< Previous40 CEO MIDDLE EAST NOVEMBER 2021 LEADERSHIP t’s the last quarter of 2021, and people are carefully pick- ing up the threads of their post-coronavirus lives. If there’s one lesson that we’ve all learnt, it’s that as a species, we are interconnected. What- ever happens on this planet has the po- tential to impact each one of us. From climate change and gender equality to inclusion and politics, it is not enough that companies and businesses meet Where corporations and their CEOs rest on topics can heavily impact an organisation’s bottom line and public image. It’s a tricky business that comes with high risks and very high rewards if done right, says Briar Prestidge TAKING A STAND THROUGH CEO ACTIVISM their CSR and ESG mandates. Today, leaders cannot simply recognise issues. Instead, they need to articulate a stand that makes a real impact on society. Picking a side from a position of authority is the new face of CEO activ- ism. It puts leaders, businesspeople, and influencers in a position to change minds, generate sales, and start movements. However, where corporations and their CEOs rest on topics can heavily impact an organisation’s bottom line and public image. It’s a tricky business that comes with high risks and very high rewards if done right. It’s a sign of the times While there is a long history of corpora- tions influencing government and public policies through back corridor lobbying, CEO activism has only recently become more of a buzzword. A generation of mil- lennials, as consumers, clients, and young leaders, are coming into themselves. They are watching, and they do not want their CEOs to be bystanders. Undoubtedly, navigating CEO activism within huge swatches of people with generational gaps is a tough work, but bluntly put, the price of silence is too high. Today’s CEOs need to take a stance that is reflected through their own actions and their business’s values. It’s needed because it helps them really connect with their consumers beyond the basic salesmanship that comes from one- dimensional marketing and advertising. Practise what you preach Taking an abstract stand on a topic is always the easy part – putting it into practice is tougher work. At its heart, CEO activism can only resonate with audiences when it is authentic and reflects a business’s objectives as well as a CEO’s story and journey. It requires leaders to drop their public persona and get personal. It means stepping out of your comfort zone, putting yourself in the spotlight, and going off script to talk about experiences, while continuously INOVEMBER 2021 CEO MIDDLE EAST 41 LEADERSHIP showing actionable change relating to those topics through your organisation. You need consistent messaging that stays true to your values and repeatedly dem- onstrates that you are still committed to a cause through all your communications. Agents of change In a world dominated by social media, the old-school approaches to advocacy are no longer working. The new public podiums of influence are tweets, posts, blogs, videos, podcasts, and Zoom conferences. Endorsements of certain movements come in the form of engage- ment, likes and shares. Navigating these platforms to deliver direct, clear and unambiguous, well-articulated thought leadership and activism takes time, serious energy, and motivation. For CEOs who are already busy running companies, it’s hard finding the space to do all this. It comes as no surprise then that PR firms are now building entire practices around CEO activism. As more CEOs - especially from the developed parts of the world – speak up on social and political issues, other members of the C-Suite across the world will be expected to do the same. Walking the fine line Bear in mind that CEO activism is not corporate engagement. It does beg the very important question: How can CEOs engage in authentic social action and involvement? What is the playbook for corporate advocacy? The sad fact is that speaking out means facing critics and negative press. But as the world continues to change, you must weigh in on controversial top- ics because there is a higher purpose to your role – one that extends beyond maximising shareholder value. You need to advocate for your shareholders and employees, custom- ers, community (and all its minorities), politics and the environment. And when you do, the world takes notice. Not only is CEO activism get- ting increased media attention, but the companies (from Starbucks to Uber) that have taken a stand have gained increased public respect and customer loyalty. Predict, prepare, and pre-empt It’s only a matter of time before people in positions of authority are called upon to choose a side. It’s a trend on the rise and opting to stay out of the fray may be detrimental to you and your business. Before you engage, carefully select your topics for advocacy, which should be subjects you and your company are passionate about, and then implement a plan to represent your position. As a back-up, always have a crisis plan for a potential