Ahmad J. Naous Exclusive Interview – ‘Focus On Execution, Not Just Planning’
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Ahmad J. Naous was recently interviewed by TheCelebrity.Online Magazine and below is the Q&A session we had with him.

Ahmad J. Naous As Cover Story – January 2023 Edition


I am Humanitarian (Refugee Advocacy), International speaker, Balanced Scorecard consultant and management educator, who helps managers and organizations learn from their past, understand the present and create their future. As (Execution premium Community) practitioner, I have a unique experience in measuring performance spent 20 years working in corporations in Middle East extracted from my experience some highly innovative ideas about “The Science of Strategy Execution”, Balanced Scorecard and The Execution Premium have spent a decade honing my thinking as a consultant and Chief Human Resources officer communicate ideas to audiences around the world in the form of creative presentations, in-depth seminars and management development programs. My book the “The Science of Strategy Execution” is an extraordinary integration of management and practice from a strategy management perspective. Its objective to help readers make meaning from the Balanced Scorecard and Execution premium result is an inspirational practice of the Balanced Scorecard and the Execution Premium that will resonate with every reader’s experience.  I was born in Beirut hold PhD in stratexology from UIPM ,MBA from Beirut Arab University and MA from American University of Beirut. I am a contributing Editor to Strategy+Business, International member in American Society for Training and Development , Professional member in KPI Institute and Member of Advisory Committee in International Association for Strategy Professionals.

6 Awards:

  • Safest Prediction Prize – The Economist
  • Global Game Changer-2023
  • International Books for Peace Award.
  • Leadership Gold Award
  • Elected 100 Admired People in Education in 2021
  • Books for Peace Ambassador-Gold


-Global Goodwill Ambassador

-Global Peace Ambassador

-Middle East Ambassador for Peace and Human Rights

-Global Education Influencer

-Positive Impact Ambassador

-Global Sustainability Ambassador

-Delegate for Lebanon GCBL

-Greenden Ambassador

Childhood To Adulthood Transition

The transition in from childhood to adulthood was challenging to me. It had merit and demerit aspects:


Increased independence: I had more freedom and autonomy to make their own choices and live their lives on their own terms.

New experiences: I had new opportunities for personal and professional growth, travel, relationships, and self-discovery.

Greater responsibility: While some may find responsibility daunting, it can also be empowering and provide sense of purpose and accomplishment.


Loss of innocence: Adulthood can be a time of confronting harsh realities and facing difficult challenges. This can lead to a sense of disillusionment or loss of innocence.

Stress and anxiety: The increased responsibilities and expectations of adulthood was a source of sand anxiety to me.

Uncertainty and confusion: The path to adulthood is not always clear, and this can lead to feelings of uncertainty and confusion about one’s goals and values.

Loss of loved ones: Adulthood often comes with the experience of losing loved ones, which can be a painful and difficult process.I lost my Dad in 2013 and it was really painful.

I always believe that staying a child is better than being adult.

Struggles & Achievements

I have achieved significant success in developing and promoting Stratexology, The struggles were very high:

1. Changing Mindsets: Stratexology challenges traditional, profit-driven business models by advocating for shared value creation, which benefits all stakeholders. This shift in focus requires a significant change in mindset for both businesses and individuals. Convincing people to move beyond short-term gains and consider the long-term impact on society and the environment can be difficult.

2. Lack of Awareness: Stratexology is still a relatively new concept, and many organizations are unaware of its potential benefits. This lack of awareness makes it challenging to attract clients and gain widespread adoption. Professor Naous has invested significant effort in educating and spreading knowledge about Stratexology through conferences, workshops, and publications.

3. Implementation Difficulties: Implementing Stratexology effectively requires a holistic change in an organization’s culture and processes.

This can be a complex and time-consuming endeavor, requiring commitment from all levels of management. Additionally, integrating Stratexology with existing systems and practices can be challenging.

4. Resistance to Change: Some individuals and organizations may be resistant to the changes required by Stratexology. This can be due to factors such as fear of the unknown, reluctance to relinquish control, or vested interests in the status quo. Overcoming this resistance requires effective communication, collaboration, and a demonstration of the tangible benefits of Stratexology.

5. Limited Resources: As a relatively new initiative, Stratexology may face limitations in terms of resources such as funding, personnel, and infrastructure. This can make it difficult to scale up and reach a wider audience. Professor Naous has actively sought partnerships and collaborations to address these resource constraints.

Despite these challenges, I have remained committed to promoting Stratexology and its potential to create a more sustainable and equitable world. His dedication and perseverance have helped to gain traction for the concept, and Stratexology is increasingly being adopted by organizations around the world.

Things People Dont Know?

I am a renowned figure in the world of business strategy and execution, but there are some things that people might not know about me:

1. He’s a passionate advocate for refugees: Beyond his academic and professional pursuits, I am deeply committed to humanitarian work. He is a vocal advocate for refugees and has been involved in various initiatives to support their well-being and integration into society.

This lesser-known aspect of his personality highlights his dedication to social responsibility and making a positive impact beyond the business world.

