The business world is constantly changing as new technology and new ways of thinking are applied to tackle modern day challenges ... but a tradition that spans centuries in the GCC countries can still help to deliver bottom-line benefits. Every organisation needs good leadership, a strong work ethic throughout and the right balance of skills and experience to succeed and stand out.

As the public and private sectors grapple with the current economic climate, one of the major facets of social life in the Gulf countries can show the way forward not only to Middle East companies, but organisations in other parts of the world.

The concept of the majlis, and the opportunity this gives us to meet people in a semi-informal environment to seek guidance and advice, is among the things that I’ve come to appreciate most about the way of life in the UAE in the six years that I’ve been here.

While the country has become a modern leader in many ways, its own leadership maintains this tradition, and I love the fact that anyone can go to the majlis to speak to the Ruler of Dubai or the Crown Prince of Abu Dhabi to air their views and seek support and direction.

In this way our leaders take on the role of the ultimate executive director, lending their experience and vision to help so many causes, and I believe this is something we can build on in business.

Special advisers

Recently, I was preparing to present a proposal to a very high ranking Arab client at a formal venue. I was in a high state of readiness to engage with a VVIP on a one-on-one basis for what I thought would be a 15-minute meeting.

At the last moment I was told that the meeting would take place at his majlis, and when I arrived I found that he was accompanied by his team of special advisers who were all seated around me in traditional style.

He asked me a question, I responded, and then we then spent two hours debating the subject together, reaching a much stronger conclusion than would have been possible had I met the client alone in a boardroom.

It was a brilliant session that later left me asking myself whether our use of non-executive directors in the business world works just as effectively. And I would argue not.

I love that fact that our leadership consult with multiple advisers, and this is something that we can learn from in business, particularly in our use of non-executive directors.

Too many chief executives see non-execs as people they have to service, with the result that they are not used in the right way, and we need to change our mindset as corporate leaders.

We need non-executive directors who bring a different viewpoint, who don’t always come from the same direction as the board, and can give an alternative view, offering advice, guidance and fresh insights based on their previous experience.

Profitable and honest

Non-execs are largely employed to offer strategic, specific and objective advice at board meetings. They help to keep companies focused, profitable and honest, without getting involved in its day-to-day running.

They bring with them a broad network of contacts and highly relevant industry experience, both of which can prove enormously valuable. They’re brought into an organisation to focus on the big picture, to help define the direction of the company, and assess whether targets are being met, where the biggest competition is coming from, and how to stay ahead.

In the business world, boards can become bogged down in the detail of some fairly insignificant day-to-day management and structure issues, and lose track of the most important factors needing urgent attention.

The best non-execs, when allowed to function most effectively, make sure board members are aware of key developments in the market, recognise changes in the working environment and help develop strategies to deal with these issues.

Targets

Having seen changes sweep over the business sector in the past, they are able to advise the direction to take and how a company can position itself to achieve success. What is the direction of the business? Are targets being met?

What environmental changes might affect the business? They will have the ability to advise with confidence and make unbiased decisions in the interests of the business.

As they don’t work with a company on a day-to-day basis, they are perfectly positioned to offer unbiased, constructive criticism at all times.

If we observe how a majlis works, many of the same principles apply, and this is a tradition we should celebrate, and share with the rest of the world.

The writer is Head of PA Consulting Group, Middle East and North Africa. All opinions expressed are his own.