Atif Sheikh

CEO , businessfourzero


With a background in commercial innovation roles at Unilever, Diageo, Private Equity and formerly European CEO at iconic in innovation consultancy ?What If!, Atif founded businessfourzero out of a zeal for seeing human and commercial potential unleashed - in the pursuit of actually doing business better. He has brought his expertise in purpose, leadership, innovation and strategy to bear on the turnaround and purpose driven transformation of businesses from Tesco to Aviva and across Bain Capital's portfolio. Regarded as one of the most impactful purpose thinkers in the industry, Atif has a passion for creating purpose driven businesses - where growth and positive societal impact become synonymous, and where every team is on that mission.