In today’s global landscape, where brands must do more than just “enter markets” — they must connect, belong and endure — few advisors bring the depth of cultural sensitivity, strategic clarity and elegant leadership quite like Dr. Heike Lieb-Wilson. Founder of Lybwylson Consulting, Heike has spent over two decades reshaping the way brands approach international expansion, especially into the GCC and broader MENA region. From leading major retail transformations at Porsche Design to building resilience-driven frameworks for boutique wellness brands, her impact is quiet, refined and deeply human.

We had the privilege of sitting down with Dr. Heike Lieb-Wilson to discuss the philosophy behind her consulting practice, the heart of transformation and the quiet power of resilience in today’s high-stakes world.

TFS: Heike, it’s a pleasure to have this conversation with you. Your journey with Lybwylson Consulting has been both expansive and impactful. Let’s start at the beginning.

What was the original problem you set out to solve when you started Lybwylson Consulting and how has that evolved over the years?

Dr. Heike Lieb-Wilson: Thank you, I’m delighted to share this journey. When I founded Lybwylson Consulting in 2007, I was based in Germany and deeply immersed in the retail and brand landscapes of Europe. I repeatedly witnessed an all-too-common challenge: established brands struggling—not because they lacked vision, but because their strategies weren’t translating well into execution, especially in unfamiliar or evolving markets.

Often, I was called in during pivotal moments: restructures, turnarounds or international expansion efforts. What struck me wasn’t a lack of ambition, but rather a disconnect between strategy and culture—between intent and impact. That’s where so much potential was lost and also where true transformation could occur.

Initially, the consultancy focused on revitalizing retail and brand presence. But soon, I wasn’t just advising from the outside—I was stepping into leadership roles within organizations, helping steer large-scale initiatives. One defining example was with Porsche Design, where I led the creation of a new global retail concept that saw 88 stores launched in just 24 months. It was less about rapid rollout and more about thoughtful reinvention.

Over the years, my focus evolved from market entry to what I now call “strategic belonging”—helping brands integrate meaningfully into new regions like the GCC and MENA. The goal isn’t just to launch—it’s to land with purpose, to root the brand in the socio-economic and cultural fabric of a place so that growth feels not only sustainable but soulful.

TFS: If you had to summarize the Lybwylson philosophy in one word, what would it be — and why?

Dr. Heike Lieb-Wilson: Bridging.

That single word captures the essence of what we do. Our work has never been about mere transactions. It’s about creating lasting transformation. We serve as translators, connectors—bridges—between people, cultures, values and business goals.

Consider a European wellness brand looking to expand into Saudi Arabia. They don’t just need analytics or playbooks—they need someone who understands the cultural nuance, the emotional terrain and the human layer of decision-making. They need a bridge between intention and impact.

To build a bridge, you need both imagination and structure—vision and engineering. You need to understand the realities on both sides and then design a connection that is stable, elegant and meaningful. That’s how we consult. That’s how we lead.

TFS: How do you decide which clients or industries to engage with in such a competitive consulting landscape?

Dr. Heike Lieb-Wilson: I choose to work with visionaries—those who are not only ambitious but also deeply intentional about their impact.

Industries are secondary to energy. I’ve worked with fashion houses, wellness startups, renewable energy firms and beyond. The unifying trait is mission-driven leadership. I look for people willing to challenge norms, question assumptions and pursue long-term growth rather than quick wins.

What matters most to me is shared values—curiosity, courage, humility. If a client is open to growth that’s both strategic and soulful, if they’re willing to listen and engage in uncomfortable truths for the sake of something bigger, then that’s a client I’m excited to partner with.

TFS: In moments of uncertainty or high stakes, what guiding principle or personal habit do you lean on most?

Dr. Heike Lieb-Wilson: Pause before pressure.

I’ve been in situations where decisions carried enormous financial or reputational weight—from executive boardrooms to operations floors. In those moments, my instinct is to pause. Breathe. Listen more than I speak. Observe before I react. Ask the questions others are too flustered to frame.

The pause creates space. In that space, clarity emerges. And clarity leads to decisions that are steady, not panicked.

Clients often describe my presence as “calm power.” I don’t match the chaos—I anchor it. That anchoring has earned trust across continents and industries.

TFS: How do you cultivate resilience and agility within your team without slipping into burnout or chaos?

Dr. Heike Lieb-Wilson: We prioritize rhythm over hustle. My team knows that while I expect excellence, I also fiercely protect boundaries.

We work in structured sprints—with clarity around goals and breathing space afterward. We debrief consistently to share learnings and release tension. And most importantly, we operate from a strong internal compass. Everyone knows our “why.” That clarity becomes our stabilizer when we need to pivot quickly.

Resilience isn’t about pushing harder. It’s about building systems that support us through the intensity. When we’re centered in purpose, agility becomes graceful, not chaotic.

TFS: What’s a recent piece of advice you gave your team that you wish someone had told you earlier in your journey?

Dr. Heike Lieb-Wilson: “Don’t shrink yourself to fit the room. Expand the room instead.”

As a woman navigating executive spaces, I spent too long playing small—thinking that minimizing my presence was courteous or strategic. I’ve learned that owning your seat at the table is not arrogance—it’s alignment.

