We caught up with the brilliant and insightful Zuleka Kaysan a few weeks ago and have shared our conversation below.
Zuleka, looking forward to hearing all of your stories today. Some of the most interesting parts of our journey emerge from areas where we believe something that most people in our industry do not – do you have something like that?
The innovation industry is dominated by a fixation on technology and a narrow view of innovation as a one-off exercise; my stance is different. I firmly believe in democratising innovation. My belief was born from observing the limitations of viewing innovation as solely a product or technology-driven exercise, often restricted to certain teams (such as R&D) or external consultants. My approach centres on the idea that every individual in an organisation has the capacity to innovate. It’s about fostering a culture where everyone, especially those on the front lines, is empowered to think creatively and contribute ideas. This is more than teaching people how to come up with ideas; it means building a supportive ecosystem that nurtures and sustains innovation as a continuous, integrated process. This ecosystem encourages continuous improvement and adapts to changing market dynamics, ensuring that innovation isn’t just a fleeting exercise but a core business strategy.
My professional journey has reinforced this belief, showing time and again that the most impactful innovations often emerge from those closest to the operational challenges, not just the designated ‘innovators’ or external experts.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
With an academic foundation in business, economics, and mathematics, my career trajectory has always been geared towards integrating strategic thinking with practical implementation. The turning point came during my first stint with a semi-governmental developer in Dubai, overseeing the construction of nine towers amid the financial crisis era that saw tens of thousands of people come together to deliver on the mandate in trying times. This role forged my understanding of the intricacies of large-scale project management and the power of collaborative, cross-functional teams. It was here that I realised the importance of innovation not as an abstract concept but as a practical, indispensable tool for solving complex problems and achieving ambitious goals.
This thinking ultimately led to the creation of The Cornerstone Advisory, born out of a desire to move beyond the traditional, top-down innovation models. I saw the potential for a different kind of advisory, one that would harness the collective intelligence and creativity of an entire organisation rather than relying solely on external inputs or the insights of a select few. I can genuinely say this journey has been more than just a career path; it has been a process of discovering the transformative power of inclusive, holistic innovation strategies.
At Cornerstone, our services reflect our commitment to diverse and tailored innovation solutions. We offer a spectrum of services, each designed to meet the unique needs of our clients. This includes developing innovation strategies, transforming customer and employee experiences, and creating in-house innovation labs.
We view innovation as a holistic process, encompassing every part of a business, from its culture and operations to its market positioning and customer engagement strategies. As such, our approach is far from the conventional ‘one size fits all’. We integrate established methodologies like design thinking with advanced technologies and data analytics, to ensure our solutions are not just innovative but also implementable and fit for purpose.
This allows us to create solutions that are deeply aligned with our client’s long-term objectives and market realities. Our unique approach has helped us to carve out a niche in the innovation consultancy space, setting us apart from competitors with our ability to deliver tailored, impactful innovation strategies.
The Cornerstone Advisory’s brand identity is anchored in a unique philosophy: laying strong foundations for bold, inclusive innovation. Our mission to democratise innovation is what truly sets us apart and is what we’re most proud of. We don’t just deliver solutions; we embed them into the very fabric of a business, ensuring a lasting impact.
This commitment to deep integration is reflected in our hands-on approach; we want to walk away from our projects knowing we have left a real and meaningful impact that our clients can take forward. We never want to be an infinite crutch for our clients.
We’d love to hear about how you keep in touch with clients.
At The Cornerstone Advisory, our client relationship and brand loyalty strategies are as innovative as the services we offer. We believe in exceeding client expectations in every interaction, a philosophy that drives our team and process dynamics. We are committed to continuous improvement, learning from each project to enhance future collaborations. This dedication to growth and excellence is mirrored in our internal practices, where we constantly innovate and rapidly implement new ideas and industry knowledge. Our extensive networks in the UAE and the Middle East are crucial for maintaining strong client relationships. These networks, coupled with our participation in prominent startup and innovation forums like DIFC, Step and SEF, keep us connected with industry leaders and at the forefront of emerging trends. Our pursuit of excellence and adaptability is not just a business strategy; it’s a commitment to our clients, ensuring that we provide them with the most up-to-date, effective solutions. This approach has helped us build a brand that is not just recognised for its innovation but also revered for its commitment to client success and satisfaction.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
One of the most significant lessons I had to unlearn in my career was that sacrificing personal life is necessary for business success. Initially, as a founder, I was consumed by a sense of urgency and a belief that relentless hard work was the only path to success. Within the first 8 months, this mindset led to burnout and a stagnation of ideas; I wasn’t seeing the results I wanted.
The realisation that this approach was unsustainable was a hard-earned lesson. I learned that maintaining a balance between professional dedication and personal well-being is not just important for personal health; it’s crucial for sustained business success.
Establishing boundaries and dedicating time to health, family, and personal pursuits has become a non-negotiable part of my routine. And when time isn’t on my side, I build in a duality, either through walking meetings with fellow business leaders, or to spend time outdoors thinking through a particular challenge. This balance has not only revitalised my personal life but has also brought a fresh perspective and renewed energy to my professional work. It’s a lesson that has profoundly impacted how I run my business and engage with clients, emphasising the importance of well-being in driving creativity and innovation.
Contact Info:
- Website: www.thecornerstoneadvisory.com
- Instagram: https://www.instagram.com/thecornerstoneadvisory
- Linkedin: www.linkedin.com/in/zuleka
- Twitter: https://x.com/CornerstoneFFWD
Image Credits
Zuleka / Ivan