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Leadership as a Living Art: Lessons from Goya’s Olive Oil Masterclass



As I contemplated Leadership as a Living Art, a past experience I had with Goya Foods, came to mind. I had the privilege of leading a signature mindfulness moment, an experience that invited leaders to slow down, engage their senses, and discover a new way of thinking about leadership.


What struck me most was that this wasn’t just about olive oil—it was about excellence, craftsmanship, and the power of leading with presence.


It was a delight to author and provide a signature mindfulness moment for Goya's INCREDIBLE olive oil masterclass.
True leadership is more than a title—it is an art, a calling, and a living expression of excellence.

I considered it a privilege of authoring and leading a signature mindfulness moment for Goya’s exceptional Olive Oil Masterclass. It was a sensory journey through Andalusia, Spain, where every step of Goya’s olive oil production reflects the wisdom of careful cultivation, precision, and leadership at its finest.


And here’s what stood out most: Leadership, when done right, becomes an experience.



Leadership is a Sensory Experience

The best leaders, much like master artisans, cultivate awareness, adaptability, and depth. Just as a fine olive oil is shaped by the land, the climate, and the hands that nurture it, leadership is not static—it is an evolving craft.


At Goya, this was evident—from their thoughtful cultivation process in Andalusia, Spain, to their commitment to quality and wise leadership team.


Watching their team in action illustrated a beautiful truth: Leadership is not about control: it's about cultivating the right conditions for growth.



The Leadership of Excellence: A Sensory Experience

Watching Goya’s leadership team in action illustrated a powerful model of mindful leadership—one that balances tradition, precision, and vision. Their approach is not just about producing world-class olive oil; it’s about creating an ecosystem of excellence from the grove to the table.


👉 Intentional Leadership – From the thoughtful leadership of Mayte Weitzman to the passion behind every decision, their team exemplifies the power of leading with clarity, integrity, and purpose.


👉 Mastery Through Mindfulness – Goya’s olive oil process mirrors leadership transformation—it takes patience, deep listening, and the right conditions to produce something truly extraordinary.


👉 Creating an Impact Beyond the Product – It’s not just about olive oil; it’s about crafting an experience that engages the senses and leaves a lasting impression. This is the essence of transformational leadership—making a difference that people can see, feel, and remember.


Three Leadership Lessons from the Goya Tasting Experience

1️⃣ Leadership Requires Presence

  • In today’s fast-paced world, leaders are often expected to react instantly. But real impact comes from slowing down, listening, and making decisions from a place of clarity.

  • Just as we invited participants to experience each note of flavor, great leadership is about being fully present in the moment—tuning into details that others might overlook.

2️⃣ Excellence is an Ongoing Craft

  • The finest olive oils are not made overnight. They require patience, expertise, and the ability to adapt to external forces (weather, soil, timing). Leadership is the same.

  • Those who lead with excellence don’t just respond to change—they anticipate it, shaping their environment for success.

3️⃣ Innovation is Rooted in Tradition

  • Goya’s award-winning olive oils come from a deep respect for tradition combined with innovation.

  • The best leaders do the same. They don’t abandon history—they build on it, refining and evolving their approach over time.


How This Ties to Your Leadership Journey

At The Performance Communication Company, we specialize in helping visionary leaders transform their leadership into a craft that delivers measurable results. Whether through coaching, consulting, or designed learning, our goal is to help you activate your voice, embody your vision, and cultivate leadership excellence.

Transformational Leadership: Making Excellence a Daily Practice

If you’ve ever witnessed a master at work, you know that true expertise comes from repetition, refinement, and a commitment to continuous growth. The same applies to leadership.


At The Performance Communication Company, we believe leadership is an art—one that blends vision, strategy, and human connection. Like master artisans refining their craft, exceptional leaders cultivate presence, adaptability, and purpose-driven excellence.


What could your leadership become if approached as a living art?

🚀 If you’re ready to see measurable transformation in 120 days or less, explore our executive coaching, strategic consulting, and performance communication programs.


📌 Book a Free Discovery Session → Schedule Here


📌 Follow Us on LinkedIn → Be part of a community of creative, high-impact leaders.


Let’s turn leadership into an art form—one mindful moment at a time. Because leadership isn’t just about results—it’s about creating something extraordinary.



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