#515 Execution Over Ideas: Soha Ashrafian on Building Businesses That Last

In this episode of The CTO Show with Mehmet, I sit down with Soha Ashrafian, co-founder of Temis and a fearless serial entrepreneur who turned early challenges into a global track record of business building. From launching her first startup at 21 in Iran—against social resistance and financial restrictions—to building ventures across Dubai, Soha’s journey is a powerful lesson in resilience, creativity, and the true drivers of business success.

We dive deep into why distribution and execution matter more than ideas, the art of storytelling in marketing, and how entrepreneurs can use MVPs to test and scale quickly without over-engineering. Soha also shares her perspective on empowering women entrepreneurs in the MENA region, embracing creativity in branding, and navigating opportunities in the AI era.

Key Takeaways

• Why execution beats ideas every time

• The importance of MVP testing before investing heavily in product development

• How storytelling makes marketing memorable

• Lessons on resilience and determination when society doubts your path

• The role of distribution and partnerships in sustaining growth

• Why fearlessness and boldness are essential traits for entrepreneurs

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What You’ll Learn

• How Soha built her first company with zero money, zero experience, and 1000+ clients

• Why focusing on distribution and marketing is more critical than a polished product in the early stages

• The mindset shifts entrepreneurs need to push past societal expectations and barriers

• How to apply story-selling instead of hard selling to build lasting brands

• Where the biggest opportunities lie for marketers and creators in MENA

About the Guest

Soha Ashrafian is a Dubai-based entrepreneur and co-founder of Temis. She has founded and invested in multiple ventures, from digital marketing and beauty to mobile gaming and SaaS platforms. Her passion lies in marketing, distribution, and creating sustainable, profitable businesses. With a background that spans Iran, Italy, and Dubai, Soha brings a global mindset to building and scaling ventures.

Connect with Soha:

https://www.linkedin.com/in/soha-ashrafiyan/

https://www.instagram.com/soha_ashrafian/

https://www.temisbranding.com/

Episode Highlights

⏱️ 00:02 – Growing up in Iran and dreaming beyond limitations

⏱️ 00:07 – Launching a business at 21 despite resistance

⏱️ 00:16 – Why distribution beats product and brand

⏱️ 00:18 – Testing ideas with low-cost MVPs in 48 hours

⏱️ 00:24 – Storytelling vs selling in marketing

⏱️ 00:28 – Lessons from Apple and Steve Jobs’ branding approach

⏱️ 00:39 – Advice to her younger self: Be fearless and bold

⏱️ 00:42 – Future opportunities in marketing and AI