Innovation with purpose— for people and the planet
Dr. Elie Salame
Founder & Director
ELDECO BM – Waterproofing Solutions & Facade Coatings
Leadership today isn’t just about meeting targets—it’s about embracing change, inspiring others, and building a future that lasts. Dr. Elie Salame, Founder & Director of ELDECO BM – Waterproofing Solutions & Façade Coatings, exemplifies these principles with a career shaped by bold decisions, strategic thinking, and a passion for sustainable innovation. Over the past 40 years, Dr. Salame has made his mark across the Middle East, GCC, and beyond—driving growth, transforming industries, and championing eco-friendly solutions. His leadership philosophy is simple yet profound: every challenge is an opportunity waiting to be unlocked. From reshaping sales strategies in Kuwait to scaling operations across nine countries and leveraging AI to transform the coatings industry, Dr. Salame’s journey is a masterclass in resilience and vision. In this exclusive TradeFlock interview, he shares his insights into the future of leadership, sustainability, and the mindset required to thrive in uncertain times.
“Learning fuels the journey—as long as every challenge is seen as an opportunity, you will stay alive!”
What key experiences in the Middle East and GCC shaped your leadership in the coatings industry?
Stepping into Kuwait in 1991 as a Lebanese professional was a pivotal moment for me. The coatings market there was unlike anything I had encountered in Lebanon—different behaviours, segments, and decision-makers, with consultants heavily influencing outcomes. I quickly realised that success required more than just sales; it demanded education. So, I launched training programs for painters, workshops for contractors, and seminars for consultants to bridge knowledge gaps and build trust. This hands-on approach became my blueprint across the GCC and Middle East—adapting in markets like Saudi Arabia, Qatar, and Iraq. My leadership grew by fostering teamwork, encouraging diverse ideas, and setting clear goals with the right support, ensuring my teams thrived no matter the challenge.
Can you share a time you defied market trends with a bold decision that paid off?
In the 90s, while others stuck to exclusive dealership models in Kuwait, I saw things differently. Following market research, I proposed distributing to all paint shops, ensuring consistent pricing for end users. It wasn’t easy—this strategy went against our budget manual and required board approval. But as I like to say, “Real growth comes from daring to challenge the norm.” The results were remarkable: our market share jumped by 28%, and we expanded from 8 to 70 points of sale. Production had to add an extra shift just to keep up with demand. That bold move proved that betting on change can unlock incredible opportunities.
With so much already achieved, what future goals excite you on your professional journey?
At this stage in my journey, it’s not just about achieving more—it’s about giving back. I’m excited to finish my third book on Project Management, adding to the two I’ve already written on Project Planning and Management Control. My goal is to create a library in Mount Lebanon, where university students can access these resources for free. For me, “Success isn’t complete until it inspires others to grow.”
What groundbreaking strategy did you introduce to the coatings market, and how do you plan to keep innovating?
From day one, I set ELDECO BM on a green path by producing only water-based paints for waterproofing and façade coatings—offering a solvent-free, odourless solution that aligns with rising environmental demands. This wasn’t just about staying ahead of trends; it was about doing what’s right. As I often say,Our shift to low-VOC paints reflects that philosophy, giving us an edge with environmentally-conscious clients and minimising our ecological footprint with recyclable cans. Now, we’re gearing up for the future by exploring how AI can transform our industry—creating paints that respond to their surroundings and refining production efficiency. For me, staying innovative means never standing still, always searching for ways to merge sustainability and technology.
“Innovation isn’t just about new ideas—it’s about better solutions for people and the planet.”
What drives your passion for learning and growth despite your proven success?
Even after decades in the coatings industry, my passion for learning burns as brightly as ever. From earning my bachelor’s in 1979 to completing my Doctorate in Business Administration in 2022, I’ve always believed that “Learning means I am still alive.” What keeps me going is simple: I love what I do. Every challenge I encounter pushes me to grow, solve problems, and create better solutions. Learning fuels my ability to lead, improve processes, and stay ahead in a competitive market. Success isn’t about stopping—it’s about evolving, staying curious, and always reaching for the next level.
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