Aziz Musa is founder and chief executive of Cush Digital, an outsourced marketing department that is accountable for one agreed outcome rather than a list of activities. He has spent twenty five years in digital marketing on both sides of the table: as chief executive of Blackbird plc, a London-listed software company he turned around; as chief commercial officer of Canar Telecom; as director of global strategy at PhotoBox; and in senior roles at lastminute.com and Reed Business Information. He has trained more than four thousand people in digital marketing through a pro bono programme. He hosts The Impact Lab, an Arabic-language podcast on business and entrepreneurship, and runs a live Business Clinic for founders. MBA, Warwick Business School. Cush Digital is registered in the UAE, with teams in the UAE and Egypt, serving Saudi Arabia, the UAE and the UK.