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Azah Is a Curious Visionary

Senior Advisor, Kuala Lumpur

At BCG, Visionaries navigate complexity with ease. They use their insight and intuition to identify the solutions that will create lasting impact. Nor Azah goes deep to understand challenges.

The best advice I received from a BCG mentor was a reminder to think of this career as a marathon, not a sprint. There is much that can be achieved when you take a relatively longer-term view.

Nor Azah

In Azah’s Words

I started at BCG back in 2000, and it is a rare day that I don’t learn something new here. The colleagues I work with, the topics and issues we help our clients resolve, and the diverse ideas, views, and perspectives I have encountered have all contributed to a reservoir of deep knowledge and experience that is unrivaled. This is what I was looking for when I joined BCG and why I have stayed and built my career here over the years.

BCG has enabled me to grow and shape my career following a path that is unique to me. I am pursuing projects in areas that I am passionate about—economic and social development—and doing so with the support and collaboration of colleagues I enjoy working with. It has been a rewarding and fulfilling journey thus far.

About Azah

Azah is a qualified solicitor and after several years of legal practice moved into management consulting following her MBA.


Q: What do you like most about your job?

A: I work primarily with government agencies to address the most pressing issues on economic and social development. This involves recommendations to help in the crafting of policies, programs, and initiatives that will touch many large segments of the country and sometimes require substantial resources to implement. The work is engaging, you learn something new all the time, and, most important, it is an opportunity to make a meaningful contribution to society.

Q: What is something that has surprised you about working at BCG?

A: What continues to surprise me at BCG—when it shouldn’t after all my years here!—is how smart, motivated, and engaged the people I work with are. The culture and environment here is truly special, and I don’t believe many organizations have this. It is amazing how we at BCG have managed to preserve this over the years and ensure it is consistent across BCG globally.

Q: What was one of your favorite case experiences?

A: I was leading a project involving a “sunset industry,” in which the government was under pressure by certain lobby groups to introduce specific policies that could negatively impact the livelihood of smallholders in the industry. Arguments and counterarguments were presented to the government, and we did what BCG does in such situations: we took apart the arguments, removed the noise, identified the core issues, and produced a set of analytically supported recommendations that were refined with practical implications for the industry—and with the most ideal outcome for the smallholders!

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