Blue Ocean Global Technology Interviews Radia Alami Sounni | Advisor and Leadership Coach

Radia Alami Sounni is a business leader, strategic advisor, and founder of The Conscious Leader, a boutique advisory and coaching practice. With 15 years of experience across Europe and the Middle East, she has helped PE- and VC-backed companies unlock growth through people, leadership, and operational excellence. Her career spans investment banking, management consulting, and senior leadership roles in high-growth, tech-enabled platforms, with deep expertise in financial services and the broader tech/service space. She has led large-scale transformations, digital innovation, and international expansion. Moroccan–French and with a highly international background, Radia brings a global perspective to her work. Today, she partners with executives, founders, and investors to accelerate business growth and drive cultural transformation—creating lasting value by ensuring that leaders and organizations embody the values they aspire to. Alongside this, she coaches high-performing individuals to elevate performance with clarity, balance, and authenticity.

Blue Ocean: Tell us about your professional life. Why did you choose to work in your industry?

Radia Alami Sounni: I work as an advisor and a leadership coach. As an advisor, I support startups, scale-ups, and large organizations in developing their talent strategy, people and development strategy, hiring processes, cultural strategy, and operating models. I bring over 15 years of experience, having worked as a management consultant, in investment banking, and as a senior leader in the tech services sector.

I realized early on that one of the key levers to unlock the potential and revenue of organizations is people. When individuals are happy, understand their purpose, have the right tools to succeed, and feel supported, they can unleash their potential and become the best version of themselves. This benefits both the individual, who grows in skills and self-awareness, and the company, which gains motivated, purpose-driven, and engaged employees who contribute their best and stay for the long term.

Alongside my work with organizations, I also coach individuals such as purpose-driven executives, professionals in the arts, athletes, and people in the investment world. I help them uncover unconscious beliefs that may be holding them back and build a plan to unlock their full potential. Whether at the organizational or individual level, my work is always centered on growth.

Blue Ocean: What does your typical day look like?

Radia Alami Sounni: I always start my day with meditation, setting intentions and affirmations for the day and the week. I also make time for a workout or play tennis to stay grounded and present, which is important for my mental health. It is not about becoming a professional athlete but about balance and well-being.

I split my day between delivering work for existing clients and coaching individuals. From Monday to Friday morning, my focus is on client work and coaching sessions. Friday afternoons, evenings, and Saturdays are usually reserved for reflection and learning. I’m taking a step back, exploring new tools and techniques, and studying new modalities for coaching and beyond. About 20 to 25 percent of my week is devoted to learning, questioning myself, and thinking about what’s next.

Blue Ocean: What is one trend in your industry that excites you?

Radia Alami Sounni: One trend that excites me is the use of AI in human capital, human resources, and people strategy. We now have Gen Z entering the labor market as AI natives—they only know a professional world where large language models and AI tools already exist. The key is to ensure that they are equipped to use these tools consciously and safely, remaining in control rather than becoming dependent on them.

For example, in banking, using an open-source LLM while developing software can create serious risks if sensitive code ends up in the open. On the other side, many professionals with 15 to 30 years of experience may be more reluctant to adopt AI. Helping them embrace these changes rather than fear them is essential; otherwise, they risk missing out on something transformative. AI safety, awareness, and bridging generational differences are, in my view, crucial trends shaping the industry.

Blue Ocean: How have you differentiated yourself, and what underpins your success?

Radia Alami Sounni: For me, it comes down to how my experiences have helped me redefine success. Too often, success is seen only through a financial lens, such as the money you make, the revenue you generate, or, in a corporate leadership role, the growth of your P&L. What I’ve learned through my journey is that success needs to be viewed through a broader set of KPIs.

The financial aspect matters, but it’s not the only one. Balance is crucial. I often ask myself: Do I enjoy working with the people around me, the work fulfilling and challenging? Am I growing not just professionally but also personally? I also consider whether my responsibilities allow me to work with ease, flow, and grace, or if they are making life feel overwhelmingly hard.

If most of my days feel like a struggle, then climbing the corporate ladder loses its meaning. For me, success is about balance, growth, and fulfillment, not just financial gain.

Blue Ocean: How did your experiences as a business leader shape the person and professional you are today?

Radia Alami Sounni: Three things shaped me. First, I learned technical skill sets early in my career, such as problem-solving, being structured and consistent in my approach, and strengthening my analytical side. This toolkit remains very useful today.

Second, when I transitioned from consulting to industry and joined a company in the tech service space, I was advised to trust my gut and intuition. It is essential to be fact-based and data-driven, but as a leader, you also need to trust your intuition and inner wisdom. That advice, given to me by a former McKinsey partner and senior executive, has stayed with me.

