Navigating the intricacies of business advising requires a multifaceted approach. Business advisors play a crucial role in steering enterprises toward success through the implementation of effective strategies and solutions. Leveraging their expertise in market research and organizational management, these advisors empower businesses to gain a competitive advantage.
At the forefront of this endeavor is Khaled M. Ismail, serving as the CEO/Partner of ToughLove Advisors. With a keen focus on unlocking the full potential of enterprises, Ismail stands as a beacon of guidance and support in the realm of business advising.
Please provide an overview of TOUGHLOVE Advisors.
TOUGHLOVE Advisors is a unique advisory firm founded by a group of nine C-suite executives, boasting a collective experience of over 250 years across more than 120 markets. Specializing in enhancing business performance for underserved companies in the region, TOUGHLOVE Advisors offers access to a diverse team of multinational practitioners skilled in business, operations, marketing, and digital realms. Drawing from their extensive backgrounds in over 80 leading multinational companies, including Emirates, Etihad, FAB, P&G, Coca-Cola, Unilever, and more, the team brings unparalleled expertise from various sectors like telecoms, banking, aviation, and manufacturing.
What were the initial hurdles you encountered?
TOUGHLOVE faced the challenge of being unique in the advisory landscape due to our unparalleled collaborative hands-on experience. Our approach prioritizes telling clients what they need to hear, rather than what they want to hear, ensuring effective assistance tailored to their business needs. We recognized a significant demand for practical solutions from real-life practitioners, rather than just theoretical best practices. This realization propelled our commitment to offering a different, more impactful approach—the TOUGHLOVE way.
What was the turning point that spurred the company’s growth?
Our growth was catalyzed by our distinctive approach, which emphasizes experience over theory in advising clients. The key trigger lies in our straightforward, jargon-free, and honest methodology. We communicate directly, ensuring clients comprehend our recommendations clearly. This approach sets us apart:
- Sophisticated, not condescending
- Trustworthy, not fluffy
- Inspiring, not preachy
- Progressive, not buzzword bingo
- Ambitious and driven, not antagonistic
- Provocative, not imposing
- Confident, not arrogant
- Supportive, not transactional
- Direct, not blunt
TOUGHLOVE Advisors offer comprehensive support across five key areas to address your business challenges:
- Strategy and Management
- Brand Experience & Marketing Communications
- Digital Transformation and Business Innovation
- People and Culture
- Business Operations and Performance
Drawing upon a diverse range of data, insights, and expertise, TOUGHLOVE employs a straightforward methodology centered on direct engagement, collaborative problem-solving, and tangible outcomes.
What do you believe are the obligations of an entrepreneur?
Embarking on entrepreneurship is akin to scaling Mount Everest. Venturing into entrepreneurship while maintaining a day job feels like attempting the Everest climb in flip flops.
Can you provide a summary of your professional background?
Khaled Ismail
CEO/Partner
Khaled is a practical business executive deeply intrigued by the intricacies of business operations. He previously served as a global executive overseeing Marketing, Branding, Public Affairs, and Communications functions across Europe, Central Asia, the Middle East, and Africa.
With over three decades of experience, Khaled’s journey began in advertising and extended into international sales, marketing, and branding in the FMCG (B2C) and Food Packaging Industries (B2B), with notable roles at Tetra Pak and The Coca-Cola Company.
Khaled holds a Bachelor of Commerce degree from Concordia University – Canada and has completed executive programs in leadership and management at Ashridge – UK, IMD – Switzerland, and Harvard Business School – USA.
He actively invests in technology, beverages, sports marketing, and finance. Born in Beirut, he holds Canadian citizenship and has resided and worked in 15 countries, now calling Dubai home.
Khaled serves as the Chairman of the Marketing Society – UAE and is esteemed as a business leader, public speaker, marketer, and mentor to aspiring entrepreneurs.
Additionally, Khaled is the published author of the book titled “This Is What Tickles Me.”
What market demand does TOUGHLOVE Advisors fulfill?
TOUGHLOVE Advisors caters to the need for accessible business guidance among those lacking the resources, capability, capacity, or expertise to manage growth effectively. We prioritize delivering candid advice, focusing on what businesses require rather than what they prefer, employing a peer-to-peer approach to co-create market-ready solutions. Understanding the vulnerability businesses face during implementation, we commit to ongoing partnership through this phase.
Our partners at TOUGHLOVE have amassed invaluable insights through hands-on experience and leadership roles with prominent regional brands and organizations over decades. Operating in a region ripe with growth opportunities, we’ve navigated challenging agendas and witnessed the emergence of numerous home-grown organizations competing against international giants.
While our approach may not resonate with everyone, we embrace the necessity of tough love in fostering growth and progress. Those genuinely seeking support and guidance will appreciate the journey with us and the outcomes it enables them to achieve.
What’s the inspiration behind the name?
While our company name may not conform to traditional standards, that’s precisely the point. We set out to break the mold and provide unconventional, straight-talking advice from experienced professionals who genuinely care about helping others based on their real-world experience, not just theoretical knowledge. In life, tough love often serves as a catalyst for growth, and we believe the same principle applies to business. Sometimes, businesses need a dose of tough love to thrive.
Can you explain your business model?
Our business model revolves around nine partners boasting a collective experience of over 250 years in the market. Each project is spearheaded by a lead partner, supported by additional partners as required based on the project’s scope and expertise needed. We also deploy senior or junior advisors during the co-creation and implementation phases as necessary. Every advisor undergoes a rigorous selection process to ensure they embody the values of TOUGHLOVE.
What advice would you give corporate leaders who are considering starting their own business?
For corporate leaders contemplating launching their own ventures, our advice is simple: avoid waiting and overanalyzing your ideas and opportunities. The entrepreneurial landscape is moving at an unprecedented pace, and securing the first mover advantage is crucial. Therefore, we recommend focusing on developing a Minimum Viable Product (MVP) and taking action promptly.
