Sector focus
We deliberately concentrate on FMCG, Distribution & Retail; Hospitality & F&B; and Property & Facilities Operations. Sector depth helps us ask better questions without assuming the answer.
Learn MoreWe own the middle.
Traditional strategy work can stop at recommendations. Product-led implementation can start with a platform.
- Diagnosis
- Requirements
- Design
- Implementation
- Adoption
- Performance improvement
Our purpose
Help good businesses become great by helping them see clearly, decide wisely and grow on what works.
Our mission
Help growing businesses see what is really happening, find what is holding them back, fix it and grow with greater confidence.
Ahmad El Khoury | DBA
Founder & CEO | Business Strategist | Executive Advisor & Transformation Leader
Ahmad El Khoury is a seasoned business executive, entrepreneur, and strategic advisor with over three decades of leadership experience across diverse industries, including FMCG, Facility Management, Technology, and Education.
Holding a DBA in Strategy, Management Consultancy, and Digital Transformation, Ahmad brings a strong foundation in strategic thinking and organizational development. His multidisciplinary background enables him to assess complex business challenges and identify opportunities to improve performance by aligning strategy, people, processes, and technology.
As Founder and CEO of Advise & Co, he leads the firm's vision of empowering organizations to strengthen their competitive position, enhance operational excellence, and navigate business and digital transformation with confidence.
His leadership philosophy is based on the belief that successful transformation requires more than technology. It needs a clear strategy, aligned teams, and effective execution to achieve lasting business results.
How we think
We prefer to begin with a simpler question: what is actually happening inside the business? Too many transformation projects begin with the answer already decided: an ERP, a CRM, an AI tool, a structure or a methodology.
- 01 Listen first.
- 02 Tell the truth clearly and constructively.
- 03 Separate symptoms from causes.
- 04 Make complexity understandable.
- 05 Stay practical.
- 06 Stay close enough to the outcome to know whether the change worked.
From implementation to transformation
Technology can enable change, but it does not define the problem. An ERP cannot repair a process nobody has agreed. Automation cannot fix unclear accountability. Dashboards do not improve bad data. AI cannot rescue a weak decision process. Our work therefore starts with the business and moves toward technology only where the operating requirement supports it.
Our Values
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Accountable
Take responsibility for commitments.
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Devoted
Stay close to the work.
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Vocal
Raise important issues professionally.
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Inventive
Find better ways rather than forcing templates.
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Speed
Maintain momentum without sacrificing judgment.
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Earnest
Be straightforward about what the evidence supports.
Our common lens
People, process, data, technology and governance, assessed through financial performance, operational performance and management visibility. It creates one language across consulting, technology and AI engagements.
Built here. Designed to travel.
Our perspective is rooted in the operating realities of Lebanon and the Middle East and designed for businesses that are professionalizing, scaling across the UAE or building regional operating models across the GCC.
Contact us
Where we are going
Our growth logic is simple: Prove → Productize → Scale. Prove the value of the diagnosis-led model, turn repeated knowledge into reusable methods and scale what works without losing depth or senior accountability
- Prove
- Productize
- Scale