Dynamics of change: What CEO’s need to know to be competitive in a changing market


“If you look after your staff, they’ll look after your customers. It’s that simple.” – Richard Branson

With businesses racing to compete, the need for leaders to upgrade their business model and turn to their own people to advocate their brands is now more critical than ever. 

Companies must embrace this dynamics of change of engaging people and creating a winning formula is the biggest idea.

The Pillars of Change

The three trends that will drive the business forward are; Leadership, Culture and Learning & Development. These form the pillars of change and engage the people. In today’s stiff competition and companies cutting down on their marketing budget, the brand’s greatest assets are their employees. Increased employee engagement can increase profitability and affect customer retention. Furthermore, employees are the brand ambassadors and the greatest agents of contemporary thinking.  Companies must embrace the fact they should focus on promoting their brands to and through their people. This new generation called the millennials demand flexibility, creativity, autonomy. The three pillars takes the centre stage, that forms the foundations of a brand.

The Agent of Change

Ravi Singh was the Head of Talent Relations of one of the UAE’s top places to work , 

THE One, as well as a successful business leader in Australia and is now the Founder of Bluefin Consultancy championing winning companies in the Middle East. He emphasises that leaders must understand that managing business today requires dynamic thinking and contemporary understanding focusing on its core – PEOPLE. 


“With millennials leading the workforce and dictating the end market , you cannot use yesterday’s tools to manage tomorrow’s business,” Ravi said. “Sadly, 87% of them are totally disengaged as this new generation is expecting more from their leaders and the brands in general. This is where Bluefin creates winning companies by being the change agent that helps companies through this transition and on the way develop leaders to be the ambassadors of the brand,” he added. 

The Time to Change

Time is running out and change needs to be ingrained into the soul of the company today. 

The message is clear; Now is the time to get your workforce engaged and make them happy. Happy people are more productive and proactive and would therefore do everything to drive winning companies.

Even the UAE government is embracing change by focusing on the happiness of its people. According to HH Sheikh Mohammed Bin Rashid Al Maktoum, Vice President, Prime Minister of the UAE and Ruler of Dubai, “We seek to create a society where our people’s happiness is paramount, by sustaining an environment in which they can truly flourish.”

If the government is devoting time and effort on this, why can’t companies follow suit? 

Be the market leader. Create brand ambassadors. This is your winning formula. 

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