social media fire- storm. Lastly, like all public spheres of engagement, lead with passion, commit, develop a thick skin, anticipate criti- cism, and power through. Then, rinse and repeat, ad infinitum! *Briar Prestidge, serial entrepreneur and CEO of Prestidge Group “LEAD WITH PASSION, COMMIT, DEVELOP A THICK SKIN, ANTICIPATE CRITICISM, AND POWER THROUGH. THEN, RINSE AND REPEAT” Voice from the top. CEO activism can only resonate with audiences when it is authentic “TODAY’S CEOS NEED TO TAKE A STANCE THAT IS REFLECTED THROUGH THEIR OWN ACTIONS AND THEIR BUSINESS’S VALUES” 42 CEO MIDDLE EAST NOVEMBER 2021 Pushing the limits. Büsser says MB&F has emerged as a force of change within a strongly traditional industry BY ZAIB SHADANI WATCHMAKING aximilian Büsser is a rebel. There is no other word to describe the man at the helm of one of the most successful, coveted and inspirational brands within inde- pendent watchmaking. Launched in 2005, MB&F (Maximil- ian Büsser & Friends) turns traditional watchmaking into futuristic and fiercely unconventional timekeeping machines that are like nothing ever seen before. MB&F is synonymous with disruptive watchmaking and pushing the boundaries of luxury GENERATING AN EMOTIONAL RESPONSE MNOVEMBER 2021 CEO MIDDLE EAST 43 WATCHMAKING gimmicks: “Don’t market – be yourself. Tell them (your audience) why you do, what you do, tell them your story. Don’t try to package damaged goods and make it look cool.” His biggest lesson throughout this journey? “Treat people the way you want to be treated – but don’t expect from others what you are ready to give.” However, if you’re a budding entre- preneur, that’s not enough. He highlights the importance of two critical factors. “You are virtually nothing without a net- work of people who believe in you” and the fact that: “Failure is necessary. You need to fail; you need to make mistakes. You don’t learn from success – success is an incredibly dangerous drug. When you become successful you start believing you’re indestructible”. While the rise of MB&F is nothing less than extraordinary, it is the creative force behind the brand that is the real catalyst to its success. In an age where style trumps substance and market- ing supersedes reality, Büsser’s call for authentic expression is resonating with a legion of fans and creating a new genera- tion of watch lovers. Zaib Shadani is the managing director of Shadani Consulting and host of The Comms Room show Priced at between AED200,000 and AED1.5m, MB&F is a luxury brand that has amassed a cult following. So how did Büsser take his brand from obscurity to global dominance in 15 years? His complete disregard for “trends”, or the conventions of traditional watchmaking has a lot to do with it: “I don’t want to create something thinking people will like it, because then I feel like I’m selling out,” Büsser says. And it is precisely this creative independence that has helped build a die-hard following for the brand. The MB&F clients are “people who don’t care what other people think of them. And in world of luxury where status is so important, the MB&F client stands apart”, he adds. Boasting an incredible reputation of being innovative and pushing the boundaries of watchmaking, MB&F has emerged as a force of change within a strongly traditional industry and Büsser credits the importance of being able to “generate an emotional response” as one of the key factors. “Why are you wearing a round boring watch? Wear something that actually generates adrenaline in you… you feel you’re alive… why are you wearing something that doesn’t make you happy?” he asks. But most importantly, Büsser un- derscores the need to be authentic and cautions in the use of marketing spins or $206,000 The price of the MB&F Legacy Machine Perpetual watch in Palladium Extraordinary. Each of MB&F’s horological adventure is a close collaboration with a team of highly talented professionals “SUCCESS IS AN INCREDIBLY DANGEROUS DRUG. WHEN YOU BECOME SUCCESSFUL YOU START BELIEVING YOU’RE INDESTRUCTIBLE” 44 CEO MIDDLE EAST NOVEMBER 2021 Adventure. The sailing yacht Eilean was acquired by Panerai in 2006 . The Panerai watches are a natural blend of Italian design, Swiss technology and passion for the sea Historic. The Hand-wound mechanical Radiomir Eilean has a power reserve of three days, with the back case designed with engraved Patina steel HOROLOGICAL WONDERS Precision is always in the heart of every watch manufacturer. We present some of the brands that push the boundaries of elite watchmaking BY EDWARD LIAMZON TIMEPIECES A TRIBUTE TO THE SEA NAVIGATOR Even the most established legends have an origin story. The modern Panerai watch as it is recognised today began in 1936 with the Radiomir, an instrument devised to support marine missions and named for the material patented by Guido Panerai to illuminate dials and sights. In a stroke of fate, a yacht that would become a part of the Panerai story was also created in 1936. Eilean, designed by NOVEMBER 2021 CEO MIDDLE EAST 45 