- In 2008, twin brothers Ahmed and Mostafa Yasseen founded Beyond Creation, a digital agency based in Cairo. They struggled early on but were eventually able to expand their business. - They decided to start the business together when the opportunity arose in 2008. As brothers with shared values and goals, they felt they could take the risk and build something big together. - They attribute much of their success to having the same vision and values. This allows them to have constructive arguments and always agree on what is best for the company. Hiring people with ambition who feel a sense of ownership is also important to their growth.

1. In 2008, twin brothers, Ahmed
and Mostafa Yasseen, founded
Beyond Creation, a digital agency.
Starting out in Cairo, the Yasseens
struggled through the usual
entrepreneurial rough patches,
emerging successful and able to
significantly expand their business.
Today the brothers work between
Egypt and the U.A.E., coordinating a
growing team and navigating the fast-
paced world of digital technology
and communication. Tharawat
spoke to Ahmed and Mostafa about
entrepreneurship, what makes a
team, and why it is all about added
value.
Why did you decide to start a
business together?
Ahmed: We didn’t always work
together. But the opportunity
presented itself in 2008. Mostafa
was already working on his own and I
offered to join him.
Mostafa: We were both young and
had no commitments. We felt like
taking a risk, and it was worth it.
Were you worried about working
together as brothers?
Mostafa: Of course not! We have a
strong tie not only as twin brothers but
also as businessmen with the same set
of values and goals.
Ahmed: We wanted to build
something big, to create added value.
We have the same vision and ambitions.
Our shared values actually make it
easier in business.
Mostafa: Of course there are
arguments, but they are always
constructive.
Ahmed: We have been working
together for eight years. We have always
agreed on what is in the best interest of
the company. If we had allowed conflicts
to take over, it would have held us back.
When you partner with people who have
the same values, and everything is clear
from the onset, then your chances of
success increase significantly.
How did you make it work?
Ahmed: The first year was hard, but
then we got a break working with big
names. These clients helped drive our
success.
THE ADDED VALUE
THINKER:
When you partner
with people who have
the same values, and
everything is clear
from the onset, then
your chances of success
increase significantly.
“We have a strong tie not only as twin
brothers but also as businessmen with the
same set of values and goals.”
Interview with Ahmed Yasseen and
Mostafa Yasseen, Beyond Creation, Egypt
LEFT TO RIGHT:
Ahmed Yasseen and Mostafa Yasseen
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2. Mostafa: We were persistent and
wanted to make something we could be
proud of at the end of the day. That’s
what matters. That’s what we are here
for.
How did you build your team?
Ahmed: We mostly look for people
with qualities that every successful
person should have like intelligence,
ambition, and self-discipline.
Mostafa: People make companies;
they are the most important assets
in any organisation. However, it is not
easy to be successful in every hiring
decision you make. We always strive to
work with great minds; people whose
ambition is to be the industry’s future
role models. Everyone should have
the mind-set of a founding member.
Everyone has to feel a sense of
ownership.
How do you motivate your team?
Ahmed: First of all, I believe
motivation is innate, it can’t be faked.
One way we maintain motivation is
by ensuring our team understands
that everyone counts. We don’t
underestimate the singular input of any
team member. We always make sure
everyone knows that they’re crucial to
the business and play a leading role in
our success.
Mostafa: We believe that everyone
should understand the bigger picture,
the objective behind what we are all
doing. Employees must understand
where they are going with their own
careers. They have to feel like they are
doing something with their lives. These
things must be discussed openly.
Do you interfere in team
dynamics?
Ahmed: We believe that the most
important team dynamics are trust,
reliability and mutual understanding
in order for all team members to
have a productive and constructive
relationship. We try to influence those
dynamics through tackling problems
and conflicts head on, making sure
that roles and responsibilities are
clearly defined and also focus on the
importance of communication.
What is the key to being a
successful team leader?
Mostafa: There are a few basics:
transparency, openness, and fairness.
You have to be clear, transparent,
and open with the team about what is
happening in the company.
Ahmed: Your mind-set, experience,
and values are what make you a leader.
Our brand is not just about Mostafa and
myself. We want it to stand on its own,
so everyone needs to buy into it. You
have to listen to people and appreciate
their opinions.
What makes an entrepreneur in
your opinion?
Ahmed: An entrepreneur is
someone persistent enough to go after
their ideas and see things through.
Mostafa: A real entrepreneur is used
to moving outside of their comfort
zone. One eventually gets accustomed
to being uncomfortable. In fact, you
start enjoying it after a while.
Ahmed: It is also important to know
what you will face as an entrepreneur. It
is important not to have illusions about
it; you have to be realistic. In truth not
everyone is an entrepreneur.
Mostafa: Entrepreneurship is the
mind-set of adding value. It means
having a vision and bringing it to life for
others to benefit from, by channelling
it through a business model that is at
once profitable and ethical. Imitating
other business models is not adding
value in our opinion.
“Adding value” seems to be at the
core of your strategy. Why?
Mostafa: It’s the core principle
of any good team. This company is
built on our values, and we believe in
business ethics. We have core beliefs
that we need everyone to share, or else
we cannot move forward.
THINKER:
It is also important to
know what you will face
as an entrepreneur. It is
important not to have
illusions about it; you
have to be realistic.
“We always strive to work with great minds;
people whose ambition it is to be the
industry’s future role models. Everyone
should have the mind-set of a founding
member.”
74 75THARAWAT MAGAZINE
ENTREPRENEURSHIP
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www.tharawat-magazine.com
@tharawatmag /tharawat.magazine