World’s Most Transformational Leaders Changing the Face of Business, 2024

1. The way of business solutions World’s Most Transformational Leaders Changing the Face of VOL-07 | ISSUE-10 | 2024 Business, 2024 Denis Sorin Board member and President, Middle East AMFORHT Denis Sorin Pioneering Brand Innovations Through Excellent Strategies www.insightssuccess.com

3. Leadership is the ability to guide others without force into a direction or decision that leaves them still feeling empowered and accomplished.

4. Ed?or’s Note

5. Transformative Business Leadership cohort of transformational leaders is reshaping the cornerstone of their business practices. landscape of global business with visionary In response to complex geopolitical landscapes and A strategies and unparalleled innovation. These environmental challenges, these leaders advocate for leaders epitomize a new era of corporate stewardship, sustainable practices and resilience in supply chains. They where success is defined not only by profitability but also embrace circular economy principles, investing in by social impact and sustainability. renewable energy sources and minimizing their environmental footprint. Their commitment to sustainability At the forefront of this evolution are leaders who prioritize extends beyond compliance, driving systemic change and agility and adaptability in navigating turbulent global influencing industry norms. markets. They leverage technological advancements and data-driven insights to drive operational efficiency and These transformational leaders are catalysts for digital customer-centric solutions. Their strategic foresight enables transformation, revolutionizing business models and them to anticipate market shifts and capitalize on emerging customer experiences. They harness the power of artificial opportunities, setting new benchmarks for industry intelligence, blockchain technology, and predictive resilience. analytics to streamline operations and personalize engagement. By embracing innovation, they foster a culture Beyond profitability, these leaders champion diversity, of continuous improvement and position their organizations equity, and inclusion within their organizations. They as leaders in the Fourth Industrial Revolution. recognize the importance of fostering a culture where diverse perspectives thrive, driving innovation and enhancing decision-making processes. By prioritizing ethical leadership and corporate responsibility, they inspire trust among stakeholders and uphold integrity as a - Preston Bannister

6. C O N T E N T S

7. C O V E R S T O R Y 08 Denis Sorin Pioneering Brand Innovations Through Excellent Strategies P R O F I L E Rob Whitfield Transforming Teams for 22 High-Performance A r t i c l e s Responsibilities and Best Practices 18 Ethical Leadership in Technology Trends and Predictions The Future of Leadership 26

8. Editor-in-Chief Merry D'Souza Managing Editor Executive Editor Assistant Editors Preston Bannister Jenny Fernandes Lusy Jameson Art & Design Director Associate Designer Visualizer David King Rosy Scott Angela Ruskin Senior Sales Managers Business Development Manager Brain Moody, Jack McDowell Stacy Wilson Marketing Manager Sales Executives James M. Max Floyd Technical Head Business Development Executives Jacob Smile Simon, Tom Technical Specialist Digital Marketing Manager Dominique T. Irvin Wilson Research Analyst SME-SMO Executive Frank Adams Steve Rodrigues Database Management Technology Consultant Circulation Manager Stella Andrew David Stokes Robert Brown sales@insightssuccess.com July, 2024 Follow us on : www.facebook.com/insightssuccess/ www.twitter.com/insightssuccess We are also available on : Copyright © 2024 Insights Success, All rights reserved. The content and images used in this magazine should not be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission from Insights Success. Reprint rights remain solely with Insights Success.

9. World’s Most Transformational Leaders Changing the Face of Business, 2024 Featuring Company Brief Alexis is the CEO & Co-founder of Greenly, an organization that partners with consultancies to help them scale carbon Alexis Normand Greenly accounting and support wider climate ESG strategies, including CEO & Co-founder greenly.earth CSRD roll-out. Benoit is a Co-founder of Payflow, a company with the mission Benoit Menardo Payflow to bring financial well-being to all workers, thus allowing them Co-founder payflow.es to increase their motivation and productivity at work. Denis is a seasoned hospitality and tourism executive with over Denis Sorin AMFORHT 30 years of global experience in leading hotel groups, Board member and amforht.org consulting firms, and educational associations. President, Middle East Eléonore is a Co-Founder and Co-CEO of Pigment, a business Eléonore Crespo Pigment planning platform that provides organizations with the tools Co-Founder and pigment.com needed to intuitively and intelligently build and adapt strategic Co-CEO plans. Rob is a strong, motivational leader with a record of completing projects on time and within budget who delivers Redefine Winning Rob Whitfield excellence in strategy, process, change, and technology redefinewinning.com CEO environments while maintaining a flexible, adaptable style.

10. Denis Sorin Board member and President, Middle East AMFORHT

11. COVER STORY Denis Sorin Pioneering Brand Innovations Through Excellent Strategies His philosophy that a content “ and motivated workforce is the key to sustainable profitability has been a driving force behind “ his leadership style.

