You need to structure a business, regain momentum, make a difficult decision, evolve your management or support your teams. Lionel Berruyer works with decision-makers, entrepreneurs and executives by connecting personal, human and business challenges
« Your transformation starts with a conversation. »
Discover
Our approach
Expertise, measurable results.
A distinctive approach designed for ambitious entrepreneurs, decision-makers and executives who want to clarify priorities, strengthen their posture and take action
25+Years of experience
More than two decades supporting entrepreneurs and leaders in strategic decisions and business transformation
0Rigid method
Every company is unique. Our support is fully tailored, flexible and adapted to your challenges and reality
4Key steps
A structured 4-step method to create lasting value, reach your goals with clarity and generate concrete results
Leader or decision-maker
You need to clarify direction, arbitrate priorities, mobilize your teams or regain a clearer vision
Entrepreneur
Your business is moving forward, but you feel a plateau, a loss of momentum, a need for structure or new goals
Corporate executive
You want perspective, a stronger posture, better decision-making or to move past a professional situation that is holding you back
Managers and teams
You want to train your managers on human topics linked to work: feedback, motivation, communication, recruitment or change
Support is available in person, remotely by video, or on site with travel across Morocco and abroad depending on needs
Profile
A hands-on leader serving your transformation
25+Years of experience
Lionel Berruyer, founder of Values Consulting, has advised, guided and supported many people around the world, including company leaders, executives, entrepreneurs and students in Europe, Asia and North Africa
With multicultural experience and first-hand leadership experience in recognized multinational companies, his passion for sharing knowledge and personal development naturally led him to help others
In this meaningful quest for well-being and fulfillment, his firm helps you reconnect with your inner peace, the one that allows you to take your life back in hand and act
+ 25 years of experience
Serving leaders and industrial SMEs
100% field-focused
A concrete approach rooted in your industrial reality
Lasting results
Targeted actions for measurable performance
Total commitment
A partner involved at every stage of your transformation
Business consulting
Ready to structure your growth with a leader who understands field reality?
Let’s take the time to assess the levers that will create the most value for your business
An approach focused on your challenges
Clear, measurable objectives
Concrete, lasting results
Commitment and partnership
or
Free discovery session
30 minutes to discuss your challenges.
A first strategic conversation to understand your goals, identify growth levers and confirm whether the support is the right fit
30 minutesStrategic discussion
100% personalizedAdapted to your challenges
No commitmentFree and confidential
or
Leadership challenges
The blockers the intervention is designed to remove.
01
Unclear strategic vision
Lack of priorities, competing urgencies, poorly allocated resources and difficulty turning vision into field decisions
02
Management under pressure
Low team engagement, unclear roles, lack of recognition and difficulty motivating and empowering people sustainably
03
Fragile operational performance
Slowed flows, insufficiently controlled processes, high costs, delays, inconsistent quality or missing industrial routines
04
Growth that is hard to structure
Commercial opportunities exist, but organization, methods, capacity and ROI tracking are still insufficient to scale
or
Field evidence
Measurable results built in industry.
270M$
In revenue for Stella LeatherGoods in 2021, compared with $1M five years earlier
3 700
Employees across three leather-goods sites in China, Vietnam and the Philippines for Stella LeatherGoods
210
ATEX Leathergoods employees in 2024, up from 60 in 2021, with industrial structuring and ramp-up
900
Prototypes per year at ATEX LeatherGoods, compared with barely one hundred three years earlier
How we help you as a consultant
Four ways to intervene depending on your situation.
Swipe to explore the four types of support
01
Strategy
Clarify the leader’s vision, structure priorities, secure decisions and build a clear direction for the company
02
Management
Work with the decision-maker, train managers, clarify roles, strengthen engagement and address HR challenges linked to management
03
Operations
Optimize flows, operating procedures, routines, quality, lead times and productivity
04
Innovation
Identify new growth levers, structure ideas and turn opportunities into concrete actions
Method
A simple intervention, structured and ROI-driven.
