We caught up with the brilliant and insightful Yemi Oluseun a few weeks ago and have shared our conversation below.

Yemi, thanks for taking the time to share your stories with us today To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard

Yes — most of the industry focuses on top-of-funnel growth: more leads, more traffic, more ads.

At The Change Hive, we focus on what happens after the sale, where most of the leaks are.

Instead of starting with marketing spend, we look at delivery, onboarding, and retention. We map the customer journey, identify where value drops, and fix the gaps behind the scenes. That work often drives growth faster — and more sustainably — than new acquisition alone.

For example:
A SaaS company we worked with had strong inbound, but was losing 40% of clients within 90 days. Instead of redesigning the website or boosting ads, we rebuilt their onboarding flow and customer feedback loop. Within five months, their Net Revenue Retention was up by 35%.
No new leads — just fewer leaks.

Sometimes the most significant wins come not from scaling wider, but from tightening what’s already in place.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I run The Change Hive, a strategy consultancy that partners with FinTechs and B2B SaaS businesses to grow by fixing what’s leaking, not just chasing more leads.

Most companies pour energy into getting attention. We focus on what happens after the sale, where cash, clients, and credibility are often lost.

I created the 5Rs of Retention™ framework to help teams:

→ Roadmap – Give customers a clear path to success
→ Routine – Build habits that make your product stick
→ Rave – Use reviews to build trust and accelerate referrals
→ Revenue Expansion – Make it easy for happy clients to buy more
→ Rescue – Spot churn risks early and respond quickly

We work with founders, RevOps teams, and private equity-backed scale-ups across the UK, US, and Africa. Clients often come to us when they’re hitting a wall: growth has slowed, churn is creeping up, and more marketing spend isn’t fixing the real issue.

What makes this work exciting is the ripple effect. When businesses stop leaking, they scale stronger, creating stable jobs, sustainable growth, and stronger communities.

Right now, I’m rolling out our Retention Roundtable Series — live, tactical conversations with GTM and RevOps leaders who want smarter growth without burning out their teams. I’m also building a digital shop of tools, frameworks, and scorecards that make strategic growth simpler and easier to scale.

For me, this isn’t just strategy. It’s about building systems that free people up to do better work — and create businesses that last.

Because you don’t scale by getting louder.
You scale by getting tighter.

Most businesses don’t need more leads.
They need fewer leaks.

We’d love to hear a story of resilience from your journey.

Resilience, for me, comes from deciding not to waste the hard seasons.

I’ve had launches that flopped, projects that went quiet, and seasons that looked like failure. But I’ve learned this:

All work works.
Sometimes it works for you.
Sometimes it works on you.
But it always works.

Even the things that didn’t go to plan helped shape the IP, pricing, and systems I use today. The 5Rs of Retention™ wasn’t theory — it came from solving the same problems over and over again, until a pattern emerged.

I keep moving. I let the process do its work — even when the results take time.

That’s where my resilience comes from.

Do you have any insights you can share related to maintaining high team morale?

Culture and morale don’t come from what’s written on the wall — they come from what leaders actually do.

The values of the leadership team shape everything.
So one of the most valuable things you can do early is clarify, communicate, and embody your values — not just as words, but as filters for hiring, client selection, delivery, even supplier choice.

Aspirational values are fine too — just name them as such. Be honest about what you’re growing towards, not just who you claim to be.

If culture eats strategy for breakfast, then values are the table it’s served on.
And when values are lived, not just listed — morale tends to follow.

Contact Info:

• Website: https://www.thechangehive.co
• Instagram: https://www.instagram.com/yemioluseun_/
• Facebook: https://www.facebook.com/yemi.oluseun.1
• Linkedin: https://www.linkedin.com/in/yemioluseun/
• Twitter: https://twitter.com/yemioluseun
• Youtube: https://youtube.com/@YemiOluseun