We’re looking forward to introducing you to Mustafa Behan. Check out our conversation below.
Good morning Mustafa, we’re so happy to have you here with us and we’d love to explore your story and how you think about life and legacy and so much more. So let’s start with a question we often ask: What’s more important to you—intelligence, energy, or integrity?
This is easy to answer. Integrity beats intelligence. Integrity beats energy. I have met smart people. I have met people with a lot of energy. These are good qualities. But the people that I want to build long-term relationships with are people of integrity. Also, it is quite difficult to find these people.
Can you briefly introduce yourself and share what makes you or your brand unique?
I am the founder of Amsety. I studied mathematics and technical mechanics in Germany and Italy, and initially focused on mathematical methods for quantum mechanics. After this, I changed lanes to work in business, first for Procter&Gamble (consumer goods) and then for McKinsey (consulting).
Together with partners, I founded a Fintech company, long before “Fintech” became fashionable.
In 2012, I founded Amsety (www.amsety.com).
Amsety is dedicated to support individuals with liver conditions. I had a personal motivation to work in Liver Health, having both Liver Disease and Diabetes in my immediate family.
Amsety ‘s mission is to give people more healthy days. We mean this in two ways: Firstly, we want to make it easier to live a day full of healthy habits – from nutrition to exercise and rest. Secondly, we would love to see people benefiting from their healthy habits by having less days of health problems. We believe that the keys to these healthy days are threefold:
1. Education about nutrition, exercise, and avoiding toxins
2. Pointing out harmful habits and providing healthy alternatives
3. Providing practical solutions like the Amsety Liver Health Nutrition Bar, the BetterLix App, and our Amy – Liver Health Digital Assistant
We provide resources and support that promote prevention and encourage healthier lifestyle choices. In addition to our Amsety Bars—specially developed to support liver health—we offer nutrition guidance, digital tools (www.betterlix.com), and AI-driven insights to support your wellness journey. On our websites, you’ll find helpful resources like the Liver Health Score quiz, expert tips, free eBooks, and liver-friendly recipes—all designed to make liver health part of everyday life.
With everything we do, we strive for scientific accuracy and highest quality. Our Amsety Liver Health Nutrition Bars are based on clinical studies covering liver health and nutrition, offering key benefits like gluten-free, sodium-free, no refined sugar, organic, high in protein and fiber.
Amazing, so let’s take a moment to go back in time. Who taught you the most about work?
My father taught me the love for Mathematics. He was an engineer. He loved numbers and started to teach me calculations when I was 4. Next to my father, my martial arts master was of massive influence. He told me about work ethics, discipline, and overcoming obstacles. He has been my mentor for almost 40 years now. I had great mentors in business, who taught me about leadership, strategy development, and economics. But the greatest teacher I had is Master Octav, my Martial Arts teacher.
Was there ever a time you almost gave up?
No. Every time Frank Sinatra sings “I thought of quitting, baby. But my heart just ain’t gonna buy it”, I sing along. However, I am not sure that this is always a good thing. Sometimes, a quicker escape from situations would have been the right decision. But again, my heart does not want to buy it.
I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. What’s a belief or project you’re committed to, no matter how long it takes?
Our mission is equally important as it is very difficult to achieve. We want to improve Liver Health. The American Liver Foundation estimates that more than 100 million Americans suffer from a liver condition. This estimate increased from around 10 million in 2008, to 30 million in 2015 to now more than 100 million, meaning every third American suffers from a liver condition – with the majority of them being undiagnosed. Many of the problems can be addressed by a healthier lifestyle, a better diet, more exercise, better rest, and medical check-ups. It all starts with education and developing healthier habits. We are committed to this – no matter how long it takes.
Okay, so before we go, let’s tackle one more area. Are you tap dancing to work? Have you been that level of excited at any point in your career? If so, please tell us about those days.
I am excited to go to work every day. I enjoy getting feedback from customers, solving problems, developing people and strategies. I like to make things happen. Work is a major part of my life – and I am happy that I love what I do.
Contact Info:
- Website: https://www.amsety.com
- Instagram: https://www.instagram.com/amsetybar/
- Linkedin: https://www.linkedin.com/company/amsety/
- Twitter: https://x.com/amsetybar
- Facebook: https://www.facebook.com/AmsetyBar/
- Youtube: https://www.youtube.com/c/AmsetyBar
- Other: www.betterlix.com
https://apps.apple.com/de/app/betterlix-liver-health-coach/id6469586362
https://play.google.com/store/apps/details?id=com.betterlix&hl=gsw
