< PreviousFINAL THOUGHTS 50 CEO MIDDLE EAST 15–30 APRIL 2024 he relentless pace of change in today’s business world demands more than just simply chasing profi t. Companies that truly fl ourish understand that success hinges on a higher purpose – one that fuels innovation, cultivates a sense of belonging, and delivers lasting positive impact. This new defi nition places belong- ing at the centre – a culture where every team member feels valued, empowered, and part of something bigger than themselves. The connection between belonging and performance is well-established. A recent global study by EY, the EY Belonging Barometer 3.0, revealed that almost half (41 percent) of respondents feel, after home, that their workplace is where they experience the strongest sense of belonging. However, a signifi cant disconnect exists – a staggering 75 percent of respondents reported feeling excluded at work at some point. This highlights a crucial challenge for companies: building a culture where employees feel they can be their authentic selves and contribute fully, unlocking their true potential. At Beyond ONE, we’ve witnessed the power of belonging fi rst-hand. Our focus on creating an inclusive environment has led to a more engaged and collaborative workforce. This translates to tangible results - a demonstra- bly more innovative company and a happier, more productive team. The EY report’s fi nding that fl exible work arrangements signifi cantly contribute to belonging resonates strongly with our experience. Empow- ering employees to manage their work-life balance and contribute at their best cultivates a sense of ownership and increased well-being. This, in turn, fuels a virtuous cycle: valued and heard employees are more likely to go the extra mile, share ideas confi dently, and collaborate eff ectively. However, the benefi ts of belonging extend far beyond employee satisfaction. It directly impacts a company’s ability to innovate. Imagine a workplace where diverse perspectives and experiences are not just tolerated but celebrated. We recognise that every team member brings a certain skillset, but it is their individual approaches, passions, and interests that can add a distinctive dimension to their problem-solving abilities when applied to a task. This recogni- tion enables us to inspire and engage diverse talents across the spectrum of industry verticals and brands that make up our business, which in turn drives innovation and enriches the experience of our teams. And this, ultimately, benefi ts our customers, our bottom line, and the broader impact we make. The road to innovation is rarely a linear process. Break- throughs often emerge from a series of experiments, failures, and course corrections. In this context, celebrating not just the fi nal success but also the dedication, eff ort and learning that fuel the journey becomes important. As Melinda Gates, Co-chair of the Bill & Melinda Gates Foundation, shared in a LinkedIn article, «this failure taught me a lesson I’ll never forget». Melinda recounts the story of Microsoft Bob, a project she led at Microsoft that failed. Despite the public nature of the failure, Melinda emphasises the valuable lessons learned: “They provided a chance to pause, learn some- thing, and choose a new and better direction.” When this process takes place within a culture of belonging, where mistakes are seen as learning opportunities, the journey to innovation accelerates. Teams feel empowered to take risks, experiment freely, and learn from setbacks, ultimately driving faster innovation cycles. By broadening the focus from simply maximising profi ts to embracing a higher purpose, we can redefi ne success in a way that benefi ts everyone. Fostering a culture that celebrates continuous innovation and belonging allows organisations to unlock their true potential and make a meaningful impact on the world. It’s not just about what we do, but why we do it and how we do it. It’s about building businesses that inspire, empower, include. It’s about leaving a lasting legacy that extends far beyond the bottom line. It really is about redefi ning success to include going beyond business in every way. BEYOND THE BOTTOM LINE BY MARKUS TAGGER, GROUP CEO, BEYOND ONE T Why belonging is the new competitive advantage Fostering a culture that celebrates continuous innovation and belonging allows organisations to unlock their true potentialwww.ceo-middleeast.com The most important business people and CEOs talk to the most important magazineScan the QR Code to book your ticket now Platinum Sponsor Hear from legends who have successfully navigated the global business and economic landscape May 22, 2024 8am — 5 pm Armani Hotel Downtown Dubai Mohammad A.Baker Deputy Chairman & CEO GMG Sahar Cooper CEO Aldar Education Marie-Louise Ek Vice President - HR Middle East and Africa Hilton Easa Al Gurg Group CEO Easa Saleh Al Gurg Marloes Knippenberg CEO Kerten Hospitality Eddy Tannous COO Rotana Vineet Shukla Business Head - Middle East HCL Tech H.E Dr. Thani bin Ahmed Al Zeyoudi Minister of State for Foreign Trade, Ministry of EconomyNext >