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EMBEDDED INNOVATION ARM
FOR AMBITIOUS COMPANIES.

Sprint teams. Real outcomes.

We map opportunities, design concepts, and hand over working capability, on demand, without the overhead of building an innovation function from scratch.

→ View ServicesHow it works
WHOS
WHO.
What we do
ONE TEAM.
FOUR MODES.

One standard: something ships. A cross-functional team embedded inside your problem, no stake in your politics, no overhead to justify. Weeks, not quarters.

01 MAP
Opportunity Mapping
Structured engagements that identify, evaluate, and prioritise opportunities. We hand you a clear brief for what to build next.
Discover Validate Prioritise
Start →
02 DESIGN
Concept Design
Transforming opportunities into executable initiatives, products, or ventures. A tested prototype and a real signal before you commit the budget.
Prototype Test Validate
Start →
03 HANDOVER
Handover & Scale
Transitioning ownership with playbooks, training, and systems so the capability stays when we leave. We leave you better than we found you.
Playbook Train Scale
Start →
ONGOING
Innovation Advisory
Embedded strategic support for leadership teams navigating growth, transformation, and innovation. Not a report, a retained presence.
Retained Roadmap Advisory
Explore →
YOU DON'T NEED A CONSULTANT.
YOU NEED A BUILDER.

Not advisors who brief from the outside. People who work inside your problem, with no stake in your politics, no overhead to justify, and one measure of success: something real at the end.

→ Start Your Brief
The common thread is never the industry
IT'S THE
MOMENT.

Not the polished version. The one said in the meeting before anyone makes a call.

The situation
"We know something needs to change. We don't know where to focus."
→
Discover
→
What leaves the room
Go/no-go on every opportunity. Ranked shortlist of 3 moves. The decision made.
The situation
"We have a direction. We need a real signal before we commit the budget."
→
Design
→
What leaves the room
Tested concept, real user reactions, first build scoped and ready for Monday.
The situation
"It's working. We need the knowledge locked in, the team trained, and the system able to run without us."
→
Scale
→
What leaves the room
Ownership transferred. Playbook written. Team trained and running independently.
The situation
"We need ongoing support, not another one-off project that ends with a slide deck."
→
Advise
→
What leaves the room
Three bets selected, owners assigned, 90-day plan in motion.
→ Start Your Brief
From the field
Regional Healthcare Group. Opportunity Mapping
"We knew patient experience was broken. We didn't know where to focus. Four weeks later we had a validated problem, a mapped journey, and a clear brief for the first product to build. We greenlit the build the same week."
Challenge: Years of patient complaints with no clear problem owner, no defined scope, and no team to build the fix.
Government Entity. Concept Design
"We'd been debating the same internal system for two years. One design sprint and we had a working prototype real users could test. The internal debate stopped when people could actually see and touch something."
Challenge: A critical internal process running on email and spreadsheets. No consensus on what to build or how to start.
Family-owned Retail Chain. Innovation Advisory
"We needed ongoing innovation capability but couldn't justify a full team. They embedded with us, mapped the right opportunities, and ran the first sprint. Six months in we have two live products and an internal team that knows how to keep building."
Challenge: A growing retail chain losing ground to digital-native competitors with no internal innovation capability or roadmap.
Founder. Discovery
"We'd scaled once and weren't sure the next bet was the right one. Four weeks in, we had a clear view of where to focus, and what to stop. The decision paid for itself before we even started building."
Challenge: A founder who'd scaled once needing clarity on whether the next move was the right one before committing time and capital to it.
Regional Healthcare Group. Opportunity Mapping
"We knew patient experience was broken. We didn't know where to focus. Four weeks later we had a validated problem, a mapped journey, and a clear brief for the first product to build. We greenlit the build the same week."
Challenge: Years of patient complaints with no clear problem owner, no defined scope, and no team to build the fix.
Government Entity. Concept Design
"We'd been debating the same internal system for two years. One design sprint and we had a working prototype real users could test. The internal debate stopped when people could actually see and touch something."
Challenge: A critical internal process running on email and spreadsheets. No consensus on what to build or how to start.
Family-owned Retail Chain. Innovation Advisory
"We needed ongoing innovation capability but couldn't justify a full team. They embedded with us, mapped the right opportunities, and ran the first sprint. Six months in we have two live products and an internal team that knows how to keep building."
Challenge: A growing retail chain losing ground to digital-native competitors with no internal innovation capability or roadmap.
Founder. Discovery
"We'd scaled once and weren't sure the next bet was the right one. Four weeks in, we had a clear view of where to focus, and what to stop. The decision paid for itself before we even started building."
Challenge: A founder who'd scaled once needing clarity on whether the next move was the right one before committing time and capital to it.

