Early Career: Building Foundations in Technology
In the summer of 2005, a young and eager Anas Shattara embarked on his professional journey at Dell’s service center in Dubai. This initial role involved troubleshooting and repairing hardware, providing him with a solid foundation in understanding the intricacies of technology. Facing technical complexities and the pressures of tight deadlines, Anas quickly adapted, demonstrating resilience and a strong work ethic that would become hallmarks of his career. His dedication to learning and problem-solving under pressure not only built his technical expertise but also ignited a passion for technology that would guide his future endeavors.
A Pivotal Moment at Samsung: Igniting a Passion for Teaching
A defining moment in Anas’s career came in 2013 when he was promoted to a newly formed department at Samsung. With minimal guidance and resources, he was tasked with creating foundational files that the entire team would rely on. This challenge pushed him to absorb knowledge rapidly and apply it to real-world scenarios, accelerating his growth. Not only did he solve the problem at hand, but he also realized the transformative power of technology. This experience sparked his passion for teaching others, leading him to create online tutorials years later. Starting from his bedroom, Anas began sharing Excel tips in Arabic, which grew into a movement with over 400,000 followers and 40 million views. This journey taught him the value of perseverance and the impact of sharing knowledge—lessons that continue to shape his career in both corporate and digital spaces.
Entrepreneurial Ventures: Bridging Traditional Businesses to the Digital Age
In 2018, Anas co-founded Sukoon with his brother, aiming to assist traditional businesses in transitioning into the digital era. This venture showcased his entrepreneurial spirit and commitment to leveraging technology for business transformation. By understanding the needs and behaviors of people, a skill honed during his years in retail, Anas was able to connect with businesses and deliver messages that resonated, facilitating their digital evolution. His ability to combine technical know-how with an understanding of human behavior has been instrumental in driving Sukoon’s success.
Recognition and Impact: Becoming a Leading Digital Educator
Anas’s dedication to digital education and content creation has not gone unnoticed. In 2022, he was honored as TikTok MENA’s “Best Education Creator,” a testament to the impact of his online tutorials. His Excel course on Udemy attracted over 3,200 students, further solidifying his mission to democratize education and empower others with practical skills. As he approaches 20 years of professional experience in 2025, Anas reflects on a journey marked by resilience, adaptability, and a relentless pursuit of growth. These achievements represent more than personal success—they symbolize the power of perseverance, the joy of sharing knowledge, and the ability to create opportunities for others.
Current Focus: Elevating Live Content and Mentoring Emerging Creators
Currently, Anas is focused on elevating the online content experience, particularly in the realm of live content. This exciting space allows him to combine his passion for video production, expertise in engaging audiences, and love for teaching. At Sukoon, he embraces up-and-coming talents, creates new and engaging shows, and upgrades production quality to deliver a more professional and polished experience. This aligns perfectly with his long-term goal of becoming a leader in digital education and content creation. By focusing on live content, Anas connects with audiences in real-time, creating dynamic and interactive experiences that resonate deeply. This approach also allows him to mentor emerging creators, helping them find their voice and grow their own audiences.
Personal Philosophy: Embracing Continuous Self-Improvement
Throughout his career, Anas has learned that oneself is the greatest asset. Encountering various individuals—some uplifting, others challenging—is part of the journey. What matters most is how one responds. Anas focuses on self-improvement—mentally, physically, and psychologically—because, at the end of the day, he is the one constant in his life. This lesson has shaped his approach to work profoundly. He prioritizes continuous learning, whether through books, courses, or learning from others’ experiences. Building resilience by focusing on personal growth has helped him navigate challenges and setbacks with a positive mindset. Embracing the idea that the fastest way to achieve great things is to give great things, Anas shares knowledge through online tutorials, mentors emerging talents at Sukoon, and supports colleagues in the workplace. He has seen how generosity and a focus on adding value to others can create opportunities and build meaningful connections.
Legacy and Vision: Inspiring a New Standard in Content Creation
Anas hopes to leave a lasting impact as someone who, alongside his brother Khalil Shattara, helped create a positive shift in the content creation world, setting a new standard for quality and professionalism. Together, they aim to redefine what it means to produce meaningful, high-quality content that resonates with audiences and inspires creators. Through Sukoon, they aspire to build a hub that becomes the go-to destination for professional content creators, aspiring talents, dreamers, and anyone seeking financial freedom through content creation. Anas envisions Sukoon as a platform that not only produces high-quality shows but also nurtures the next generation of creators, equipping them with the tools, knowledge, and opportunities to succeed. Ultimately, he wants to be remembered as someone who, alongside Khalil, inspired others to dream big, work hard, and create content that matters. Whether through their own work or the opportunities they create for others, their goal is to leave a legacy of innovation, empowerment, and excellence in the content creation industry.
Advice to His Younger Self: Embrace Early Learning and Overcome Self-Doubt
Reflecting on his journey, Anas would advise his younger self to start reading books earlier, start creating content earlier, and, most importantly, silence the doubting voices in his head. Do follow him on Instagram.
Also read: The UAE’s Rise as a Global Business Hub: What Makes It So Attractive?
