

Trust. Grow. Win.
Trust attracts investors, markets, and stakeholders—driving growth, overcoming crises, and securing lasting wins.
With proven global expertise and a powerful framework, we make trust execution practical and strategic.





INTERNATIONAL EXPERIENCE
GUI ATHIA'S APPROACH
Better Decisions, Stronger Leadership: The M.E.M.O.® Playbook for Reputation and Governance.
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.

ABOUT ME
"I safeguard CEOs, boards, and brands by building capacity and strategies that inspire trust, enhance credibility, and quantify the value of non-transactional relationships."
I’m Gui Athia, bringing 30 years of global leadership experience with companies like Nike and Renault. I specialize in helping CEOs, boards, and organizations safeguard their trust, credibility, and reputation while making confident, strategic decisions.
As a mentor, public speaker, and author, I offer tailored strategies that empower leaders and brands to navigate complexity, reduce risks, and achieve measurable success. My proprietary M.E.M.O.® framework—Map, Execute, Measure, and Optimize—provides a practical and accessible playbook for aligning trust pillars with strategic goals, ensuring impactful governance and decision-making.
HEAR FROM THOSE WHO'VE EXPERIENCED GUI'S IMPACT
“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


Growing with trust means having dynamic, strategic governance that helps you navigate both stability and high-stakes moments—whether for the brand or for leadership.
Our innovative approach empowers you to plan, engage, negotiate, and measure results beyond the numbers—building credibility and securing more wins.
Backed by Fortune 500 leadership experience, the M.E.M.O.® Trust Governance Framework empowers leaders and brands with a single, high-impact solution—without the long-term commitment of a consultancy.
Enhance Board-CEO trust-based decisions | Integrate trust and reputation into governance. | Optimize risk-opportunity oversight through trust.
Corporate Governance Advisory
Advisory | Implementation | Research
Build stakeholder trust for influence. | Align engagement with reputation strategy. | Turn trust into business impact.
Stakeholder Engagement & Influence Strategy
Advisory | Implementation | Outsourcing | Research
Protect trust in high-stakes crises. | Align crisis response with reputation. | Lead with control and credibility.
Crisis Governance & Strategic Response
Advisory | Implementation | Outsourcing
Strengthen leadership trust and influence. | Build reputation for executive impact. | Lead with credibility and authority.
Executive Positioning & Leadership Development
Mentoring | Coaching | Training
Turn expertise into trusted authority. | Shape reputation through thought leadership. Deliver insights that build trust.
Thought Leadership & Keynote Speaking
Speaking | Training | Projects
Govern crises with trust and control. | Protect reputation under pressure. | Ensure credibility in high-stakes decisions.
Crisis Management & Response Planning
Advisory | Training | Outsourcing | Mentoring