12. World’s Most Transformational Leaders Changing the Face of Business, 2024 Adapting Hospitality Trends! In addition, he gained valuable experience by salvaging companies on the brink of bankruptcy, ranging from hotels he hospitality and tourism industry plays a crucial to IT firms and tour operators. Although these jobs may not role in global economies, driven by the need for have been as glamorous, they were incredibly formative. T exceptional service and unique guest experiences. This sector is constantly evolving, influenced by cultural Throughout his career, Denis has taken on various roles and nuances and regional specificities. Adapting to these responsibilities. Whether it was overseeing a pioneering changes is essential for success, particularly in regions like hotel concept or successfully managing a ground-handling the Middle East, where hospitality and tourism are operation, he made a conscious effort to observe both his experiencing unprecedented growth. The region’s unique colleagues and the clientele. cultural and historical context demands a tailored approach to management and service delivery, ensuring guests and This allowed him to better understand the different employees are satisfied and engaged. perspectives and challenges that arose within each role. He willingly took on rank-and-file positions for extended Denis Sorin, the Board Member and President for the periods to immerse himself in the lives and daily struggles Middle East at AMFORHT epitomizes this adaptive of those on the frontlines. leadership. His career, marked by hands-on experience and a commitment to understanding the workforce, has set him This hands-on approach ensured that his managerial apart as a leader. From salvaging companies on the brink of decisions were not only as strategically sound as possible bankruptcy to pioneering new hospitality concepts, Denis but also considerate of those responsible for their has consistently emphasized the importance of employee implementation. well-being and engagement. His philosophy that a content and motivated workforce is the key to sustainable It was through these experiences that he came to realize a profitability has been a driving force behind his leadership fundamental truth: sustainable profitability comes from style. content and engaged workforce rather than usual cost- cutting management. AMFORHT, under Denis's leadership in the Middle East, embodies these principles. As a UN-backed NGO, As a rank-and-file employee, Denis repeatedly witnessed AMFORHT is dedicated to supporting governments colleagues who did the absolute minimum to avoid trouble worldwide in implementing sustainable tourism strategies and were always the first out the door at the end of their through education and training. The organization plays a shift. While these companies experienced success, they key role in nurturing growth and development in local never truly achieved greatness for lack of employees’ communities by aligning with global standards of engagement. sustainable tourism. Its work in the Middle East highlights the commitment to creating inclusive and thriving Unfortunately, many companies still adhere to a hospitality sectors that benefit local populations and the paternalistic management style reminiscent of the 19th global tourism industry. century. While these companies may be doing well, their workforce often lacks motivation, resulting in an inability Let’s explore Denis’s visionary hospitality leadership to reach their full potential. journey: Wherever he found himself as an executive, Denis made it a From Ground Handling Operations to Hotel Concepts priority to implement and refine the philosophy that prioritizes the well-being and fulfillment of employees. Denis’s career path has been far from traditional and linear. He considers himself fortunate to have had the opportunity He firmly believed in the saying, “Take care of your to begin his career by working on extraordinary projects. employees, and they will take care of your business.” One such project was being a part of the re-creation team for the world-renowned Venice-Simplon Orient Express He even put this theory into action when he led a West (VSOE). African hospitality group called Inaugure. The result was a team that was incredibly motivated and dedicated, allowing

13. them to develop unique and highly successful hospitality brand concepts. In addition to prioritizing the profitability of the company he worked for based on the principle that “happy employees ensure happy customers and happy customers ensure happy Having lived and shareholders—in that order” (Simon Sinek), he strongly worked on various believes that a thriving company requires a conducive environment for growth and success. continents and “ countries, Denis has During his time in the United Arab Emirates, he developed “ a strong desire to assist those nationals who were most in become adept at need. This led him to conceive the Emiratization of the Hospitality Industry program, which quickly gained official adapting to local recognition and proved to be highly beneficial. cultures. This mindset, which has been ingrained in him since a young age, ultimately led him to work for AMFORHT, an UN-backed NGO.

14. The primary focus of this organization is to support beyond commonplace stereotypes, and learning from governments worldwide in implementing sustainable historical context. tourism through education and training in the hospitality and tourism sectors. By doing so, they contribute to the The Middle East, and more precisely, the Gulf region, growth and development of both governments and local owing to its unique geographical location, has historically communities. attracted individuals from neighboring Arab countries to the Subcontinent and beyond in search of employment Adapting Business Strategies to Diverse Cultures opportunities. Denis believes that, due to its rich history, the Middle East With recent developments such as Dubai’s initial vision and poses distinctive challenges. Saudi Arabia’s grand-scale so-called Vision 2030, the region is now drawing workers from around the world. He has had the opportunity to work in various regions The hospitality and tourism sector, especially in Saudi across the globe, excluding Far East Asia. While every Arabia, is experiencing significant growth, with the region and country has its own set of difficulties, in the construction of over 300 hotels in 2024 alone. Middle East, it is essential to reevaluate all beliefs to achieve success. However, this does not imply that the sector can simply implement management techniques applied elsewhere. Such When Denis relocated to the region in 2000, his long- an approach would fail in the Gulf region. standing approach to business and its environment proved to be beneficial. He invested time in observing and Taking cultural specificities into consideration, it is crucial comprehending the regional and local mindset, researching to adapt brands and management styles to meet the