We work with companies that need to move, on a specific problem, with a real outcome, in a defined timeframe.

CorporatesFamily BusinessesGovernment EntitiesStartupsSMEsScale-ups
WHAT DO YOU NEED?
01
Map
02
Design
03
Scale
ONGOING
Advise
01Map
02Design
03Scale
ONGAdvise
Ongoing
Advise
INNOVATION ADVISORY

Embedded strategic support for leadership teams navigating growth, transformation, and innovation. Not a report. A retained presence that keeps the organisation moving, mapping what to build, guiding how to build it, and keeping the right bets in motion.

Format
Retained engagement
Timeline
Starts within 2 weeks
Outcome
Innovation roadmap + ongoing sprint cadence
Includes: Strategic Direction · Decision Support · Organisational Clarity · Accountability
Or start with a sprint
01. Map
Opportunity Mapping
→
03. Scale
Handover & Scale
→
01Map
02Design
03Scale
ONGAdvise
Stage 01
Map
OPPORTUNITY MAPPING

You know something needs to change but you don't know where to focus. We map the landscape, validate the right opportunity, and hand you a clear brief for what to build next, so you're not six months into the wrong thing.

Format
4-week sprint
Timeline
Team assembled within 72h
Deliverables
15–20 page Opportunity Brief + 5–8 page Product Brief
Best for: Organisations that have been circling the same problem without a clear starting point, and need someone outside the politics to map it.
Next stages
02. Design
Concept Design
→
03. Scale
Handover & Scale
→
01Map
02Design
03Scale
ONGAdvise
Stage 02
Design
CONCEPT DESIGN

You have a direction. You need a tested prototype and a real signal before you commit the budget. We design the concept, build a prototype, and run it past real users, so you know if you're solving the right problem before you build the wrong product.

Format
4–6 week sprint
Timeline
Team assembled within 72h
Outcome
Tested prototype + validated concept
Best for: Teams with a direction and a hypothesis, who need a real signal from real users before committing budget to the build.
Next stage
03. Scale
Handover & Scale
→
Ongoing. Advise
Innovation Advisory
→
01Map
02Design
03Scale
ONGAdvise
Stage 03
Scale
HANDOVER & SCALE

The work is done. Now we make sure it stays done. We transition ownership with playbooks, training, and the systems your team needs to scale independently, so the capability we built together doesn't walk out the door when we do.

Format
Final phase of engagement
Timeline
3–4 weeks
Outcome
Playbook · trained team · independent operation
Best for: Organisations who want the capability embedded, not just borrowed. What we build together stays with you.
Stay connected
Ongoing. Advise
Innovation Advisory
→
01. Map
Next Opportunity
→
How it works
4 weeks
D1
D2–3
W1
W2
W3
W4
Brief
24h
Match
72h
Define
Wk 1
Sprint
Mapping
Deliver
✓
Deliverables
Opportunity Brief
Product Brief
Prioritised opportunity list

Weeks, not quarters. Something real at the end.

How it works
4–6 weeks
D1
D2–3
W1
W2–3
W4–5
W6
Brief
24h
Match
72h
Research
Discovery
Design
Prototype
Deliver
✓
Deliverables
Tested Prototype
Real User Signal
Go / no-go recommendation

You know if you're solving the right problem before you build the wrong product.

How it works
3–4 weeks
D1
D2–3
W1
W2
W3
W4
Brief
24h
Match
72h
Audit
Wk 1
Build
Playbooks
Deliver
✓
Deliverables
Operations Playbook
Trained Team
Independent operation

The capability stays when we leave.

How it works
Retained · Monthly
W1
W2
Mo1
Mo2
Mo3
+
Onboard
Embed
Rhythm
Monthly
Sprints
As needed
Output
Ongoing
What you get
Monthly Strategy Sessions
Innovation Roadmap
Embedded presence, not a report

The relationship without the retainer. Until you want one.

