In 2016, The Governor General of Canada awarded Justin Yaassoub the Medal of Bravery for risking his life to assist an injured colleague during a firefight in Iraq. Facing a hail of bullets, the wounded corporal thought of many outcomes, but he was mostly thinking about his mother.
“My mother would be so mad if I couldn’t make it home,” says Yaassoub.
He made it home. And after eight years spent serving in the military, Yaassoub is familiar with the dynamic of leading and being led.
“Leadership reminds me of the importance of understanding people. We need dynamic leaders because we’re leading dynamic people,” says Yaassoub. “A good leader thinks about the people in front of them instead of themselves. Instead of being the best in the world, they think about how to be the best for the world.”
Today, at All Around Consulting, Yaassoub empowers front line leaders in all kinds of industries, including the energy sector, academic institutions and non-profits.
It’s been a long, at times perilous journey, but Yaassoub took the first steps when he was still a child. “I grew up hearing warrior stories and the importance of serving, so I’ve always pictured myself in uniform, serving my country.”