Zana Goic Petricevic
Leadership Transformation Expert, Keynote Speaker, Best Selling Author of Bold Reinvented
- Zana Goic Petricevic is a leadership transformation expert and bold leadership coach for C-suite leaders.
- She is a speaker and best-selling author of Bold Reinvented: Next Level Leading with Courage, Consciousness, and Conviction.
- She is the founder of Bold Leadership Culture, an EU and UK-based company offering leadership development solutions worldwide.
- Zana has coached and trained hundreds of leaders, partnering with global giants in diverse industries.
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Zana Goic Petricevic's Videos
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Zana’s Speaking Topics
Languages:
- English ,
- Italian
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Zana Goic Petricevic's 2025 Biography
Leadership Transformation Expert
Zana is a visionary leadership transformation expert turning uncertainty into opportunity. Zana empowers leaders to embrace change, adopt bold mindsets, and take decisive risks that drive success—especially when it matters most. With her unique ability to forge bolder individual and collective leadership, Zana excels at guiding organisations through complexity and volatility, helping leaders navigate change, foster innovation, and achieve meaningful results. Clients describe her approach as inspiring and pragmatic at the same time. She creates safe yet challenging spaces where transformation happens naturally. Her intuitive, energetic style cuts through complexity to address root causes with transparency and passion.
Zana’s Background
Zana brings nearly two decades of experience as both a corporate manager and an entrepreneur to her professional endeavours. Initially grounded in corporate communications and marketing within the oil & gas and pharmaceutical sectors, she utilised this foundation to make a seamless transition into leadership development. Today, she engages C-suite leaders globally with her compelling talks and transformative leadership programmes.
Zana’s Focus
Zana collaborates with senior and top management across a diverse array of sectors, including big tech, banking, pharmaceuticals, the Big Four, engineering, and technology. As an international leadership coach, consultant, mentor, keynote speaker, and writer, Zana advocates for the transformative power of bold conversations. These discussions form the cornerstone of her work with executives, C-suite leaders, and leadership teams worldwide, spanning Europe, the UK, the USA, and the Asia-Pacific region.
More About Zana
Zana is the founder of Bold Leadership Culture, an EU and UK-based company that delivers leadership development solutions across the globe. She authored “Bold Reinvented: Next Level Leading with Courage, Consciousness, and Conviction,” centred around The SOUL Framework® — her trademarked leadership model that anchors numerous coaching programmes offered globally. Her second book, “Leading on the Edge: The Bold Art of Being More Irrational and Less Mediocre,” further explores her unique approach to leadership.
Who is Zana Goic Petricevic?
Imagine being escorted out of a corporate building by security after a decade of loyal service… She doesn’t have to imagine. She lived it! That moment of public humiliation and years of legal battles became her unexpected catalyst for transformation.
Today, Zana is a leadership transformation expert and speaker who helps leaders turn uncertainty into opportunity. She empowers them to embrace change, adopt bold mindsets, and take decisive action—especially when stakes are highest.
Her journey from corporate exile to founding a global leadership consultancy wasn’t just a career pivot—it was a rebirth. She challenged power structures and now develops bold leaders worldwide.
Zana guides organisations through complexity with clarity and purpose, helping leaders harness change to spark innovation and achieve results.
What Sets Zana Goic Petricevic Apart?
Clients describe her approach as both inspiring and pragmatic. She creates environments that are safe and challenging, where transformation emerges naturally. Her energetic style addresses root causes with transparency. Audiences are captivated by her knowledge and her gift for communicating complex concepts in ways that are easy to grasp by diverse groups.
Featured Clients
Capgemini, PwC, UniCredit, Sandoz, Amazon
Speaking Topics
Leadership Transformation, Change, Risk-Taking Mindset
Zana Goic Petricevic's 2025 Talks & Topics
60-min keynote
WHAT IS THE KEYNOTE ABOUT?
Nearly 40% of CEOs believe their companies will fail economically within the next decade if they don’t undergo change. It’s a type of change that’s almost daunting to contemplate, isn’t it?