15. expectations of guests and employees, particularly from Respecting and embracing the centuries-old traditions of entry-level to middle management positions. Additionally, it hospitality and welcome is crucial to their success in this is important to acknowledge that the region is home to region. Islam’s two major holy cities, each with its own distinctive business model and exclusive policies. By demonstrating genuine respect for these traditions and the way business is conducted, they can develop and Running a business in the region presents unique challenges implement a successful strategy. that set it apart from anywhere else in the world. While the strategy itself may not differ significantly from As a firm believer in ensuring the happiness of his entire elsewhere (apart from the cities of Makkah and Madinah), it workforce, Denis makes it a priority to adapt his is their work style and approach that truly sets them apart. management style to accommodate the diverse cultures that make up their melting pot of employees. Developing a Resilient Tourism Sector through Education This includes everything from the food they serve in the staff cafeteria to the way they communicate and interact AMFORHT was established in 1969. Shortly after the with one another. UNWTO (now known as UN Travel) became an inter- governmental organization in 1975, AMFORHT received Respecting and valuing their team members is a its affiliation with this UN agency. In 2021, AMFORHT fundamental aspect of effective leadership, and this holds was granted special consultative status with the United true regardless of cultural background. Nations Economic and Social Council (ECOSOC). However, in the Middle East, there is a noticeable and AMFORHT received recognition from both United Nations constant cultural gap between management and staff that agencies due to its specific mission of assisting must be acknowledged and addressed. governments worldwide in implementing successful sustainable tourism strategies through hospitality and Having lived and worked on various continents and tourism education and training. According to Zurab countries, Denis has become adept at adapting to local Pololikashvili, the UN Tourism Secretary General, cultures. In the Middle East, this means not just adapting to “Education is a key priority for UN tourism. By equipping one or two cultures but potentially dozens. individuals with the necessary skills and knowledge, we can create a more resilient, sustainable sector and enhance In addition to the diverse expectations of their workforce, tourism’s impact on our economies and societies.” they must also navigate the local dominant culture and He emphasized that “our sector gives local populations the mindset, which extends beyond just their employees to chance to make a living. To earn not just a wage but also hotel-owning companies as well as businesses they deal dignity and equality. Tourism jobs also empower people and with or local authorities. provide a chance to have a stake in their own societies—often for the first time.” In Denis’s opinion, UN Travel expects AMFORHT to ensure that both governments and local communities benefit from the hospitality and tourism industry. This entails Denis believes transitioning from unsustainable mass tourism to a more promoting local “ sustainable approach that respects local populations, their environment, culture, and way of life. culture and heritage should not be As AMFORHT operates in 80 countries, working to align “ with and implement UN Travel policies and objectives in necessary; it should the realm of hospitality and tourism education and training be a given. makes a lot of sense. For instance, recently, the organization entered into a partnership with the Ivory Coast government to support the implementation of its sustainable tourism strategy, Sublime Côte d’Ivoire.

16. Additionally, collaborations have been established with This comprehensive program combines classroom countries such as Morocco, Canada, and China, just to education with practical on-the-job training, enabling them name a few. to educate and train individuals in vocational positions all the way to hotel general management. In the Middle East, AMFORHT is actively engaged in forming partnerships aimed at providing training and The successful outcome of this program ultimately led to education for local communities in various hospitality and the Northern Emirates transforming their business models tourism roles. and emerging as successful tourist destinations in their own right. Revolutionizing Hospitality The program also garnered interest from neighboring When Denis was living in the United Arab Emirates (UAE), countries, extending all the way to Egypt. (According to he was able to spearhead the establishment of the initial Denis, it is worth noting that Egypt faces different Emiratization program even before receiving official challenges compared to the Gulf countries, as they already backing from the Emirates of Dubai. This groundbreaking have a thriving tourism industry but struggle with a subpar program eventually gained momentum and expanded across hospitality and tourism education system). the region. The Kingdom of Saudi Arabia was the first country to The idea for this program first came to him during a visit to request the implementation of this program outside of the the Northern Emirates of the UAE, where he discovered a UAE. With the Kingdom, they were able to test the significant portion of the local population was experiencing scalability of their program by moving from a country, the UAE, where only 1% of the population is local, to close to poverty and lacked proper education. It is important to note 60% in Saudi Arabia. Furthermore, the program’s that the UAE comprises independent states (Emirates), each scalability facilitated its seamless expansion to other with its own governing body, laws, and policies, much like regions. the United States in structure. Aligned with today’s Saudi government’s Vision 2030, the Regions like Dubai and Abu Dhabi do not suffer from the same levels of poverty and educational disparities found in country is experiencing a significant transformation, aiming the Northern Emirates at the time. To swiftly address these to position Saudi Arabia as one of the world’s main challenges, a local supermarket adjoining his office destinations by 2030, if not the top destination, with an collaborated with them to offer complimentary English expected annual entry of over 100+ million overnight classes—a crucial skill in Dubai. This was followed by visitors. essential cashier training for eventual employment at the supermarket. To achieve this vision, a greater number of Saudi nationals must join the hospitality and tourism industries to fulfill the Simultaneously, his team introduced specialized training diverse range of positions available in hotels, theme parks, sessions for individuals interested in pursuing careers in the historical sites, sports destinations, and more. hospitality industry. Upon successful completion of English proficiency assessments, participants could train for roles This program is set to continue running until 2030 and such as front-desk clerks, reservation agents, bellmen, and beyond, serving as a means for the realization of Saudi more. Meanwhile, they could earn an income by working at Arabia’s ambitious goals. the supermarket while undergoing longer hospitality training. Rapid Changes Towards Green Policies The initiative’s success prompted the Dubai government to In Denis’s view, sustainability can be understood in many assume control of the program, ensuring its continuity and different ways. There is the traditional ‘save the planet’ expansion. Thanks to a later partnership with the Dubai approach, and there is ensuring that populations enjoy a government and Accor, their team experienced significant sustainable life as much as possible. This means, first and growth, allowing scholars to join them and collaborate with foremost, ensuring that the environment they live in is clean industry professionals in order to establish a highly efficient and pleasant and provides all that is needed for a well- program that can be replicated effortlessly in any location. balanced life (jobs, hospitals, schools, shops, etc.).