Strategic Clarity · Sprint

WHOS
WHO.
Home Services How it works About In the Lab
✕ Exit
Step 1 of 4
WHAT TYPE OF ORGANISATION ARE YOU?
Helps us scope the right sprint and assemble the right team for your specific context.
Startup / Early-stage
SME (50–500 people)
Corporate / Enterprise
Government / Public sector
Family business
✓
Opportunity Mapping Sprint
BRIEF RECEIVED.

Execution starts here. We'll be in touch within 24 hours.

What happens next
1
Our team reads your brief within 24 hours and scopes the right sprint for your challenge.
2
We assemble the cross-functional team best matched to your specific problem.
3
We kick off. You'll have something real, validated, designed, or built, within the sprint window.
Want to talk first?
Book a free 20-min discovery call. No commitment.
[Calendar embed. Calendly / Cal.com]
Enterprise & Teams
LET'S DESIGN YOUR PROGRAMME.
Tell us about your team and what you're trying to achieve. We'll come back to you within 24 hours with a tailored structure and pricing.
Company / Organisation
Your role
How many people are you enrolling?
What are you trying to achieve for your team?
Sprint type interest
Indicative budget
We'll come back to you within 24 hours. No sales calls unless you want one.
✓
Enterprise Request Received
WE'LL BE IN TOUCH.

Someone from our team will reach out within 24 hours to design your programme.

What happens next
1
We review your team's goals and structure a tailored sprint programme, sprint type, cadence, and advisor matching.
2
We send you a programme overview and pricing within 24 hours. No generic decks, built for your team's specific goals.
3
You confirm, we onboard your team, and sprints begin on your timeline.
Dashboard
OnboardingSprint starts in 3 days

WELCOME, NOUR.

Your Strategic Clarity sprint begins May 9th.

Strategic Clarity Sprint
Sprint #004 · 4 weeks
Your Advisor
Matched to your brief
🧠
Advisor A
Go-to-market · SaaS
Matched because you're navigating a positioning challenge ahead of a raise, exactly where this advisor's expertise sits.
Schedule intro call →
Your Sprint
Starting May 9
1
Define
2
Run
3
Decide
Next: Define session · May 9, 10:00 AM GST
Pre-Sprint Checklist
1 of 3 done
Upcoming Sessions
View all
Dashboard
● Sprint ActiveWeek 2 of 3
Strategic Clarity · Sprint #004
Define→ Run Sprint→ Decide
62% complete · Next session May 21 (Decide)
Session Log
Shared Documents
3 files
Output Package
Your outputs
Unlocks after the Decide session (May 21)
Available as individual PDFs on May 21
Messages
1 new
Advisor A · May 14, 11:32 AM
"Good session today. I've updated the direction doc with the three positioning options. Review before May 21."
Dashboard
✓ Sprint CompleteCompleted May 21
🧭 Strategic Clarity Sprint Complete
✓
YOUR SPRINT IS COMPLETE.

Not a generated framework. A real position, built with someone who has been in this room before.

Your Outputs
4 documents ready
How did we do?
How likely are you to recommend Who's Who to someone you know?
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5
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9
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What's your next moment?
Or: Partner with us
Accelerator Partnership
Bring Who's Who to your portfolio, cohort, or leadership team. From $6K/month.
Explore partnership →
KNOW SOMEONE WHO'S STUCK?

"Stop stressing and start texting someone who actually knows what they're doing."

Career Sprint · Intake
LET'S BUILD YOUR BRIEF.
About Who's Who

BUILT ON
INSTINCT.
BACKED BY
EXPERIENCE.

We build what others only advise. A cross-functional team embedded in your problem, identifying, designing, and shipping innovation in weeks, not quarters.

WHY WE STARTED
THE GAP
WAS REAL.

We started Who's Who because we'd been on the inside, building ventures, navigating pivots, shipping products under pressure in markets that don't forgive slow. At every critical moment, what organisations needed wasn't a consultant with a deck. They needed people who could actually build, embedded, accountable, and fast.

