We had the privilege of conducting an in-depth interview with Ameen Ahsan Muhiyidin, Founder and Strategy Advisor at AASC Management Consultancy. With over two decades of experience in the field of consulting and having served in all GCC countries and India, Ameen specializes in partnership leadership effectiveness, and growth and competitiveness consulting.
In this interview, Ameen Ahsan shares about his career journey and highlights of his consulting services.
Spark Behind The Journey
We started the session by asking, “What inspired you to pursue a career in business consulting, and how did you get started in this field?”
Ameen shared, “I got into the consulting stream quite accidentally. Initially, I had planned to pursue a career in investment banking, which led me to enroll in the MA Finance & Investment program at Exeter University in 2000. However, an unexpected opportunity arose when a prominent entrepreneur approached me and two friends to develop a project report for a new newspaper press. This engagement marked the beginning of my consulting journey.
It was an exciting experience and from that day onwards to this day, for almost 23 years, I have been in this stream, having consulted hundreds of businesses from diverse industries, and with clients from across GCC and Kerala in India.”
A Distinctive Consulting Style
We were curious to learn how Ameen Ahsan Muhiyidin sets a unique approach to the competition. So, we asked, “Can you share what differentiates you from other business consultants in the industry?”
Ameen responded, “I come from a business family, have been managing my family business for some time, am an entrepreneur myself, am trained in the art and science of consulting by experienced European and American consultants, and an alumni of one of the top universities in the world.
So my knowledge, experience, and exposure enables me to better understand the business, the entrepreneurs behind it, etc; thereby providing advice at a more empathetic level, something that someone without such a background cannot understand.”
Family Business Dynamics
Family businesses are often prone to face obstacles in the dynamic business landscape. To learn how Ameen assists such businesses overcome the challenges, we asked, “What specific challenges do you see family businesses facing today, and how do you help them navigate these challenges?”
He said, “Since families in business are not trained, or structured to lead, manage and transact professionally with the business, this creates some serious challenges when the founder exits the scene.
We are talking about otherwise perfectly operating companies, shutting down or getting split due to differences of opinion between siblings, because the founder died without doing his part. There is little we can do if the situation has already exploded. The damage could be fatal and beyond repair. But a lot can be done before a business or family reaches that point. This is where I come in.
I begin by educating the family on the importance of professionalizing a family business, followed by studying the business and family dynamics to identify necessary improvements. Next, I help define the family’s vision and goals. Then, I assist in designing the Family Ownership structure, drafting Family Governance, creating a Communication Matrix, and developing Family Employment Policies. I also offer advisory services for transitioning to the new system and improving business strategies and leadership effectiveness.”
Foundations Of Partnership Leadership
We further asked, “In your experience, what are the key factors that contribute to effective partnership leadership within a business?”
Ameen shared, “As time passes by, even the best of the partners in partnership business, will start seeing the efficiency of partners’ leadership roles going down. This is a result of several internal and external changes to the business. Some partners will not have roles to play as before, and some minds have lost interest or interest shifted to other areas, due to disagreements on what to do with the profits how or where to grow, and whether should they grow at all. These are just a few examples of problems that partnership businesses will face as time goes by.
Apart from the internal and external changes, other factors aggravate the above-mentioned problems, like Ego, power & biases, Lack of alignment towards a common goal, Poor formal and structured communication, Competency gap, and Commitment gap. The key solution to the natural problem of depreciation in the quality of leadership inside a partnership business is the involvement of experts to rectify the gaps that arise. This is where strategy advisors, like myself, come to serve.”
“I have personal interviews with each partner or director and the people who work under them and try to understand what each partner is according to them and according to others. This activity, which I call ‘Leadership Audit’ helps me get a detailed SWOT of each partner; this is the foundation. Then, I present the Leadership Audit report and highlight the gaps that need to be addressed.
The next step is the shared vision workshop, where we build shared vision milestones and core values that align with the present state and SWOT of the partners. Next comes drafting rules, policies, and procedures on how the partners will behave, work, and lead the business. The Partners Governance. This is crucial, as we always focus on bringing efficiency, order, and professionalism to how our employees work, and rarely on how the leadership (of partners) has to be efficient, act in order, and be professional. After this activity, I sit in their partner’s meeting or board meeting, till the new system is normalized and is part of their culture.” He added.
Navigating The Difference
To understand how consulting differs from advisory, we asked, “How do you define the difference between consulting and advisory services, and why is this distinction important for your clients?”
Ameen responded, “Consulting and advisory services, while often used interchangeably, have distinct characteristics that set them apart. Understanding this difference is crucial for clients to choose the right type of support for their specific needs.
Consulting involves providing specific solutions to specific problems. Consultants are typically brought in to address particular issues within a company, whether operational, strategic, or technological. They conduct thorough analyses, develop detailed plans, and often implement these plans to resolve the identified issues. The consulting process is usually project-based, with clear objectives and timelines.”
He continued, “Advisory services, on the other hand, are more about providing ongoing guidance and support. Advisors build long-term relationships with their clients, offering strategic insights and recommendations over time. They focus on helping clients navigate complex business landscapes, make informed decisions, and adapt to changing circumstances. Unlike consulting, advisory services are continuous and not limited to a specific project or problem.
As a business strategy advisor, I emphasize the importance of this distinction to my clients because it helps them clearly understand the type of support they need. For instance, a company looking to implement a new digital strategy might initially require consulting services to design and roll out the system. However, to ensure that this strategy evolves with market changes and continues to deliver value, ongoing advisory services would be essential. By delineating these roles, clients can make more informed decisions, ensuring they receive the most effective support for their business needs.”
