The firm behind the method.

I started MADNESS because I'd spent twenty years inside organizations watching technology decisions get made — and seeing how often the available advice didn't match the reality of what leaders actually needed.

That's not a complaint about the industry. It's an observation about a structural gap. Most external advice is shaped by what someone is selling, what an analyst is writing for a broad audience, or what a consultant is scoped to deliver. None of that is wrong on its own terms. But it leaves a specific kind of need unmet: the leader who has a real call to make and needs a thinking partner who understands their context, has no other agenda, and will give them a straight read.

That's the work I wanted to do. So I built a firm to do it.

My background runs across both global brands and government. At Nestlé, I led digital across the MENA region. At LEGO Group's global headquarters, I worked on digital strategy at a brand that takes innovation seriously. At Dubai Future Foundation, I spent six years deep in the UAE government's technology and innovation work — including as Acting Head of IT — and reported into senior leaders across the federal government, including ministers and cabinet-level executives, on emerging technology and digital transformation initiatives.

I've also built things. Multi-million AED project portfolios. Digital platforms. Innovation programs. AI systems and agentic workflows. That part matters because when I tell a client something is technically feasible — or that it isn't — the read comes from experience, not from a deck.

I hold a postgraduate certificate in AI from the University of Oxford and a postgraduate diploma in AI from the UAE Government's AI office. I'm the author of Mindful Futurism: Paving the Way for Future Generations.

MADNESS is the firm I would have wanted to call when I was sitting in those decisions myself.