Dubai startup – together – wants to help companies refine their internal culture


Dubai’s new consultancy sees d’Abos’ – Lucy (left) and Camilla – launch a new business. They are pictured here with John Hague, who takes on the role of director of business transformation.
Image Credit: Provided

Dubai: A consultancy firm on the pros and cons of a corporate culture? The founders of a new business certainly believe there is room for this.

Named “Together,” the consulting firm will strive to help organizations tap into their own unique culture and bring employees into it. And not just limit yourself to working there.

Overall services will include strategic planning, cultural transformation, internal communications, people development and change management for future purposes. In a post-pandemic work environment, the founders believe there will be enough demand for their services to make a solid business case.

I have the record

The business comes from serial entrepreneurs Lucy and Camilla d’Abo, who in the past had a corporate communications store and then sold to public relations firm Edelman in 2015. The launch of Together thus takes the d’Abos in familiar territory. to start a business – and hopefully make it successful.

“Globally, we are witnessing one of the greatest transformations in corporate culture,” said Lucy. “However, the Middle East has limited resources dedicated to workplace culture, helping organizations engage with their employees, boost performance, and develop new ways of thinking about the future of work. We believe that “together” can meet this need. “

In other words, the founders of the whole believe that it will be just as important for companies to forge an internal culture and to have their staff buy into it. In a work environment reshaped by the pandemic, organizations must once again work on this aspect and not be limited to working only on staff compensation and benefits.

It’s all in the culture

Forbes magazine ranks “culture” among its 3 most important trends for Future of Work 2021.

According to the Microsoft Work Trend Index 2021, more than 40% of the global workforce plan to leave their employer this year. He indicates that among the strategies of business leaders to effect the necessary change, it is necessary to prioritize and rebuild social capital and culture, while rethinking the employee experience to compete for the best and most diverse talent. .

The results of the WorkHuman IQ 2021 international report revealed that workers were considering looking for a new job, among the top 5 reasons cited, including “I want a better culture”.

This missing ingredient

“For us, great culture is the rocket fuel that fuels business success and is the missing ingredient in many businesses,” Abo said. “We apply our communication and HR expertise, combined with our business knowledge and intuition to help leaders and teams develop and localize their purpose, vision, values ​​and culture. We strive to have an engaged, active and aligned workforce with a culture of superpower that unites for business success. “


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