
How Organizations Always Manage to Measure the Wrong Thing
- enterprise
- management
- AI
- strategy
The tale of how ridiculous metrics come to existence, from dot-com Eyeballs to AI Token Maxxing.
@elmodeerHH

The tale of how ridiculous metrics come to existence, from dot-com Eyeballs to AI Token Maxxing.

Spoiler alert: for the second question, Yes.

Why Volatility and Uncertainty Increases the Architect's Value

Why it is easy to overestimate the importance of one defining moment, and underestimate the value of making daily small improvements.

An analysis of the current landscape of AI and the tradeoffs between the American, Chinese, and European offerings

EU sovereign cloud spending jumped from $6.9B to $12.5B in one year. A number that is expected to double by next year

Learn how to run meetings that respect everyone's time, with practical tips on preparation, focus, and clear outcomes.

Senior Software Engineer
SAP
Hey, I'm Hesham — a technologist at SAP with 8+ years of experience at the intersection of enterprise technology and business transformation. I hold an MSc in Digital Business Management alongside my engineering background, which shapes how I think: technology decisions are business decisions.
At SAP, I work on process intelligence and business transformation — helping organizations understand how their processes run today and architect what they should look like tomorrow.
My focus areas:
I write about the intersection of technology and business strategy:
Before architecture, I was the one writing the code. I've built and shipped large-scale systems across logistics, finance, and enterprise software — which means when I make architectural decisions, I know exactly what I'm asking of the engineers who have to implement them.
I speak English, Arabic, and German — and I'm always interested in connecting with people working on business transformation in the EMEA region.
Find me on LinkedIn or Twitter/X.