In today’s world, if there’s one thing you need to change, it’s the conversation about change itself—so you can better lead and manage it. Most change we didn’t ask for, yet it’s here. When it comes to change, we have two choices: downgrade the world’s expectations or upgrade our own inner operating system. Which do you think is more likely to succeed?
This keynote transforms how leaders approach change, replacing resistance with strategic adaptation and bold action. It covers three key words:
First, change – what turns change into a chance, or in other words, an opportunity instead of turning it into a crisis. Second, game – why playing the game of change is the ultimate test of leadership. And third, bold – what are the key mindset tips and some skills and behaviours to practise, so that you can play the game of change boldly.
This keynote provides the audience with a thorough understanding of how they can transform the conversation about change, starting with themselves, and then with others around them to better lead and manage change.
WHO IS IT FOR?
- Organisations undergoing change and transformation: Ideal for those navigating significant changes and looking for effective leadership strategies.
- Organisations wanting to inspire their leaders for upcoming change: Aimed at equipping leaders with the tools and mindset necessary to lead confidently through transitions.
WHAT WILL THE AUDIENCE TAKE AWAY?
- Transforming the conversation about change: audience will learn how to reshape their dialogue about change to better manage and lead through transitions.
- Adopting a proactive mindset and practical skills: they will gain insights into adopting a mindset that sees opportunities in times of change, coupled with practical skills to navigate these changes effectively.
This approach ensures that leaders not only change their perspective on change but also acquire actionable strategies to lead their organisations through transitions successfully.
60-min keynote
WHAT IS THE KEYNOTE ABOUT?
We can only truly experience boldness when we find ourselves in unpredictable situations, where the stakes are high, and decisive action is required. The modern world demands a new breed of bold leaders. In today’s climate, playing it safe represents the greatest risk.
But what does it truly mean to play to win, and what kinds of cultures emerge from embracing this mindset? This powerful talk explores how fostering a culture of boldness drives innovation and fosters deeper connections, guiding leaders on how to shift from protective thinking to game-changing leadership. The pillars of this transformation—awareness, authenticity, and accountability—are essential elements that redefine leadership in any context.
WHO IS IT FOR?
- Organisations navigating significant changes: Recognising the need to evolve from transactional to relational leadership.
- Organisations facing complexity: Eager to empower their leaders to adopt more conscious, deliberate leadership strategies.
WHAT WILL THE AUDIENCE TAKE AWAY?
- Understanding of the Unique Value Proposition (UVP) of today’s context: Grasping today’s landscape and the specific leadership skills it necessitates.
- Cultivating a culture of boldness: Practical insights on integrating awareness, authenticity, and accountability into leadership practices.
Audience will take away not only the theoretical knowledge but also actionable strategies to implement bold leadership that can help their organisations move forward in uncertain times.
60-min keynote
WHAT IS THE KEYNOTE ABOUT?
”Each of us is inherently bold—that is a fundamental truth. There is no divide between those born with boldness and those who are not; there is no exclusive circle of bold leaders that only a few who ‘get it’ can enter. We are all inherently bold.”
The primary task of leadership is to create change. The foremost challenge facing humanity today is our pervasive sense of lacking the agency to effect any real change. This leaves us trapped in a future that we fear rather than shape.
Understanding what you are trying to achieve, both as a team and as an individual, is the first step from mediocre leadership to extraordinary leadership.
If you feel you’re not ready yet, remember that many bold ideas have died with these very words.
What are those ideas that you have buried, and is it time to unearth them boldly? Being ready to dare means choosing to narrate the story of possibility with more conviction than ever before.
This motivational keynote urges leaders to harness their natural boldness before they feel fully prepared:
- Answer the hardest question: What are you truly trying to do?
- Recognise how ordinary choices kill extraordinary potential
- Embrace that without risk, there’s no progress or greatness
- Respond when bold ideas choose you—don’t ignore them
- Let go of safety to rise beyond mediocrity
Audiences will learn to take decisive actions: learn, trust, risk, and change—forming partnerships and igniting movements that reshape organisations.
WHO IS IT FOR?