TIMEPIECES Wrist wonder. The Octo Roma WorldTimer is designed with 24 time zones and 24-hour indicator, plus hours, minutes and seconds READY TO TAKE ON THE GLOBE Jumping at a glance from one time zone to another, the Octo Roma WorldTimer serves as an open invitation to travel. Driven by a new integrated movement comprising 261 components, this creation renews the genre of a classic function, the WorldTimer, and propels it into the contemporary world by playing with temporal boundaries and enabling instant reading of the time in 24 cities. This elegantly understated model with its iconic case is one of the most emblematic and timeless designs of 21st century Haute Horlogerie. Octo Roma WorldTimer watch has a mechanical manufacture movement, automatic winding, World Timer, 24 time zones and 24-hour indicator, hours, minutes and seconds, BVL257 calibre, 42-hour power reserve, 28,800 VpH (4Hz). 41 mm case (11.35 thick) in satin-brushed and polished stainless steel, blue sunburst dial and indicators, applied brushed rhodium- plated gold hour-markers, transparent caseback, screw-lock stainless steel crown set with ceramic inlay serving to set the time as well as the cities indication, bracelet in satin-brushed and polished stainless steel with triple-blade folding clasp. Water-resistant up to 100 metres. PRICE: $8,990 preeminent boat builder William Fife III of Scotland’s Fife boatyard, sailed the seas of Europe and the Caribbean for decades before falling into disrepair in the early 21st century. Panerai acquired the yacht in 2006 to fully restore its splendour. The watchmaker now presents the Radiomir Eilean, a timepiece that combines the heritage of these two iconic designs born in the same year. Its 45mm case, with proportions and features that have endured since the time of the fi rst Radiomir, is composed of patinated steel with a matt fi nish that refl ects light with a softer, warmer lustre than highly polished metal. Within the case, vintage-style golden fi nish hands mark the time on a signature sandwich dial featuring numerals and hour- markers in beige Super-LumiNova with a green glow, features that remain faithful to the appearance of early models. Details that reveal the special nautical inheritance of the Radiomir Eilean are apparent from every vantage. The surface of the dial features striations and a variegated brown fi nish that evokes the teak deck of the yacht, while the caseback and strap bear an inscription that reads “Eilean 1936” and is identical to one located on the ship’s boom. Likewise, the dragon emblem adorning the boat’s hull was reproduced in an engraving on the left-hand side of the case. In keeping with the Radiomir’s heritage, the Radiomir Eilean features a hand-winding movement like its ancestors. Housed in a case that is water-resistant to circa 100 metres, this calibre offers a three-day power reserve. PRICE: $9,100 $15BN The value of mechanical Swiss watches exported worldwide in 2020 Elegance. The Octo Roma WorldTimer is powered by a new integrated movement comprising 261 components46 CEO MIDDLE EAST NOVEMBER 2021 Unforgettable night. All the elements at Billionaire club work seamlessly together to create the ultimate experience in Dubai BILLIONAIRE DUBAI TO MAKE THE WEEK SHINE BRIGHTER EARLIER Billionaire Dubai is bringing its legendary show to the early evenings with the introduction of the Early Dinner show, set to take place on Wednesday evenings VENUESNOVEMBER 2021 CEO MIDDLE EAST 47 VENUES of the experience. Indulge in the spectacular set menu, with highlights that include the best signature dishes from the a la carte menu, enjoying tastes from both the Italian and new Asian menus. Start with salmon tiradito with truffl e ponzu, or perhaps the creamy burrata with greens, cherry tomato, and asparagus. Moving onto the fi rst course, guests have the impossible choice between a divine dish of maltagliati lasagnette veal ragu or spinach and ricotta ravioli, with butter and sage. The main courses include a gorgeous, braised beef short ribs with galbi sauce and a pan-fried seabass fi llet with lemon gremolata. Finish an unforgettable meal with a classic tiramisu or opt for the warm, comforting apple crumble, complete with a smooth vanilla ice cream. A multi-dimensional playground, guests can expect unforgettable performances from Billionaire’s cast of international entertainers, including singers, dancers, and acrobats – all before 9 pm at night. The Early Dinner show is an electrifying addition to the programme at Billionaire. Wednesday evenings will play host to both the Early Dinner show and the usual late dinner setting. owntown favourite, Billionaire Dubai, is bringing glitz and glamour to the early evening, with the introduction of the Early Dinner Show, in addition to the usual late show. The popular nightspot will light up your Wednesday night weekly with a set menu and the exclusive Billionaire show, complete with its line-up of international entertainers from across the world, specially produced for Billionaire