Interview with Zana Goic Petricevic, leadership transformation expert
Find out how Zana Goic Petricevic progressed from a translator to becoming a leadership transformation expert, bold leadership coach for C-suite leaders, an author, and accomplished speaker.
What’s your career background?
My journey has been one of bold reinvention. I began as a translator with a university degree in languages, then earned my master’s in economics and business. I spent a decade in the oil and gas industry, being a Corporate Communications Director for the last four years of that career. This corporate experience gave me invaluable insights into organisational dynamics and leadership challenges.
A decade ago, I made the leap to entrepreneurship, founding my own leadership development consultancy. This wasn’t just a career change—it was a complete transformation driven by my passion for developing bold leaders who can navigate today’s complex business landscape. My diverse background and corporate experience now serve as the foundation for my approach to leadership transformation.
How did your career change after having children?
Becoming a mother initiated my most significant career transformation. After my son was born, I made the bold decision to launch my own business—a move that required extensive retraining and frequent travel to London for certification programmes.
The logistics were challenging, juggling motherhood with intensive learning, and I won’t lie—the guilt was overwhelming at times. But deep down, I knew I was investing in our family’s future. This experience taught me that bold leadership often requires making difficult decisions that serve a greater purpose.
Motherhood didn’t limit my ambitions; it amplified them. It gave me the courage to pursue my passion for leadership development and ultimately led to creating Bold Leadership Culture, where I now help other leaders navigate their own transformative journeys with the same boldness I discovered in myself.
Where did the idea for your business come from?
The idea for my business emerged during a profound coaching training experience. Through deep self-reflection, I discovered that meaningful, transformative conversations were what energised me most because of their potential to bring real change.
I realised I wanted to bring these powerful dialogues into the organisational environments I knew so well from my corporate years. Having witnessed firsthand the challenges leaders face in corporate settings, I saw an opportunity to bridge the gap between personal transformation and professional excellence.
This revelation wasn’t just about identifying a business opportunity – it was about recognising my calling. I understood that my unique combination of corporate experience and passion for human development positioned me perfectly to help leaders embrace boldness and drive meaningful change within their organisations. That’s when Bold Leadership Culture was born.
How did you move from idea to actual business?
While the tangible steps were crucial—reaching out to contacts, securing office space, handling logistics, and building my brand—the real transformation happened internally. The key was making a clear decision to become a business owner with my entire heart, effort, and boldness.
This was more than just setting up systems; it was about embracing an identity shift. I had to embody the bold leadership I teach, taking risks and pushing beyond my comfort zone. Every challenge became an opportunity to practice what I preach about courage, consciousness and conviction.
The transition required me to leverage my corporate network, invest in continuous learning, and most importantly, commit fully to my vision. Success came from combining practical business acumen with an uncompromising dedication to excellence and authenticity in everything I do.
What’s your USP?
My unique value proposition centers on making boldness non-negotiable. Unlike traditional leadership development approaches, I don’t just teach concepts. I challenge leaders to embody courage, consciousness, and conviction in everything they do. I empower them to embrace change, adopt a bold mindset, and take decisive risks to succeed in complexity. My mission is to help leaders change the game, love the challenge, and turn uncertainty into limitless opportunity.
What truly sets me apart is my deeply personalised approach. I refuse to treat clients as just another number. Each leader, each organisation receives tailored strategies that align with their specific challenges and aspirations. This boutique approach, combined with my proprietary SOUL Framework®, creates transformational experiences that drive lasting change.
My background spanning multiple industries combined with my global perspective and my strong commitment to pushing boundaries, enables me to connect with leaders at every level. I don’t just develop leadership skills; I cultivate leadership boldness that transforms individuals and entire organisational cultures.
Who’s your target audience?
I partner with global organisations that understand leadership development isn’t just an investment, but a cornerstone of creating value for both people and business. My clients are forward-thinking companies that recognise extraordinary leadership as their competitive advantage.
These organisations span diverse industries including big tech, banking, pharmaceuticals, and consulting. What unites them is their commitment to developing leaders who can navigate complexity, drive innovation, and inspire their teams to achieve extraordinary results. They stay away from being mediocre by engaging their full individual and collective potential. These are organisations bold enough to invest in leadership that pushes boundaries and challenges the status quo.
How do you spread the word about what you do?
My primary platform is LinkedIn, where I share insights about bold leadership and organisational transformation. Social media allows me to connect authentically with leaders worldwide and demonstrate the value of my approach through real, actionable content.
I’m also a published author of two books: “Bold Reinvented” and “Leading on the Edge,” which serve as powerful tools for reaching leaders who resonate with my philosophy. These publications establish my thought leadership and provide tangible value to my audience.
