For four years, Manal Bernoussi has been hosting leaders who share their journeys and values on her podcast, Leaders on Purpose. Currently, she is followed by thousands of listeners in over 50 countries. The secret to its success? Inspiring personalities handpicked by an inspired woman, who delivers authentic life lessons, tools for growth, and a vision of purposeful leadership. Shoelifer interviewed her.
In 2021, after 18 years in the corporate world, Manal Bernoussi decided to leave it all behind to focus on her true passion: personal development and sharing inspiring experiences. Through her podcast Leaders on Purpose, streamed on YouTube in both French and English, she gives a voice to leaders from all walks of life. She highlights their humanity and their quest for meaning, beyond professional success. In solo episodes, she also shares her own life lessons, the challenges she has overcome, and the tools that help her along the way.
Four years and fifty episodes later, the podcast has found its audience in Morocco and across 57 countries, bringing together thousands of listeners for each episode. In this interview, this “soul in search of meaning,” as she likes to call herself, reflects on her journey. She shares her thoughts on the importance of personal development, the impact of words, and her drive to build bridges between cultures.
Today, as a moderator at major international events and founder of Leaders on Purpose, you have also had a remarkable career in the private sector. Can you walk us through the key milestones of your journey?
I was born and raised in Morocco, and I’m proud to say that I am a product of the Moroccan education system. After studying engineering in Lyon, I worked in France for six years. In 2010, I made the decision to return to Morocco at a pivotal moment when Casablanca Finance City (CFC), Casablanca’s financial hub, was just launching. I had the opportunity to join this entrepreneurial adventure from the ground up. At the time, there were only three of us, giving the experience a true startup spirit where everything had to be built from scratch. I spent nearly 13 years at CFC, taking on various roles and growing with the organization’s needs and opportunities.
My responsibilities led me to establish international partnerships with other financial hubs, represent my institution on a global scale, and promote Morocco and the African continent. It was during this time that I began to feel a calling for public speaking and exchanging ideas. . Meanwhile, I also pursued an MBA at Africa Business School and Columbia University—an incredible opportunity to return to the classroom.
After 18 years in the corporate world, you decided to walk away. What was the turning point?
I always had the idea of entrepreneurship in the back of my mind, a desire to leave a different kind of impact. COVID-19 was the catalyst. It was a profoundly challenging period, psychologically heavy, where I sought positivity in a sea of negativity. I started listening to a lot of podcasts—mostly Anglo-Saxon, but also French. I saw the impact they had on me, how much they soothed me. That’s when the idea took root: why not bring this kind of content to Morocco?
Can you explain the choice behind the podcast title, Leaders on Purpose?
The word “leader” is incredibly inclusive. It has an empowering connotation, giving everyone the ability to reclaim their own power. We can all be leaders. We lead a family, a business, a team—or at the very least, we lead ourselves. This podcast shines a light on executives, entrepreneurs, and changemakers. The phrase “on purpose” reflects a deeper intention, a vision that goes beyond personal success. These leaders are aligned with their values, with the humanity in all of us. They embody the powerful idea of conscious, authentic, and engaged leadership.
How do you select your guests?
To me, leaders are people who, beyond their professional achievements, strive to leave a mark and contribute to something greater than themselves. I started by inviting people who had an impact on my life, on my journey, and whom I wanted to share with a wider audience. I am a highly intuitive person. Some things simply can’t be explained. Each invitation is driven by a human connection, an inspiration, or a significant moment.
As for the editorial approach, I make a point to balance men and women, Moroccans and international figures. Ultimately, my hope is that these conversations ripple out into different groups, communities, and families, creating a domino effect of inspiration.
How do you explain the success of this podcast?
We all crave authenticity. We all want to drop the masks, to stop playing roles, to live in peace. I think that’s what brings us together. When we engage in meaningful conversations, we remove the facades, embrace vulnerability, and open up about our failures. What grounds us in this unpredictable world is our shared humanity. I believe it’s deeply reassuring to recognize the human side in others—it nourishes something fundamental within us. Perhaps that’s why the podcast resonates. I am incredibly grateful for that.
Have you become the leader you aspire to be?
It’s a lifelong journey, a continuous learning process with no definitive destination. At the beginning of my career, I had built a wall between my professional and personal life. Somehow, I had internalized the idea that a leader had to be this poised figure in a suit and heels, shaking hands, working, and then going home to live an entirely separate life. When I compare myself now to who I was back then, I see the immense progress I’ve made. I look back at my past self with a great deal of kindness and love.
Over time, I’ve realized that true impact comes from authenticity. People are more likely to follow you if you are your whole self, not just playing the role of a boss. This shift is also societal—where once job security and basic needs were the priority, today, people seek self-fulfillment. They expect leaders to provide vision and purpose. When that happens, respect and engagement naturally follow.
You are also a dedicated citizen, involved in the 40 Together project for orphans and in promoting women in business through Mentor’elles and We4She. Has being a woman ever been an obstacle in your career?
The real barrier is our own self-limiting beliefs. I have never been denied an opportunity because I am a woman. I have always had male mentors who believed in me. My commitment to gender diversity comes from a deep conviction that our country cannot afford to sideline half of its talent. It’s like trying to fly a plane with one broken engine. The fact that Morocco ranks 136th out of 146 countries in the gender equality index is unacceptable. There’s a paradox: Morocco is increasingly prominent on the global stage, yet it struggles to fully mobilize its female workforce.
