We recently had the privilege of having an insightful conversation with Homa Heybati, Business Unit Manager at GoodLife for Services & Marketing. A seasoned leader in finance and the renewable energy sector, she is committed to building cross-border partnerships between Europe and the MENA region. From securing exclusive representation rights for high-impact technologies to negotiating MOUs, Homa Heybati is playing an instrumental role in strengthening strategic cooperation between Germany and Egypt in renewable energy and sustainable infrastructure.
Spark Behind the Journey
We started the interview by asking, “What first inspired you to pursue your current industry or professional path? Was there a defining moment or influence?”
Homa Heybati shared, “I’ve always been drawn to the space where strategy meets soul, where numbers carry meaning and business becomes a bridge between cultures. My passion for sustainability and environmental responsibility has been further deepened through my collaboration with a Berlin-based company focused on storage technologies for renewable energy, where I engaged in cross-disciplinary initiatives that connected finance, innovation, and climate strategy. That experience deepened my commitment to building cross-border partnerships, especially between Europe and the MENA region.”
Navigating through Challenges
Interested in learning how Homa Heybati overcame the challenging phases in her career, we asked her to share her experiences.
Homa Heybati explained, “Navigating complex administrative and legal frameworks in Germany has been one of the most demanding challenges, especially while managing operations from Egypt. I overcame this by combining strategic patience with emotionally clear communication. I learned to translate not just language, but expectations, and to protect my role and contributions with clarity and dignity.”
Potential Trends of the Industry
We further asked, “What key trends or changes do you foresee shaping the future of your industry over the next 3–5 years?”
“Three major shifts are already underway. Decentralized energy systems will redefine how we store and distribute power, while cross-regional collaboration, especially between Europe and the Gulf, will drive innovation. Moreover, AI-powered optimization will transform everything from contract management to stakeholder engagement.
The MENA region is uniquely positioned to lead, provided we invest in know-how transfer and inclusive leadership,” she added.
Plans we asked Homa Heybati
To gain insight into the goals Homa Heybati has set for her professional path, we asked, “What are your long-term aspirations for your company or role, and what strategies are you implementing to reach them?”
Homa mentioned, “I was born in Hamedan, Iran, a city steeped in history and tradition. Growing up there taught me resilience and the power of education as tools to cross boundaries. Later, in Germany, I absorbed the discipline of numbers and the clarity of structures. Today, based in Cairo, I bring these worlds together. My long-term aspiration is to build bridges — between Europe and the MENA region, between technology and humanity, between financial success and social impact. My strategy is built on three pillars: adapting German engineering excellence to regional realities, integrating ESG principles into every project, and fostering multicultural teams that thrive on diversity. This is how growth becomes not only sustainable but also meaningful.”
The Rise of AI: Reshaping Businesses
AI has been redefining businesses across industries in recent times. To learn Homa Heybati’s perspective on this aspect, we posed the question, “How do you see artificial intelligence and emerging technologies influencing your industry or business model?”
Homa Heybati commented, “When I began my career, much of finance was still manual, with endless spreadsheets and long reporting cycles. Today, artificial intelligence is rewriting the rules. It enables sharper forecasts, faster decisions, and more transparent risk management. In the energy sector, AI accelerates the integration of renewables through smart grids, digital twins, and advanced storage solutions. But for me, technology must never be an end in itself. It should serve people, not replace them. Perhaps this conviction comes from my own journey across cultures — I have seen that systems only succeed when they remain human-centered.”
Values Guiding Homa Heybati
We further asked Homa Heybati to share the core values or guiding principles that influence her decisions and the way her organization operates.
“My compass is guided by three values: integrity, sustainability, and collaboration. Integrity means transparency and reliability — lessons I first learned in Iran, where trust was often the most valuable currency. Sustainability reflects the European mindset I embraced, where long-term thinking is deeply ingrained. And collaboration is what drives me in Cairo, where diversity and difference are the greatest resources. These values are not abstract ideals; they shape how I negotiate contracts, how I build teams, and how I make strategic decisions,” she responded.
Embracing Innovative Practices at SVA
We were interested to learn more about the innovation at Homa Heybati’s venture. So, we asked, “Can you share an innovative strategy or approach that helped your company stand out or achieve a breakthrough?”
Homa Heybati mentioned, “At SVA, one of the most effective strategies I’ve implemented centers around financial transparency and KPI-driven performance. I designed a framework that connects operational decisions directly to measurable financial outcomes, ensuring that every initiative is aligned with profitability, efficiency, and strategic impact.
By introducing tailored KPIs across departments, covering margin control, cash flow forecasting, stakeholder satisfaction, and project delivery timelines. We created a culture of accountability and agility. This allowed us to identify bottlenecks early, reallocate resources dynamically, and negotiate contracts with greater confidence.”
“One breakthrough I am particularly proud of was localizing German renewable energy solutions for the Egyptian market. Instead of simply transferring a standard model, we adapted technologies, financing structures, and processes to local realities. It is more than a technical project — it is a cultural dialogue. For me, innovation is exactly that: weaving together financial strategy, cultural understanding, and technical expertise into a coherent whole,” Homa added.
Evolution of Homa Heybati as a Leader
Lastly, we asked, “How has your leadership style evolved throughout your journey, and what lessons have shaped your approach to leading teams or businesses?”
“My leadership style is a reflection of my journey. In Germany, I was precise and detail-oriented — almost like the chemist I once was in the laboratory. Over time, I realized that leadership is not about control, but about trust. Today, I see myself more as a conductor of an orchestra: I set the rhythm, but the music comes from the richness of diverse voices. The greatest lesson I’ve learned is that resilience and humanity are just as important as expertise. True strength lies in empowering others to shine,” Homa shared.
Connect with Homa Heybati on LinkedIn and visit https://www.goodlife.com.eg to learn more.
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