Diyana Mahad, PhD
ENTREPRENEURSHIP & INNOVATION SCHOLAR
Senior Lecturer · Corporate Trainer & Programme Director · Ikigai & Purpose Coach
I study how people find the courage to start — through PhD research on ikigai and effectuation, executive programmes that upskill thousands of professionals, and coaching that helps individuals embody their own sense of purpose.
Achievements
10+
Years,
Senior Lecturer at Multimedia University
1,000+
Professionals upskilled via
TM programmes
11
Postgraduate
& PhD students supervised
5
Research & innovation awards
One thread, three practices
I hold a PhD in Management from Multimedia University, where my research examines nascent entrepreneurial behaviour through the lens of effectuation theory and ikigai — the psychological meaning systems that shape how people navigate uncertainty and purpose.
That research doesn't stay in the academy. As Programme Director at CNERGY, MMU, I design and deliver executive education for organisations like Telekom Malaysia — translating theory into leadership labs, digital capability programmes, and workforce upskilling at scale.
And increasingly, it shows up one-on-one: as a neuroscience-informed ikigai and purpose coach, using a framework I've developed called the 5 Activations to help individuals move from conceptual understanding of purpose to lived, embodied clarity.
SERVICES
Research & Teaching
Entrepreneurial intention, effectuation, and purpose-driven entrepreneurship, published and presented internationally.
Corporate Training
HRDC-accredited facilitator designing leadership and digital capability programmes for industry and government partners.
Ikigai Coaching
The 5 Activations framework:
Helping individuals find embodied evidence of their own purpose, not just the concept of it.
"I research ikigai for a living — and I'm still actively discovering my own. That tension is exactly why the work is honest."
Three practices, one thoroughline
Academic Research & Teaching
Senior Lecturer at Multimedia University teaching entrepreneurship, statistics, and quantitative methods for undergraduate and postgraduate.
Entrepreneurial intention & effectuation theory
PLS-SEM & mediation analysis
PhD, Master's & FYP supervision (11 students)
Peer reviewer, IJOMFA & IJBS
Corporate Training & Consulting
HRDC-accredited trainer and Programme Director designing executive education for corporate, government, and community partners.
Leadership & talent acceleration programmes
Digital marketing & entrepreneurship bootcamps
Design Thinking (IBM Enterprise Co-Creator)
Clients: Telekom Malaysia, MDEC, KPWKM & more
Ikigai & Purpose Coaching
Neuroscience-informed coaching for individuals seeking embodied clarity on purpose, direction, and next chapters.
The 5 Activations framework (proprietary)
Ikigai & effectuation-based life design
3-brain alignment coaching model
Grounded in doctoral research, not trend
Career
2018 - Present
Programme Director / Industry Engagement Lead
CNERGY, Multimedia University
• Led strategic training for Telekom Malaysia, coordinating 15 MMU SMEs to upskill 1,000+ professionals
• Designed the CATALYST Talent Acceleration Programme for 100 high-potential TM talents
• Directed the RM150K SISDIT bootcamp, a 5-year collaboration with Yayasan Diraja Sultan Mizan
• Contributed to the RM1 million TMGP Master Trainer leadership programme
2015 - Present
Senior Lecturer
Multimedia University
• Teach Business Statistics, Multivariate Data Analysis, Strategic & Change Management, Entrepreneurship
• Curriculum enhancement, blended learning, and digital economy-aligned programme development
2019 - 2024
CEO & Founder
Wanderhand Sdn Bhd
Founded and led a B2B e-commerce platform for trading, retail, and social commerce — enhancing digital access and visibility for local brands.
2018 - 2023
Head of Outreach
Faculty of Management, Multimedia University
Led community engagement, digital presence, and student experience — managing FOM's social media, website, outreach campaigns, and events.
2017 - 2020
Co-Founder
Habibu Social Enterprise
Purpose-driven digital commerce platform supporting mothers and community entrepreneurs; MaGIC-accredited social enterprise (2019).
2012 - 2015
Programme Liaison Lead
Monash University (Singapore–Australia Partnership)
Coordinated academic delivery and programme quality between Monash campuses in Singapore and Australia.
2011 - 2015
Lecturer
TMC Academy, Singapore
Delivered Monash College-accredited Statistics & Mathematics modules; served as Chief Invigilator for academic integrity and quality assurance.
Publications & Recognition
SELECTED PUBLICATIONS
Understanding Behavioural Mechanisms of Entrepreneurial Decision-Making under Uncertainty: A Mediation Analysis Using PLS-SEM
Journal of Applied Structural Equation Modeling (JASEM), 2025 · Under peer review
Exploring the Interplay of Ikigai and Entrepreneurship: A Systematic Literature Review
Studies in Systems, Decision and Control, Vol. 657, Springer, 2026
Determinants of Nascent Entrepreneurial Intentions: A Balance Theory Perspective in Nation Building
The International Journal of Innovative Research and Scientific Studies, 8(5), 2025
A Study on Ikigai and Effectuation's Impact on Nascent Entrepreneurship Intentions
Pakistan Journal of Life and Social Sciences, 22(2), 2024
Investigating the Roles of Ikigai and Effectuation in Shaping Nascent Entrepreneurial Behaviour
Doctoral dissertation, Multimedia University, 2025
AWARDS & RECOGNITION
Best Paper Award
4th Int'l Conference on Technology & Innovation Management, 2025
Best Presenter Award
4th International Conference on Technology & Innovation Management, 2025
Gold Medal
Malaysia Technology Expo, 2022
Bronze Medal
Int'l Conference & Exposition on Inventions (IIHL), 2022
Service Excellence Award
10 Consecutive Years of Excellence, MMU
CERTIFICATIONS
Certified Accredited Trainer
HRDC, since 2017
Enterprise Design Thinking Co-Creator
IBM,
2021
Virtual Learning Facilitator
DRB-HICOM
University, 2021
Digital Marketing Specialist
iTrain Asia, Singapore, 2022
Micro Business Advisor
MASMED, UiTM, 2024
