Our Story

Our Story

How we came to be

The core Human2outcome (H2O) team coalesced while building and delivering programs in the Leadership Institute of Majid Al Futtaim.

Majid Al Futtaim

Majid Al Futtaim is a Dubai based 46,000 employee (120 nationalities) conglomerate operating in 16 countries in the Middle East, Africa and Central Europe. It has a wide portfolio of businesses in industries including, shopping malls, retail, grocery, housing, hotels, cinemas and entertainment. Some of their iconic businesses include Ski Dubai, Mall of the Emirates, Mall of Egypt, City Centre, Carrefour, lululemon, Lego, VOX Cinema, Kempinski Hotel, etc.

The Leadership Institute

Majid Al Futtaim’s namesake founder, Mr. Majid Al Futtaim’s vision for the company was to “Deliver great moments for everyone, everyday” with customer experience as one of the company’s two strategic pillars. The Leadership Institute was developed to help make that manifest across the whole of the organization. The core Human2outcome team came together in the Leadership Institute to enable a customer experience cultural transformation focusing on the top 3000 leaders of the company. The Leadership Institute was successful in shifting mindsets of leaders it engaged toward customer experience. As stated in the 2022 Majid Al Futtaim Annual Report…

“Our Leadership Institute provides innovative and hands-on development programmes through partnerships with leading experts and global faculty – fostering an environment of empowerment and growth. Launched in May 2015, our goal is to inspire members to spearhead the business’ future ambitions, and to shape and promote a common culture based on our core values. In 2022, the Leadership Institute reached 10,137 MAFers offering 16 programs for a total of 82,306 learning hours.”


The core Leadership Institute CX team separated from Majid Al Futtaim and decided to carry on as Human2outcome to share its expertise and practical experience with other organizations operating in similar emerging markets and high growth industries. Human2outcome carries forward the lessons and best practices of the Leadership Institute with the freedom to innovate and operate. Human2outcome exists to help transform mindsets of leaders to generate observable behavioral changes that demonstrate a growth-mindset, people-centricity and servant leadership.

We are clear about the purpose
of our purpose

Our Story

For any individual company, determining the purpose of its purpose is fundamentally a business decision and must be anchored in strategy.  The full potential of purpose is achieved only when it’s aligned with a company’s value proposition and creates shared aspirations both internally and externally. At its best, it’s the most powerful mechanism for generating buy-in across stakeholders.”

Knowles, Hunsaker, Grove, and James;
“Making Purpose Real”, Harvard Business Review,  March-April, 2022

Some companies our experts have worked with…

Our experts have worked projects across the globe and have particular interest in emerging and developing markets and sectors.

Books authored by our experts…

The Big Miss Zhecho Dobrev
Customer Expereince Trends and Insights
Achieving Patient Experience Excellence
The Connection quotient
Thirty Someting and Reired

Let’s have a conversation…