17. A good environment should not be polluted by mass reinterpreting 'traditional Arabian hospitality' in a modern tourism—think Venice, Djerba, or, worst of all, context, avoiding clichés such as a '1,001 Nights' theme. Thailand—but should thrive on responsible tourism Their innovative approach swiftly gained widespread media respectful of local populations’ ways of life, traditions, coverage, aiming to authentically incorporate and history, and culture. Costa Rica, Bhutan, or the Azores harmonize the cultural and traditional essences of each Gulf come to mind when talking about sustainable tourism. country into their unique brand. In the Gulf region, things are different, as these countries Taking inspiration from brands like Shangri-La, they are new to the international tourism scene. Until very focused on maintaining operational efficiency with the recently, sustainability, under any of its understandings, was latest tools while prioritizing a guest experience that is foreign to their leaders and populations. Nevertheless, genuinely unique and memorable. things are changing rapidly, with governments now competing to be the green leader with the best proposals Just as Shangri-La’s excellence lies in the guest experience, and actions (cf. Dubai COP28). Amsa Hospitality’s brand strives to deliver an authentic and unparalleled traditional Arabian guest experience using Long before these new green policies, Denis implemented a innovative tools and technologies and a quality of service sustainable environmental scheme to improve local above all else. populations’ lives. On the other hand, due to the great number of expatriates occupying low positions in this part Bridging Cultural Gaps in the Workplace of the world, he made it a point of honor for them to always have decent places to live as well as quality food from their Balancing the promotion of local culture and heritage with countries of origin, a sign of respect for their countries of the demands of modern tourism is a delicate yet crucial origin, culture, and way of life. task. Recognizing this balance, Denis believes that promoting local culture and heritage should not be an added effort; it should be a given. This is particularly true in the Prioritizing Unique and Memorable Guest Experiences Middle East, where countries and their local populations are When Denis was presiding over the destiny of Amsa young and take great pride in their flags, culture, and Hospitality, a Saudi-grown startup, the decision was made traditions while also embracing modernity. The key is to to create their own brand originated from what they saw as provide the usual hospitality and tourism training and a necessity to address a gap they identified in the market: education to these local populations to ensure that they are well-versed in the ins and outs of the field. Ÿ All regions around the world have hospitality brands that embody their respective cultures and traditions. In line with these principles, the approach garnered Ÿ Besides the great number of European and North significant interest from the hospitality industry, designers, American brands, there are also notable ones like Noom investors, and the media far beyond the borders of the and Seen in Africa and Shangri-La and GreenTree Inns Middle East. in Asia, among others. However, the Middle East lacks a similar representation. Denis shares, “With a significant expatriate population, Even regionally established brands like Jumeirah or Rotana which can make up a substantial percentage of the overall are Western-styled brands with minimal local influences. population in Gulf countries (an average of 52%, ranging Therefore, Amsa Hospitality decided to develop a brand from 37% in Saudi Arabia to 89% in Qatar), it is natural that caters to all, hence the midscale segment, showcasing that many expatriates are employed in the hospitality and the ancient Middle Eastern tradition of hospitality and care tourism industries in these nations. On average, about 75% with modern amenities and service that meet the of workers in this sector are expatriates. These workers expectations of today’s most discerning guests. come from various parts of the world, with a significant number coming from neighboring Arab countries such as Their strategy attracted substantial attention from Egypt, Lebanon, and Syria, as well as the Philippines, stakeholders in the hospitality industry, designers, investors, Pakistan, India, and Bangladesh.” and media well beyond the Middle East. Today, Gulf countries, notably Saudi Arabia, often dominate tourism headlines. Their endeavor involved the challenge of

