ABOUT HEA
Human Engineering Advisory.
hea stands for Human Engineering Advisory. If engineering optimizes systems, human engineering applies what we know about people and systems to architect transformation strategies, prepare ventures for capital and scale, and build innovation ecosystems for sustained growth.
hea Global is an AI-native strategy and transformation advisory that designs, builds, and activates future-ready organizations, ventures, and ecosystems, across AI transformation, strategy and investment, and innovation & venturing.
We exist to design the architectures and human-AI Systems that connect strategy to execution, ventures to growth, and people to purpose.
Diagnostic-led. Evidence-based. Co-created with your team.
We start by measuring where you are and reading the landscape you operate in: market, competition, and context. That evidence shapes where you need to go and how your people and systems will get there.
The consulting industry’s incentive is dependency. Ours is transfer.
Every engagement is built to make us redundant. We measure success by what you can do without us.
Engineered with human intuition
HOW WE WORK
Navigate. Co-Design. Activate. Evolve.
Navigate
We map where you stand, the landscape around you, and the future you need to build toward. SAiGE™, CIR™, and SIR™ where the engagement demands it.
Co-Design
Architecture shaped with your team, not for them. Through the 5H Framework™ we co-design the roadmap, investment case, and governance from what the diagnostics reveal.
Activate
We stay through activation — building capability in your team as we go, not handing over a deck and leaving.
Evolve
Your team runs it. We refine, transfer know-how, and exit on milestones — capability that outlasts the engagement.
LEADERSHIP
Built by practitioners.
Yazan Hijazi, PhD
Chairman & Chief Innovation Officer
PhD systems thinker with 25+ years building organizations, ventures, and leadership capacity across industry and enterprise transformation. Shapes hea's methodology and the operating system behind the firm, so strategy, AI, and human systems stay coherent from diagnostic through delivery.
Rezeq Asali, IMBA
CEO
Commercial, strategy, and investment leader for hea's work with enterprises, public institutions, and venture ecosystems. Owns client relationships and delivery across capital allocation, transaction advisory, and venture programs, mobilizing investment and scaling what works. IMBA, IE Business School.
PRINCIPLES
What we believe.
Evidence Over Assumption
We measure where you are and read the landscape around you before we design. Every recommendation is grounded in diagnostic data, not pattern-matched from previous engagements.
Transfer Over Dependency
Our success is measured by what you can do without us. We build capability that outlasts the engagement.
Architecture Over Improvisation
Transformation is designed, not stumbled into. We architect human-AI systems and operating models that hold under pressure and scale with ambition.
Honesty Over Comfort
We tell you what the data says, not what you want to hear. That’s how trust is built and real progress happens.
PRESENCE
Global reach, local depth.
Wilmington, DE
United States — Corporate HQ
Amman, Jordan
Middle East — Operations & delivery
Let’s talk.
Whether you’re exploring AI readiness, designing an innovation engine, or preparing a venture for capital, we’d like to hear what you’re building.