The Social Media Shift

Laure's Story, Business & Conflict

In this episode of The Middle East Tradesmen, Paul and Josh are joined by Laure, the creative mind behind Expat Group’s social media.They explore Laure’s fascinating journey, from how she first met Paul to how that relationship developed into becoming an integral part of the Expat Group team. She also shares her own path into content creation, the experiences that shaped her career, and what ultimately led her to do what she does today.The conversation then turns to business, comparing their experiences of starting and growing companies in Dubai. They discuss why the city has become such a powerful hub for entrepreneurs, the opportunities it offers, and the positive mindset that makes it such a unique place to build a business.The episode also touches on the recent regional tensions, with Paul, Josh and Laure sharing how the uncertainty affected them both personally and professionally. They reflect on the challenges businesses faced, how they navigated that period, and why their focus remains on moving forward, continuing to grow, and building for the future.If you’re interested in entrepreneurship, business in Dubai, or hearing authentic stories from people building companies in the Middle East, this is an episode you won’t want to miss.

You asked, we answered

“You Asked, We Answered” is probably the most open and honest episode yet. From building a business in Dubai, the realities of entrepreneurship, and navigating recent regional conflict, to personal struggles, family life, relationships and the moments that shaped us, nothing was off limits. What starts with laughs, stories and banter quickly turns into some raw and emotional conversations, including opening up about one of the hardest periods of Paul's life. This episode is real, unfiltered and personal. Whether you’re interested in business, life in Dubai, mindset, or simply hearing the truth behind the highlight reel, this one goes deeper than usual. Thank you to everyone who sent questions in. We answered as honestly as we could.

The Social Media Shift

In this episode, Paul and Josh reveal why they made the bold decision to hire a social media manager, not to flood the feed with mundane maintenance work, but to tell the real story behind the business origins and personalities behind it. They discuss the uncomfortable side of putting yourself out there and emotions when receiving criticism and positivity online and even in person. The realisation that competitors weren’t just watching, they were taking notes! Hear Paul and Josh's individual take on this and how they came to know. This is a raw conversation about visibility, vulnerability, and why building a brand on social media is important to even the most unsexy industries!

Exercise, Education and Evolving

In this episode, Paul and Josh reflect on their early years - from struggling to focus at school, the use of exercise to enhance focus and mindset to then discovering a passion for hands-on work and the trades. They talk about why the classroom never really worked for them, what pushed them towards practical careers, and how those early experiences shaped the way they work today. The conversation also touches on their move to Dubai and why so many people reach out to them asking about making the same decision. An honest discussion about finding your own path, learning outside the classroom, and realising there’s more than one way to build a career.

2025 Recap and Preview of 2026

Exciting exclusive on the new business venture coming in 2026 and recap on some of 2025 highs, lows, learning curves and funny moments . A car crash on route to the studio and Paul booking the studio 1 month too late...finishing the year in style.