- Organisations that desire bolder leaders: Those ready to generate and test new ideas to elevate their leadership from mediocre to extraordinary.
- Organisations that seek to drive change: Eager for strategies that will empower their leaders to challenge the status quo and inspire innovative thinking and acting across the board.
WHAT WILL THE AUDIENCE TAKE AWAY?
- An empowered sense of agency: Attendees will understand the importance of seizing bold ideas before feeling fully prepared, thus enhancing their impact as leaders.
- Tools for transformative leadership: They will gain models and practical strategies to learn, trust, risk, and change, all aimed at achieving extraordinary impact within their organisations.
These insights will provide the audience with both theoretical and practical tools necessary to master the bold art of being less mediocre and more daring leaders.
60-min keynote
WHAT IS THE KEYNOTE ABOUT?
As a leader, if you’re exhausted, you’re not scaling your leadership.
Leadership demands relationships. Relationships demand boldness. Without this powerful combination, your leadership will suffocate in today’s chaotic, complex, and ruthlessly ambiguous world. If you fail to multiply your talents, exhaustion won’t just come knocking—it will break down your door—crushing you, your teams, and your entire organisation. Working harder, faster, and alone are failed strategies in a world that never stops demanding more. Walking alone isn’t heroic—it’s the badge of the depleted leader. The way out is through relational boldness.
This keynote will challenge you with these truths:
- Are you truly in the business of relationships, and do you understand what that means?
- What masks are you wearing that prevent authentic connection?
- How are you fulfilling your fundamental responsibility to develop others’ potential?
- Not for much longer if any longer at all, can your organisation afford leaders who aren’t developing other leaders.
WHO IS IT FOR?
- Organizations recognising the urgent need to scale leadership capacity to drive
sustainable growth - Leaders seeking to accelerate business performance by unlocking human potential
WHAT WILL THE AUDIENCE TAKE AWAY?
- A profound understanding of why relationship-centered leadership is the only viable strategy in today’s accelerating, complex environment
- Techniques to identify the relationship masks that block conditions for scaling leadership
- An inspiring framework for viewing people growth and development as both a strategic advantage and a fundamental social responsibility
The audience will take away actionable steps to build leadership capacity throughout the organisation, creating the only truly sustainable asset – people’s talents and capabilities.
There is no safe route to greatness, and no great way to play it safe. Are you trying to make a difference without taking risks, and how is that working out? How bold is your approach to leadership?
“The future is coming, and you’re not in it.” Or are you? What’s the leadership mindset you need to adopt to ensure you are not only securing your participation in the future but also shaping its path?
Do you know what the parity gap really means? It’s about more than numbers—it’s about the painful underrepresentation of women in vital society sectors. To brighten our future, we need a bolder approach. We need to empower a new generation of women who are unapologetically present in their boldest identity so that they can ignite their passions as change-agents and inspire possibility of an envisioned future…
Zana Goic Petricevic's Latest Books
Leading On The Edge: The bold art of being more irrational and less mediocre
In a paradoxical world defined by complexity, many systems, situations, and unwritten rules that do not serve us continue to be normalised instead of daring to question them. What society truly lacks are the brilliantly irrational ideas that defy conventional logic. The bold concepts that push us beyond comfort and predictability, urging us to take risks in pursuit of the extraordinary. Yet too often, fear of uncertainty or perceived lack of agency holds leaders back from confronting uncomfortable realities or pursuing game-changing transformation, leading to a culture of mediocrity – for ourselves, our work, and our leadership.
Challenging this restricting mindset, empowering readers to break free from limiting beliefs and embrace the daring ideas that drive real change, Leading on the Edge, the new book by leadership transformation expert Zana Goic Petricevic,
provides the vital activational inspiration necessary to unleash the bold, empowered leader within.
Underpinned throughout is Petricevic’s rallying cry, ‘Why not you? Why not now? This galvanising call to action emphasises that boldness is not a trait present in the select few. Nor is leadership only reserved for the exceptional. Both of these traits are accessible to all, and denying this truth is a reader’s first step towards sabotaging their potential to lead on the edge. Therefore, Petricevic confronts the idea that leaders lack agency and equips readers with the tools to challenge their self-imposed limitations, urging them to take action and assume their innate boldness even before they feel ready.