Most companies know they need to innovate. Few have the internal team to do it properly. The options were always bad: hire full-time and move slowly, engage a consultancy and get a slide deck, or wait and fall behind. None of those work when the window is open right now.

Who's Who is the fourth option. An embedded innovation arm, project by project. We find the opportunity, design the solution, and ship the product, within weeks, not quarters. No full-time overhead. No strategy without follow-through.

SALWA RADWI
Founder · Who's Who

Salwa has built ventures across the MENA region, some that didn't make it, and some that did. Nuqtah. Others before it and after it. Each one taught her something different about what it actually takes to build in this part of the world.

The pattern was never the strategy deck or the market analysis. The constraint was always the same: not enough people who could both think and build. Senior enough to see the problem clearly. Hands-on enough to actually solve it.

Who's Who is what she kept wishing had existed, a team you could bring in on a specific problem, with a defined scope and a real output at the end. Not advice. Not a slide. Something you can ship.

She built it for the organisations navigating their next hard moment, the ones that can't afford to move slowly, but also can't afford to get it wrong.

Salwa Radwi
WHAT WE
BELIEVE.
01
Execution beats advice, every time.
A strategy deck that sits in a folder is worth nothing. Everything we do ends in something you can ship, test, or run, not read.
02
The right team has built it before, in the real world.
Theoretical expertise is easy to find. We bring people who have navigated this specific problem in this specific market, and can move fast because they've made the mistakes already.
03
Confidentiality is a default, not a feature.
What you're building stays between us. We're embedded inside your problem, that requires trust, and trust requires discretion. Real challenges need real honesty.
04
Sprints respect everyone's time.
No open-ended retainers. No scope that drifts. Every sprint has a defined problem, a fixed timeline, and a real output at the end. You know what you're getting before we start.
05
This region builds differently, and that's an advantage.
The MENA market has constraints, nuances, and opportunities that Western playbooks don't cover. We build for the context you're actually in, not the one the case studies assume.
06
Innovation is a muscle, not a moment.
One sprint delivers one output. But the process of running sprints, finding, designing, building, automating, is how organisations build the capability to keep moving. We're here for both.
READY TO
BUILD SOMETHING?
The process

HOW A
SPRINT WORKS

A structured engagement with a defined outcome. From the moment you brief us to the day something real leaves the room, here's exactly what happens and when.

Day 1
Day 2–3
Wk 1
Wk 2
Wk 3
Wk 4
Wk 5–8 (extended sprints)
Deliverable
01
Brief
Submit your context, no deck needed
← 24h
Scope confirmed NDA signed
02
Match
Team assembled within 72 hours
← 72h
Sprint plan Team intro call
03
Define
Align on the problem and success criteria
Define
Problem statement Success criteria
04
Sprint
Embedded work in motion, weekly cadence
Weekly sprints
Weekly review Live outputs
↳
Extended
Advisory & implementation sprints only
Wk 5–8
Advisory only
05
Deliver
Something real leaves the room
✓ Output handover
Validated concept Prototype or system Roadmap with owners
Sprint types & typical timelines
01. Map
4 weeks
Opportunity Mapping, identify, evaluate, and prioritise opportunities. Delivers a 15–20 page Opportunity Brief + Product Brief.
02. Design
4–6 weeks
Concept Design, transform an opportunity into an executable initiative. Tested prototype and real user signal before you commit budget.
03. Scale
3–4 weeks
Handover & Scale, playbooks, training, and systems to transition ownership so your team can scale independently. We leave when the team can run it without us.
Ongoing. Advise
Retained · Monthly
Innovation Advisory, embedded strategic support for leadership teams navigating growth, transformation, and innovation.
→ Start a Sprint The relationship without the retainer. Until you want one.
In the Lab

WHAT WE'VE
BEEN BUILDING.

Real engagements. Real outputs. A look inside the problems we've been embedded in and what came out the other side.

