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.

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.

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.

Her intuitive, energetic style cuts through complexity to address root causes with transparency and passion. 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 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.

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.