In the summer of 2025, I organized a trip for twelve CEOs and their spouses to Spain. The goal was simple: show what it means to be fearless and radically authentic. On day one, we took a poll. Only three were willing to run with the bulls. After two days of learning the history, tradition, and lessons behind it, every single one decided to run.

That morning changed lives. Each person described the same event in a completely different way — how they pushed through fear, what they discovered about themselves, and how they would carry it back into business. A few even went back the next day, unplanned, just to do it again.

True leadership is not about forcing action. It is about listening, creating space, and helping people unlock something inside they did not know was there.