Third, I learned by contrast. Facing adversity and working under leaders who did not value integrity, respect, or care for others taught me what kind of leader I wanted to be. I experienced mistreatment because of my ethnicity, religion, or gender, and I promised myself I would lead differently. Those experiences motivated me to prioritize balance, respect, and integrity, and to present myself in ways that align with my core values.

Blue Ocean: What is something unique you offer to your clients?

Radia Alami Sounni: What I offer is a blend of experiences. I bring together a consulting toolkit, hands-on business experience in high-growth and international contexts, and a holistic approach. Over the past five years, I have also trained myself to strengthen my intuition, so I know when to rely on data and when to trust my instincts.

For both individuals and organizations, this translates into an ability to combine structured analysis with emotional intelligence, to read the room, and to know when to start or stop. I focus on balancing IQ, EQ, and what I like to call DQ, the decency quotient.

Blue Ocean: What advice would you give to your younger self?

Radia Alami Sounni: I would tell my younger self to dream big without limitations, because anything is possible. Once you have that vision, put a plan in place, but then release the outcome and trust the process. It’s about holding a clear vision, working toward it step by step, and believing that things will fall into place without constantly checking whether you’re on track.

Blue Ocean: What is something you are grateful for?

Radia Alami Sounni: I’m grateful for the journey, every step of it—the good, the bad, and the ugly. The good brings joy, success, and moments to celebrate with loved ones. But I’m equally grateful for the challenges, because those are the times that allow me to pause, reflect, and ask why things didn’t work out or why certain situations triggered me. That process helps me grow, shift my perspective, and course-correct for the future. Above all, I’m grateful because I have strong faith that things will eventually work out.

Blue Ocean: What are your sources of happiness and inspiration?

Radia Alami Sounni: For me, happiness is about balance—nurturing my mind, body, heart, and spirit every day. I keep my mind sharp by reading, listening to podcasts, watching thought-provoking content, and learning by doing in my work. I take care of my body through sleep, healthy eating, exercise, and fun activities, while reminding myself that it’s about overall well-being, not just appearance. I nourish my heart by maintaining meaningful connections at work and in my personal life with family, friends, and my partner. For my spirit, I turn to mindfulness, meditation, affirmations, and time in nature, whether at the beach, in the forest, or by a lake. For me, happiness is this dynamic dance—maintaining balance across these four dimensions without neglecting any one of them.

Blue Ocean: What is your favorite quote?

Radia Alami Sounni: It is hard to choose just one, but there is a quote from Napoleon Hill that says, “Success comes to those who become success conscious.” I really love this because sometimes we don’t know what we don’t know. When we are not aware of our gifts, our capabilities, our skills, and who we are, we are not truly self-aware. We may not even recognize the magic within us and what we can do with it, how we can expand it, and how we can multiply it. For me, becoming more self-aware is the first step.

Blue Ocean: Outside of work, what passions and interests do you pursue?

Radia Alami Sounni: I love sports in general, both playing and watching. Football has been a passion of mine since I was four or five years old, and although I do not play much anymore, I still enjoy watching games and learning from how managers lead their teams. My favorite team is Barcelona, not only because of their style of play but also because of the values they stand for, as it truly is more than a club.

I also love tennis, which I find both physically demanding and mentally challenging, as it requires constant focus and presence. Beyond sports, I enjoy spending time with my “soul family”—close friends and loved ones—sharing experiences, traveling together, and exploring new places.

Travel has also been an important part of my life. I spent a semester in India, traveled widely across Asia, lived in Dubai, and worked extensively in the Middle East, visiting countries such as Saudi Arabia, Qatar, Lebanon, Jordan, and Uzbekistan. These experiences remind me that everyone sees the world differently, and they keep me grounded in knowing I hold only my own perspective.

Finally, I have a deep love for classical music, especially the piano, and I find great joy in listening to composers like Mozart, Beethoven, Bach, and Chopin.

Conclusion

Radia Alami Sounni’s insights reflect a career and life guided by purpose, balance, and continuous growth. Her approach combines technical expertise with emotional intelligence, intuition, and a holistic view of success that goes beyond financial metrics. She emphasizes the importance of nurturing people, fostering potential, and embracing change, particularly in the evolving context of AI and multigenerational workforces.

Beyond her professional accomplishments, Radia values personal development, meaningful connections, travel, sports, and classical music, all of which contribute to her well-rounded perspective. Her philosophy highlights the interplay between self-awareness, lifelong learning, and the pursuit of a fulfilling and conscious life.