#1 Amazon Best Seller

Tenacity The UAE's Finest Hour

In moments of extraordinary uncertainty, leadership is revealed. A firsthand account of a nation under pressure — and a leadership system that never faltered. Not improvisation, but precision: a country operating with clarity, confidence, and unwavering purpose.

Scroll to explore

A case study in tenacity under fire.

In moments of extraordinary uncertainty, leadership is revealed.

Having just left a war zone in Kyiv, Augie K Fabela II arrived in Dubai as regional tensions escalated and missiles lit the sky. What he witnessed over the following weeks was not improvisation, but precision: a country operating with clarity, confidence, and unwavering purpose — Tenacity.

Drawing on decades of experience leading businesses through crisis, including in active war zones, Fabela offers a rare insider's perspective on what real resilience looks like at scale. This is not a story about survival. It is a case study in how the UAE and Dubai — with its great leaders — executed under pressure.

2,500+
Missiles & drones intercepted
94%
Interception rate
< 24 hrs
Airspace closure
10
Chapters · 4 parts
Read the full synopsis →
Tenacity: The UAE's Finest Hour — book cover #1 Amazon Bestseller

Early praise from leaders who lived it.

"

Augie Fabela writes not as a distant commentator, but as a first-hand participant — one who chose to stay and stand in solidarity with the UAE. His unique perspective, as an eyewitness to a defining moment, captures our nation's strength, vision, and tenacity.

H.E. Sheikh Nahayan Mabarak Al Nahyan
Minister of Tolerance and Coexistence, United Arab Emirates
"

This is an exceptional book about tenacity, courage and resilience. Not surprising for those of us who have followed Augie Fabela's amazing career since the 1990s. The book tells a story of the perfect match between Augie and the UAE: inspiration, vision, commitment, brave choices, and disciplined execution.

Sergei Guriev
Dean and Professor, London Business School · Former Chief Economist, EBRD
"

When Augie called asking if the races would go on, my answer was immediate: "Brother, this is Dubai, why would we cancel?" This book captures the spirit of Dubai with the insight of someone who has lived crisis leadership his entire career.

H.E. Ali Al Ali
Chief Executive Officer and Board Member, Dubai Racing Club
"

Fabela's D.E.C.I.D.E. framework finds compelling validation in the UAE's crisis response — an important contribution to crisis leadership from a Stanford-educated entrepreneur witnessing his principles executed under live fire.

Dennis “DJ” DiDonna
Senior Lecturer, Entrepreneurial Management Unit, Harvard Business School · Author of The Big Time

From the Prologue — A Letter to Dubai.

The book opens with an open letter from the author to the city he chose not to leave — a witness statement for the historical record.

Prologue

A Letter to Dubai

Dear Dubai,

I have built businesses on four continents. I have lived in Mexico City, Tokyo, Moscow, Amsterdam, Chicago, San Francisco, Naples, and now here. I have seen the best and worst of what the world has to offer. I have been threatened, extorted, forced to flee, and compelled to start over. Through it all, I have learned to recognize greatness when I see it.

I see it in you.

When the missiles came, you did not flinch. When the world watched to see if you would crack, you walked through your malls, raced your horses, and flew your flag. When others fled, your people — all of your people, from every corner of the earth — stayed and stood together. Nearly 90 percent of this nation was born elsewhere, yet in that moment, they stood as one…

Hear it in his own voice.

Augie narrates Tenacity himself — a firsthand account delivered firsthand. Recorded in Dubai, mixed for cinematic listening, available in full on launch day.

Coming soon · Approx. 3 hoursEvery word. Every chapter. No shortcuts.
Author-narratedRead by Augie K Fabela II, recorded on location in Dubai.
On all major platformsAudible, Apple Books, Spotify and more at launch.
Prologue — A Letter to Dubai
Tenacity · Augie K Fabela II
0:00
0:00
Augie K Fabela II
About the Author

Augie K Fabela II

Founder & Chairman, VEON Ltd. (NASDAQ: VEON)

Augie K Fabela II is Founder and Chairman of VEON, the largest U.S. NASDAQ-listed global digital operator headquartered in the UAE, reaching over 520 million people across frontier markets including Ukraine, Pakistan, Bangladesh, Kazakhstan, and Uzbekistan.

As a serial entrepreneur and multi-national Chairman, he has spent more than three decades building and leading businesses in complex and high-risk environments, including active war zones — where he has seen firsthand that the true measure of leadership is revealed in crisis, when uncertainty is high, resources are constrained, and human character is tested. He also serves as a Chief at the Chicago Cook County Sheriff's Office.

Company
VEON Ltd.
Reach
520M+ people
Full bio → Press kit

A film featuring Augie: Connected.

Augie also appears in Connected, an independent feature documentary directed by Vera Krichevskaya.

Separate project · Not connected to Tenacity
Connected — a feature documentary by Vera Krichevskaya, featuring Augie K Fabela II

A thirty-year friendship that crossed an empire, a generation, and a closing window of history.

Connected follows Augie's three-decade friendship with Dr. Dmitry Zimin, the eighty-eight-year-old former Soviet physicist preparing for an assisted death in Switzerland. Their story spans a 1990 meeting in Moscow, the post-Cold War technology business they helped build together, and a final journey set against the war in Ukraine.

DirectorVera Krichevskaya Year2025 ProductionSix Days Film
Where to watch
Also on: AMC+ MUBI
Watch trailer More about the film →

Launch week & beyond.

All events →
May 102026 · eBook

eBook pre-order goes live

Kindle pre-order opens on Amazon at the promo price of $2.99.
Buy on Amazon
May 132026 · US Release

Paperback & Hardcover on Amazon

Print copies are live on Amazon. Choose your format on the pre-order section below.
See print formats
May 152026 · Global Launch

Global Launch · UAE

Worldwide availability — in all retailers across the UAE and online. Venue and program details for the Dubai launch announced closer to the date.
Get more information

Two ways to read Tenacity.

The eBook is live on Amazon at $2.99, and the hardcover and paperback are now available on Amazon — with worldwide retail launch in the UAE on May 15.

Available now

Hardcover & Paperback

Live on Amazon in the US and where Amazon supports · UAE retailers May 15

Both print editions are available on Amazon today. Pick the format that suits you.

Ships from Amazon, or order locally in the UAE via Books Arabia.