Usama Nouri

Since 1999, which marked the start of my professional journey across sectors as varied as oil and gas, telecom, and strategy consulting, I have noticed a pervasive disconnect between proclaimed strategies and the lived organisational culture. Leaders frequently tout that 'culture eats strategy for breakfast', yet I've observed a consistent oversight in genuinely integrating organisational culture as a pillar of growth and prosperity. My technical roots, with a Bachelor in computer engineering, initially seemed distant from the nuanced complexities of corporate culture. However, my pursuit of an MBA from the University of Manchester in 2011 marked the beginning of a profound shift—from observing to addressing the gap between strategy formulation and cultural alignment.

My journey through industries, leading me into the events industry in 2009 and eventually culminating in the founding of AcceMind in October 2023, has been a testament to the evolving understanding of what truly drives innovation and growth. It was during my tenure as a strategy consultant for a multinational that the need for a deeper, research-backed understanding of the drivers and inhibitors of innovation became clear to me. I recognised that shaping impactful strategies that result in radical innovations goes beyond surface-level observations; it requires a deep dive into the undercurrents of organisational behaviour and culture, which led me to pursue my doctoral degree from the University of Manchester in 2024. This transition to research allowed my efforts to resonate with a wider audience and have a meaningful, substantive, and transformative impact.

I am Usama Nouri, the founder and partner of AcceMind. My venture is more than a business; it's a mission to redefine how innovation is perceived and actualised in my region, transcending buzzwords and PR to create radical, value-driven change. My vision: a GCC that is not just known for its grand structures, but also for its grand ideas.