In the ever-evolving business landscape of the Arabian Gulf, strategic vision and adaptability are essential for long-term success. Few executives embody these qualities as distinctly as Yousif Al Khanjari, Founder and Chief Executive Officer of Assist Plus Group. With a distinguished career spanning four decades, he has led enterprises of all sizes—ranging from multinational corporations to small and medium-sized businesses (SMEs)—across various sectors in the UAE. His expertise is widely recognized, not only within the business community but also in the legal sphere, where he serves as an expert witness in Federal and Emirate-level court cases for the Abu Dhabi Judiciary Department.
As a member of the Chamber of Commerce and the Department of Economic Development’s SME Champions network, Mr. Al Khanjari is a prominent advocate for entrepreneurship and sustainable business growth. His strategic acumen is rooted in both academic rigor and practical experience. Holding dual Master of Science degrees—one in Business Evaluation and Research and the other in Leadership and Human Resources—he has developed a comprehensive understanding of the fundamental drivers of business success across the six key phases of the business lifecycle: Seed & Start-Up, Initial Growth, Establish & Sustain, Expand, Renew & Solidify, and Harvest & Exit.
Yousif’s expertise spans financial management, trading and tourism, real estate and investment, management systems implementation, organizational resilience, continuity planning and crisis management, audit and compliance, leadership development, and executive coaching. His career trajectory includes leadership roles at major enterprises such as the Abu Dhabi Department of Finance, where he was Head of Treasury, ADNOC, where he was the Financial Controller, and Daman, where he was the CFO. In this discussion, he shares his perspectives on the challenges and opportunities shaping the UAE’s corporate landscape, offering valuable insights for business leaders navigating the future.
Defining a Successful Business Leader
According to Al Khanjari, a successful business leader must possess a clear and compelling vision for their company, along with the strategic acumen and resources to turn that vision into reality. Beyond visionary thinking, successful leadership requires assembling the right team and leveraging the right tools to achieve business objectives effectively and efficiently.
He emphasizes the importance of strong self-awareness, exceptional interpersonal skills, and the ability to make decisive choices in uncertain conditions. “Leaders must be willing to innovate, take calculated risks, and demonstrate proficiency in managing processes, projects, and people. A deep understanding of core financial principles—such as cash flow, return on investment (ROI), and profitability—is essential, as is the ability to attract, develop, and retain top talent.” says Al Khanjari.
Additionally, Mr. Al Khanjari highlights the need for sharp negotiation skills, transparency in decision-making, and fostering a corporate culture rooted in continuous improvement, accountability, and adaptability. Ultimately, he believes that great leadership is a balance of strategic foresight, operational discipline, and the ability to inspire and empower teams.
Risks and the Rise of AI
Mr. Al Khanjari acknowledges that today’s business leaders must navigate an increasingly complex and volatile landscape. Key challenges include inadequate strategic planning, mismanaged scaling efforts, gaps in business continuity and crisis management, evolving regulatory and policy changes, and geopolitical instability. Additionally, the inability to innovate and integrate new technologies can leave organizations vulnerable to disruption.
Artificial Intelligence presents both significant opportunities and new risks. When deployed effectively, AI can streamline operations, enhance decision-making, and mitigate risk exposure. However, without proper oversight, it can also introduce vulnerabilities such as biased algorithms, data security concerns, and workforce displacement. Mr. Al Khanjari emphasizes the importance of responsible AI adoption, ensuring that businesses strike a balance between automation and human oversight. He advises that leaders should integrate AI in a way that complements human expertise rather than replacing it, while also ensuring employees have opportunities to upskill.
Supporting Employees Through Business Growth
As companies progress through different stages of the business lifecycle, Mr. Al Khanjari stresses that executives must remain clear in their vision, consistent in their statement of purpose, and resolute in directing the work to achieve that purpose. Business leaders must also consider the needs of the workforce by fostering an environment where employees are engaged, motivated, and equipped to contribute to the organization’s success.
He believes that continuous learning and development opportunities are essential, enabling employees to refine their skills and adapt to changing business needs. Equally important is ensuring that growth does not dilute core company values, create unnecessary bureaucracy, or lead to siloed teams. Encouraging ‘intrapreneurship’—empowering employees to think innovatively and take ownership of initiatives—can drive engagement and business success.
Additionally, Mr. Al Khanjari highlights the role of transparent communication in leadership. Regular town halls, leadership updates, and direct engagement help align employees with company goals and build trust across all levels of the organization. Above all, he emphasizes that business leaders must lead with authenticity, integrity, and resilience.
Infrastructure Challenges in the GCC
Mr. Al Khanjari identifies the next five years as a pivotal period for infrastructure companies in the GCC. Sustainability, technological transformation, and rapid urbanization will present both challenges and opportunities. Those that innovate, adopt green solutions, and digitalize operations will gain a competitive advantage. However, the industry must also address climate resilience, energy transition, and supply chain disruptions.
He believes that rising temperatures, water scarcity, and extreme weather events will place growing pressure on existing infrastructure. At the same time, GCC countries face increasing global scrutiny regarding carbon emissions. To address these challenges, infrastructure companies must prioritize solar-powered cooling systems, heat-resistant materials in construction, and water recycling initiatives.
