# Business Transformation: From Diagnosing the Problem to Driving Growth

- Event: Techne Summit Alexandria 2026
- When: Saturday, 3 October 2026, 3:45 pm – 4:00 pm (Cairo time, GMT+3)
- Where: Small Theater, Bibliotheca Alexandrina, Alexandria
- Track: Corporate Innovation
- Page: https://techne-summit-concept.pages.dev/agenda/business-transformation-from-diagnosing-the-problem-to-driving-growth
- Calendar: https://techne-summit-concept.pages.dev/agenda/business-transformation-from-diagnosing-the-problem-to-driving-growth.ics

Business transformation starts with identifying the real problem before reacting to market pressure. This fireside chat explores how leaders can diagnose what is holding a business back, look beyond marketing to understand the real drivers of sales and growth, and transform challenges into opportunities. The conversation will bring together perspectives on business transformation, turnaround, marketing, customer needs, and brand, with a focus on the decisions and actions that can turn struggling businesses into sustainable growth engines.

## Speakers

- [Ann Adham](https://techne-summit-concept.pages.dev/speakers/ann-adham.md), Professor of Marketing, ESLSCA University (Moderator)
- [Medhat Yassin](https://techne-summit-concept.pages.dev/speakers/medhat-yassin.md), Vice Chairman, Mori International