The Continuous Learning Myth: Why Most MENA Training Programs Fail
- DAME STUDIOS
- Jul 1
- 3 min read
"We’ve spent a fortune on training programs over the past two years, but Patrick… it’s not working. Is it my people—or are we getting training wrong?"
That came from a regional director I was speaking with recently.
Guess what? I hear this more often than you’d expect.
After years in banking and workforce development across the region, I’ve seen the same pattern play out:
Massive investment.
Momentary enthusiasm.
Minimal lasting impact.
So what’s the real problem?
We’ve confused training events with actual learning.
The good news? It’s not you or your people.
The Reality Behind Most Programs
In MENA, professional development is still treated as a one-off event—often a workshop, a speaker, or a two-day course.
The cycle is predictable:
Skills gap identified
External trainer brought in
Staff attend, take notes, feel motivated
Then… back to the desk
Deadlines hit, pressure returns
It all fades
No practice. No context.
No reinforcement. No cultural understanding.
No change.
Because knowledge, without context and repetition, doesn’t stick.
The Science of Forgetting
This isn’t just anecdotal—it’s neurological.Without consistent application, we forget most new information within days.
And too often, managers are left out of the learning journey.The very people who should reinforce growth aren’t supported either.
It takes two hands to clap. (A well-known Arabic saying.)
Employees can’t carry development alone.
How many times do we hear: "Employees don’t leave organizations—they leave managers."Side note: I did too. And I’m not the only one.
Why Do We Keep Doing It This Way?
Many internal L&D teams rely heavily on third-party vendors who don’t understand the cultural dynamics of the region. They are told:
It’s easier.
It checks a box.
It looks like progress on a slide deck.
Employees know when a training wasn’t built for them.
And when it’s not? They treat it like a day off from real work.
That’s not their fault. We can all smell when something is not right.
When you invest in a service, you expect it to work.
The companies that get it right don’t treat training as an event.They treat learning as part of the job—and teams respond accordingly.
What Actually Works Instead
The most successful organizations in the region do four things differently:
✅ They embed learning into daily work
Real challenges become learning opportunities—not side projects.
✅ They make managers part of the journey
Development is reinforced through coaching, not just content.
✅ They encourage experimentation
Trying, failing, adjusting—that’s how mastery happens.
✅ They focus on real application
New skills are used in-context, with support to succeed.
And yes—they pick the right provider.
One who understands that content and context go hand in hand (crazy thought, I know).
This isn’t about making learning easier.
It’s about making it matter to us.
Shifting the Paradigm
If you're leading talent or L&D in your organization, ask yourself:
🔹 Are we hosting events—or building systems?
🔹 Are we tracking attendance—or actual transformation?
🔹 Are our people even engaged?
The companies that thrive in this region’s next chapter won’t be the ones with the biggest budgets.
They’ll be the ones with the strongest learning cultures.
At New Seasons, we call this shift IGNITE:
Innovation. Growth. Networking. Initiative. Transformation. Empowerment.
It’s not a program—it’s a continuous system.One that turns learning into measurable lasting performance.
What’s your take?
Have you seen approaches that actually create lasting change?
Let’s share what’s working and what’s not—because the region deserves better than forgettable training.
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