Your voice is not a soft skill.
For more than 30 years, Rouba Zeidan has advised leaders, governments and global brands on the one asset they cannot delegate: how they are heard.
- American Express
- Nestlé
- Hoffmann-La Roche
- Boehringer Ingelheim
- ADNOC
- Expo 2020
- Gulf Air
- Nike
- Nissan
- ICAEW
- Sorbonne University
- University of Manchester
Training that changes how the room hears you.
Workshops, retreats and one-to-one work for leaders who need to be heard, trusted and remembered.
See how Rouba worksS.H.I.A.N.E. works on what happens underneath the message.
Most training teaches you how to present. S.H.I.A.N.E. is a six-dimension framework for the layers the genre skips.
Sense, so the body is read rather than fought.
Harness, so the evidence is reachable when you need it.
Inspect, so the patterns are visible instead of repeating.
Align, so what you say matches what you believe.
Narrate, so the message has a shape someone can hold.
Express, so all of it survives contact with a live audience.
Four archetypes.
Which one are you right now?
Eighteen questions, about eight minutes. Your archetype, your full profile and where the work begins, sent to your inbox so you can measure how far you move.
The Apprentice
Low self-knowledge · Low voiceThe honest starting point. Everything needed is already available.
01 / 04The Reservoir
High self-knowledge · Low voiceDepth inside, outward voice still forming. The most developable archetype.
02 / 04The Performer
Low self-knowledge · High voicePolished in the room, hollow beneath the surface.
03 / 04The Sovereign
High self-knowledge · High voiceRooted and radiant. Speaks from wholeness rather than performance.
04 / 04
A strategist who trained as a performer.
On stage from the age of nine and a runner-up in a national televised talent competition at seventeen, Rouba went on to start in radio as a student and build her corporate career from Ogilvy onwards. More than 30 years later, the vocalist and TEDx speaker brings the discipline of the stage to the boardroom.
Read Rouba's storyOne method, at the depth the moment calls for.
From a single powerful session to a five-day immersion and a three-month one-to-one journey. In person or live online.
The Mirror
A single session that shows you how the room experiences you, and how quickly that can change. Where every journey begins.
Find out more →Half-day workshopsThe Workshops
Focused half days for teams and small groups, each one building two dimensions of the S.H.I.A.N.E. framework.
Find out more →Immersive retreatsThe Retreats
The whole framework, lived in depth with a small cohort, with the change captured from start to finish.
Find out more →One-to-oneThe Advisory Track
A private, long-term build through all six dimensions, paced around you, your role and your goals.
Find out more →For organisations: corporate reputation strategy, crisis frameworks and media training. Talk to Rouba
What Your Voice Is Costing You
The gap between what you know and what the room actually hears has been costing you for years.
The book names that gap, measures what it has cost across a career, and closes it with S.H.I.A.N.E. With forewords by Ricardo Karam and Basel Dalloul.
Available to pre-order now on Amazon. The audiobook, narrated by Rouba, follows on 28 October.
Rouba empowered me, believed in me, pushed me, and just went above and beyond. She is one of the most gracious people I have ever met and she roots for everyone’s success.Alamira Reem Al Hashimi, PhDUrbanist, historian and author