In a city like Dubai — where ambition, innovation, and global talent intersect — visibility is currency. Whether pitching to investors, speaking at industry events, or networking with high-level decision-makers, the ability to communicate with confidence can define professional success. Yet for many, public speaking in Dubai (and everywhere else) remains one of the most persistent fears.
Dubai-based public speaking coach Dashu Sokolova is on a mission to change that. With a background as a live TV host and over three years of experience working across the UAE, she helps entrepreneurs and professionals transform anxiety into influence. An international speaker in English and Russian and a member of the CIS Speakers Association, Sokolova believes that confidence on stage is not an innate talent — it is a trainable skill.
Recently, she brought her approach to one of the city's most dynamic professional gatherings: Dubai Tech Tuesday, held at Belcanto Dubai Opera. Addressing a room full of entrepreneurs, founders, and innovators, she introduced a concept she calls "Scariocity" — a mindset shift that reframes fear as a tool rather than an obstacle.
Reframing Fear: From Anxiety to Curiosity
At the core of Sokolova's method is a simple but powerful idea: fear and excitement are physiologically similar. Instead of trying to eliminate fear before stepping on stage, she encourages speakers to reinterpret it.
"Scariocity," as she defines it, is the state of feeling scared and curious at the same time. Rather than fixating on potential mistakes or audience judgment, speakers shift their attention to exploration: What will happen if I try this? How will the audience respond?
This subtle mental shift reduces pressure and opens the door to authenticity. In a fast-paced, high-performance environment like Dubai — where expectations are high and competition is fierce — this approach allows professionals to stay present instead of overwhelmed.
Action Before Confidence
Another principle Sokolova emphasizes challenges a common misconception: that confidence must come before action. In reality, she argues, confidence is built through action.
Her advice is counterintuitive but effective — say "yes" first, think later. Too often, professionals decline speaking opportunities because they feel unprepared. But according to Sokolova, every stage appearance — whether a formal presentation, a panel discussion, or even a networking introduction — is an opportunity to grow.
"People wait to feel ready, but readiness comes from experience," she explains. By accepting opportunities before overanalyzing them, individuals accumulate real-world practice, which gradually replaces fear with familiarity.
A Grounded Mindset in a Judgment-Driven World
Public speaking anxiety is often rooted in fear of judgment. What if the audience doesn't like me? What if I make a mistake? Sokolova addresses this directly with a grounding mindset: "I am OK even if someone doesn't like me."
This perspective does not eliminate standards or ambition — it simply removes the emotional weight attached to external validation. When speakers no longer depend on universal approval, they become more natural, engaging, and persuasive.
In a multicultural business hub like Dubai, where audiences are diverse and expectations vary, this mindset is particularly valuable. It allows speakers to connect authentically rather than trying to appeal to everyone at once.
Visibility as a Business Tool
Beyond stage performance, Sokolova positions public speaking as a strategic business skill. For entrepreneurs, visibility is directly linked to trust — and trust drives sales.
"People buy from those they see and trust," she says. "And the spotlight belongs to the one holding the microphone."
Her coaching focuses on helping clients move from being "one of many" to becoming the voice others listen to. This includes not only stage presence but also communication in networking settings, negotiations, and media appearances. Through her work, entrepreneurs learn to articulate ideas clearly, present with charisma, and navigate high-stakes conversations with confidence.
A Skill for the Future
As Dubai continues to position itself as a global hub for business and innovation, effective communication is becoming increasingly essential. From startup founders to corporate leaders, those who can express their ideas with clarity and confidence are more likely to stand out.
Sokolova's approach offers a practical pathway — not by eliminating fear, but by working with it. Her message is clear: public speaking is not reserved for a select few. It is a learnable, trainable ability that can unlock new opportunities, expand professional networks, and elevate personal brands.
And in a city that thrives on bold ideas and strong voices, that ability may be one of the most valuable assets of all.