Crafting Impactful Business Development Strategies
We were intrigued to learn more about the strategies adopted by Ameen Ahsan Muhiyidin to help with the business growth of his clients. So, we inquired, “Could you elaborate on your approach to developing competitive business models and growth strategies for your clients?”
He replied, “The first step in developing a competitive business model and growth strategy is to thoroughly understand the client’s vision, mission, and long-term objectives through deep discussions with the client. I then perform market analysis to identify industry trends, customer needs, and competitive dynamics, which includes analyzing market size, growth rates, and potential, understanding customer segments, behaviors, preferences, and others.
Eventually, I proceeded to work on the Business Model. I follow the Business Model Canvas tool, which is a strategic management tool that allows me to visualize and analyze the client’s business model. It consists of nine key building blocks:
- Customer Segments: Identifying and defining the different groups of people or organizations the business aims to serve.
- Value Propositions: Determining what makes the company’s products or services attractive and unique to each customer segment.
- Channels: Outlining how the company delivers value propositions to its customer segments (e.g., through physical stores, online platforms, or partnerships).
- Customer Relationships: Defining the type of relationship the company establishes with each customer segment (e.g., personal assistance, self-service, automated services).
- Revenue Streams: Identifying how the business earns revenue from each customer segment (e.g., sales, subscriptions, leasing).
- Key Resources: List the most important assets required to make the business model work (e.g., physical, intellectual, human, financial resources).
- Key Activities: Outlining the most important actions a company must take to operate successfully (e.g., production, problem-solving, platform/network activities).
- Key Partnerships: Identifying the network of suppliers and partners that help the business model work (e.g., alliances, joint ventures, suppliers).
- Cost Structure: Understanding the major costs involved in operating the business model (e.g., fixed costs, variable costs, economies of scale).
I help clients develop a competitive strategy using Business Model Canvas and market analysis insights, focusing on unique value propositions, operational efficiency, and niche market targeting to drive differentiation, cost leadership, and success.”
Ameen further added, “For growth strategies, I consider both organic and inorganic growth options:
- Organic Growth: Enhancing existing operations through innovation, expanding product lines, improving customer experiences, and entering new markets.
- Inorganic Growth: Exploring mergers, acquisitions, partnerships, and alliances to achieve rapid expansion and market penetration.
As for implementation, it involves translating the business model and growth strategies into actionable plans. Regular monitoring and evaluation ensure that the strategies remain aligned with our client’s goals and can be adjusted as needed based on market feedback and performance data. Finally, I emphasize a culture of continuous improvement, encouraging clients to regularly revisit and refine their business models and growth strategies.”
Envisioning The Future
To gather Ameen Ahsan Muhiyidin’s perspective on the future of the consulting industry, we asked, “How do you see the landscape of business consulting evolving in the next few years, and what trends should entrepreneurs be aware of?”
He shared, “The landscape of business consulting is rapidly evolving, influenced by technological advancements, shifting market dynamics, and changing client expectations. Here are some key trends that I foresee shaping the future of business consulting and that entrepreneurs should be aware of:
- Digital Transformation and Technology Integration: Stay ahead of the curve by embracing digital transformation. Leverage AI, machine learning, blockchain, and IoT to drive efficiencies, enhance customer experiences, and inform data-driven decisions. Invest in digital skills and technologies to innovate, streamline operations, and remain competitive in a rapidly evolving business landscape.
- Sustainability and Corporate Social Responsibility (CSR): Embed sustainability into your business model to meet growing consumer demand and regulatory requirements. Reduce carbon footprints, use eco-friendly materials, and ensure ethical supply chains. This enhances brand reputation, attracts environmentally conscious consumers, and future-proofs your business.”
- Remote Work and Flexible Workforce Models: The COVID-19 pandemic accelerated the adoption of remote work, which is likely to continue as businesses recognize its benefits. Develop strategies to manage a remote or hybrid workforce effectively to attract top talent who value work-life balance.
- Focus on Innovation and Agility: The pace of change in the business environment necessitates continuous innovation and agility. Foster a culture of innovation within the organization. Agile methodologies can help businesses respond quickly to opportunities and threats.
- Data Privacy and Cybersecurity: As businesses become more digital, the importance of data privacy and cybersecurity is increasing. Prioritize data privacy and cybersecurity to protect your business and customers. Implement robust measures and stay up-to-date with evolving regulations.
- Personalized Customer Experiences: Customers increasingly expect personalized experiences tailored to their preferences and needs. Focus on building strong customer relationships through targeted marketing, customized offerings, and exceptional service.
- Rise of Freelancers and Gig Economy: The gig economy and freelance workforce are growing, providing businesses with flexible talent options. Consider utilizing freelancers and gig workers for specific projects or tasks. However, it’s essential to manage and integrate these external resources effectively.
- Consulting as a Collaborative Partnership: The role of consultants is shifting from providing expert advice to becoming collaborative partners in the client’s journey. Look for consultants who can act as strategic partners, providing ongoing support, and adapting to the evolving needs of the business.
- Emphasis on Employee Well-being: There is increasing recognition of the importance of employee well-being and mental health. Implement policies and practices that promote employee well-being. A focus on well-being can enhance productivity and employee satisfaction.
- Globalization and Market Expansion: Globalization continues to create opportunities for businesses to expand into new markets. Explore international markets for growth opportunities. Strategic partnerships and local expertise can facilitate successful market entry.”
Follow Ameen Ahsan Muhiyidin on LinkedIn or visit http://ameenahsan.com/
Find AASC Management Consultancy on LinkedIn and visit their website http://www.aascglobal.com
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