01
Diagnosis
Analysis of the current situation, pain points, risks and opportunities, notably through SWOT and PESTEL
02
Action plan
Measurable prioritization of workstreams, SMART objectives, clear responsibilities and PDCA cycle
03
Concrete actions
Field deployment of solutions adapted to teams, flows, quality and the company’s pace
04
Follow-up and ROI
Impact measurement, adjustments, routine anchoring and long-term value creation
Intervention philosophy
Enjoyment at work as a performance lever.
Sustainable performance is not achieved through objectives alone. It is built through clarity, proximity, recognition, ergonomics and everyone’s ability to understand their contribution
This approach builds on strengths, installs simple routines, measures concrete effects and connects well-being, commitment, loyalty and operational results
ClarityGive meaning and reference points to everyone
ProximityListen, understand and support
RecognitionRecognize contributions and strengthen pride
ResultsConnect well-being, engagement and sustainable performance
“Enjoyment-based management: people at the heart of performance.”
Interview
How can we reconcile performance, fulfillment and authenticity?
In this interview, Lionel Berruyer, General Manager of ATEX Leathergoods, shares his leadership experience and his belief that transparency, common sense and quality human relationships are the foundations of sustainable leadership. A valuable testimony for anyone looking to evolve their management practices
How we help you
Regain confidence and clarity and the ability to act.
500 DHSThe session — with no time limit
Your goal
Individual support to rebuild self-esteem, clarify difficult decisions and turn insights into concrete action
Our role
The practice helps you with the how: structuring the steps, choosing the right levers and securing implementation in your real context
The time you needCoaching sessions have no time limit: the conversation follows the need through to completion, without a rigid time constraint
Self-esteemRegain confidence and recover a steadier posture in relation to one’s environment
Taking actionTurn ideas into concrete, realistic and tracked steps
Field mentoringBenefit from an experienced perspective to move forward with method and clarity
Duration: no time limitPrice: 500 DHS per session
or
Training
Training professional training.
Practical, interactive training to strengthen leadership, communication, management skills and the HR topics that affect collective performance
Available in English and French
Within your company
Programs designed to support leaders, managers and teams in real situations: decision-making, motivation, feedback, recruitment, posture and change management. Team support and training for field deployment of suitable solutions
Leadership
Develop inspiring, mobilizing leadership
Communication
Communicate more effectively to strengthen impact and collaboration
Performance
Improve individual and collective effectiveness every day
Management and skills
Acquire concrete tools to manage and decide more effectively
Training tailored to you, adapted to your sector, HR and management challenges, and your teams’ level
Consulting, individual coaching and team support
Flexible support, human and borderless.
We adapt to your needs and context to provide close support in Morocco, France or remotely. The goal is to help decision-makers, entrepreneurs and executives clarify priorities, overcome blockers and achieve concrete, lasting results
In-person or video consulting
Sessions adapted to your constraints and preferences, face to face, remotely or directly on site
Travel throughout Morocco and abroad
Field presence to stay close to your challenges, wherever you are
Professional coaching in French and English
Individual support for entrepreneurs, leaders and executives when personal topics influence clarity, energy, posture and professional performance
Professional background
A track record of excellence and hypergrowth.
Lionel built his leadership within major global organizations before applying it to fast-growing companies
2000 – 2004
Industrialization and methods manager
Shiseido — France
Launch of new fragrances, performance leadership, process innovation and method structuring
2004 – 2016
Technical manager, workshop manager and prototype workshops director
Louis Vuitton — France
For more than ten years, he held senior positions within Maison LV, his last role being operations management for development and mock-up activities under the direct responsibility of Delphine Arnault, Vice President of Louis Vuitton
2016 – 2021
General Manager LeatherGoods
Stella International — Asia
Development of leather-goods units in China, Vietnam and the Philippines, growing to 4 million bags per year and 3,700 employees
2021 – 2024
General Manager
ATEX Leathergoods — Tunisia
BPC quality control, TPM, lean manufacturing, agile lines, independent internal development and continuous training
Since 2025
Founder
L’Atelier Maroquin — Agadir
As founder, he works with the Chamber of Trades and Skills to organize leather goods training for the luxury industry, recruiting young people eager to learn and applying his full experience to serve the manufacturing needs of leading European houses
Tools and training
Methods adapted to the real business context.