The region’s reliance on energy-intensive desalination plants presents further challenges. To ensure long-term water security, Mr. Al Khanjari advocates for investments in solar-powered desalination technologies, wastewater recycling, and smart water grids. Additionally, as the region transitions from fossil fuels to renewable energy sources, infrastructure leaders must modernize power grids, support green hydrogen projects, and enhance energy efficiency.
AI and Business Development in the GCC
With governments across the GCC investing heavily in AI strategies—such as Saudi Vision 2030 and the UAE National AI Strategy 2031—Mr. Al Khanjari sees artificial intelligence as a key driver of business innovation and economic diversification. AI will not only accelerate the identification of new business opportunities but also optimize operations, enhance efficiency, and reshape entire industries.
He points out that AI-powered analytics will transform how businesses identify and capitalize on opportunities by analysing vast datasets to uncover market gaps and predict industry trends in real-time. AI-driven consumer behaviour analysis, supply chain optimization, and economic forecasting will revolutionize market intelligence. Additionally, AI-driven geoanalytics will help determine optimal locations for industrial zones, smart cities, and infrastructure projects.
As AI-driven insights become more precise and accessible, Mr. Al Khanjari believes that businesses will be able to make faster, data-backed decisions, giving them a significant competitive edge. He emphasizes that those who leverage AI responsibly will not only stay ahead of market trends but also contribute to the region’s transformation into a global business powerhouse.
The Role of Leadership in Economic Diversification
Economic diversification is a key priority for the GCC region, and strong leadership plays a crucial role in driving this transformation. “I believe that business leaders must embrace a forward-thinking mindset, identifying new sectors and fostering innovation to reduce reliance on traditional industries like oil and gas. By encouraging investments in technology, healthcare, tourism, and sustainable energy, leaders can create resilient economies that thrive in the face of global changes.”
Moreover, he stresses the importance of public-private partnerships in accelerating economic diversification. Government-backed initiatives, coupled with entrepreneurial vision, can lead to the successful development of knowledge-based economies. Leaders must also focus on upskilling local talent, ensuring that employees are equipped with the necessary expertise to succeed in emerging industries. Ultimately, sustainable economic growth depends on a combination of strategic policymaking, technological advancement, and leadership that prioritizes long-term value creation.
The Future of SMEs in the GCC
Small and medium-sized enterprises (SMEs) are the backbone of the GCC economy, contributing significantly to job creation and economic growth. Mr. Al Khanjari highlights the need for a robust support system to help SMEs overcome challenges such as limited access to funding, evolving regulatory frameworks, and competition from larger corporations. He advocates for financial incentives, simplified business registration processes, and mentorship programs to empower entrepreneurs.
Technology adoption is another critical factor in SME success. Digital transformation, AI-powered analytics, and e-commerce platforms can enhance efficiency and expand market reach. By integrating advanced technologies, SMEs can streamline operations, improve customer experiences, and increase profitability.
Mr. Al Khanjari also emphasizes the importance of resilience and adaptability. Businesses that can pivot in response to market fluctuations, consumer behavior shifts, and economic trends will thrive. Through innovation, collaboration, and government support, SMEs can become key drivers of the region’s future prosperity.
Sustainability as a Competitive Advantage
“Sustainability is no longer a choice but a necessity for businesses in the GCC. With global pressure to reduce carbon emissions and adopt greener practices, companies must integrate sustainability into their core strategies.” says Mr. Al Khanjari. He believes that businesses that proactively invest in renewable energy, eco-friendly supply chains, and circular economy practices will gain a significant competitive advantage.
Regulatory bodies in the UAE and across the GCC are introducing policies that incentivize sustainable business practices. Leaders who align their operations with these regulations not only future-proof their organizations but also enhance brand reputation and investor confidence.
Mr. Al Khanjari emphasizes that sustainability should not be viewed as a cost but as an opportunity for innovation. Businesses that develop smart infrastructure, adopt energy-efficient solutions, and engage in corporate social responsibility (CSR) initiatives will differentiate themselves in a rapidly evolving market, securing long-term success.
Crisis Management and Business Resilience
In today’s unpredictable business environment, resilience is key to long-term success. Mr. Al Khanjari underscores the importance of comprehensive crisis management strategies to mitigate risks and ensure business continuity. “Leaders must anticipate potential disruptions—whether economic downturns, supply chain issues, or cybersecurity threats—and develop contingency plans to address them. A resilient organization is one that prioritizes agility and adaptability. Rapid decision-making, transparent communication, and strong leadership during crises can prevent operational paralysis and safeguard business interests.”
Additionally, Mr. Al Khanjari advises organizations to invest in robust risk assessment frameworks and crisis simulations to prepare for unexpected challenges. He also highlights the role of digital transformation in resilience. Cloud computing, AI-driven risk analysis, and remote work infrastructure can enhance an organization’s ability to weather disruptions. Ultimately, businesses that cultivate resilience not only survive crises but emerge stronger, more innovative, and better positioned for future growth.
