2022 Global Leaders in Consulting: Ali Azeem

Ali Azeem has built a career advising business leaders and cabinet-level politicians for over fifteen years. He is Partner and Global Head of Growth at Ipsos Strategy3 across its 20 markets, and previously managed the UK business.

Ali is passionate about keeping clients relevant in a rapidly evolving world. He is obsessed with understanding the impact of future trends and technology on people, and what this means for innovation and brand strategy. This means you will often find him on the ground talking to customers, or with a client finding opportunities for disruptive growth. Prior to Strategy3, Ali was Lead Inventor for What If! Innovation, as well as Managing Director for Aztec Ventures before that, focusing on both corporate entrepreneurship and start-ups. Ali has led projects for the likes of Apple, LinkedIn and Barclays, and has helped launch and develop 10 new businesses, from fashion to FinTech.

Ali graduated from Cambridge University, where he read Mathematics and Computer Science. He was awarded Consultant of the Year by CIMA, and New Marketer of the Year by CIM. Outside of work, Ali likes to follow what's happening in politics – assuming his kids actually let him!

What do you consider your greatest personal or professional achievement?

More than any outcome or result, the times I've felt proudest at work are when I've seen my passion and beliefs catch on with those around me. I've been honored to lead and grow four consultancies, from a small tech-enabled start-up to a largescale global agency. In each case, I've tried to create an environment where people feel invested, and where they want to support you, the cause, and each other. Outside of work, it's also about igniting passion, though in this case as a father to three dynamic and inquisitive kids. Guiding and nurturing them is an evergreen source of joy, albeit an incredibly exhausting one!

What advice would you give a professional just beginning a career in consulting?

"What compass navigates your life?" It's a hard question to answer, but even thinking about it can unlock the right decisions and direction for your future career. Without your own view of what success means, its definition will be delegated to your peers, usually around things that will not matter in the future like a job title or corner office.

For me it's inventing new ways to help people, usually with businesses and governments where there is potential for impact at scale. That's what I turn to when reflecting on what matters. Work out where to shine your light and why, especially whilst it burns brightest.

What have you loved most about your consulting career?

Simple. It's the diversity. I've worked on a broad range of challenges and industries, from designing digital banks to launching vaccine rollouts. Working across so many areas has helped me appreciate and understand the complexity and diversity of our economy and society, as well as apply my learnings to different sectors. The work is also varied too, whether running global sales accounts, leading project teams, or creating new approaches. The greatest joy and deepest source of diversity though comes from those that make it happen. When connecting with colleagues, clients, and customers, the range of backgrounds and personalities adds meaning to every single day. Diversity inspires me. It keeps my thinking sharp and importantly, makes for a much more interesting life.

What's the best advice—personal or professional—you've ever received

Early in my career, I flew to Malta to study directly under Professor Edward de Bono. As the creator of lateral thinking, his book on Six Thinking Hats piqued my curiosity on the creative processes of business.

One exchange that springs to mind came after a long debate on democracy. Channeling Churchill I had remarked that "it is the worst form of government – except for all the others". To this de Bono retorted that surely that was an invitation to improve, not a signal to accept.

I have no plans to revolutionize democracy, but he enlightened me on the importance of challenging even the best option if it's not good enough. His words gave me permission to be bolder in my thinking, no matter the size of the challenge. Edward de Bono passed away last June, but his advice and example live on.

What does being honored as a Global Leader mean to you?

When you love what you do, you strive to do it well. Being honored as a Global Leader tells me I am raising the bar and making an impact. But this award is about more than just me. Moments like this bring pride to the wider team. It shows that great work will get recognized, and reinforces our cultural belief that you won't achieve distinction unless you strive for it. Most of all though, being a Global Leader makes me think not of what I've accomplished, but all that's left to be done.