ADVISORY
Advise
Outlier Ventures
INNOVATION
ADVISORY
Embedded strategic advisory for one of the world's leading Web3 accelerators, helping portfolio companies navigate product-market fit in emerging tech markets.
Read more→
BUILD
Discover · Design
Milk Network
BUILDING
MOO
From blank brief to working product, we ran discovery, mapped the opportunity, designed the experience, and shipped the first version of MOO, Milk's community-first platform.
Read more→
DESIGN
Design · Automate
STC
THE SARIHA
PROJECT
A full concept-to-implementation sprint inside STC's innovation arm, identifying the right problem, designing the service, and delivering a production-ready build.
Read more→
Outlier Ventures · Advisory
ADVISORY
Outlier Ventures
INNOVATION
ADVISORY
One of the world's leading Web3 accelerators needed strategic clarity at the portfolio level, not generic advice, but embedded thinking alongside their team.
The Brief
Outlier Ventures runs accelerator programmes for early-stage Web3 and deep tech companies. As the sector matured and founders faced increasingly complex go-to-market questions, they needed a strategic thinking partner who could sit alongside their team, not a consultant with a deck, but someone embedded in the day-to-day problem.
What We Did
We ran an ongoing advisory engagement across multiple portfolio cohorts, working directly with founders on positioning, product-market fit strategy, and go-to-market sequencing. We also advised the Outlier team on programme structure and how to identify which portfolio companies needed intervention at what stage.
The Output
A repeatable advisory framework used across cohorts, individual company strategy documents, and a clearer internal methodology for Outlier's team to identify and prioritise where strategic support was needed most.
Milk Network · Discover · Design
MOO
Milk Network
BUILDING
MOO
Milk had a clear sense that their community needed a digital home, but no brief, no spec, and no product team. We were brought in from zero.
The Brief
Milk Network is a creative and cultural community with a growing membership base. They knew something needed to exist, a platform, a space, something, but hadn't defined what it was or whether their audience would pay for it. They needed the thinking and the building done together.
What We Did
We started with a discovery sprint, interviewing members, mapping the opportunity space, and stress-testing several product directions. From there we moved directly into design: wireframes, prototype, user testing. We handed off a validated concept and a working first version of MOO, their community platform, ready for onboarding.
The Output
MOO, a community-first platform built for the Milk Network audience. Validated concept, working product, onboarding flow, and a product roadmap with clear priorities for the next 6 months.
STC · Design · Automate
SARIHA
STC
THE SARIHA
PROJECT
Inside STC's innovation function, we were given a problem space and asked to come back with something real. Eight weeks later, we did.
The Brief
STC's innovation team had identified a space worth exploring, a service opportunity sitting at the intersection of their infrastructure and an underserved customer segment. The brief was deliberately open: explore the space, find the right problem, and build something that proves the concept.
What We Did
We ran a full sprint from problem definition through to a production-ready implementation. Discovery and stakeholder interviews in weeks one and two. Concept design and prototype validation in weeks three and four. Build and integration in weeks five through eight. The team worked embedded inside STC's environment throughout.
The Output
Sariha, a service concept with a validated market, a working implementation, and a handover package that included technical documentation, a go-to-market brief, and a recommended roadmap for the first 90 days post-launch.
Join the Network
ARE YOU
WHO WE'RE
LOOKING FOR?

We're building the most trusted advisory network in the region. If you've operated at the top of your field, and you know what it takes, we want you in the room.

10+ years operating at a senior level
Deep MENA market knowledge or C-suite track record
Available for 3–4 focused sessions per engagement
Willing to give the real read, not the comfortable one
All advisors sign NDA before seeing any client brief
Advisor Waitlist
Apply to join. We review every application personally.
Areas of expertise — select all that apply
Business Function
Strategy Growth Operations Finance / CFO Sales Marketing Product People & Talent Legal & Compliance
Industry
B2B SaaS FMCG / Retail Real Estate Healthcare Fintech E-commerce Logistics Media & Entertainment Education Government / Public Sector
Specialisation
Fundraising M&A / Exits Market Entry Turnarounds Scaling Family Business Venture / PE Go-to-Market Board Advisory
Market Experience
UAE KSA Egypt Qatar Kuwait Bahrain Jordan / Levant North Africa Global
You'll hear from us within 5 days.
Get in touch
Got something specific?
Drop it here.

Not every problem needs a four-week sprint. If you have a quick question, a decision to pressure-test, or just want to know if we're the right fit, send it through. We read everything.

A specific question you need answered fast
A decision you want a second opinion on
Not sure what you need, just want to talk
What do you need?
How urgent is this?
This week Within a month No rush

We respond within 24 hours.