18. Most of these individuals already have a background in challenging dimension must be considered. As the hospitality and tourism, requiring only continuous training renowned saying implies, “If you can dream it, you can do to stay up-to-date with best practices. However, it is it,” it underscores the importance of having a vision and somehow important for this expatriate population to receive strong self-belief. Effective leadership requires a training in local culture and traditions. harmonious balance of pragmatism, focus, and technical proficiency. This raises an intriguing question: “How can a “Arabs from neighboring countries, due to historical leader also be a dreamer?” reasons and shared cultural ties, primarily need training on local specificities. The historical exchanges between the Denis shares, “The answer lies in the pursuit of a goal, no Subcontinent and Gulf countries have resulted in many matter how modest it may seem. To overcome obstacles and commonalities, from food to lifestyle. While a minimum setbacks, one must possess the motivation to persist and try level of training may be necessary, it is important to again. recognize and build upon these existing similarities. Navigating a career path is burdened with failures and On the other hand, individuals from the Philippines have a setbacks. The key is to persevere and keep trying until completely different culture and way of life. Extensive success is achieved. This resilience is fueled by a strong cultural training and education are essential for them to belief in one’s dreams and the determination to overcome better understand their cultural environment and foster any challenges that may arise.” understanding among colleagues and clients. He states, “It is important to acknowledge that there will be Surprisingly, it is frequently advised to provide training for individuals who may attempt to block one’s progress and Arabs and colleagues from the Subcontinent on ruin your success. Overcoming these obstacles can be comprehending individuals from the Philippines in order to overwhelming, but resolute faith in one’s dreams provides prevent conflicts that may arise due to misunderstandings the strength needed to push back. A crucial point to regarding cultural differences and even culinary traditions,” remember is that once a dream is realized, a new one must adds Denis. be pursued.” A Guide for Aspiring Professionals “This continuous pursuit of greatness is essential for personal fulfillment, keeping in mind that not everyone Denis advises aspiring leaders in the hospitality and tourism should wish to become Julius Caesar! Striving for greatness industries who wish to make a significant impact in their is akin to climbing a hill—not necessarily Mount Everest, careers to transition from being mere managers to genuine but a challenge that fulfils our innermost desires. leaders. Leadership is a complex role that requires the Additionally, “following a career-oriented path may lead to consistent demonstration of a variety of essential qualities. financial success, but true greatness often stems from chasing dreams. Let history show that the most impactful Although these traits may not be revolutionary, they are leaders (from heads of state to business moguls) all started critical for effective leadership and are frequently with a dream,” he concludes. emphasized across numerous platforms on the Internet: Ÿ Being a people person Ÿ Being a master problem solver Ÿ Inspiring and motivating Ÿ Embracing change and innovation Ÿ Seeking guidance from mentors and offering mentorship Ÿ Prioritizing sustainability Ÿ Advocating for diversity and inclusivity The essential components of successful leadership encompass foundational skills and knowledge, which are critical for excelling in one’s career. However, to achieve the highest levels of success, an additional, more

20. Ethical Leadership in Technology he integration of technology into every aspect of business and daily life has created a critical need T for ethical leadership within the tech industry. Leaders in technology hold the power to shape not only the future of their organizations but also the broader societal environment. This article explores the responsibilities of ethical leaders in technology and outlines best practices to ensure they navigate their roles effectively. The Core Responsibilities of Ethical Tech Leaders Ethical leadership in technology begins with understanding the profound impact that technology can have on society. This responsibility extends beyond profit margins and innovation to include considerations of social justice, privacy, and environmental sustainability. • Upholding Data Privacy and Security One of the foremost responsibilities of tech leaders is ensuring the privacy and security of user data. As custodians of vast amounts of sensitive information, tech companies must implement robust data protection measures. This includes compliance with regulations such as GDPR and CCPA, as well as adopting best practices for data encryption, access control, and incident response. Leaders should nurture a culture where data privacy is a priority, and continuous efforts are made to protect user information from breaches and misuse. • Promoting Inclusivity and Diversity Tech leaders have a responsibility to promote inclusivity and diversity within their organizations and the products July 2024 | 18 | www.insightssuccess.com

21. Responsibilities and Best Practices July 2024 | 19 | www.insightssuccess.com

22. they create. Diverse teams are proven to drive innovation • Cultivating a Culture of Ethics and better decision-making. Ethical leaders must implement policies and practices that support the recruitment, An ethical framework is only effective if it is supported by retention, and advancement of underrepresented groups. a culture that values and promotes ethical behavior. Leaders Furthermore, they should ensure that their products and should model ethical conduct in their actions and decisions, services are accessible and inclusive, avoiding biases that setting a standard for employees to follow. Creating an could marginalize certain user groups. environment where ethical concerns can be raised without fear of retaliation is also crucial. This can be achieved • Ensuring Transparency and Accountability through open-door policies, anonymous reporting channels, and regular ethics training sessions. Transparency is crucial for building trust with users, employees, and stakeholders. Ethical tech leaders should • Engaging with Stakeholders commit to clear and open communication about their practices, decisions, and the potential impacts of their Engaging with a broad range of stakeholders is vital for technology. This includes being honest about the limitations ethical leadership. This includes employees, customers, and risks of their products. Additionally, accountability investors, regulators, and the communities impacted by the mechanisms should be in place to address any ethical organization’s activities. Leaders should actively seek breaches, ensuring that leaders and their organizations are stakeholder input and feedback, using it to inform their held responsible for their actions. decisions and practices. Transparent and proactive engagement helps build trust and ensure that the • Prioritizing Environmental Sustainability organization’s actions align with the expectations and needs of its stakeholders. The tech industry has a significant environmental footprint, • Emphasizing Long-term Impact Over Short-term from the energy consumption of data centers to the e-waste generated by discarded devices. Ethical leaders must Gains prioritize environmental sustainability by adopting green practices and technologies. This can include using Ethical leaders must balance the pressures of achieving renewable energy sources, optimizing energy efficiency, short-term business objectives with the need for long-term and supporting recycling and responsible disposal of ethical considerations. This means prioritizing sustainable electronic waste. By prioritizing sustainability, tech leaders growth, investing in socially responsible initiatives, and can mitigate their environmental impact and contribute to a making decisions that benefit not only the company but also healthier planet. society at large. By focusing on long-term impact, leaders can create value that endures and positively influences Best Practices for Ethical Leadership in Technology future generations. While understanding their responsibilities is critical, tech Conclusion, leaders must also adopt specific best practices to uphold ethical standards effectively. Ethical leadership in technology is not just a moral imperative but a strategic necessity in an era where • Establishing a Strong Ethical Framework technology profoundly influences every aspect of life. By understanding their responsibilities and implementing best Developing and maintaining a strong ethical framework is practices, tech leaders can ensure that their organizations foundational for ethical leadership. This involves creating a contribute positively to society while achieving sustainable code of ethics that outlines the organization's values, success. As custodians of the future, ethical tech leaders principles, and expectations for behavior. Leaders should must remain vigilant, proactive, and committed to ensure that this code is integrated into every aspect of the upholding the highest ethical standards in their endeavors. business, from decision-making processes to employee training programs. Regular reviews and updates to the ethical framework are essential to address emerging challenges and evolving societal norms. July 2024 | 20 | www.insightssuccess.com

