Meet Mohamed
I empower Leaders & Coaches to uncover their innate purpose and find meaning in what they do
Mohamed Amr
- Professional Certified Coach (PCC) (ICF) (3000+ hours)
- Certified Professional Co-Active Coach (CPCC)
- Organization and Relationship Systems Certified Coach (ORSCC)
- Leadership Circle Profile & Collective Leadership Assessment Assessor
- Positive Intelligence (PQ) Coach
- ICAgile Authorized Instructor for Agile Coaching & Enterprise Coaching
Areas of specialization:
- Organizational Psychology & Culture
- Purpose-Driven Organizational Transformations
- Leadership & Executive Development/Coaching
- Capability Building for Agile Coaches, Enterprise Agile Coaches, Professional Coaches (ICF)
- Logotherapy (Psychology of Meaning)
- Positive Psychology
- Mental Health & Well-being
- Behavioral Therapy
My Formal Bio
Mohamed is a purpose-driven coach, leader, and organizational psychologist with over 20 years of experience in driving transformative change & empowering individuals and organizations across diverse industries to reach their full potential.
Mohamed's diverse expertise and background enable him to uniquely blend seemingly distinct fields, such as Agile transformations, consulting, behavioral therapy, leadership development, organizational psychology as well as meaning-centered existential psychology.
He has always been a passionate advocate for human-centered approaches, believing that true impact and transformational growth emerge from a deep understanding of the human behavior.
His journey has taken him to the forefront of the Agile movement in Egypt and the Middle East, where he was one of the 3 thought leaders who played a pivotal role in introducing Agile in Egypt back in 2009. Since then, he has engaged with numerous organizations spanning a wide range of industries, geographical locations and cultures. He has also taught, coached and mentored thousands of individuals.
And now, with Purpose Forge, he's embarking on a new chapter, driven by a deep-seated belief in the power of purpose to transform lives and organizations. Purpose Forge is a culmination of his journey, a platform to empower individuals and organizations to uncover their innate purpose and create a ripple effect of positive change.
Where my Journey began
Looking back on my journey of continuous exploration and transformation, I can see how each step, each decision, and each challenge has led me to where I am today. Deep curiosity, an insatiable desire to understand the big picture, and a will to make a meaningful contribution have always been my guiding starts.
From my early days in the tech world (coming from a tech background), I was always questioning the status quo, I was driven by a desire to understand the 'bigger picture' and influence bigger change rather than being pulled towards the depth of the tech domain. At that point, I felt I fascinated by the human element, the way people would interact with one another and with technology. I was seeking to understand the systems, the processes, and the dynamics that shaped the tech world at large.
This led me to pursue a career of process improvement and innovation. It felt a good match with my deeply rooted curiosity that had always led me to question the status quo, challenge conventional wisdom, and seek out new ways of thinking and working. It was that drive that led me (after 4 years) to the Agile world, a philosophy that resonated with my desire for flexibility, collaboration, and human-centricity.
This was just the beginning of my journey, one that would lead me to explore the depths of human psychology, the dynamics of organizations, and the transformative power of purpose.
Igniting the Agile Movement (2010 - 2020)
My first encounter with Agile in 2008 was like a breath of fresh air. The simplicity, the emphasis on people, the adaptability, and the essence of continuous change and growth immediately resonated with me. It felt like a natural fit for my own evolving understanding of how teams and organizations could thrive.
A year later, I was embarking on my consulting career, and that's when I met Amr Noaman, my colleague then, who became my business partner and lifelong friend. We both had the vision of starting an Agile movement in Egypt, and our paths crossed with Ahmed Sidky, President of ICAgile and Co-Founder of BAI, who shared the same vision.
Throughout the years 2010 to 2014, Amr and I had the privilege to train and coach thousands of individuals, as well as work with multiple teams and organizations. We were driven by a desire to share Agile to the corporate and startup world, and help them experience the potential that came with it.
In 2014, the three of us co-founded Agile Academy in Dubai, envisioning it as a knowledge hub for true agility in the Middle East. Our aspiration was to create awareness about the values, principles, and mindset of agility, as well as inspire individuals, teams, and organizations to create sustainable value for their clients
From 2014 to 2020, we embarked on a journey to spread agility in Egypt, Africa and the Middle East. We were also keen to partner with global thought leaders and participate in global and regional events that help us spread what we believed in. Having a front row seat at witnessing the magic of the Agile movement and how it was changing both the corporate and startup landscape, was indeed fascinating.