It is well-documented that if we engaged both men and women equally, our GDP would rise by 20-25%. The real issue lies in stereotypes about women’s roles. The worst part is that women themselves believe they must choose between family and career. This is why the podcast is so inspiring for young women—it provides role models who prove that balance is possible.
You often talk about the power of words. Have certain words shaped your journey?
When I was about five or six years old, I was at my grandfather’s house. He was a true Moroccan patriarch, full of dignity and wisdom, a man of few words—but when he spoke, it was always meaningful. I overheard him tell my father, “Take good care of this little girl. She has something special. She’s going to do great things.” That moment made me realize the impact of words—how they can either build confidence or destroy it. Those words made me feel supported. They instilled in me an unshakable belief that nothing is out of reach if you put in the effort and intention.
I imagine that reaching this level of awareness requires deep introspection…
The greatest gift you can give yourself is to start working on yourself. Once you embark on this journey, it’s hard to turn back. I started my personal development journey around 2014. You know how it goes: it begins with a small seminar on non-violent communication, then a breathing workshop, then a corporate coaching training. Little by little, a whole new world opens up, with human connection as the common thread. It’s about cultivating empathy, active listening, etc. These soft skills, which are often underdeveloped in academic programs, are essential for navigating life. No matter how brilliant your academic background is, it’s not enough to help you face life’s challenges. The corporate world can be tough.
In a conflict you have two choices: stay focused on the other person’s mistake or take back your power and choose to see the situation differently, moving beyond your ego. It’s a continuous learning process. That’s why I enroll in a training program every year. My podcast also nurtures this mindset: how to recondition yourself to become the best version of yourself. That’s why I alternate between solo episodes and interviews. When I’m alone, I share how personal development impacts me.
After all this work, who is Manal Bernoussi today?
It’s funny because I often reflect on this question. I believe in the power of words, and I’m mindful of what follows “I am.” I am a mother, an entrepreneur, a former executive, and proud of it. I am also a wife, a sister, a friend. These “roles” are different facets of my personality. Why does society force us to prioritize just one? I don’t want to choose or be put into a box—it limits my potential. Roles change and evolve, but my desire to create and learn remains constant. I am a being in search of meaning and continuous growth. That is my deepest conviction.
What is your anchor, the force that allows you to overcome obstacles?
I am very religious. I firmly believe that every event is part of a bigger plan, even if we don’t always understand why. This belief brings me great serenity. My faith is my pillar.
Do you think we all need an anchor to get through life’s challenges?
Regardless of your beliefs, you need a stable reference point in a constantly changing world. Your anchor cannot be based on fleeting roles or material possessions. You must find a deep-rooted anchor that, no matter life’s ups and downs, reminds you of who you truly are.
What will happen to humanity in the age of artificial intelligence?
I understand the concerns it raises. As an eternal optimist but also a realist, I choose to believe that we should harness the strengths of artificial intelligence to enhance human potential. No robot will ever replace what we are doing right now—having a conversation, connecting with each other. Until proven otherwise, the essence of being human lies in our emotions.
You work silumtaneously as a moderator and master of ceremonies at Moroccan and international events. Do your two activities complement each other?
This role is fully aligned with my mission to create connections—connections between ideas, between people, between Morocco and the international community. Additionally, I have expertise and experience from my twenty years in the corporate world, allowing me to engage in discussions on various topics with business leaders at events. So, I nurture both aspects of myself: the content that comes from my education and experience, and the other part of me that is deeply connected to personal development. My goal is to build a bridge between these two worlds.
What are your plans for 2025?
The evolution of my podcast is closely linked to my personal and professional growth. In 2025, I have some exciting encounters lined up. I’m thrilled to announce that Thierry Janssen, a renowned Belgian author and former surgeon, will be joining us to discuss the concept of maintaining the right mindset. At the same time, I’m also working on entrepreneurial projects in the tech industry.
You always end your interviews with three questions for your guests. I’d like to do the same to you. What’s the best advice you’ve ever received?
The best advice I’ve ever received is to trust myself and stay true to who I am—to avoid playing a role because all the roles are already taken. My role is unique. It’s by being yourself that you can make an impact.
And who gave it to you?
My father, may he rest in peace, had unwavering faith in the crazy ideas I shared with him. He always encouraged me to stay true to myself and be authentic. Authenticity is a key word for me—it holds great meaning in my life.
What’s the worst advice you’ve ever received?
“Stay where you are, you already have a great job, you seem to have it all. Why take the risk of starting your own business?” If you have a little voice inside you speaking to you, listen to it. It’s there for a reason; it’s there to guide you. Fortunately, I listened to that inner voice telling me to move forward and open a new chapter in my life.
And the last question: if you could impose one law on everyone, what would it be?
It would be to encourage people to embark on a journey of personal development. I followed the conventional path for a long time—science track in high school, preparatory classes, engineering school. Then one day, you wake up and ask yourself, “Okay, this is great, but what do I truly want?” It takes courage to ask that question. Life moves too fast. It’s not always easy because it sometimes means facing things we’d rather avoid, but we come out stronger and more fulfilled. And in doing so, we understand others better, we develop greater empathy. We wouldn’t have so many wars, so much global chaos if we cultivated more self-awareness and awareness of those around us.
