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With thirty years’ experience in business and leadership, Asif Zaidi is an accomplished strategy and business advisor and executive coach. He works with top executives, teams, and organizations as a strategy leader and has deep expertise in facilitating strategic thinking in organizations. He is a strategic thinker with sharp business acumen and global experience. He has a real-life grasp of most aspects of business in a wide array of industries and all facets of financial services. Asif can assess situations quickly and is comfortable in providing both strategic and tactical solutions. He enjoys adding creativity to projects and actions and relishes complex challenges that address future needs of the business. Asif has a great network across many countries and regions round the world.

Before becoming a business advisor, Asif already had a proven record of accomplishment. He was a Managing Director and fulfilled several country and regional CEO assignments with Citibank on several continents. His experience includes corporate leadership, people management, change management, strategy, business development, recruitment and team building, creation of capital and issuing securities, offering advisory services, corporate restructuring, and facilitating mergers and acquisitions.

Asif is a powerful communicator, a key-note speaker, has taught at an elite Business School, has conducted numerous coaching and training seminars, and is a well-liked writer. He also has a widely read personal blog Asif is multilingual, including full command of English and French.

Asif is a renowned author of the bestseller Happiness: A Way of Life and two other highly acclaimed books. His books can be viewed and bought at


Why Asif Zaidi?


His focus at all times is on the delivery of Advisory solutions that are practical, results-focused and are in line with the capacity of the client to actually implement these solutions in full. He is responsive, flexible, and agile. He adapts as your needs change, with a speed, efficiency and cost-effectiveness that larger firms cannot match.

Financial Results

His approach is wholeheartedly commercial, focusing on helping his clients to increase turnover, manage costs, and make more profit. He takes pride in his ability to engineer measurable improvement in these areas.

Real Life Experience

With Asif Zaidi, you are not just appointing another advisory company, you are partnering with an experienced professional who thrives on exceeding your expectations. He has the gravitas, credibility, and track record of real life achievement which is necessary to find the best practical solutions for his clients. It helps him share your perspective of your business and create customized, creative solutions for your organization’s issues.


He is committed to telling clients what they need to hear and not what they want to hear. He ensures open and direct communication, honest feedback and an active role in building up mutual trust.


He builds focus. An absolute priority for him on any project is to ensure that the client is focusing the right resources at the right time in the right way at the right opportunities.


Asif Zaidi understands that every client is different in terms of capabilities, ambition, and resource and, therefore shuns “one solution fits all” approach in favor of applying himself to come up with solutions that best correspond to your need.

Fresh Perspective

He thinks proactively to provide you with a sustainable advantage and completive edge. He brings fresh perspective based on years of real-life experience.


He has a passion to make things simpler and not more complex.  He keeps his language and his solutions friendly, simple, and effective. When you work with him, you don’t get a consultant with lots of opinions and few practical solutions, instead you get a partner who looks to transform your thinking and strengthen your business.

He Cares

He is sincerely interested in helping your business reach its potential. He personally invests himself in every situation you entrust to him. He is passionate about people and organizations and puts his passion to work for you.