23. #insightssuccessmagzine Leadership is not about being the best. It is about making everyone else better.

24. He developed the innovative Team Cohesion™ concept, which integrates strategic “ coaching with real business challenges.” Rob Whitfield CEO Redefine Winning

25. World’s Most Transforma?onal Leaders Changing the Face of Business, 2024. Rob Whit?eld Transforming Teams for High-Performance eam coaching focuses on enhancing team dynamics Let’s explore Rob’s innovative coaching journey: through strategic behavior development. This sector Strategic Behavior Transformation T aims to turn average teams into high-performing units by adopting collaborative mindsets, practices, and In his early career, Rob witnessed poor coaching from tools. The primary goal is to awaken the dormant potential leaders who should have taken their roles seriously in within teams, driving inclusivity, work-life balance, and enabling individuals to achieve their full potential. This experience ignited in him a desire to be an effective coach, substantial accomplishments. role-modeling the very opposite of what he had seen. When Companies across various industries, such as aviation, he first started being a coach, he saw significant shifts in the automotive, and finance, adopt these methodologies to people he partnered with. This led him to ask the question, achieve remarkable returns. This approach addresses “What would happen if every single person on every team could achieve their full potential?” business priorities and nurtures a harmonious and produc- tive team environment, ensuring sustainable growth and success. The philosophy of Redefine Winning is to awaken a team’s dormant potential. The result of this philosophy is the Rob Whitfield, the CEO of Redefine Winning, has revolutionary concept of “Team Cohesion™,” where they empower teams with a powerful suite of collaborative dedicated his career to revolutionizing team coaching. His journey began with a keen observation of ineffective mindsets, practices, and tools that turn individuals into a leadership, which fueled his passion for becoming a harmonious powerhouse that makes average teams world- class. transformative coach. Rob’s philosophy centers on empowering individuals and teams to reach their full In collaboration with industry titans like Airbus, General potential. Motors, and the World Bank Group, they have masterfully He developed the innovative Team Cohesion™ concept, orchestrated extraordinary returns through strategic behavior transformation in teams and organizations. integrating strategic coaching with real business challenges. This methodology helps teams work more effectively Achieving Full Potential with Inclusivity and Balance together, addressing both immediate priorities and long- term goals. Rob launched Redefine Winning as a trailblazer in team transformation, reshaping the very fabric of team dynamics. Redefine Winning, under Rob’s leadership, has established As organizations navigate uncharted waters, their unwaver- itself as a leader in team transformation. The company’s ing research and commitment to their success ensure they mission is to provide tools and practices that drive business outcomes and advance team cohesion. They collaborate remain at the forefront of team evolution. with major organizations like Airbus and General Motors, Their mission is to empower individuals, teams, and utilizing their proprietary diagnostic tools to benchmark organizations with the tools for inclusivity, work-life team performance and identify areas for improvement. By balance, and 10X accomplishments so that every organiza- offering personalized coaching and tailored solutions, Redefine Winning ensures that teams can overcome tion achieves its full potential. By using their free Team free Team Cohesion™ diagnostic challenges, maximize their potential, and achieve excep- Cohesion™ diagnostic, prospective clients can benchmark tional results. their teams against their research and identify the gaps and value they’re leaving on the table.

