Trust isn’t “soft.” In B2B markets, trust is a market mechanism—a system that decides who gets questioned, who gets compared, who gets discounted, and who gets approved with minimal friction. The most important competition isn’t for attention or even for budgets. It’s for permission: the right to move through an organization without triggering resistance.

In the Gulf Cooperation Council (GCC) region—which includes the UAE, Saudi Arabia, Qatar, Kuwait, Bahrain, and Oman—business isn’t just about transactions.