It’s so nice to meet you,

I’m Amale 

(pronounced ah-maal)

I'm a strategist by trade, a global keynote speaker, bestselling author of Experimental, and founder of The Brick Coach, a boutique training consultancy.

For almost two decades, I've helped global organisations navigate transformation, build more innovative businesses and create environments where people can do their best work.

But it wasn't exactly a straight line to get here.

Along the way, I've sold cakes and chocolates for a living, taught Arabic to native English speakers (with some hilarious results), briefly worked in banking, and held senior executive roles leading teams and major transformation projects around the world.

I've also burned out three times, questioned just about everything I thought I knew about success, and eventually decided to build a business around the work I genuinely love.

Today, I spend my time helping leaders make change actually happen, whether that's on stage, through my bestselling book, or working directly with organisations through The Brick Coach.

And I'm having a lot more fun doing it.

BOOK me to speak at your event →

I spent almost 20 years helping big companies get out of their own way.

I've worked with complex, risk averse organisations helping them rethink how they work, innovate and keep their best people engaged (and around).

And here's something I've noticed.

Big organisations are full of incredibly smart, ambitious people. Yet somehow, put enough of them together and even the simplest change becomes ridiculously complicated.

I've seen brilliant ideas die in approval processes, ambitious plans get tangled in politics, and leaders say they want innovation while rewarding the opposite.

But I've also seen what happens when you give people the right conditions, support and tools to do things differently.

That's what got me fascinated by the psychology of change, the power of experimentation and why some teams thrive while others freeze.

I eventually wrote a bestselling book about it. And picked up some recognition for my speaking along the way.

BOOK me to speak at your event →

A few things that anchor the way I work and the work I do

We are irrational, despite our best efforts to convince ourselves otherwise

We like to believe we make rational decisions, but our fears, habits, emotions and biases have far more influence than we'd care to admit.

Resistance to change is deeply human, and often rooted in what we stand to lose rather than what we stand to gain.

We only change because we want to, not because someone told us to

Change is far more likely to stick when we play a part in creating it for ourselves.

Having a voice, influencing the direction and feeling a sense of ownership over the outcome makes the difference between reluctantly saying yes and genuinely buying into it.

We learn more from small iterative action than from endless overthinking

We often wait for confidence and certainty before taking action, but both tend to come from doing.

Every small experiment gives us evidence, challenges our assumptions and teaches us something we couldn't have learnt by thinking alone.

The personal bits you weren’t ready to know

Work was my identity. These days, I've got a much better answer to the question: “So tell me more about yourself”:

  • I travel. A lot. Some of my favourite adventures include Chile (and Easter Island!), Cambodia and a 4,632-mile road trip across the US.

  • I live to eat. I'm Lebanese, so food is practically a personality trait. I cook everything from scratch. I had a ready meal in 2016. Still recovering.

  • I'm an ambivert with strong introvert tendencies. I can happily speak to hundreds of people on stage, or run an intense workshop for dozens at time, but then I need some serious alone time to recharge.

  • I take my work (too?) seriously. Myself, considerably less so.

  • I'm a bit of a nerd. Two undergraduate degrees in economics and politics, a master's in banking and finance, and a business school degree in management. Apparently, I enjoy homework.

  • I’m a chronic overthinker, which is ironic as I wrote a book on getting experimental to avoid freezing. According to my AI assistant, I apparently have Olympic grade overthinking abilities. If only that were a real thing, I’d finally would have found a sport I’m good at.

You can follow me on LinkedIn, where I share some work + some more personal takes.

Got questions?

  • I'm a keynote speaker specialising in leadership, organisational transformation and innovation.

    My signature talks explore next-generation leadership in the age of AI, turning ambitious transformation strategies into action, and building organisations that can innovate consistently.

  • Quite a mix! I've spent almost 20 years working with organisations across financial services, insurance, real estate, retail, media, publishing, pharmaceuticals, technology and industrials. I have even done stints in hospitality, FMCG, oil and gas, horse racing, and genetic tracing. The glamorous life of a consultant, what can I say.

    Nowadays, I particularly enjoy working with complex, established businesses where making change happen is easier said than done.

  • Experimental: The Restless Leader's Field Guide for Building High Performing, Change Ready Teams is about why smart, capable people get stuck when things change, and what leaders can do about it. It brings together the psychology of change and practical tools for building teams that are more curious, courageous and confident about trying new things. It became a bestseller within 24 hours of launching in June 2026, which was a rather lovely surprise! You should grab a copy

  • I'm based in the UK but speak at events internationally and virtually. I deliver keynotes, conference talks, panel discussions and fireside chats, and I'm also available to host or MC the right events. Whether you're organising an internal leadership conference or an industry summit, I'd love to hear what you're planning.

  • Yes! I founded The Brick Coach, an experiential leadership and team-development consultancy. We deliver workshops, offsites, masterclasses and programmes that help organisations put the ideas I speak about into practice. I also work with a small number of senior leaders through advisory and executive coaching engagements, by application only.

  • LinkedIn is where I share most of my thoughts on leadership, change, innovation and the occasional absurdity of corporate life. I'm also launching One Bold Move, a weekly newsletter about leadership, ambition and making bolder decisions. You can find my book, Experimental, and a selection of my published articles here on the website.

  • Everything from company-wide all-hands and senior leadership offsites to industry conferences, executive summits and corporate away days. I work particularly well with audiences navigating significant change, whether that's AI adoption, business transformation, restructuring or the challenge of making innovation happen inside an established organisation. My talks are tailored to the audience and the outcome the organiser wants to achieve.

  • My sweet spot is senior leaders and leadership teams in large, complex organisations, particularly in industries like financial services, insurance, real estate, retail and other established sectors. I love working with people who have ambitious plans but face the very real challenges of organisational politics, risk aversion and resistance to change. If your audience needs fresh thinking and practical ways to get people moving, we'll probably get along rather well.

  • Wow, if you’re reading this, I would love it if you dropped me a note and say hello! amale@thebrick.coach

    And the answer is 3 ;)