CEO TALK: "Innovation is a responsibility, not a luxury"

MUSCAT, JUNE 30

To Maryam al Aamri, innovation is not luxury - it is a responsibility. As the CEO of Matterz Group, Oman's first company dedicated to developing skills and behaviors through innovation, she is redefining how institutions and communities adapt, grow, and lead in an ever-changing world.

Speaking to the Observer, Al Aamri said, “I introduce myself as a woman committed to shaping Oman’s future by embedding innovation at the heart of communities and institutions. Through Matterz Group, I focus on building integrated ecosystems that empower people, cultivate skills, and drive sustainable impact. I believe innovation is not a luxury, it is a responsibility we must all embrace to create a resilient, thriving society.”

According to the entrepreneur, social innovation means applying creative, practical solutions to social and institutional challenges in ways that are sustainable and inclusive. “At Matterz, we live by activating this concept by involving communities and organizations directly in designing the solutions they need, ensuring relevance, ownership, and long-term impact,” she commented.

Her journey began in 2010, with Youth Vision, a platform specialised in social youth entrepreneurship dedicated to designing programmes and services that develop the skills of young Omanis and prepare them for future leadership.

“My journey began in 2010 with Youth Vision, rooted in a simple but powerful belief in the transformative potential of young people.” she recalled. “Over time, this initiative evolved through continuous learning, listening, and experimentation. It matured into Matterz Group, a national platform committed to enabling institutions and communities to innovate, grow, and lead meaningful change.”

As Matterz Group evolved, it brought together key subsidiaries under one umbrella. One such subsidiary is Innovation Hub, which focuses on designing solutions, while Skillerz, another arm, drives talent development.

“Bringing Innovation Hub and Skillerz under one umbrella was a strategic step to create a unified ecosystem. It reflects the belief that innovation requires more than just ideas it demands the skills and behavior needed to execute them. By merging talent development with innovation solutions design, we are equipped to better address complex challenges in a holistic and scalable way,” she said.

According to the CEO, what sets Matterz Group apart is its commitment to turning innovation into a “living competency” rather than just an occasional project. “Matterz and Innovation Hub are committed to institutionalizing innovation rather than treating it as a side initiative...Today, we observe clear gaps in critical innovation skills and readiness within many institutions. At Matterz, we work to close these gaps by designing programmes that enhance organizations’ ability and youth alike to adapt, innovate, and thrive amidst complexity, ensuring that innovation becomes an embedded capability rather than an external dependency.”

However, Al Aamri’s work extends beyond the private sector. According to the CEO, she has participated in over 200 community driven programmes in Oman. One standout achievement was Matterz Group’s contribution to developing the Corporate Innovation Guideline for government entities under Vision 2040.

“This project was not just about drafting a document; it was about empowering institutions to create internal DNA environments where innovation could thrive as a daily, sustainable practice, transforming how they lead, serve, and adapt in a fast-changing world.”

Her work has earned her recognition beyond Oman. Earlier this year, Al Aamri was named the country's first female Global Distinguished Ambassador by the Global Innovation Institute (GInI). “Being recognized as Oman’s first female Global Distinguished Ambassador by the Global Innovation Institute (GInI) was both a responsibility and an opportunity. It highlights the importance of having Arab institutions and communities represented in global innovation conversations and opens new pathways for institutions in Oman to take a more influential role internationally. I hope it inspires more women to step into influence with purpose and confidence.”

Al Aamri describes her leadership style as a balance between achieving measurable results with inspiring a broader vision for systemic change. ”I believe real transformation happens when communities and institutions build their own innovation capabilities, making innovation a way of life rather than a passing initiative. While I’m proud to inspire young women and change-makers, my priority is building systems and solutions that deliver impact. Inspiration becomes real when it’s rooted in results—and when it empowers others to do even more.”

Looking ahead, Al Aamri envisions the Matterz group expanding regionally and globally. But most importantly, she is focused on legacy. “The legacy I aspire to leave is a resilient model that transforms innovation from isolated efforts into a dynamic, collective force shaping future economies and societies, transforming how we live, learn, and lead across generations.”