It’s so nice to meet you,
I’m Amale
(pronounced ah-maal)I’m a strategist by trade. I spent the last 17 years in consulting, innovation and human centred organisational transformation. I'm now also a coach, speaker, and the founder of The Brick Coach
I took some seriously strange turns to get here: I sold cakes & chocolates for a living, taught Arabic to native English speakers (with some hilarious results), and worked in banking briefly.
Most of my career though, I advised global companies on their strategy, helped them innovate & build businesses humans enjoy engaging with and working at.
I led teams and large transformational briefs globally, and burned out 3 times before deciding to drop the 9 to 5 and focus on what I genuinely love doing: helping other entrepreneurial leaders navigate, and enjoy, big life and business changes. Without losing their sanity.
WHAT GOT US HERE WON’T GET US TO WHAT’S NEXT
The world is changing so quickly right now. No, I don’t believe AI will replace us all. But I do believe that we need to collectively evolve and develop new mental models and skills to successfully navigate whatever comes next.
CORE BELIEFS
CONNECTION IS THE CATALYST FOR LASTING CHANGE
Call it purpose, call it alignment, call it whatever you want. If we as humans don’t feel connected to each other, and to the ethos behind whatever change we’re trying to build, it’s not going to last.
BOLD EXPERIMENTS BEAT STRATEGIC NAVAL GAZING
As a strategist, I’ve seen a tonne of planning go down the drain as soon as it came in contact with reality. That’s why I’m a huge believer in experimentation to de-risk change and build up confidence along the way.
The personal bits you weren’t ready to know (to see if we’re a good fit!)
For years, I couldn’t answer the question: but who are you outside of work?
Work was my identity. I’ve learned to set better boundaries, and can now tell you:
✸ I travel. A lot. To all sorts of place. Top 3 favourite trips of all time: Chile (including Easter Island!), a 4632mi road trip (one way) across the US, and Cambodia
✸ I live to eat. As a Mediterranean, I know food = life. I cook every meal from scratch. I had one ready meal in 2016, that’s it.
✸ I dabble in lots of things: golf, tennis, badminton, podcasting, creative writing, languages, piano, chess
✸ I’m an ambivert, with strong introvert tendencies. I switch between INTJ and ENTJ faster than you can say those letters
✸ I am very serious, but I don’t take myself too seriously
✸ I have 2 undergrad degrees (economics & politics), a masters in banking & finance, and a business school degree in management.
✸ On my bucket list: learn to sail, bungee jump, learn to scuba dive, write a book (I’ve got one one the go 👀)
When I started with Amale I was at a professional crossroads and had choice paralysis over my next move. She helped me distill all my ideas into clear goals and values, making the decision much clearer. She was a calm guiding voice during a stressful period.
- Anna - R, Strategy Director
My approach is a combo of
VERY ACTIVE LISTENING +
NO-BS HONESTY +
LEAN EXPERIMENTATION
I listen to what clients are saying, and what they’re leaving out. 15 years of interviewing random folks on the street as well as CEOs of global companies have made me really good at that listening thing.
If you’re looking for someone to reassure and never challenge you, I’m definitely not the right fit for you. Instead, I’ll call you out when you’re making excuses and keep you accountable to your progress.
Ideas are great, action is hard. So I bring my innovation background to the mix, to help nudge you to gentle action. We’ll test things out, measure and iterate. Because trust me when I say: you’ll never be 100% ready for action. You just have to go for it!
And I bring that ethos to everything I do: be it 1:1 work or delivering a keynote to over 500 people.
WANT TO SAY HI AND SEE IF WE’RE A GOOD FIT?
Book A 30 min Free, No strings attached, discovery Call