Experts say calm, consistent communication helps build confidence within teams.
Clear communication and responsiveness to people’s and community needs are leadership qualities that not only help organisations navigate immediate challenges but also position them to recover stronger in the future, experts said during the panel “Leading Through Uncertainty: Women Shaping UAE’s Future” at the Limitless forum.
At a time when the UAE and the wider region continue to navigate complex challenges, panellists said leadership is shaped in real time through daily decisions around trust, visibility, and operational continuity.
They stressed that clear communication and close engagement with people are essential to maintaining stability within organisations, especially during periods of uncertainty.
Hessa Al Matrooshi, Information Security Team Leader at Ajman Free Zone, said leadership in uncertain conditions begins with making complexity easier for others to understand.
“Leading through uncertainty means creating clarity when others see complexity. It is about remaining calm, focused, and firm while guiding people through changing circumstances with confidence. We have to encourage people to become more confident,” she said.
Hessa Al Matrooshi added that adaptability is essential, but it must stay aligned with long-term goals.
“Most importantly, leadership during uncertainty is about building trust and remaining engaged with others,” she said.
She also noted that free zones have played a vital role in maintaining business continuity by accelerating digital systems and reducing operational friction.
“Free zones help businesses thrive during crises. We have accelerated our digital services and simplified processes to improve responsiveness for businesses, while continuing to support seamless operations without disruption or delay,” she said.
She added that engagement with investors and clients has remained continuous rather than reactive.
“We maintain close engagement with investors and clients to understand their evolving needs. We are not only providing services — we act before issues arise, we engage, and we manage proactively,” she said.
Katy Keenan, CEO of the British Chamber of Commerce Dubai, said continuity has depended heavily on consistency and strong communication across business networks.
“Consistency, communication, and community were central to how organisations responded to early disruption,” she said.
She added that the Chamber’s early return to in-person engagement helped restore momentum among business leaders looking for clarity and stronger connections.
Dubai’s stability, she said, continues to strengthen the business environment.
“Everything has kept going. There is no knee-jerk reaction to be paralysed in fear. Business continues, communities are stronger. There will be opportunities in these crises as well.”
Sustainability and responsibility during disruption
Habiba Al Mar’ashi, co-founder and chairperson of the Emirates Environmental Group (EEG), said sustainability must remain part of decision-making even during periods of uncertainty.
“When challenges arise, the focus often shifts only to the economic side, while other important aspects are pushed aside. Sustainability becomes something forgotten, and that should not be the case,” she said.
She stressed that environmental responsibility does not pause during crises, pointing to continued patterns of consumption in energy, water, and waste.
“Sustainability should be part and parcel of the way we conduct our business and our lives,” she said.
Habiba Al Mar’ashi added that public awareness and accountability are essential to driving real behavioural change.
“We need to be more conscious of every drop of water we consume and more diligent about the waste we produce,” she said.
Empathy, visibility, and leadership proximity
Across the discussion, panellists highlighted empathy and leadership visibility as essential to maintaining organisational stability during difficult periods.
Katy Keenan spoke about the importance of leadership visibility in building trust within teams and strengthening confidence during challenging times.
“It is incredible to see the presence and visibility of leaders. Those who are visible and communicate authentically really stand out. Visibility is really important,” she said.
Habiba Al Mar’ashi reinforced this through her long-standing approach to accessibility and direct communication.
“I have not changed my mobile number since 1994; everybody knows it and can reach me,” she said, adding that responsiveness helps build confidence among stakeholders.
Turning pressure into operational clarity
Panellists also discussed how periods of pressure often reveal operational gaps and push organisations to reassess internal systems.
Dr Al Mar’ashi said uncertainty can provide clearer insight into both resource needs and structural weaknesses.
“It gives you an indication of what resources are required and what needs to be done to cover gaps. It gives you both sides of the coin — a kind of gap analysis of your operations and what you need to do to close those loops,” she said.
Turning challenges into opportunity
Hessa Al Matrooshi of Ajman Free Zone pointed to the broader leadership mindset in the UAE, where challenges are seen as a chance to strengthen systems and create new opportunities, rather than simply as disruption.
She said this same outlook shapes the way she approaches challenges within her own organisation.
“Turning challenges into opportunities means seeing uncertainty as a chance to build a stronger organisation for the future,” she said.
The presenting sponsor of the Limitless forum is Tristar, while the Platinum Sponsor is Ajman Free Zone. The Jewellery Partner is Jawhara, and the Maternal Wellness Partner is Momcozy.
Support Partners include AWR Mobility, AWR Trading, Ahmad Alagbari Chartered Accountants, Banke International Properties, and Veloche Group.
The Venue Partner is Taj Exotica Resort & Spa, the Crystal Partner is Crystal Gallery, the Floral Partner is Flowerista, and the Gifting Partner is Chocodate.