A roadmap through the invigorating process of uncovering their boldness and agency, Leading on the Edge is divided into three parts – World on the Edge, Leadership on the Edge, and Daring on the Edge. The first part delves into the current leadership context through three different lenses: global, organisational, and personal. Each lens brings the reader closer to their day-to-day reality so they can understand their sphere for creating change. Within the second part, the focus shifts inwards, reminding leaders that leading begins with their ways of being. The final section shifts ideas into deliberate actions, drawing on real-world examples of leaders who’ve succeeded in generating impactful change. Each chapter concludes with a ‘Mirror Moment’ of thought-provoking questions, while each part concludes with an ‘Activation Zone’ designed to help readers identify and implement powerful ideas in their specific landscape for change. These exercises bridge the gap between inspiration and action, making the book both practical and transformative.
Grounded in deep expertise and profound insight, Leading on the Edge is a much-needed catalyst for global transformation, challenging leaders to face their fears, fall in love with never-ending change, and defy the status quo, no matter how uncomfortable. With Petricevic as a masterful guide, readers are liberated from mediocrity and invited to embrace the bold and seemingly irrational ideas that have the power to make our world more meaningful and our leadership remarkable.
Bold Reinvented: Next level leading with Courage, Consciousness and Conviction
Perhaps the most important leadership conversation begins by asking: If we do not risk anything in our very comfortable world, then what is leadership really about?
Bold Reinvented brings a sense of urgency to awaken the dormant leaders that surround us, starting with ourselves. Reading it, you will learn what a bold leader does, and how.
The book challenges our human habit of choosing self-preservation over power to transform, revealing boldness within us to impact the world around us.
It addresses our constant struggle to hold a bold vision that matters to us and the discomfort that comes with it. It invites us to understand how in that way we contribute to the smallness rather than the greatness of ourselves, our organisations and worlds.
Too often we are told what to do to develop good leadership. This book does not do that.
Instead, it helps us with how to think so that we know what to do to access our outstanding bold leadership.
Reading this book, we learn about:
our boldness that is limitless if we know where to look for it. The only reason we remain blind to our bold leadership capacity is because we are focused on surviving first.
the identity we have created for ourselves that may be an illusion. We can become a much bigger, bolder identity that leaves a legacy.
the structured steps within the SOUL Framework that allow us to turn difficulties on our leadership journey into allies. All we need to do is embrace the unknown and uncertainty by simply boldly daring to know.
The “SOUL” framework as a central concept to this book activates the next level of our courage, consciousness and convictions, making our leadership contribution everything but small.
SOUL stands for Self, Other, Universe and Legacy:
Leadership starts by confronting your SELF first because you have to discover if who you are is big enough for what you desire to do out of your purpose. This is where you create and re-create your next level – a Self that is big enough and bold enough to support your leadership work and vision.
Leadership is radical connection because it does not first make you question if you can trust OTHER people, but it invites you to consciously look for the wisdom in them, and then hold this approach constantly, even in the middle of confrontation. This is where you understand that anything that is larger than you is created together with other people and that your leadership must develop from transactional to relational.
Leadership is not a matter of power; it’s a matter of concern because formal authority and personal leadership do not have to collide and that makes bettering this world everyone’s work. Understanding that you are invited to take your accountability for your UNIVERSE to the next level, meaning for your family, organisation, team, community, you become ready to use your voice to initiate change.
Leadership is a daring adventure because it is the daring – and not necessarily the knowing – that enables us to change any game. Embracing that belief, you will start asking yourself: Am I primarily making a living or am I creating a LEGACY? Am I loving what I do? This evolves your leadership from operational to visionary.
Bold Reinvented helps us to take our leadership vision seriously and recognise our discomfort as merely an indication of the importance of our work so that we can exercise the leadership both us and this world are hungry for. For all those who know that being of greatest leadership service to the world is not about giving the right answers but boldly asking the right and often uncomfortable questions, the enquiries made in this book will surely leave an indelible impression.
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