2. He’s a gifted storyteller: I am not just an expert in strategy; he’s also a skilled communicator who can weave together complex ideas into engaging narratives. His presentations and workshops are known to be both informative and inspiring, often incorporating personal anecdotes and case studies to bring his points to life. This ability to connect with audiences on a deeper level makes him a sought-after speaker and educator.

3. He’s a man of many talents: I am a multi-faceted individual with interests that extend far beyond the realm of business. He is a published author, a musician, and a painter. These creative pursuits not only provide him with an outlet for his self-expression but also contribute to his well-rounded perspective and inform his approach to problem-solving.

4. He has a playful side: Despite his impressive academic credentials and professional achievements,I am known for humble personality and sense of humor. He enjoys interacting with people from all walks of life and is always up for a good laugh. This approachability makes him relatable and helps to create a positive learning environment for his students and colleagues.

5. He’s constantly learning and evolving: I am not someone who rests on his laurels. He is always seeking out new knowledge and experiences, and he is constantly refining his thinking and approaches. This dedication to continuous learning keeps him at the forefront of his field and ensures that his insights remain relevant and valuable.

What Sets You Apart?

I certainly stand out within the field of strategy and execution, and in life overall, in several distinct ways:

In the Strategy and Execution Field;

Founding Stratexology: I have  gone beyond simply studying strategy by creating a unique methodology called Stratexology. This framework brings together people, processes, and performance to help organizations bridge the gap between strategy and execution.

Holistic Approach: I take a holistic approach to strategy, considering not only financial measures but also human, social, and environmental factors. This broader perspective resonates with organizations seeking to create shared value for all stakeholders.

Global Recognition: I have received numerous awards and accolades, including the International Books for Peace Award and being named one of the 100 Most Admired People in Education in 2021. This recognition solidifies his position as a thought leader and respected figure in the field.

Extensive Experience: Combining both corporate and academic experience, Naous has spent 20 years in corporations and a decade honing his skills as a consultant and educator. This diverse background allows him to bridge the gap between theory and practice, making his insights valuable to both academics and practitioners.

Engaging Communication: I am known for his engaging and impactful presentations, seminars, and writing. He effectively communicates complex ideas in a way that resonates with audiences, making him a sought-after speaker and author. In Life:

Humanitarian Commitment: I am passionate advocate for refugees and other vulnerable populations. He actively uses his platform to raise awareness and advocate for positive change.

Mentorship: I am known for his dedication to mentoring others, both personally and professionally. He shares his knowledge and experience to help others grow and achieve their goals.

Lifelong Learning: I am a constantly learning and seeking new ways to improve himself and his work. This growth mindset keeps him at the forefront of his field and allows him to make ever-greater contributions.I am driven by a desire to make a positive impact on the world. He believes that his work in strategy and execution can help organizations create a better future for all.

Ultimately, I set myself apart through his unique combination of intellectual depth, practical experience, strong communication skills, and unwavering commitment to making a positive impact. I am not just a thought leader in the field of strategy and execution; I am also a force for positive change in the world.

Upcoming Events

Stratexology Masterclasses: I regularly conducts online and in-person Masterclasses on various aspects of Stratexology methodology. You can keep an eye out for announcements on his website or social media. Conferences and Summits: I am a sought-after speaker and frequently participates in major conferences and summits related to strategy, leadership, and execution. Some possibilities include the Global Strategy Execution Summit, the MIT Sloan Management Conference, or the World Business Forum.

Book Launches or Events: I am a prolific author, and if he has a new book coming out, he might hold launches, discussions, or signing events.

Workshops and Training Programs: I lead workshops and training programs on Stratexology for organizations and individuals. These could be targeted towards specific industries or functions.

Expert Advice

Here are a few ideas, tailored to different audiences:

For business leaders:

Focus on execution, not just planning: Bridge the gap between strategy and action with Stratexology, his unique approach that aligns people, processes, and performance for successful implementation.

Embrace the “Execution Premium”: Go beyond traditional metrics and consider the intangible benefits of effective execution, like employee engagement, customer satisfaction, and brand reputation.

Implement the Balanced Scorecard effectively: Use this performance management framework to measure and monitor progress across financial, customer, internal process, and learning & growth perspectives.

For aspiring professionals:

Develop strong execution skills: Learn to translate plans into tangible results, manage your time effectively, and communicate clearly with stakeholders.

Seek mentorship and build your network: Connect with established professionals like Prof. Naous himself for guidance and valuable insights.

Become a lifelong learner: Stay updated on the latest trends in your field and continuously expand your knowledge and skills.

For individuals seeking positive impact:

Champion the creation of shared value: Integrate business success with social responsibility and contribute to a more sustainable and equitable world.

Advocate for refugee causes: Prof. Naous is a dedicated advocate for refugees, so consider volunteering or supporting organizations that help displaced people.

Live a life of purpose: Find your passion and use your talents to make a positive difference in the world.

These are just a few examples, and the specific advice Prof. Naous would give would depend on the individual situation and context. However, the key themes of effective execution, holistic thinking, and positive impact consistently run through his work.

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