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The White House
Gui Athia
Keynote Speaker | Trust & Decision Strategist
Creator of M.E.M.O.® — Winning in Uncertainty
30+ Years Leading Fortune 500 Crisis & Reputation
Explore how I help decision-makers navigate complexity:
Trusted by Global CEOs, Board Members & Institutions.
Helping leaders navigate high-stakes decisions, governance crises & leadership shifts
Proven Leadership in Critical Decisions — Where It Matters Most.
Get the M.E.M.O.
Focus or Fail in The Age of Opinion.
Map | Execute | Measure | Optimize
The blueprint for leaders who must make the right call—when the stakes are high and trust is on the line.
Every high-stakes decision can make or break your leadership. Get the M.E.M.O. delivers a proven framework for CEOs, board members, and senior executives to navigate complexity, manage crises, and protect their credibility.
With real-world case studies and a step-by-step method, this book gives you the tools to Map, Execute, Measure, and Optimize your decisions—so you never leave trust to chance.
✅ Master high-stakes decision-making with the M.E.M.O.® Framework.
✅ Turn governance into a strategic advantage, not a compliance burden.
✅ Navigate crises, M&A, and power struggles without losing credibility.
✅ Protect trust & reputation—your most valuable leadership asset.
Endorsements
“Gui is a visionary whose insights and guidance are invaluable, making him a reference with a unique ability to manage a company’s reputation. His dedication and expertise have left an indelible mark.”
SUELMA ROSA, PEPSICO
“Guilherme Athia is a brilliant professional and leader. He successfully combines clear vision and strategic thinking with excellent communication, interpersonal skills and diplomacy.”
Davide Capellino, AGC
“Gui has spoken at two Public Affairs Council events in Europe. All participants greatly appreciated his insights and strategic vision on stakeholder relations.”
ANDRAS BANETH, SPEAKERHUB
“Gui can operate in any kind of professional organization, be it corporate, diplomatic, governmental, education,… and with each and every level within an organization.”
DR. LEN ISHMAEL , GLOBAL STRATEGIST GEOPOLITICS
“Gui Athia’s presentation earned 100% NPS approval for its clarity, objectivity, and ability to simplify complex ideas into practical insights that any company can apply.”
JULIANA ABREU, LATAM DIRECTOR UNILEVER
Strategic Support
Providing CEOs and board members clarity and insights to confidently navigate critical leadership moments.
Governance Conflicts
Resolving internal misalignments by providing clarity at the highest levels.
Crisis Leadership
Guiding executives with clear, actionable insight during crises.
Mergers & Acquisitions (M&A)
Providing strategic clarity to align interests, cultures, and outcomes for successful mergers and acquisitions.
Regulatory & Political Risks.
Delivering insights that enable leaders to navigate complex regulatory environments across multiple jurisdictions.
Internal Power Dynamics.
Offering clarity and expert guidance in navigating boardroom politics and leadership succession.
Book Gui Athia for High-Impact Keynote Speeches & Executive Briefings.
Gui Athia delivers thought-provoking presentations, sharing deep insights to clarify complex leadership issues and decision-making at the highest level.
Featured at TEDx, top business forums, and international executive summits.
Advisory & Mastermind Offers
For leaders navigating complexity—where insight is everything.
Decision Room
One-on-one advisory for leaders seeking clarity in critical decisions.
Gain insight, remove blind spots, and decide with clarity.
Leadership Mastermind
A confidential C-Suite peer group focused on navigating uncertainty with collective intelligence and strategic insight.
Peer discussions on governance, global regulatory environments, influence, and leadership.
M.E.M.O.® OS
AI-driven Decision Intelligence to provide clarity, inform strategic moves, and reduce risk for executives and boards.
Leverage data-driven insights to inform confident decision-making.
Specifically designed for CEOs & board members managing governance issues, complex mergers & acquisitions, regulatory risks, and challenging internal dynamics.
Share knowledge, gain new perspectives, and lead with confidence.
Insights & Success Stories
High-stakes decisions: five stories of leaders who got it right. These case studies reveal how top executives leveraged my insights and the M.E.M.O.® Framework to navigate crises, manage governance challenges, and steer power shifts confidently.
Decisions that defined their legacy — and can inspire yours.
Balancing Tradition, Innovation, and Investor Confidence in a Competitive Market.
Context:
A century-old German B2B manufacturer faced its fourth family succession, competing with Chinese cost-driven rivals and digital disruptors. The next generation sought rapid transformation, risking stakeholder confidence in stability and legacy.
Key Decision:
Modernize without losing investor trust or weakening corporate identity.
Strategic Counsel:
Depoliticize family influence with a governance framework.
Align investor and executive oversight via board independence.