26. Tackling Business Priorities through Coaching Over the course of two years, Redefine Winning partnered with one of the key energy providers in the US, helping Unlike many companies that focus on teaching or training, them raise their EBITDA from $40 million to $95 million (a Redefine Winning focuses on tackling business priorities 137% increase). They are on target to achieve $200 million and coaches their clients on how to be successful in in EBITDA in the coming year. The leadership team targeting what is important to them. Everything they do is transformed from one of fractured behaviors and a silo focused on the success and priorities of their clients. mentality to a cohesive team that will not let one another fail. The transformation in that leadership team was Traditional approaches often involve coaching individuals remarkable, and the results were truly exponential. to be better in a team, but this misses the reality; people Redefine Winning’s Rob supported one of the largest usually don’t know how to team effectively, and 99.9% of telecommunications companies in the US over the course of teams globally have never discussed how they’ll work the year. This saw the company’s revenue grow by 3% year- together; they focus on why they’re together and what over-year, and its adjusted EBITDA (earnings before they’ll do. interest, taxes, depreciation, and amortization) grew by 11%. The company also generated $2.9 billion in free cash Their team coaching involves supporting clients in their flow, up 64% year-over-year. The company reported regular weekly and monthly meetings, offsites, and other adjusted EBITDA of $7.7 billion, up 11% year-over-year. events to accelerate and elevate their business results. This can be attributed to their record-breaking sales of $21.2 billion in Q2 2023, up 3% year-over-year. They advance an organization’s agenda through expert facilitation and team coaching. Their approach has always Tailoring Experiences to Target Client Priorities been to co-create solutions with their clients; they listen, they flex, and they are agile in their approach to ensure To support leaders in developing these qualities within maximum impact. Many of their competitors merely try and themselves and their teams, Redefine Winning implements force solutions to problems without really tailoring its proven Team Cohesion™ Methodology, in which solutions to the client’s needs. Redefine Winning’s success experiences are tailored to directly target client priorities. is aligned with their success rather than their ego or their By supporting teams in their regular meetings or by offering own priorities. leadership development programs, one-on-one coaching and mentorship, skill-building workshops, team-building The best way for them to demonstrate early value and gain activities, recognition and reward systems, networking clients is to offer their free Team Cohesion™ diagnostic opportunities, effective resource allocation, and alignment that shows their prospective clients how their team with organizational values and goals, they drive business performs against their benchmark data set. It’s a great outcomes while coaching teams to deliver them sustainably conversation starter and reveals significant value being left themselves. on the table, though it’s even more powerful when they facilitate this with the full team in their sessions. It’s not just training; it’s live coaching with real business challenges. By benchmarking how their team performs For Rob, holding client satisfaction and business outcomes against their research with their free Team Cohesion™ as priorities above all else has helped Redefine Winning diagnostic, clients can gain insights on what aspects need build a strong client base. They are so confident in their improving. methodology that they guarantee their work. Deploying Proven Methodologies for Global Teams Achieving Remarkable Results Redefine Winning’s proven methodology, Team Cohesion™ Client Quotes: has been deployed with teams around the world. It involves delivering personalized coaching and facilitated sessions to “Rob is the Tony Robbins for teams. He drives exponential individuals and teams, aiming to achieve immediate value while setting the stage for long-term success. business outcomes through effective teaming.” – Tamara Chamberlin, Vice President, Enterprise, T-Mobile. “You are very inspiring to the leadership culture. You have This approach provides practical tools, strategies, and grown our team exponentially.” – Bill Wiest, Regional Vice insights for behavior change through high-quality, hands-on President, Energy Distribution Partners. experiences tailored to specific needs and goals. They apply

27. their methodology in sessions with the client, which can be According to him, the best way for aspiring leaders to in-person, remote, or a combination. The sessions are demonstrate their ability is to create a grassroots movement collaborative, engaging participants in self-discovery, of change in their organization that supports a specific goal problem-solving, and skill development. aligned with the needs of the organization itself. For example, they may want to improve communication within The duration and frequency of sessions vary, ranging from and across teams. Perhaps change initiatives are slow to intensive sessions over a short period to a series of sessions succeed in their department, so they could champion them. spread out over time. They empower individuals and teams Or maybe innovation is slow, and they want to accelerate to overcome challenges, maximize potential, and achieve idea generation. Redefine Winning can support all of these using their research and proven methodologies. Indeed, goals effectively. They are happy to share more details in a They are happy to share more details in a consultation; you can book a free and confidential consultation; you can book a free and confidential these are all possible with Team Cohesion™. consultation with them. consultation with them. Igniting Passion for Challenge and Change Deepening Understanding Through Extensive Reading Rob’s personal mantra is to ignite a passion for challenge To remain up-to-date with the latest trends and research in and change so that everyone can achieve their full potential. team coaching and behavior change, they employ a He collaborates with numerous teams, executives, and multifaceted approach. As a research collective, a signifi- organizations worldwide, and unfortunately, he often cant amount of their time is spent researching the right observes similar behavioral and cultural patterns that lead to mindsets, practices, and tools to enable their clients to burnout, long working hours for executives, and people succeed. Further, they invest in continuous learning through missing valuable time with their families. attendance at conferences, workshops, and seminars. Additionally, they invest in ongoing professional develop- Through Redefine Winning’s applied research with teams, ment, pursuing relevant certifications and memberships in he has developed a concept they call Team Cohesion™. professional associations. Teams that unite around a common goal foster a safe space for honest communication, practice peer-to-peer account- Active participation in networking opportunities enables ability, and embrace a ‘we win as one’ mentality to achieve Rob to engage with peers and experts in the field, significantly better results in a shorter time and with greater facilitating knowledge-sharing and keeping him informed joy. about current trends. Regularly reading books, articles, and research papers further deepens his understanding and Rob’s team and he coach teams to adopt their proven Team awareness of emerging theories and methodologies. Cohesion™ mindset using proven practices, which are a set of shortcuts and collaborative tools that teams can imple- Collaboration with other professionals also enables him to ment. They consistently witness incredible results, and he exchange insights and perspectives, contributing to his thrives on the opportunity to help as many people as ongoing growth and effectiveness in supporting teams and possible. It is exciting to have refined such a successful facilitating behavior change. formula with their coaching; they have truly cracked the code to transform average teams into world-class perform- Key Strategies for Aspiring Transformational Leaders ers. For aspiring leaders aiming to make a transformational Practical Insights for Leaders from a Trusted Source impact in their organizations, Rob’s advice would be to focus on several key strategies. Firstly, they should cultivate Rob recommends the thought leadership, learning priorities, a clear vision for the future and communicate it effectively and Teamitis™ sections of their website to leaders who to inspire and align others towards shared goals, “winning want to improve their team coaching and behavior change as one.” Secondly, they should prioritize building strong skills. Through their research, visitors will find out how to relationships and fostering a culture of trust, collaboration, improve their business results, their ability to team, and and inclusivity within the organization. Thirdly, they should how to accelerate rapid change. In these sections, Redefine lead by example by demonstrating integrity, resilience, and Winning provides practical insights and effective strategies a commitment to continuous learning and growth. that help leaders decide what to do.

