Amid the global uncertainty brought on by COVID-19, as businesses around the world ground to a halt, wondering whether operations can continue amidst the challenges of having people work remotely or isolated from one another, one business was already set up to handle the operational and manufacturing transition.  Operations and day-to-day business activities were ready to transform, and a new paradigm of working was taking shape.  

Shafik Nasser, a leader shaped by experience in the defence and aerospace industries together with a visionary outlook on the future of manufacturing and a passion for disrupted technologies was the leading driving force, and by a personal philosophy that sees every moment every pivot as energy in motion, he powered through these paradigm shifts. For him, progress is not linear; it’s responsive, intuitive, and guided by an ability to read both the data and market dynamics.  And keep all communications open to discuss ‘tipping points’ that are shaping industry.

 Leveraging the transformation of software ecosystems to SAAS models (cloud-computing) and the built-in ready to deploy teleconferencing abilities already being integrated into Office 365; the much renowned TEAMS being used today in many remote business meetings and telnet sessions.  In a company once defined by all its paperwork and traditional manual processes, technology workflows and software automation became the revolutionary ‘blueprint’ through which it survived the disruption and became resilient to future changes.  And, with it, came the pivot of the manufacturing operation from ‘product-based’ to ‘application-centric; thus, converting human-operated machinery to human-managed HMI driven 3D laser machines and automated welders.

To Shafik, it’s possible to achieve not because he aims for perfection, but because with every strive for possibility comes an opportunity for learning and growth.

A Journey of Purpose-Driven Leadership

Founded in 1976 by his father and H.E. Sultan, SABER has stood for nearly five decades as a cornerstone in the UAE’s engineering and infrastructure landscape. Initially focused on the manufacture and production of road furnishings and highway infrastructure solutions, the company has grown organically expanding its portfolio to encompass a full suite of solutions centred on road safety, security, and transportation networks.

Furthermore, SABER not only manufactures industry-leading infrastructure solutions but also provides end-to-end contracting services ranging from repair and retrofitting to the renovation and construction of new highways. The company continues to lead in its domain, underpinned by deep engineering expertise and a legacy of professional excellence.

SABER leadership, together with key insight and input from Shafik, realized that this transformation is not just as an operational pivot, but as strategic alignment with national imperatives like “Make it in the Emirates” and the growing focus on supply chain resilience. SABER is now uniquely positioned to deliver strategic infrastructure solutions in service of the UAE’s leadership and long-term vision.

A firm believer that the only constant is change, Shafik views digital transformation as a challenge in change management especially in traditional, finance-driven organisations where IT is often relegated to a cost centre and technology investments are scrutinised through a narrow CAPEX lens. In such settings, aligning the ROI of cybersecurity and digital innovation with the strategic priorities of a boardroom requires clarity, persistence, and a sharp understanding of enterprise dynamics.

Shafik draws inspiration from the idea that while change is inevitable, leadership through change is a choice. With over two decades of experience in business development and technology project delivery, he understands that there is no perfect moment to launch a transformation and no one-size-fits-all solution. From managing cross-functional stakeholders to guiding initiatives from concept through completion, he considers the journey of digital and operational transformation one of the most personally and professionally rewarding aspects of his career.

Above all, Shafik champions authenticity and integrity in leadership. Even when faced with resistance or boardroom politics, he believes in staying true to one’s convictions, expertise, and intuition. For him, being the technical subject matter expert is not just about implementation it’s about owning the responsibility to shape the future of the company. In his words, “Every person in that position holds the chance to transform their own and their organisation’s destiny.”

Leadership Beyond the Road

Shafik views his career, much like the infrastructure he builds, as a work in progress a continual exercise in adaptability, reflection, and reinvention. In a world of increasingly complex global business environments and culturally diverse ecosystems, he advocates for a mindset shift toward being a ‘rainmaker’: dynamic, intuitive, and forward-thinking in strategy and collaboration.

Serving as chair on joint ventures and organisations with globally diverse stakeholders has taught Shafik the subtle yet powerful art of communication and interpretation. These roles have also exposed the inherent challenges in aligning stakeholders especially when expectations diverge and governance frameworks are tested by personal agendas. He recognises that while policies can set boundaries, it’s ego and politics that often threaten synergy. In such situations, Shafik champions team engagement, mutual respect, and shared purpose as the only path to long-term, sustainable success. As he often echoes from Michael Jordan, “Talent wins games, but teamwork and intelligence win championships.”

