In 2018, during one of my frequent visits to Saudi Arabia, I met with a director of a large transport and distribution company. I described the services my online recruitment company, Bayt.com, could provide, but he was unconvinced. He could understand Bayt’s utility in attracting and hiring white-collar workers, he said, but he didn’t see how the model would translate to blue-collar workers like the drivers his business depended on.

A version of this article appeared in the November–December 2019 issue of Harvard Business Review.