Umm Safiyyah Bint Najmaddin is an international selling child development author and coach. Her background in psychology has led her to specialise in the field of child motivation; that a child can do anything if they put their heart and mind into it. She developed the Growing Muslim Mindset to help Muslim parents empower their children to achieve their fullest potential in whatever they chose to pursue. Her current research at the University College London is on intrinsic motivation.