Hey I'm Yai Haddy

My story started in the smallest country on mainland Africa. 

I was that curious, introverted kid who found magic in books, stories, T,V and music. Most times you would find me lying down in bed or on our couch in our living room,  diving deep into stories, documentaries, music, and anything that sparked my imagination.

But here's the thing about me – I didn't just consume content, I became completely obsessed with it.

When I watched a movie, I didn't just enjoy the plot. I needed to understand how the director created that emotional pull, why certain scenes made my heart race, and what techniques kept me glued to the screen until the very last credit rolled. 

When I listened to music, I dissected the lyrics, analyzed the beats, and wondered how artists built such loyal fanbases that followed them through decades of evolution.

This obsession with the WHY and HOW of everything that captivated me became my superpower, though I didn't know it yet.

When I relocated to the UK and started studying business, something clicked. All those years of analyzing what made things work, what kept audiences engaged, and what created lasting impact suddenly had a framework. I wasn't just learning theories; I was connecting dots I'd been collecting my entire life.

But I've never been one to just study theory. While my classmates were memorizing textbooks, I was testing every concept I learned on my own side hustles. 

Late nights weren't just spent cramming for exams – they were spent experimenting with marketing strategies, testing customer psychology principles, and obsessing over what made some businesses thrive while others failed.

The results spoke for themselves. At the fast-food chain where I worked to support my studies, I went from Shift Manager to Assistant Manager to Store Manager in record time. Not because I was trying to climb the corporate ladder, but because I couldn't help but apply what I was learning to improve operations, sales, and increase customer satisfaction. 

My Master's Degree in Management & International Business was just the formal credential – the real education was happening in real-time, with real people and real results.

Before I ever thought about taking my insights online, I became the go-to person for friends, family, and colleagues who were struggling with their own ventures. I tested my strategies on my then-hairdresser who couldn't figure out why customers weren't returning. I helped a loved one with an e-commerce store understand why their best customers were leaving for competitors. 

Each success fueled my obsession further.

When I finally brought my expertise online, I realized that my childhood habit of diving deep into the WHY and HOW of everything had prepared me for something much bigger than I'd ever imagined.

Since then, I've had the privilege of helping thousands of business and brand owners across industries launch, grow, and scale their businesses. From online only businesses to family-owned restaurants in small towns, from personal brands building their first audiences to established companies looking to reinvent themselves – the principles remain the same.

Because at the end of the day, business success isn't about luck or perfect timing. It's about understanding the WHY behind consumer behavior and mastering the HOW of turning that understanding into sustainable growth.

That curious kid who couldn't stop asking questions? She never went away. She just found her calling.

And now on the internet, she packages them into: