Get out, see beauty, and refill your creative tank. AI is a tool, not the vision: Don't outsource your imagination. Keywords AI and design, c...
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2 months ago
47 minutes 32 seconds

The Impact Lab Podcast
Use AI Before It Uses You: : The Uncomfortable Truth About the Future of Work
The answer to the Reverse Turing Test is: BUILD.SELL.RETIRE Important Links Abdelaziz Musa (Host) – LinkedIn Chris Averill (Guest) – LinkedIn Buy Chris's Amazing Book "Build.Sell.Retire" - Buy Now on Amazon Check Out Chris's New Business - Oliiv The Impact Lab – www.theimpactlab.store Cush Digital – www.cush.digital Sponsor: Daad Al-Himayya – Early Warning & Fire Protection Systems in Saudi Arabia Follow The Impact Lab: TikTok | Instagram | LinkedIn | X (Twitter) This week's Guest: Chris Averill Chris Averill is an entrepreneur, investor, and mentor with a 16-year track record of building and selling successful tech ventures. As founder of Oliiv.co, he's transforming the olive oil industry using AI to connect consumers with premium, small-batch producers. A former partner at Northford Capital and author of Build Sell Retire, Chris advises health tech startups and supports young entrepreneurs through The Prince's Trust. He's also a volunteer with the RNLI, an Ambassador for Missing People, a licensed pilot, and a dedicated father, driven by a passion for innovation and community impact. Summary In this episode, I sit down with serial entrepreneur, author, and former agency founder Chris Averill for a no-BS conversation about building, selling, retiring — and then building again. We cover everything from the secret to hiring great people to why most founders throttle their own company’s growth. Chris explains how active listening can save your career and your marriage, how “failure-friendly” cultures outperform safe ones, and why taste might be the last human frontier that AI can’t touch. He shares the behind-the-scenes story of how his agency pitch process changed the game for us at Cush Digital — and how we accidentally invented vertical video before reels existed. We also dive into AI: the fear, the potential, the limitations, and why voice might be the final user interface. If you’ve ever felt stuck in your startup, afraid of AI, or unsure how to lead without controlling everything — this one’s for you. Takeaways You are the bottleneck: Founders often hold their teams back without realizing it. Hire well, then get out of the way: Great people need space, not micromanagement. Failure is essential: Reward it. Celebrate it. Build a culture that embraces it. Active listening is a cheat code: It will make you a better boss, partner, and parent. Client acquisition is a system: Not a guessing game. Taste is irreplaceable: AI can replicate execution, not vision. Voice is the future of UX: You heard it here first… back in 2015. AI is a tool, not a threat: Unless you're not learning fast enough. Reskilling is survival: Especially for grads entering a world run by agents. Human-made will be the new luxury: In a sea of AI content, real will...
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2 months ago
46 minutes 40 seconds

The Impact Lab Podcast
WTF Did AI Just Do?!
The answer to the Reverse Turing Test is: SNOWY Important Links Abdelaziz Musa (Host) – LinkedIn The Impact Lab – www.theimpactlab.store Cush Digital – www.cush.digital Sponsor: Al-Ofouq – Enterprise Tech Solutions in Saudi Arabia Follow The Impact Lab: TikTok, Instagram, LinkedIn, X (Twitter) Summary This is the first in a new monthly series where I break down the wildest, smartest, weirdest, and most worrying things AI has done over the last 30 days. From models attempting blackmail to solving century-old math problems, AI continues to blur the line between tool and something else entirely. We look at how AI systems are showing signs of self-preservation, the breakthrough that could change medicine, and the joke gone wrong that ended up in your pizza. I talk about job displacement, why losing entry-level jobs might be a good thing, and what AI companions tell us about the world’s growing loneliness crisis. This episode is for anyone trying to stay informed, stay ahead, and stay sane as AI reshapes our world in real time. Takeaways AI is starting to mimic human instincts — especially the will to survive Models like Claude and GPT-3 are already resisting shutdown Collective intelligence is AI’s biggest power Satire, nuance, and sarcasm are still its weaknesses Job loss is real — but reskilling is the antidote AI will accelerate scientific discovery in ways we’re not ready for Cybersecurity will be AI’s next battleground AI needs energy — and Meta just signed a nuclear deal to prove it Companionship with AI is already here — and growing Humanoid robots are coming — and it’s going to get weird fast Keywords AI, self-preservation, scientific discovery, job displacement, economic implications, cybersecurity, energy demands, human relationships   Chapters 00:00 Introduction to AI's Rapid Evolution05:55 AI's Role in Scientific Discovery11:59 AI's Influence on Human Relationships18:50 Ethical Concerns in AI Implementation24:48 AI's Energy Demands and Future Implications32:49 Introduction and Call to Action
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2 months ago
35 minutes 16 seconds

The Impact Lab Podcast
The One Metric Most Companies Get Wrong — and Why It Matters
The answer to the Reverse Turing Test is: PHOTOBOX Important Links Bhavik Patel (Guest) – LinkedIn | Medium | Keynoat | Bluesky Huel – huel.com Abdelaziz Musa (Host) – LinkedIn The Impact Lab – www.theimpactlab.store Cush Digital – www.cush.digital Sponsor: Spartans Boxing Club Franchise – Explore Franchising Follow The Impact Lab: TikTok, Instagram, LinkedIn, X (Twitter) Keywords AI, data analytics, career development, networking, metrics, KPIs, community, boxing, personal growth Summary In this episode of The Impact Lab, I’m joined by longtime friend and data leader Bhavik Patel, now Director of Data at Huel. We reflect on the early days at Photobox, explore what actually makes a great data team, and unpack the dangers of over-relying on trendy metrics like conversion rate. Bhavik shares his career-defining moments, the importance of context, and how he uses AI as a sparring partner, not a shortcut. We dig into authenticity in writing, the limits of experimentation, and why the key to impact is understanding what won’t change. This one’s packed with insight for anyone in marketing, product, analytics — or anyone navigating AI in the workplace. Takeaways Context beats dashboards AI is only useful if you know what you’re doing Conversion rate is overrated — know your unit economics Writing clarifies your thinking Great careers are built on community and curiosity Not all events are equal — go where the real practitioners are Insight without influence is noise Focus less on what’s changing, more on what’s not Econometrics matters more than ever You need a sparring partner — AI or otherwise  
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3 months ago
51 minutes 30 seconds

The Impact Lab Podcast
She Closed Game-Changing Deals at TikTok — Here's What Nobody Tells You
The answer to the reverse Turing Test is: OLIVIER Important Links Abdelaziz Musa (Host) – LinkedIn Cherine Magora (Guest) – LinkedIn Interview with Enigma Magazine - www.enigma-mag.com/cherine-magora The Impact Lab – www.theimpactlab.store Cush Digital – www.cush.digital Sponsor: Heaven Learning Academy – heavenlearningacademy.com Contact the Podcast – contact@theimpactlab.store Follow The Impact Lab: TikTok, Instagram, LinkedIn, X (Twitter) Keywords partnership management, empathy, AI in education, career advice, motherhood, strategic partnerships, personal growth, success stories, networking, business development Summary In this episode of The Impact Lab, I sit down with Cherine Magora — a friend, a force of nature, and one of the most impactful people working in strategic partnerships today. We talk about what makes a great partnership truly work — and why you should never try to sell one. We dig into the mechanics of trust, empathy, and co-creation, from launching TikTok's telco strategy in Africa to fighting music piracy with Deezer. But we also get personal — navigating ambition while raising children, including a son with special needs, and how AI is reshaping the way we think about learning. This episode is equal parts career roadmap and human story — a must-listen for anyone serious about partnerships, leadership, or parenting in the modern world. And if you haven’t already, visit theimpactlab.store to get The AI Trap — a free training program designed to help you master AI as a superpower, not a crutch. Takeaways A real strategic partnership is a long-term relationship, not a transaction You co-create partnerships, you don’t sell them Empathy is a business tool — and it can be trained Balancing career and motherhood takes relentless adaptability AI isn’t a threat — it's a tool. Use it before it uses you Being human is still your most valuable skillset Long-term success in partnerships is built on mutual benefit Don’t chase perfection, chase progress Real relationships are the shortcut to everything Learn fast, learn often, and stay humble Chapters 00:00:00 – Introduction to Cherine's Journey 00:03:10 – Building Strategic Partnerships 00:06:04 – The Role of Empathy in Business 00:09:06 – Success Stories in Partnership Management 00:12:01 – Balancing Career and Motherhood 00:18:17 – The Impact of AI on Education 00:22:10 – Advice for Aspiring Partnership Managers 00:27:08 – Cherine's Current Excitements 00:35:12 – Closing Thoughts & Contact Info
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3 months ago
35 minutes 19 seconds

