This is part of our Leadership Behavior Series, where we're diving deeper into some of the 21 behaviors from my new book on human-centric CX transformation: Once You See It.

In this episode, Richard and I talk about something that I think is really foundational for leaders: embracing your courage. And I don't mean the loud, heroic kind. I mean the quiet, daily kind — the kind that asks you: am I taking the easy path, or the right one?

Because here's the thing: courage is twofold. There's the courage to stand for what you believe in, especially when the short-term pressure is on and the world is pulling you somewhere else. And then there's the courage of vulnerability — of leading without all the answers in a world that's more uncertain than ever. Both matter. Both are hard. And both are worth talking about.

Some things we cover:

• Why courage is the real foundation underneath every leadership behaviour
• The two directions of courage — standing firm AND leading with vulnerability
• Why facing your own patterns is the biggest leadership assignment of all
• The difference between performing leadership behaviours and truly embodying them
• The noble warrior concept: how to lead with drive and purpose without losing your humanity
• Why resistance to change is often grief in disguise — and what to do with that
• How to name your core fears and choose not to be blocked by them

I think what I love most about this conversation is how Richard connects courage to compassion. The leaders who've truly integrated their own adversity are the ones who create the most genuine psychological safety around them. Not through a workshop. Through their humanity.

Whether you're a CEO leading a major transformation or just someone who wants to show up more fully, I hope this gives you permission to feel the fear — and go anyway.

Timestamps

(00:00) – Introduction & why courage is the foundation of leadership
(01:49) – The two directions of courage: standing firm and leading with vulnerability
(07:30) – The inward journey: facing your own patterns (09:04) – From human doings back to human beings
(18:53) – Doing it vs. living it: performing vs. embodying leadership
(20:24) – The noble warrior: drive, purpose, and humanity combined
(24:32) – Holding courage when you meet resistance
(29:02) – The authenticity trap
(30:58) – What blocks most leaders: three levels of adult

NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now!
It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective.
And in between these two parts of the book, she also shares a chapter on the role of AI in experience.

Accelerate in Experience Academy

Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.

🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.

👉 Start your journey: https://academy.zannavanderaa.com/en

More info?
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com

This is part 1 of our Leadership Behavior Series, where we're diving deeper into some of the 21 behaviors from my new book on human-centric CX transformation: Once You See It.

In this episode, Miranda and I talk about something that I think is really crucial for leaders: creating a reflection rhythm. And I know, I know, your calendar is probably back to back with meetings. Trust me, I get it. But here's the thing: do you want to lead transformation based on your calendar, or based on your values?

We explore why reflection matters, not just on a personal level, but also when you're running transformation. I share my own journey with reflection, from my leadership development program to how I've learned to design my calendar with thinking space including my monthly week at ‘Egmond aan Zee’.

Some things we cover:

• Why standing still regularly helps you be the leader you want to be
• How I learned to recognize patterns faster (from a week later, to hours later, to before I even send that email)
• The business case for reflection (spoiler: 15 minutes a day can boost performance by 23%)
• Practical tips for creating reflection rhythms, both personally and with your leadership team
• Why authenticity and being present really matter when you're leading transformation

I think what I love most about this conversation is how we talk about integrity, not as this perfect state, but as something you can restore. We're human, we make mistakes, but how you handle that really tells people something about your values.

Whether you're a CEO or just someone who wants to lead with more intention, I hope this gives you some space to think about your own reflection rhythm.

Timestamps

(00:00) – Introduction to the Behavior Series

(01:09) – Why Reflection Matters for Leaders

(02:15) – Leading From Values vs. Leading From Your Calendar

(02:58) – Discovering the Power of Reflection (Personal Journey)

(04:39) – Becoming Aware of Patterns and Their Impact

(06:03) – The Benefits of Reflection: Awareness, Choice, and Growth

(08:17) – Creating Space: Reflection, Creativity, and Thinking Time

(11:47) – Reflection, Integrity, and Leading Transformation

(15:42) – Practical Reflection Habits for Leaders and Teams

(18:35) – Reflection in Teams and Transformation Journeys

NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now!
It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective.
And in between these two parts of the book, she also shares a chapter on the role of AI in experience.

Accelerate in Experience Academy

Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.

🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.

👉 Start your journey: https://academy.zannavanderaa.com/en

More info?
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com

Most CEOs agree Customer Experience drives business results. But few know how to make it work beyond the buzzwords.

In this episode, Dr. Zanna van der Aa shares the CEO án CX transformation lead perspective of her new book Once You See It — a practical guide for leaders who want to make human-centric transformation measurable, scalable, and real.

You’ll learn:

• Why 4 out of 5 CX programs fail — and how CEOs can prevent it
• The three-layered model to ignite, scale, and inspire transformation
• How to move from product-centric to human-centric systems
• What 21 leadership behaviors create lasting change
• Why compassion, courage, and reflection are the CEO’s most underestimated transformation tools

Zanna shows that CX isn’t a marketing initiative — it’s a strategic way to drive performance, culture, and purpose. Once you see it, you can’t unsee it.

Check out: zannavanderaa.com/onceyouseeit

And watch the video podcast Once You See It here.

About Dr. Zanna van der Aa:
25 years in CX Transformation | PhD in Customer Experience | Author of Once You See It | 250+ transformations across 25 countries | Worked with Randstad, Egon Zehnder, Allianz

#CEOLeadership #CustomerExperience #CXTransformation #HumanCentricLeadership #OnceYouSeeIt #SystemicChange #BusinessStrategy

NEW! Once You See It - Executive Guide to Human-Centric CX Transformation by Dr. Zanna van der Aa is out now!
It contains a unique combination of perspectives: the CEO perspective and the CX transformation lead perspective.
And in between these two parts of the book, she also shares a chapter on the role of AI in experience.

Accelerate in Experience Academy

Ready to create more business impact with Customer & Employee Experience? Join the 6-week Accelerate in Experience Academy by Dr. Zanna van der Aa. The proven method for CX transformation that delivers measurable results in just 3 months.

🌍 Trusted in 20+ countries by 11+ global brands such as Randstad, Allianz, Zain and Egon Zehnder. Now available online.

👉 Start your journey: https://academy.zannavanderaa.com/en

More info?
LinkedIn -> https://www.linkedin.com/in/zannavdun/
YouTube -> https://www.youtube.com/@dr.zannavanderaa
Website -> https://zannavanderaa.com/
Dutch version podcast -> https://beleving.buzzsprout.com