Nourishing and flourishing: 'Trust me, people are our most valuable resource'

Mostafa Terrab, CEO and Chairman of the Board of the Moroccan fertilizer group OCP, explains to IMD President Jean-François Manzoni how sincerity of intent helped him gain the trust of his people as he orchestrated radical reform

When Mostafa Terrab became head of Morocco's OCR group in 2006, he had a frank discussion with a miner who told him the organization's biggest asset was not - as his management team was trying to tell him - its sole access to 70% of the world's phosphate reserves, but rather its people. "He said, Mr CEO, you have a choice here, a basic choice'," recalled Terrab. "Either you believe them and we're going to go to bankruptcy, or you understand that our real wealth is human capital." Formerly responsible for the reform of Morocco's telecoms industry, Terrab credits this conversation with guiding him over the past 17 years as he has transformed OCP from a loss-making governmental agency producing and selling phosphate rock into a leading producer of customized…

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I by IMD (Digital) - 1 Issue, 10. June 2023

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