His leadership in the technology space has not gone unnoticed. In 2024, Shafik received the ‘Excellence in CIO Leadership’ award from the Leap Conference and was recognised as a ‘Trendsetter to Watch’ by the FuelD Conference. These accolades were followed in 2025 by his being named ‘ICONIC CTO to Watch’ and a ‘Trailblazer in Driving Technology and Intelligent Infrastructure’. He also earned certification in Digital Transformation, cementing his position as a thought leader in innovation and future-ready systems.

Today, Shafik remains a sought-after voice in global conferences and summits spanning AI, cybersecurity, mobility, energy, and infrastructure. He continues to advise boards, collaborate on future-forward industrial frameworks, and contribute to strategic policy shaping. As an entrepreneur, he is driven by one core mission: to solve real-world challenges with the most advanced, value-driven technologies making the world of tomorrow better than today.

The Inner Life and Lasting Influence of a Father and Son

For Shafik, life is not a fixed path it is a continuous journey into the unknown, where each day brings new opportunities for learning, growth, and transformation. He lives by a principle of inner alignment: that challenges are not failures, but signals of imbalance moments that call for reflection, recalibration, and renewed purpose. To him, even difficult people or emotional turbulence are ‘teachers’ or ‘events’ he experiences as a form of communication with the self, guiding him toward deeper self-awareness and alignment with his life’s purpose.

Shafik begins his mornings not just with exercise, but with intention. While others may chase aesthetic goals at the gym, he sees his workouts as a sacred space for mental, emotional, and spiritual alignment. In those early hours, he sharpens his heart, his focus, and his inner voice. The strength he projects outward whether in business, leadership, or personal interactions is, in his words, “a reflection of the power I am harnessing within.”

His daily rituals include reading, journaling, and meditation practices that keep him grounded and attuned to what he believes is our most essential truth: we are all energy, constantly attracting or repelling events through the frequency we cultivate within. With this mindset, every day becomes an experiment, a test of conviction, and an opportunity to align inner clarity with outer purpose.

Shafik’s most profound inspiration comes from his father, Maher Shafik a man of extraordinary resilience, vision, and ingenuity. Born in Palestine, Maher’s journey was marked by displacement and upheaval, eventually bringing him to Abu Dhabi in the late 1970s. A civil engineer by training, Maher identified a simple yet critical need on the newly developing roads: signage. In the absence of wayfinding tools, he began sketching maps, including ones for birthday parties one of which Shafik still remembers vividly.

This early creativity evolved into something groundbreaking. With his Emirati partner, H.E. Sultan Bin Rashid, Maher co-founded Giffin Traffiks LLC, the UAE’s first road signage company. His work laid the foundation for the modern wayfinding and road infrastructure across the Emirates. What set him apart wasn’t just his engineering prowess it was his relentless curiosity and resourcefulness. He repurposed old machinery, innovated new systems, and built teams whose skills expanded under his mentorship. For every solution offered, he immersed himself in study, experimentation, and perfectionism.

Maher’s life was shaped by great responsibility from a young age, and his grit was honed through early challenges, including boarding school and the pressures of being the eldest son. Even during his darkest professional hours amid shifting market dynamics, competition, and staff departures Shafik never saw him give up.

Shafik speaks of his father not only with reverence, but with gratitude. He sees him as a mentor, teacher, advisor, and friend, whose discipline, intellect, and unwavering positivity continue to light his path. Among the many lessons passed down, two stand out: “There is information and knowledge everywhere you just need the discipline to read, learn, and study” and “The pen is mightier than the sword.”

As a technologist, entrepreneur, and leader in his own right, Shafik Nasser carries forward his father’s legacy not just in business, but in mindset. His journey is one of purposeful living, where inner clarity fuels external innovation, and where every obstacle becomes a lesson in resilience, meaning, and destiny.

