Sep 17, 2026 · 39 min · 11 segments
Host and General Manager of ALF Insight, Amanda Rosevear, chats with Oya Mustafa, the newly appointed Head of Partnership Innovation at Chelsea FC, and former Chief Growth Officer at Not Normal Group…
Oya MustafaGuest
Amanda RosevearHost
So let's jump straight into it because all businesses, well, most businesses say they're looking for growth.
Yeah, yeah, it's interesting, isn't it? Where do you start, right? It's one of those things.
And I think the problem is, is that growth has become one of the most overused words in the business.
Everyone says they want growth, but very few people stop to define what that actually means for their business.
So, you know, when someone says to me, we want to grow, I'm like, OK, cool, but why? Mm-hmm.
And it actually is really interesting to hear what they come back with because you go, well, are you trying to increase revenue? Are you trying to improve profitability, diversify your client base, enter new markets, build enterprise value? You could even say retain your best people, right? These are all some examples of the different verticals that all ladder up to growth, but they complete different strategies.
And one of the biggest mistakes I think businesses make is jumping straight into the solution and going, we need a business developer.
And you're like, yeah, okay, maybe, but what do you actually need? And what type of business development person do you need to deliver it? Because we all have different superpowers.
And I'm obviously really pumped up by this because I was just like, how do I simplify the different personalities and personas? And I've come up with four broad personalities.
So let's jump straight into it because all businesses, well, most businesses say they're looking for growth.
Yeah, yeah, it's interesting, isn't it? Where do you start, right? It's one of those things.
And I think the problem is, is that growth has become one of the most overused words in the business.
Everyone says they want growth, but very few people stop to define what that actually means for their business.
So, you know, when someone says to me, we want to grow, I'm like, OK, cool, but why? Mm-hmm.
And it actually is really interesting to hear what they come back with because you go, well, are you trying to increase revenue? Are you trying to improve profitability, diversify your client base, enter new markets, build enterprise value? You could even say retain your best people, right? These are all some examples of the different verticals that all ladder up to growth, but they complete different strategies.
And one of the biggest mistakes I think businesses make is jumping straight into the solution and going, we need a business developer.
And you're like, yeah, okay, maybe, but what do you actually need? And what type of business development person do you need to deliver it? Because we all have different superpowers.
And I'm obviously really pumped up by this because I was just like, how do I simplify the different personalities and personas? And I've come up with four broad personalities.
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