Mediate succession to unify leadership and drive change.
Outcome:
Governance reforms secured family unity, investor trust, and modernization financing.
Turning Governance Decisiveness into a Trust-Building Strategy
Context:
A fast-growing company faced public backlash after an executive ethics scandal. With investor pressure mounting, the Board had to act swiftly to contain reputational damage and reestablish trust.
Key Decision:
Whether to defend the executive, launch an independent investigation, or take bold action to signal governance integrity.
Strategic Counsel:
Take control—silence fuels speculation and weakens authority.
Commission a forensic governance review for independent credibility.
Flip the narrative—turn crisis management into a trust-building opportunity.
Outcome:
A bold governance move stabilized investors, prevented lasting damage, and strengthened the company’s ethical standing.
Structuring M&A to Maximize Market Coverage While Maintaining Competitive Integrity
Context:
A French multinational acquired five Brazilian competitors, aiming to unify operations while addressing competition risks, regulatory scrutiny, and client trust.
Key Decision:
Should the newly merged entity integrate all offerings into a single portfolio or maintain competing solutions under separate business units?
Strategic Counsel:
Create a governance model for independent business units.
Position variety as pro-competition and client-driven.
Craft a strategic narrative to manage regulatory and market concerns.
Outcome:
The company thrived under a semi-independent model, using Chinese walls to ensure fairness and compliance. This strategy maintained flexibility until a global shift led to consolidation.
Global Expansion Amid Regulatory Scrutiny
Context:
A U.S. market leader and a Chinese giant partnered to introduce each other’s products in their home markets. The challenge: managing antitrust concerns, supply chain integration, and regulatory scrutiny without triggering monopoly concerns.
Key Decision:
How to structure operations, supply chain, and market strategy to gain regulatory approval across multiple jurisdictions without anti-competition interventions.
Strategic Counsel:
Benchmark global precedents — study similar cases in other industries.
Model regulatory scenarios — align internally to prepare for scrutiny.
Execute locally, align globally — ensure compliance with flexibility.
.
Outcome:
By proactively addressing regulatory concerns, the joint venture successfully launched in key markets without opposition from competitors or authorities — securing a foothold in critical geographies.
Balancing Leadership, Ownership & Market Stability in a Reputation CrisisContext:
A globally recognized tech CEO made a controversial public statement unrelated to his industry. The backlash triggered immediate client boycotts, forcing the Board to act quickly. The complexity: the CEO was also the company’s majority shareholder, making his personal and corporate futures inseparable.
Key Decision:
How can the company be stabilized, reassure stakeholders, and contain long-term damage while navigating a leadership crisis where the CEO was both decision-maker and subject?
Strategic Counsel:
Manage both immediate fallout and long-term stability.
Act swiftly — separate the company from the CEO’s personal stance.
Ensure a controlled transition — appoint interim leadership to calm markets.
Outcome:
The Board implemented a decisive leadership transition plan, with the CEO stepping back temporarily, an interim leader assuming control, and a structured succession process initiated. This restored client confidence and ensured operational continuity.
Governance Insights
Strategic insights, governance tactics, and real-world case breakdowns to help leaders make high-stakes decisions with confidence.
The M.E.M.O.® OS
In today’s high-stakes environment, leadership decisions define legacies.
I’ve spent 30+ years leading Corporate Affairs, Public Policy, and Governance for Fortune 500 companies, navigating crises across industries and regions—from boardrooms to conversations with Prime Ministers, Presidents, and Institutional Investors.
Through firsthand experience handling government relations, reputation risks, corporate trust-building, and regulatory battles, I developed M.E.M.O.®—a structured, battle-tested framework that ensures leaders and boards make the right moves at the right time.
M.E.M.O.® is your playbook for governance, credibility, and high-impact decisions.
M
MAP
Definition of trust objectives and strategies, your 'Trust Pillars,' aligning You, the Company, the Market, Impacts, and Relevant Stakeholders. To be reviewed and updated annually or as needed.
E
EXECUTE
Implementation of the 'Trust Pillars' and unforeseen events, whether they are risks or opportunities. The focus is on maintaining strategic control and agility, reducing time and errors without increasing bureaucracy.
M
MEASURE
The performance of the 'Trust Pillars' and unforeseen events. Whether it's the governance process (time, investment, etc.) or the results (measured by M.E.M.O.® KPIs or your own), the key is to measure what matters.
O
OPTIMIZE
Continuous optimization of the 'Trust Pillars,' unforeseen events, and internal and external resources, based on comparative learning and the organization of content for reports and presentations, in a practical way.
Get Clarity on Your Next Strategic Move
Apply to be one of the few executives gaining exclusive, real-time strategic counsel.