Corporate purpose the direct route to success?

BUSINESS REPORTER

MUSCAT, MARCH 30

Corporate culture is one critical item that should be on every Omani business leader’s radar post-Covid-19. This is the key message that emerged from Wednesday evening’s Tejarah Talks held at the Civil Aviation Authority Training Centre in Al Hail North.

Organised by the Ministry of Commerce, Industry and Investment Promotion in association with Oman Business Forum and supported by HSBC and SOHAR Port & Freezone on Wednesday’s Tejarah Talks was moderated by His Highness Sayyid Dr Adham al Said, Founder, The Firm and joining His Highness on stage were Sir Charles Shaw, CEO, Bondoni; Shatha al Maskiry, MD, Protiviti Oman; Dr Ghalib al Hosni, Chief People Officer, Omantel; and Saif al Manji, Managing Consultant, Quintal Ventures.

Thanking HH Sayyid Dr Adham al Said and the panellists for their valuable contributions to the success of the evening, Maymuna al Adawi, MoCIIP Director and Tejarah Talks organiser said: “We knew corporate culture would be an important topic for discussion at Tejarah Talks, given the shift we have seen in people’s expectations over the past two years of the organisations they work for, buy from and invest in. Employees, consumers and shareholders right across Oman are on the look out for businesses that are grounded in purpose and committed to delivering long-term value for their communities. At the end of the day, people want to be associated with businesses that are a force for good.”

HH Sayyid Dr Adham al Said was in agreement with Al Adawi noting: “In today’s environment, to keep staff engaged and attract values-driven Omani consumers, company actions must be led by purpose.” “Purpose”, he went on to say “is the galvanizing force - something bigger than a company’s commercial offering. I like to think of it as an employee’s North Star - this idea of having a sense of direction, intention and understanding that the contribution you are making is going somewhere. I thought the questions raised by the audience tonight around whether Omani companies are giving brand purpose and values enough attention were valid and important.”

In agreement with HH Sayyid Dr Adham was panellist Shatha al Maskiry who pointed out that stakeholders will only believe in a company when its employees are true believers and who behave on brand at every turn. “To rise to this challenge, Omani management needs to build a purpose-driven corporate culture - specifically, one that is energized by a compelling purpose for good. At the end of the day, leaders have to understand that their role is create a work environment where people enjoy what they do because when they enjoy what they do, they will do it better.”