Now, I tell my team: Speak early. Ask the uncomfortable question. Trust that your insight is not an interruption—it’s the room’s evolution. Leadership isn’t volume—it’s conviction.

TFS: Lybwylson is often associated with clarity and transformation — how do you embed those values into daily operations?

Dr. Heike Lieb-Wilson: Transformation begins with truth. Every client engagement begins with a diagnostic phase that cuts through symptoms and gets to the root. That requires trust—and radical empathy.

We embed clarity in everything: how we communicate, how we design timelines, how we visually present strategy. We have an internal motto: “If it’s not clear, it’s not ready.”

Even in our internal meetings, we pause to ask: Is this aligned? Is this necessary? Is this noise or signal? That discipline creates spaciousness for real transformation to emerge.

TFS: If your consulting firm had a soundtrack or theme song that played when you entered a room, what would it be — and why?

Dr. Heike Lieb-Wilson: “Unstoppable” by Sia.

It captures quiet power—feminine, grounded, bold. It’s not about taking over a space. It’s about entering fully aligned with your purpose and moving things forward with intention.

That’s how I lead. Not with dominance, but with depth. The song reminds me that resilience doesn’t need to roar. It can simply walk in and make things better.

TFS: What’s a belief commonly held in the consulting world that you passionately disagree with?

Dr. Heike Lieb-Wilson: That scale is everything.

To me, fit comes before footprint. Growth that compromises integrity or clarity is not growth—it’s dilution.

I’ve watched too many brands chase market share at the expense of meaning. At Lybwylson, we guide brands to grow like roots—slow, deep, intentional. That’s how you build legacy, not just presence.

TFS: Tell us about a moment when Lybwylson radically challenged a client’s assumptions and what came of it.

Dr. Heike Lieb-Wilson: When I joined Porsche Design, the internal consensus was to keep the brand’s products within car dealerships—as luxury accessories for drivers. I saw something more: a lifestyle brand waiting to emerge.

I developed a bold new retail concept, partnering with architect Matteo Thun. We created immersive spaces that embodied the brand’s DNA—precision, sophistication, modernity—with design elements like smoked oak floors and RFID-integrated product tables. It was 2004 and this was well ahead of the curve.

The skepticism was immense. But we launched in Berlin—and it worked. In two years, 88 stores opened globally. This project didn’t just transform a brand—it opened the door to my deeper relationship with the GCC region, where I’ve now lived and worked for over a decade.

TFS: How does your team stay ahead of trends without becoming reactive or gimmicky?

Dr. Heike Lieb-Wilson: We immerse ourselves in context—not just data. Yes, we read trend reports. But more importantly, we walk the markets. We talk to people. We attend trade shows, explore malls and stay active in community networks.

That’s how we catch movements, not just moments. We ask: Is this aligned with the brand’s essence or is it just noise?

Timelessness always trumps trendiness. That’s the only way to build real longevity.

TFS: What’s a recent innovation at Lybwylson that most people wouldn’t notice at first glance — but has made a big impact?

Dr. Heike Lieb-Wilson: We’ve developed a “Soft Entry” audit framework for brands eyeing the GCC. It assesses everything from visual alignment to cultural tone and regulatory fit.

It looks simple—just a checklist. But it’s helped clients avoid major missteps, saving both capital and credibility.

Quiet structures often make the loudest impact.

TFS: What do you know now as a founder that would have completely surprised you in your first year?

Dr. Heike Lieb-Wilson: That your energy is just as vital as your expertise.

I used to believe success was about credentials. But over time, I realized that how I show up—with presence, intention and clarity—matters just as much. Clients remember how you made them feel, even more than what you said.

The trust I build through my energy—that’s the real differentiator.

TFS: If you could spend one week shadowing another CEO — alive or historical — who would it be and why?

Dr. Heike Lieb-Wilson: Sir Richard Branson.

His boldness, his love of people and his ability to blend instinct with impact—it’s masterful. He’s not just built companies. He’s built cultures. And always with joy, curiosity and purpose at the center.

To observe how he balances vision with connection? That would be a week of profound learning.

TFS: At the end of a project, what’s the one thing you hope your client says about the Lybwylson experience?

Dr. Heike Lieb-Wilson: The most meaningful feedback I’ve heard is this:

“You didn’t want to make us feel good. You wanted us to become better.”

That’s the heart of it. I’m not here for comfort—I’m here for clarity. I ask the hard questions, with empathy but without avoidance. Because true transformation only begins when we stop hiding from the truth.

If clients walk away feeling clearer, stronger and more aligned—then I’ve done my job.

TFS: Heike, this has been such a powerful and enriching conversation. Your clarity, grace and strategic depth shine through in every answer.

Dr. Heike Lieb-Wilson: Thank you—it’s been a joy to share. These reflections remind me why I do what I do. We live in a world that’s increasingly complex, but at the heart of it all is something beautifully simple: helping brands—and people—belong, thrive and grow with purpose.

TFS: Heike, this has been a masterclass in strategic leadership. Thank you for such a rich and inspiring conversation.

Dr. Heike Lieb-Wilson: Thank you. I truly appreciate the thoughtful space you’ve created. Conversations like these are where deeper understanding is born—and I’m always grateful for the chance to share the “why” behind the work we do.