FormatsWorkshops, training and field assignmentsPriceOn quotation
Strategic tools
MARP and Merise
Stakeholder ally matrix
Vision and strategic plan
Communication at the center
Managerial courage
HR tools
PNL
Process Communication
MBTI
Recruitment interview
Motivational management
Implementation
SWOT and PESTEL
PDCA
Impact matrices
Metaplan
SMART objectives and industrial routines
Corporate workshops
Feedback and recognition
Effective meetings
Constructive feedback
Collective creativity
Clear, measurable objectives
Testimonials
Feedback from leaders focused on the field.
Verified participant★ ★ ★ ★ ★
I worked with Lionel when I was in HR at Louis Vuitton. Lionel was one of my internal clients. I greatly appreciated working in genuine partnership with him. Lionel is an attentive manager who listens while remaining demanding. He finds the right balance between listening and high standards, and supports, develops and fairly defends his teams. He is positive and highly committed.
Maud BROTTIERHead of Talent and Operations at TotalEnergies
Verified participant★ ★ ★ ★ ★
The support helped us clarify priorities, align teams and turn a strategic ambition into a very concrete action plan.
Executive managementPremium leather goods house
Verified participant★ ★ ★ ★ ★
What stands out with Lionel is how simply he shares experience that few people have the opportunity to acquire over a career.
When you know the responsibilities he has held and the teams he has led, you quickly understand the value of his advice and experience. Yet from the first conversations, you quickly feel at ease. Lionel has the ability to listen, understand situations with perspective and share his experience through simple, direct and concrete exchanges.
At 29, I am already fortunate to have built a business that works well and has reached several goals I had set for myself. Yet, like many entrepreneurs, I sometimes lost momentum or felt stuck in certain ways of seeing things.
In just a few sessions, he helped me unlock something that had been weighing on my motivation for a while. My business was doing well, but I felt like I was going in circles and had lost part of the early spark, without necessarily being motivated by new goals.
Our conversations helped me see certain things differently and regain real momentum. Honestly, I now feel like I have regained the energy and drive I had when I launched my business.
I recommend him to anyone looking for an experienced outside perspective, whether to evolve their management, their business or simply their way of approaching professional challenges.
Nicolas DelmoulyPresident of ENERGIEDIN web agency
Verified participant★ ★ ★ ★ ★
The strength of the approach is its simplicity: a field diagnosis, fast decisions, then measurable routines that managers can actually sustain.
Operations managerInternational industrial site
Verified participant★ ★ ★ ★ ★
I had the pleasure of working with Lionel when he was technical manager at Louis Vuitton. Coming from a very different industry, Lionel adapted quickly and brought a fresh perspective to the technical topics we were working on. Open, pleasant and technically strong, he moved these projects forward with determination. His qualities have now enabled him to lead a 200-person manufacturing workshop.
Christophe DEGOIXChief Operating Officer at TAL Apparel Limited
Verified participant★ ★ ★ ★ ★
Lionel knows how to find the right words to guide you toward improvement. I strongly recommend his coaching sessions; they are very enriching.
Claudia GalavanPastry Chef
Verified participant★ ★ ★ ★ ★
Lionel is a manager who knows how to bring a team together and constantly looks for solutions to improve a situation and bring his people with him. Generous and energetic, his enthusiasm is contagious, and I greatly enjoyed working with him.
Charles Henri ColonnaCo-Founder Albus Conseil
Verified participant★ ★ ★ ★ ★
Lionel has a strong command of coaching methods, both personally and professionally. His approach is structured, caring and results-oriented.
He knows how to ask the right questions, the ones that create real awareness and help you move forward concretely. Thanks to his support, I clarified my goals, overcame certain blocks and adopted a more strategic view of my activity. What makes the difference with Lionel is his ability to adapt to each person while relying on solid, proven methods. His coaching brings real value, both for personal development and professional performance. I highly recommend Lionel to anyone who wants to grow, structure their projects and reach their goals effectively.
Amina BatatOptician / eye care
Contact
Your transformation starts with a conversation.
A coffee, a company visit and an honest diagnosis to identify new growth opportunities
