Through our affiliations with Abdul Latif Jameel (ALJ), Four Principles enjoy a unique relationship that links directly to Toyota, the motherlode of Lean methodology.

Applying their vast experience in the automotive sector, they’ve used their expertise and operations infrastructure to diversify into new sectors that contribute to the ‘infrastructure of life’ in the MENAT region.

With representation on our board, ALJ provides a powerful voice and presence for the Kaizen philosophy that guides everything we do.

Our managing partners, Seif Shieshakly and Patrick Wiebusch, augment the Lean heritage that drives Four Principles. Both steeped in Lean thinking, with backgrounds in Toyota and Porsche Consulting, they created Four Principles as the next logical step in redefining Lean for today’s globalised marketplace, making its benefits available to businesses and organisations of all sizes across all sectors and locations worldwide. It is their unique vision that provides the driving force that is shared by our board of directors.

Abdul Latif Jameel is comprised of diversified businesses with deep roots in the Middle East, North Africa, and Turkey (MENAT region).

From their modest beginnings since 1945 as a small trading business and then a Toyota distributorship in Jeddah, Saudi Arabia, their businesses today represent some of the world’s leading brands, earning them their trust and building long-lasting and mutually beneficial relationships.

Abdul Latif Jameel’s other core business areas besides transportation include engineering and manufacturing, financial services, land and real estate, energy and environmental services, consumer products, and advertising and media. Based in the MENAT region, Abdul Latif Jameel has a presence in more than 30 countries over five continents, including Europe, Africa, Asia and the Pacific, North and South America. And it employs approximately 15,000 people of over 40 nationalities.

Rowaid Al-Sawaf
Advisory Board Member


Bachelor’s in Industrial Engineering – King Abdul-Aziz University

Professional experience

Rowaid is currently the Chief Corporate Officer for Abdul Latif Jameel Enterprises, part of Abdul Latif Jameel, a collection of independent, international, family- owned and diversified businesses, founded in 1945 by the late Abdul Latif Jameel

Rowaid began his career in Automotive sector as Management Trainee in Abdul Latif Jameel. Prior to taking up his current role, Mr. Al-Sawaf held a number of positions within Abdul Latif Jameel as well as with Toyota Motor Corporation in Japan.

Rowaid is an active member of various professional organizations and boards/committees including Saudi Industrial Engineering Society, Abdul Latif Jameel for Logistics, Investment Committee of Abdul Latif Jameel Properties, Abdul Latif Jameel for Commercial Development and Community Jameel.

Dr. Ibrahim Badawood
Advisory Board Member


Doctorate in Business Administration – the Arab Academy for Science and Technology in Alexandria, Egypt.

Professional experience

Dr. Ibrahim Badawood is a Managing Director of Community Jameel, a social enterprise organisation formally established in 2003 to continue the Jameel family’s tradition of supporting the community.

He leads Community Jameel which has activities in six key areas – job creation, global development, arts and culture, education and training, and health and social issues. Community Jameel is also a partner of the Massachusetts Institute of Technology (MIT), supporting programs such as the Abdul Latif Jameel Poverty Action Lab (J-PAL), the Abdul Latif Jameel World Water and Food Systems Lab (J-WAFS), the Abdul Latif Jameel World Education Lab (J-WEL), and the Abdul Latif Jameel Clinic for Machine Learning in health (J-Clinic). Dr. Badawood is also the Director of Abdul Latif Jameel Chairman’s office.

Dr. Ibrahim joined Abdul Latif Jameel in 2000. Prior to this, he was General Manager of a science and technology center in Jeddah.

He sits on the Board of Directors for the Small Enterprise Center at the Jeddah Chamber of Commerce and previously the Students Fund at King Abdulaziz University. He is a regular editorial contributor to respected Saudi-newspapers.