by Montse More. Step through the rich red velvet curtains and into the decadent dining area, ready for an unforgettable evening of hedonism. Perfect for early diners, guests are invited to arrive from 7 pm for the Early Dinner show at Billionaire Dubai, which promises the same energy and unique approach to luxury dining, with the show very much at the core Facts and figures Overview: Early Dinner Show Dates: Every Wednesday Time: 7 pm – 9 pm (7 pm arrival, show starts from 7:15 pm) Price: AED450 includes set menu and the Billionaire show Exceptional food. Billionaire Dubai pairs its extraordinary Grand Show with an exquisite culinary experience D48 CEO MIDDLE EAST NOVEMBER 2021 Ready for expansion. Pickl is one of Dubai’s most popular home-grown burger brands DUBAI-BASED PICKL REVEALS MOUTH-WATERING GLOBAL EXPANSION PLANS Ashley Griffi ths, chief licensing offi cer, reveals plans to set up 200 new stores targeted in the next fi ve years FOOD RETAILNOVEMBER 2021 CEO MIDDLE EAST 49 FOOD RETAIL D Griffi ths explains that the growth plans will involve between a quarter and a third of owned and operated venues and the rest made up of Pickl franchisees. “What’s important to us is the product and the brand that we’ve created and keeping the consistency. And in order to do that, I think you need a healthy balance,” he says. “Franchising helps you expand quicker. Obviously from a funding perspective it’s not easy to do that all yourself if you want to grow across the globe, so franchising plays an important role.” And with the target of 200 new stores, Griffi ths is currently busy meeting potential new partners, something which he says is akin to a fi rst date experience as they look to build long-lasting relationships. “It sounds cliche, but we’re entering into multiple marriages. This is a relationship that’s going to last for years, hopefully, and you need to make sure you pick the right person. There’s a lot of factors to consider. Some of the stuff that I love doing is meeting people, getting to know them and saying, do I want to be speaking to this person every day for the next 20 years?” he says. Pickl has so far been bootstrapped, with profi ts ploughed back into the company to increase its presence in Dubai. But Griffi ths refuses to rule out raising funds in the future. He says: “Moving forward, will there be any fundraising? I think you can never say never. We’ve invested heavily now in the infrastructure, from the marketing, from the training, from the operational side, and we’ll continue to do that. “Should funding be needed in the future, who knows, but obviously, franchising, there are fees that need to be paid by potential franchisees as well. So we try and keep a healthy balance there.” Pickl was founded by burger fanatic Steve Flawith in 2019 with one simple aim – to make fresh, fast food using only hormone- and antibiotic-free beef and chicken. ubai-based success story Pickl is looking to take a bite out of the F&B markets in two of the biggest economies in the world, as part of ambitious regional and international expansion plans. The company, which opened its doors in the emirate’s Jumeirah Lakes Towers just two years ago, currently boasts six stores across Dubai, with two openings planned for Abu Dhabi and a schedule to have 14 Pickl outlets throughout the UAE by the end of 2022. But the growth plans do not stop there – with 200 new stores targeted in the next fi ve years. Ashley Griffi ths, chief licensing offi cer at Pickl, tells CEO Middle East: “Bearing in mind we are a UAE-based and started brand and that our fi rst kind of footprint will be the GCC, I think 200 is reasonable. I think we can get circa 50 in the GCC if we can get full coverage there over the next fi ve years, but then we will rely on expansion into other continents as well to achieve that 200 number.” When Griffi ths talks of the GCC, a large part of that will be expansion into Saudi Arabia, where he reveals they are currently talking to “multiple potential partners, potential franchisees” and pitching anywhere between 20 to 40 sites over the fi ve-year period. “It can roll up pretty aggressively there depending on who we decide to partner with,” he says. And from there, he said there would be openings in Bahrain, Qatar, Oman and Kuwait, as well as potentially 10 to 15 new stores in Egypt. Then it’s Europe, Asia and the world, with further plans for the UK, Singapore and what Griffi ths called “the golden goose” in the US, as well as China. He says: “We’ll look to do a fl agship store (in the US), although we’ve not confi rmed where we’ll do that. We’ll look to make the noise in our fl agship store over there, and then franchises across the country. “And we can’t rule out China. China is huge. They do seem to be enjoying their burgers at the moment, so who knows, we will get to the 200.” 2019 The year in which fast food concept Pickl was established in the UAE Huge potential. A large part of Pickl’s expansion plans will be in Saudi Arabia, says GriffithsNext >