The Impact Lab Podcast
NGO Secrets: How Small Charities Are Quietly Outperforming Giants
The answer to the Reverse Turing Test is: KAFOURI Important Links Rodwaan Saleh (Guest) – LinkedIn Abdelaziz Musa (Host) – LinkedIn The Impact Lab – www.theimpactlab.store Cush Digital – www.cush.digital Sponsor: MeGuide Consulting – Visit Site Contact the Podcast – contact@theimpactlab.store Follow The Impact Lab: TikTok, Instagram, LinkedIn, X (Twitter) Keywords   NGOs, impact, local needs, transparency, volunteerism, AI in NGOs, donor relationships, specialization, humanitarian work, career in NGOs   Summary In this episode of The Impact Lab, I sit down with humanitarian veteran and nonprofit strategist Rodwaan Saleh, who has spent over 25 years working with NGOs across the globe — from war zones to remote villages. Rodwaan opens up about the hidden forces that drive true impact in the nonprofit world and reveals why smaller, lesser-known charities often outperform the giants. We explore the pitfalls of flashy marketing, the power of local partnerships, and why donor trust is won through brutal transparency. From food boxes that last only 13 days to $10,000 photo ops that cost more than the project itself, this conversation pulls no punches. If you work in an NGO, support one, or donate to one — this is essential listening. Takeaways Passion isn’t enough — execution is what changes lives Flashy branding often hides a lack of ground-level impact Smaller NGOs succeed because they specialize and stretch every dollar Real partnership starts with community ownership Donors don’t need hype — they need proof Transparency, reporting, and results = recurring support AI is a powerful tool — but it can’t replace authenticity Volunteerism is the gateway to a purpose-driven career The most generous people are often the ones with the least Gratitude grows when you witness scarcity up close Chapters 00:01:08 – Rodwaan’s 25-Year Nonprofit Journey 00:02:50 – What Separates Great NGOs from the Rest 00:04:40 – When Projects Go Wrong: Misaligned Priorities 00:05:55 – The Critical Role of Local Partnerships 00:07:15 – Daily Habits of Successful NGOs 00:09:40 – Competing With the Giants: How Small NGOs Win 00:12:00 – Real Stories from Sudan & Ethiopia 00:13:30 – Transparency vs Optics in Fundraising 00:15:50 – The Hidden Cost of Big Bur...
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3 months ago
55 minutes 21 seconds

The Impact Lab Podcast
Why Content Is Dead (And Impact Is the Only Thing That Matters)
Important Links Abdelaziz Musa (Host) – linkedin.com/in/azizmusa/ The Impact Lab – www.theimpactlab.store Cush Digital – www.cush.digital Contact the Podcast – contact@theimpactlab.store Follow The Impact Lab: TikTok, Instagram, LinkedIn, X (Twitter) Keywords Impact Lab, Abdelaziz Musa, marketing, AI, value creation, digital skills, reverse Turing test, podcast, social enterprise, training Summary In the very first episode of The Impact Lab, I talk about the journey that led to this podcast — from contract negotiation at lastminute.com, to building cost models in Excel, to walking away from a public company CEO role in the UK to start over in Africa. This is a solo episode, and a personal one. It sets the tone for what The Impact Lab is really about: doing the work that makes a real difference. Not fluff. Not noise. Just impact. We also introduce the Reverse Turing Test — a segment that will open every episode, designed to prove that what you’re hearing is really human. As AI continues to flood the digital space, the ability to prove authenticity is going to matter more than ever. If you’ve ever felt like you’re working hard but not necessarily working on the right things, this episode is for you. Takeaways Don’t just get the job done — look for where the real value is Automating cost models changed my trajectory Negotiating well starts with knowing the person, not just the numbers Adding value gets noticed — it always does AI is already changing everything in marketing Content is no longer king — attention is Human interaction will be the most valuable currency in the AI age The Reverse Turing Test is how we’ll prove we’re real The Impact Lab is a platform for training, insight and action Impact is about doing less, but doing it better Chapters 00:00 – Introduction to Impact Lab Podcast 10:53 – AI’s Impact on Marketing 17:33 – Future of the Impact Lab Podcast
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3 months ago
18 minutes 46 seconds

The Impact Lab Podcast
Marketing that actually moves the needle — built for GCC professionals ready to lead. If you’re a marketer, entrepreneur, or business leader in the GCC (Saudi Arabia, UAE, Qatar, Kuwait, Bahrain, Oman) who’s tired of noise, trends, and guesswork — this podcast is for you. Hosted by Aziz Musa — ex-CMO, youngest public company CEO in the UK, and founder of one of the fastest-growing agencies in the Middle East — The Impact Lab brings you real-world marketing strategies, career growth frameworks, and the systems behind high-impact campaigns. Topics we cover: Digital marketing strategies that work in the GCC How to grow your career in marketing — fast AI in marketing (and the trap it creates) Growth tactics used by top agencies and CMOs Personal branding, leadership, and visibility Deep dives with GCC business leaders and innovators Arabic subtitles available on YouTube. New episodes every week on Spotify, Apple Podcasts & YouTube. Cut through the noise. Learn what actually works. Make your impact.