Fahad Al Nowaiser’s primary concern, as CEO of the Saudi Brothers Commercial Company, one of the largest diversified holding conglomerates in the Middle East, is ensuring that his family- held company lasts another three generations at least, while keeping his family out of it. His role is both urgent and deli- cate.With nine brothers and one cousin involved in daily management, he must communicate the need to divorce family members from the operational side of the business while preserving the importance the company represents to the family unit.