We are all born whole but somewhere along life’s journey this gets lost in translation
About
Lubna Samara is CEO and founder of HigherWill, partnering with leaders to develop strategic vision and transforming organisations into high-performing communities. She is a leadership advisor, keynote speaker, author, and independent researcher.
She believes exceptional leaders are values-led, and invest time in developing clear vision and communicating it to their people – qualities that promote trust and loyalty.
Trained as a mathematician, Lubna worked in Total as a petroleum subsurface data analyst, later moving to Chase-Chemical investment bank where she was recognised as a top performer on the trading floor.
After experiencing a profound personal awakening and calling to serve, she devoted many years to daily contemplative practices – T'ai Chi, meditation, and energy healing – as well as exploring the deeper spiritual questions that drive our search for meaning and the psychology of what holds us back. Today, she weaves together this experience, translating their principles into everyday life to inspire new perspectives and drive transformative change.
Her research paper in consciousness studies, Consciousness State Transitions (CST), has implications for leadership, wellbeing, and ethics in AI and was described by a neuroscientist as “an operating system that runs who we are” that has “opened a new dimension” in understanding how thoughts, emotions, and decision-making emerge.
HigherWill has been recognised multiple times for its work in leadership, and Lubna’s book, Beyond Potential, is a #1 international bestseller in seven categories – including Self-Help in the US and Business Careers in the UK.
Lubna holds a BSc in Mathematics, MSc in Economics, and MBA in Finance. She is a Board Member of The Healing Trust, and had served as trustee and treasurer with the International Arab Charity developing humanitarian projects with organisations including United Nations agencies and the World Bank. She has also contributed to government-level peace-building discussions.
Outside of work, Lubna loves anything to do with mountains and nature and is a skiing and hiking enthusiast. And spending quality time with family and friends.
She remains a devoted seeker finding her way home.
Recognition & Awards
Leadership & Wellbeing Co.
Awarded for excellence in evolving future-ready leadership and organisational culture
#1 International Bestseller
in 7 categories, including Self-Help and Business Careers in US, 2024
KCWCC Business Awards
Recognised alongside leading organisations including Harrods and Kensington Palace
London Enterprise Awards
Recognised as UK Leadership & Spiritual Coaching Company of the year 2021
”All know that the drop merges into the ocean, but few know that the ocean merges into the drop”
Kabir