28. The Future of Leadership s we advance into an era marked by remarkable technological and societal changes, the role of A leadership is undergoing significant transforma- tion. The leaders of tomorrow will need to adapt to an environment that is continuously reshaped by innovation, cultural shifts, and evolving expectations from the workforce and society at large. This article explores key trends that are set to define the future of leadership, offering insights for those aiming to navigate this new terrain successfully. Emphasis on Emotional Intelligence One of the most critical trends in leadership is the increas- ing importance of emotional intelligence (EI). Leaders with high EI are adept at understanding and managing their own emotions, as well as recognizing and influencing the emotions of others. This ability nurtures stronger relation- ships, enhances team collaboration, and leads to a more positive workplace atmosphere. As organizations become more aware of the benefits of EI, it will become a cornerstone of leadership development programs. Future leaders will be expected to exhibit empathy, self-awareness, and effective interpersonal communication skills. Inclusivity and Diversity The future of leadership will be characterized by a commit- ment to inclusivity and diversity. Companies are realizing that diverse teams drive innovation and improve decision- making processes. Leaders will need to create environments where diverse perspectives are not only welcomed but actively sought out. This involves not just meeting diversity quotas but cultivating a culture of genuine inclusion. July 2024 | 26 | www.insightssuccess.com

29. Trends and Predictions July 2024 | 27 | www.insightssuccess.com

30. Effective leaders will implement policies and practices that Focus on Well-being and Mental Health ensure equitable opportunities for all employees, regardless of their background. This trend will also require leaders to The well-being and mental health of employees will be a be culturally competent and sensitive to the unique needs priority for future leaders. Recognizing its impact on and contributions of a diverse workforce. productivity and job satisfaction, leaders must create supportive environments for open discussions, provide Adaptability and Agility resources for stress management, and promote work-life balance. This focus will enhance engagement and contrib- Adaptability and agility will be paramount for future ute to a resilient and sustainable organization. leaders. The rapid pace of technological advancements and the frequent shifts in market dynamics necessitate leaders Lifelong Learning and Development who can respond quickly and efficiently to changes. This means cultivating a mindset that embraces continuous Continuous learning and development will be a defining learning and flexibility. Agile leaders will be those who can feature of future leadership. As the business environment pivot strategies in response to new information, embrace evolves, leaders must commit to lifelong learning to stay innovative solutions, and lead their teams through transi- relevant and effective. This includes not only acquiring new tions with confidence and clarity. This adaptability will also skills but also promoting a culture of learning within their extend to organizational structures, with leaders adopting organizations. Leaders will need to provide opportunities more fluid and decentralized approaches to management. for their teams to develop professionally, encouraging a growth mindset and facilitating access to training and Ethical Leadership educational resources. By prioritizing learning and development, leaders can ensure that their organizations As stakeholders increasingly hold companies accountable remain agile and competitive in a rapidly changing world. for their impact on society and the environment, ethical leadership will become more critical. Future leaders will Conclusion, need to prioritize integrity and transparency in their decision-making processes. They will be expected to The future of leadership is set to be shaped by a blend of uphold high ethical standards and ensure that their organi- emotional intelligence, inclusivity, adaptability, ethical zations act responsibly. This trend underscores the impor- practices, technological proficiency, well-being focus, and tance of building trust with employees, customers, and the lifelong learning. These trends highlight the need for broader community. Leaders who demonstrate a strong leaders who are not only skilled in traditional management commitment to ethical practices will not only enhance their practices but also equipped to navigate the complexities of organization's reputation but also raise long-term success. a rapidly changing world. By embracing these emerging trends, future leaders can position themselves and their Technological Proficiency organizations for sustained success in an increasingly interconnected business environment. The integration of advanced technologies such as artificial intelligence, machine learning, and data analytics into business operations requires leaders who are not only familiar with these tools but also understand their strategic implications. Future leaders will need to be proficient in employing technology to drive innovation, optimize processes, and make informed decisions. This proficiency will also involve staying abreast of emerging technologies and being able to discern which advancements can provide a competitive edge for their organizations. July 2024 | 28 | www.insightssuccess.com

31. #insightssuccessmagzine Great leaders are almost always great simplifiers, who can cut through argument, debate, and doubt to offer a solution everybody can understand.