On a day dedicated to the most strategic game in history, Michelle Raymond, leadership strategist and founder of The People’s Partner, is making a powerful move of her own. Her latest book, David’s Guide to Goliath: Strategies for Small Businesses to Land Big Contracts, officially launched in London on July 18th and is already stirring interest across business circles in the Middle East.
At the heart of the book’s message lies a compelling metaphor captured in its striking cover. A black pawn stands face to face with a golden queen, not as a victim, but as a strategist. On International Chess Day, that symbolism lands with precision.
The pawn represents every underestimated entrepreneur. In chess, it is the slowest, smallest piece. But with the right moves, it becomes the queen, the most powerful piece on the board,” Raymond explains. “That is the journey I want to equip small business owners for.”
Raymond, who splits her time between London and Dubai, has worked with global organisations including Amazon, Meta, Deloitte, and the UK Ministry of Justice. Her experience across Europe, the Gulf, and Africa gives her a unique perspective on the procurement barriers that smaller vendors face, particularly in emerging markets and complex corporate environments.
In David’s Guide to Goliath, she presents a rigorous, real-world strategy guide for startups, consultants, and SMEs that want to stop chasing crumbs and start winning contracts with government agencies, conglomerates, and multinationals.
Corporations are not looking for pity or passion. They are looking for suppliers who solve problems, reduce risk and deliver outcomes,” she says. “This book shows you how to position yourself to meet that standard, no matter how small you start.”
What makes the book especially relevant for Middle East entrepreneurs is Raymond’s emphasis on supplier diversity and inclusive procurement, both rising themes in the Gulf’s evolving economic vision. As more public and private sector organisations in the UAE and Saudi Arabia adopt localisation strategies and SME integration policies, Raymond’s insights offer a playbook for navigating these shifts with clarity and confidence.
Her consultancy, The People’s Partner, is already active in the region, supporting founder-led businesses to scale sustainably and pitch successfully. She is also the chair of the Diverse Business Summit, a platform linking underrepresented suppliers with global brands and government agencies.
The July launch event at the NatWest Conference Centre in London brought together over 150 entrepreneurs and procurement leaders. But Raymond notes that the real work begins now with rolling out her methodology to entrepreneurs across global markets, especially in regions like the Middle East, where ambition is high but access is uneven.
In the UAE and across the Gulf, I meet brilliant founders who just need a sharper roadmap to scale,” she says. “This book is that roadmap. It is not theory. It is practice. It is strategy.”
As International Chess Day shines a spotlight on the virtues of foresight, discipline, and bold moves, David’s Guide to Goliath offers entrepreneurs across the region a timely reminder:
You do not need to be Goliath to win in business.
You just need to understand the game and make your move.
David’s Guide to Goliath is now available globally via major retailers and select Middle East distributors.
For interviews, bulk orders, or regional engagements, contact: info@thepeoplespartner.com