Starting in 2015, I shifted my focus towards two key aspects: developing and mentoring other agile coaches and emphasizing the human element in agile transformations. I found this to be the most meaningful and impactful area for me to pour all my effort and experience into. This wouldn't have been possible without the personal transformation journey I went through
My Personal Transformation
It was 2015, and I was sitting in an agile coaching class with Lyssa Adkins, the author of the bestselling book 'Coaching Agile Teams', when a crucial realization suddenly hit me. I had been so much focused on the mechanics of Agile – the practices, the frameworks, the tools – that I'd completely overlooked the heart of it all: the human element. I was so busy optimizing systems that I'd forgotten about the people within those systems.
That moment sparked a profound shift within me. It was a humbling moment and it allowed me to confront my own blind spots. I, the Agile expert, the consultant who confidently told others what to do and others sought his guidance, had been operating with a limited understanding of what it truly meant to coach, to connect and empower others to change. Not only did I realize that what we called "coaching" in the Agile world was a far cry from real professional coaching, but also how little I actually knew about it.
That realization set me on a path of deep introspection and learning, as I was so determined that day to pursue the world of professional coaching, and little did I know that this wasn't just a path to acquire new skills, but a journey of immense personal growth and transformation.
My deep dive into professional coaching spanned 3 years of dedicated learning and practice, eventually expanding into behavioral therapy, positive and meaning-centered psychology, and organizational psychology. While my initial goal was to gain the knowledge and credentials to create more value in my work, I wasn't prepared for the profound personal transformation I would undergo.
My personal transformation was evoked with a pivotal realization about how much throughout the years, I'd been avoiding vulnerability, genuine connection, and, most importantly, my own weaknesses and blind spots. I'd become fixated on my self-image, obsessed with appearing confident, charismatic, and knowledgeable, regardless of whether it was true. I was enjoying being in the "expert" role, telling others what to do, but wasn't willing to face my own shortcomings.
I'm grateful that throughout this journey, I learned to embrace vulnerability, to connect with my emotions, and to accept my shortcomings and blind spots, not with judgment, but with compassion and a desire for growth. Most importantly, I learned to create a safe and compassionate space for others to do the same.
This journey of self-discovery transformed not only my approach to work, but also my understanding of myself and the world around me. It's a journey that continues to unfold, shaping my work as a coach, a consultant, and a leader. And it's a journey that has taught me the profound power of human connection, vulnerability, and the pursuit of meaning
Purpose Realization Phase
It was 2020, and the world was just entering the pandemic. Amidst the chaos and uncertainty, I found myself drawn to a new challenge, a new opportunity to make a difference, only to receive an unexpected call – an invitation to partner with Roche Pharmaceuticals on their transformation journey.
Roche, a global pharmaceutical giant, was embarking on an inspiring mission to become practically the first pharmaceutical company to be a truly purpose-driven organization, prioritizing patient value over profits. This was a radical departure from the industry norm, and I was immediately intrigued. It was a mission that resonated deeply with my own values, my own journey of personal and professional growth
"Purpose" and "vision" – these are terms that are often tossed around casually, losing their meaning amidst corporate jargon. But my encounter with Roche, though initially met with a healthy dose of skepticism, gradually transformed into a powerful culmination of my years of growth and experience. It felt as if everything I had done from 2010 to 2020 had been preparation for this very moment.
The journey with Roche was unique in every aspect. Their purpose - reason why they exist - and their vision - ambition or impact they wish to accomplish -were both about creating value for thousands of patients at a lower cost to society. These weren't just buzzwords; they were deeply ingrained in every aspect of the organization. They guided every decision, every initiative, and inspired every single person in the organization
Roche empowered its people. Employees at all levels were encouraged to contribute, to innovate, to take risks in favor of creating value for patients. There was a genuine belief that everyone had a role to play in achieving the company's purpose. This wasn't just lip service; it was reflected in their structures, their processes, their everyday interactions
My four-year journey with Roche was more than just a consulting engagement; it was a profound experience that challenged my assumptions and deepened my understanding of purpose-driven transformations and leadership. I witnessed firsthand the power of aligning actions with values, of creating a culture where every employee felt connected to a greater cause.
It was also a convergence of everything I'd learned and experienced throughout my career – from organizational agility and culture transformation to organizational psychology, leadership development, and employee motivation. It was a testament to the power of integrating diverse fields, of connecting seemingly distinct ideas to create a more holistic and human-centered approach to transformation. And it was a validation of my belief that true impact and sustainable growth stem from paying attention to the human side.
The Purpose Forge Era
Seeing the impact of this purpose-driven approach at Roche ignited something within me. I realized that my own journey, my years of exploring the human side of technology, of delving into coaching and psychology, had been leading me to this point. It was time to take everything I'd learned and create something new, something that could help other organizations unlock the power of purpose.
And that's how Purpose Forge was born. It's a culmination of my journey, a platform to empower individuals and organizations to discover their own purpose and create a ripple effect of positive change. It's my way of contributing to a world where work is not just a means to an end, but a source of meaning, fulfillment, and positive impact.
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