Noura Al Sakkaf wants to change Saudi culture. She wants it to evolve, develop, modernise and create ideas that will take wing and fly far from the Arabian Peninsula and teach the world about the richness and diversity of the Saudis. Her approach is not to build a mega powerful broadcasting station, nor is it to create a propaganda machine that distributes endless tracts. Her plan is more far reaching – and certainly more enduring - than any high tech solution could ever be.