I’m excited to share some reflections from an incredible conversation I recently had with a CEO whose leadership and vision truly inspired me. During this podcast, we dove into the heart of what it means to lead with purpose, focusing on one central question: how do we create more human-centric organizations?
In my experience of working with various leaders and teams, one theme always stands out—real, sustainable change in any organization starts with people. It’s not just about the numbers or short-term profitability (though, of course, those are essential), but about how we align everything we do with a greater sense of purpose. This was a key part of my discussion with Nawaf Al-Gharabally, the CEO of Zain Kuwait. We explored how purpose-driven leadership can transform not only a company’s bottom line but also the lives of the people who work there and the customers they serve.
The Power of Purpose in Business
One of the reasons I love working with CEOs like Nawaf is their courage. Let’s be honest—leading a large organization in a world so heavily focused on short-term gains and numbers is not easy. To shift that focus to human-centricity, to put people first in a world that often prioritizes profit over purpose, takes real bravery. When I spoke to Nawaf about this, it reminded me of why I am so passionate about my work. He shared his dream of leading Zain on a path where profitability and human values are not at odds, but beautifully intertwined.
For me, this is where it all begins—leaders who aren’t afraid to say, “Yes, we want to be profitable, but how we achieve that matters.” It’s about creating environments where people thrive, where employees feel valued, customers feel heard, and the company, in turn, becomes a more profitable and sustainable business. I felt goosebumps when Nawaf said he shared that same vision. It’s a bold stance in today’s business climate, but one that I believe is essential for long-term success.
Bringing Purpose to Life: The Human Connection
Throughout the podcast, Nawaf shared stories of his journey that truly resonated with me. One moment that stood out was when he spoke about his early days as an engineer, working directly with customers. He didn’t think about KPIs or reports at the time—he was driven by a simple, but powerful, mission: making customers happy. His work had an immediate, tangible impact on people’s lives, and that sense of purpose gave him the drive to do more, to push further. It was more than just fixing technical issues; it was about solving real problems for real people.
This is the kind of thinking I love—when we move beyond the numbers and see the impact of our work on the lives of others. And this isn’t just about engineers or frontline workers. Whether you’re in marketing, IT, or finance, we all have the potential to influence how people experience our company. Imagine if every employee asked themselves, “How is my work improving the life of a customer, a colleague, or someone in my community?” That’s where real transformation happens.
Overcoming the Numbers Barrier: Making the “Soft” Measurable
Now, I’ll be the first to admit—like Nawaf, I’m not really a “numbers” person. But over the years, I’ve learned that if we want to drive change, especially in larger organizations, we have to speak the language of those who rely on data. This is where Nawaf and I completely align. We talked about how to take something as intangible as customer experience and make it measurable, without losing its essence. The key is blending heart and mind—finding the sweet spot where emotional intelligence meets data-driven decisions.
This was a big takeaway for me. Purpose and human-centricity are not fluffy ideas—they can (and should) be measured. But we need to be thoughtful about how we measure them. It’s not just about the traditional KPIs like revenue and growth. It’s about understanding the deeper, long-term value that human-centric strategies bring—such as customer loyalty, employee engagement, and the sense of fulfillment that people feel when they know their work has meaning.
Creating a Human-Centric Culture: The Role of Leadership
Leadership plays a massive role in this transformation. One of the things I admire most about Nawaf is his understanding that culture is the foundation of any lasting change. He recognizes that it’s not enough to set targets and expect people to follow; it’s about creating an environment where everyone is empowered to bring their best selves to work.
As Nawaf put it, “Zain is not just walls and buildings. The spirit that radiates from these walls is what we inject into it.” This is such a powerful thought. A company is its people, and the values they live out every day. If those values are rooted in purpose, if employees feel that their work is connected to something greater, then the business becomes more than just a place of work—it becomes a community, a movement, a force for positive change.
I’ve seen it time and time again in my work—when employees believe in the company’s purpose, they go the extra mile. They don’t just sell products; they sell solutions that improve lives. They don’t just meet KPIs; they create value that goes beyond the bottom line. Nawaf and I talked about how this human-centric approach can be applied across the organization—from the call center to the sales floor to the IT department. It’s about connecting each role to the larger purpose of the company, ensuring that every Zain-er understands how their work contributes to the greater good.
Empowering Employees: A New Way Forward
One of the initiatives Nawaf is spearheading at Zain is the Unity Program, which aims to create a more connected and purpose-driven workforce. What excites me most about this program is its focus on empowerment. Unity is not about a top-down approach where leadership dictates the path forward. Instead, it’s a collaborative effort where every employee is invited to participate, innovate, and shape the future of the company.
In fact, Nawaf made it clear during our podcast that Zain-ers are not just participants—they are the heart and soul of the program. Every idea is valuable, and every person has a role to play in the company’s transformation. “Everyone is empowered,” Nawaf said, and that’s not just lip service. It’s a real commitment to building an organization where people feel they can make a difference.
This resonates deeply with me. I’ve always believed that true change comes from within—from the people on the ground who live the company’s values every day. When employees are given the tools, the trust, and the freedom to innovate, amazing things happen. They become not just workers, but creators of the company’s future.
Why Now? The Urgency of Purpose
As we wrapped up our conversation, we reflected on why now is the perfect time to focus on purpose and human-centricity. The telecom industry, like so many others, is facing significant challenges. The competition is fierce, and the pressure to innovate is constant. But Nawaf is convinced—and I wholeheartedly agree—that the key to Zain’s success lies not just in its technology or market strategy, but in its people.
In a world where many companies are offering similar products and services, the real differentiator is the experience we provide. And that experience is shaped by the people who interact with customers every day. By focusing on human-centricity, Zain can create a competitive edge that’s hard to replicate. As Nawaf said, “The only thing that we can compete on is us as people.”
This is such a vital insight, and it’s one that I believe more leaders need to embrace. Technology will continue to evolve, markets will shift, but the one constant is the human connection. That’s where the real value lies.
A Call to Action: Shaping the Future Together
As I reflect on this conversation, I feel incredibly energized about the journey ahead—not just for Zain, but for all organizations seeking to create more meaningful, human-centered businesses. The path to human-centricity is not an easy one, but it is deeply rewarding. It requires courage, collaboration, and a commitment to purpose.
To everyone reading this, I want to leave you with one question: What is your purpose? Whether you’re leading a team, working in customer service, or managing a project, how does your work connect to something greater? And how can you, in your own way, help shape a more human-centric future for your organization?
Let’s continue this journey together—one step, one conversation, one purpose at a time.