Where Technology Meets Trust in Leadership

Shafik envisions a future where AI and IoT are not just tools, but strategic partners in reshaping the fabric of corporate decision-making and productivity. He believes that the rise of Large Language Models (LLMs) will revolutionize how companies design and execute strategy offering unparalleled precision in data extraction, streamlined query responses, and high-value automation that frees up human potential.

In Shafik’s view, corporate transformation will increasingly hinge on co-bot strategies, where humans and AI collaborate, rather than compete. Repetitive, duplicative tasks will be offloaded to AI systems, ensuring consistency and peak performance with every iteration. This shift will allow employees to focus their cognitive energy on value-creation, innovation, and strategic problem-solving redefining what productivity looks like in the age of automation.

AI-driven training programs, tailored to individual competencies and roles, will accelerate employee learning and reduce onboarding timelines. Employees will benefit from real-time, on-demand access to knowledge, while research and development functions shift from time-consuming information retrieval to the intelligent synthesis of insights. For Shafik, the workplace of the future will be built around information agility and knowledge empowerment.

He also highlights the expanding role of IoT, which he likens to our everyday interaction with mobile phones devices that have become sophisticated, app-driven micro-workstations. As AI and LLMs are increasingly deployed remotely, IoT will play a critical role in delivering that intelligence to users anywhere, anytime. Corporations, he suggests, must now equip employees with customized digital toolkits, enabling superior decision-making and seamless remote execution.

But Shafik’s forward-thinking views on technology are grounded in a deeply human-centered leadership philosophy. For him, great leadership is not about chasing perfection it’s about cultivating trust, transparency, and ownership. He encourages his teams to be proactive, communicative, and collaborative, reminding them that success is shared, and so is failure. Leadership, in his words, is about quiet focus, collective humility, and steadfast integrity.

At the core of Shafik’s leadership ethos is sound decision-making, especially under pressure. He understands that while corporate frameworks may often reduce employees to metrics on a balance sheet, it is the leader who must see the person behind the number nurturing their growth, navigating their challenges, and advocating for their success. Teams look to their leaders as a compass; and in return, leaders must act not just with authority, but with wisdom, ethics, and emotional intelligence.

Shafik believes that true leadership inspires followership not through fear, but through trust. Every decision he makes is filtered through the lens of organizational culture, team spirit, and ethical responsibility. As AI and technology drive companies into the future, Shafik continues to lead with a balanced approach fusing cutting-edge innovation with timeless values.

Advice for Future Trailblazers

To the next generation stepping into their careers and carving out their futures, Shafik Nasser offers a grounded and honest perspective one shaped by personal evolution, professional transformation, and a deep respect for the journey itself.

When Shafik enrolled at Boston University, his direction was clear or so he thought. He was set to become a manufacturing engineer, continuing in the family business. It was an automatic path, one informed more by tradition than by self-discovery. But over time, life took him down a different road one marked by unexpected turns, new passions, and leadership opportunities that couldn’t have been predicted from the starting line.

He has no regrets. His foundation in manufacturing gave him a deep appreciation for the engineered world around us where every object, every component, has been shaped by a design-for-manufacture mindset, integrated with the advanced machinery and automation we now take for granted. That knowledge remains part of his core, even as his career has expanded far beyond its original frame.

To those just beginning, Shafik’s message is clear: not everything will go your way and that’s okay. These moments of challenge, rejection, or redirection are not failures; they are the forge of resilience and self-discovery. They teach us who we are, what we’re made of, and where we truly want to go. Embrace them. Let them shape your strength.

For those with entrepreneurial ambitions, he likens the journey to raising a child one that grows with you, challenges you, and reflects your evolution. The startup experience is deeply personal and, at times, emotionally testing. But in nurturing a business, you don’t just build a company you build character, courage, and executive maturity.

He also offers a warning and a shield: critics will come. Some will try to cloud your vision, diminish your confidence, or distract you from your goals. But Shafik reminds young leaders: “This is your game. You set the rules. Only you can score the winning point. Everything else is just noise.”

And perhaps his most important advice? Have fun. Laugh often, and smile through the struggle. Not all roads will be smooth some will be crooked, others steep and rough but with conviction and a steady grip on your purpose, you’ll keep driving forward. In the end, that perseverance is what defines your path and delivers the most meaningful success.