Zero to N

What if the most powerful business metric isn’t revenue or margin, but the sparkle in people’s eyes?From running his father’s shoe shop in a small Senegalese village to leading global logistics giant Aramex as Group CEO, Amadou Diallo’s journey is a masterclass in grounded ambition. In this episode of Zero to N, Amadou sits down with host Rashid to reveal how ancestral wisdom, the Senegalese spirit of Teranga, and radical humility drive multi-billion-dollar transformations. He breaks down why self-improvement is an obligation rather than an option, what AI will never replace in business, and how coming from "zero" gives you the ultimate competitive edge.

Loubna Imenchal built a global leadership career by learning to treat “no” as a challenge, not a verdict.She joins Rachid Labrik on Zero To N to unpack career reinvention, multicultural leadership, women in tech, intuition vs data, AI and critical thinking,  while revealing the personal cost of always living in the future.Now, her focus is increasingly turning towards impact: from Connect to Elevate to serving as a judge at Final Pitch Dubai and encouraging women entrepreneurs, Loubna is using the lessons and network she has built to help more women create opportunities of their own.

“I never asked for a promotion. I never asked for a salary increase.” For more than 25 years, Badr Zemmama has built his career from junior positions to executive leadership, without following one of the most repeated pieces of career advice: if you don't ask, you don't get. He doesn't believe it.His philosophy is different:Prove the value first. In this episode of Zero to N, Badr and Rachid Labrik explore what it really takes to build a career that lasts and why patience, curiosity, trust and execution may matter far more than constantly chasing the next title. Badr shares the early failure that almost changed the direction of his life, the words from his father that restored his belief in himself, and why he later chose a corporate salary worth a fraction of what he had been earning because he believed the long-term opportunity was more valuable than the short-term money. They challenge the obsession with fast success, discuss what social media may be teaching the next generation about ambition, and ask a harder question: Have we become so focused on getting ahead that we've forgotten to become good enough to stay there? Badr also breaks down his approach to leadership, hiring, underperformance and negotiation,  including why he hires for curiosity, why leaders should build teams that no longer need them, and why trust starts by giving before you ask for something back. His rule for business is simple: Win the heart.Then the mind.Then the wallet. And his code of transformation? The right people. The right preparation. Relentless execution. Because the idea is only the beginning. The real work is going from Zero to N.

Emma Burdett built WILD from a $300 event into one of the region’s best-known communities for women in leadership  before realising that the business, and she herself, needed to evolve. Emma joins Rachid Labrik to talk about being fired three times, building from zero in Dubai, the mistakes she made while scaling, using LinkedIn to create opportunity, trusting intuition in commercial decisions and why sometimes success requires the courage to reinvent what already works. A conversation about entrepreneurship, identity, visibility, freedom and knowing when it is time to build the next version.

AI, digital transformation, future of work and Morocco's technology ambitions with Mohamed Saad, Deputy CEO of the Casablanca Stock Exchange and President of AUSIM. Mohamed joins Rachid Labrik to explore why transformation fails, what happens to junior careers as AI advances, why critical thinking matters more than ever, and what Morocco needs to move from technology consumer to global creator. From “adapt before you adopt” to the Infinite Game, they ask what really takes people, organisations and countries from Zero to N.