Speaking engagements and industry events amplify my reach, allowing me to share my message with diverse audiences globally. Through these channels, I don’t just promote my services, I contribute to the broader conversation about what leadership needs to become in our rapidly changing world. Every interaction is an opportunity to inspire bolder, more conscious leadership.
What’s been your most successful marketing strategy?
My most powerful marketing strategy isn’t traditional marketing at all; it’s delivering work that genuinely transforms people and organisations. When leaders experience profound change through my programmes, they become my most authentic advocates. Word-of-mouth referrals from transformed clients carry more weight than any advertisement could.
Building long-term partnerships has been equally crucial. Rather than transactional relationships, I create ongoing collaborations that evolve with my clients’ needs. This approach has led to multi-year partnerships and expanded engagements within organisations.
The combination of exceptional results and genuine relationships creates a self-perpetuating cycle of growth. My clients become partners in spreading the message about bold leadership, making every successful engagement a foundation for future opportunities.
What’s been the biggest obstacle you’ve had to overcome?
My greatest challenge is the complexity of operating across multiple countries while maintaining a personalised approach. I live in Croatia, run business operations in both Croatia and the UK, and serve clients globally across the EU, USA, and APAC.
Competing on a global scale against massive consultancies while preserving the boutique, personalised experience that defines my brand requires constant innovation and strategic thinking.
Throughout the years, this challenge has actually become a competitive advantage. By maintaining my commitment to personalised service while building global reach, I’ve created something unique in the leadership development space. The key has been never compromising on the quality of relationships that make transformation possible.
And your proudest moment so far?
My proudest moment was the launch of my second book, “Leading on the Edge,” where my clients served as guest speakers and openly shared how my work had transformed them and their organisations. Hearing their authentic testimonials about the impact of bold leadership development was profoundly moving.
I always say that the most important things we cannot accomplish alone. Seeing my clients and supporters gathered together made me realise I’ve been building something far greater than a consultancy. I’ve been nurturing a movement of bold leadership, a bold leadership culture that transcends my company name and embodies a mission of bolder leadership for a better world.
There is no prouder moment than witnessing your idea outgrow you, seeing that it takes on a life of its own. I hope it continues to inspire bold leadership in others long after my initial spark.
Why is work so important to you?
Work isn’t just what I do, it’s how I contribute to making the world better. Leadership development is my vehicle for creating positive change on a global scale, one leader at a time.
This work fulfils my deepest passion and aligns perfectly with my core values. When I help leaders embrace boldness and develop the courage to push boundaries, I’m not just improving their professional effectiveness. I’m empowering them to create meaningful impact in their organisations and communities.
The authenticity of this passion is palpable in everything I do. My clients feel it, my colleagues sense it, and it energizes every interaction. This isn’t work that drains me; it’s work that fuels me. Every day brings opportunities to witness transformation, to challenge conventional thinking, and to help leaders discover capabilities they never knew they possessed.
When your work aligns with your purpose, it becomes a source of endless energy and fulfilment.
Who inspires you?
I’m inspired by people who go beyond their perceived limitations and challenge conventional boundaries. Leaders who pursue ambitious goals not for personal glory, but for something larger than themselves embody the bold mindset.
These individuals combine passion with discipline, vision with execution. They don’t just talk about change, they create it, often against significant odds. Whether they’re pioneering entrepreneurs, transformational CEOs, or change-makers in any field, what inspires me is their commitment to growth and impact.
I’m particularly drawn to leaders who demonstrate courage in the face of uncertainty, who choose integrity over convenience, and who lead with conviction even when it’s difficult. These are the individuals who prove that bold leadership isn’t just a concept, but a way of being that can transform businesses and lives.
Their examples remind me daily why developing bold leaders matters so much.
What are your three top pieces of advice for someone wanting to do something similar?
1) Start bold and stay bold
Success begins with the courage to take that first step, but it’s sustained through persistent grit when challenges arise. Don’t wait for perfect conditions, begin with conviction and maintain that boldness through every obstacle.
2) Follow your passion, it’s your most reliable compass
When you’re aligned with what genuinely energises you, decision-making becomes clearer, obstacles become manageable, and success becomes sustainable.
3) Never stop learning from the best
Invest continuously in learning from those you secretly aspire to become. Mastery isn’t achieved by settling for mediocre mentors or comfortable knowledge. Seek out the experts who challenge you, stretch your thinking, and demand excellence.
These three principles have guided every major decision in my journey and continue to shape how I approach both my own development and the leadership transformation I facilitate for others.
