The Courage to Rise Again – Exclusive Interview with Cristina Guida La Licata

Cristina Guida La Licata is a published author, Six Seconds Certified Brain Profiler, trainer, and marketing and communications consultant with extensive experience in the luxury and premium automotive industry. She has held key roles at Ferrari, Alfa Romeo, Lotus Cars, Abarth, and Jeep, collaborating closely with dealer networks to elevate client experiences and align brand strategy with business performance. Cristina’s expertise lies in seamlessly blending heritage, exclusivity, and innovation to create emotional connections that transform transactions into lasting relationships.

Cristina Guida La Licata, People-Focused Consultant | Trainer | Author

Who is Cristina Guida La Licata? Introduce yourself, your hobbies, your favorites, you at home and in business. Tell us something interesting about yourself.

I’m Cristina Guida La Licata, a communication consultant, trainer, motivational speaker, and published author. I help individuals, leaders, teams, and brands unlock their potential through emotional intelligence, self-awareness, and authentic connection. What drives me most is connecting with people–understanding their stories, sparking insight, and turning that understanding into action. I’m creative, curious, and passionate about ideas, whether I’m writing, teaching, or simply exploring new ways to inspire others. And yes, dancing is my way of celebrating life in motion!

What inspired you to create your business and dedicate yourself to helping others transform their lives?

A few years ago, I was diagnosed with Graves’ disease, which led to a major operation and the loss of one of my vocal cords. For someone whose life and work revolve around words and voice, it was a profound challenge. Yet, facing this vulnerability, I discovered a deeper strength: even with a single vocal cord, I could continue to speak, teach, and connect with others. This experience became a turning point in my life and inspired my journey of inner transformation. Like a butterfly emerging from its cocoon, I realized that growth often comes through facing our deepest fragilities. It is often in our darkest moments that the smallest light shines the brightest. This symbol of the butterfly has become central to my work and is reflected in my first books, which explore self-discovery, emotional intelligence, and personal empowerment. After 20 years in leadership roles in multinational companies, I chose to step out on my own to help individuals and organizations grow, see themselves clearly, and unlock their potential. Today, I combine communication consulting, training, and coaching with emotional intelligence and human connection, guiding others to transform challenges into opportunities and create meaningful, lasting impact.

Can you tell us more about the main focus of your work and the kind of clients you usually help?

My work focuses on helping people, teams, and organizations understand not just what they do, but why and how they do it. I guide leaders, and teams across luxury and premium industries to uncover emotional and cognitive patterns, using these insights to elevate the client experience while driving business performance. By combining emotions, cognitive data, and practical strategies, I help organizations create experiences that are memorable, authentic, and sustainable over time. My clients range from executives and sales teams to retailers who want to strengthen customer relationships and embed excellence into every interaction. In short, I help people and organizations see the unseen patterns that shape outcomes–and turn that understanding into tangible, lasting results.

How do you help your clients achieve real and lasting transformation?

I help my clients by combining practical strategies with lived experience. Having faced illness, career upheaval, and the challenge of starting over, I understand deeply what it means to confront uncertainty and fear. In my work – whether consulting, training, or coaching teams – I share these lessons honestly. Transformation happens when people feel truly seen and connected, when they can reflect on their own patterns and strengths, and when they are guided to apply insights to real situations. My approach turns awareness into practical, sustainable action.

What makes your approach or method unique compared to others in your field?

What makes my approach unique is that it comes from experience, not just frameworks. I’ve navigated illness, career upheaval, and the challenge of starting over, and I bring those lessons directly into my work. I guide clients to see beyond their roles and titles, to connect with their emotions, their thinking patterns, and their authentic purpose. By combining emotional intelligence, cognitive insights, and practical business expertise – particularly in luxury and client experience – I help teams and leaders translate awareness into tangible actions that enhance performance, relationships, and lasting results. For me, the focus is always on the human behind the role, not just metrics or KPIs.

What are some common challenges your clients face before working with you?

Many clients feel stuck or disconnected – successful on paper, yet lacking clarity or fulfillment. Leaders often struggle to inspire and connect authentically; teams may be misaligned or disengaged. Individuals may face career transitions or personal challenges that make them doubt their ability to move forward. The core issue is usually not skills, but self-awareness, emotional connection, and confidence in navigating change.

What is the biggest change you’ve seen in clients after going through your process?

The biggest change is empowerment through self-awareness and reconnection. Leaders find their authentic voice, teams collaborate more effectively, and individuals take bold steps to reclaim their careers or personal direction. I’ve seen clients who once doubted their abilities step into new opportunities with confidence, guided by insights and practices grounded in both science and human experience.

How do you stay inspired and continue growing both personally and professionally?

I stay inspired by experiencing life fully and connecting deeply with others. My own journey – illness, surgery, career reinvention – continues to teach me empathy, resilience, and courage. I also write, teach, and dance, using creativity and reflection to recharge and stay aligned. Every client interaction, conversation, and challenge is an opportunity to learn, grow, and apply new insights.

What does success mean to you, and how do you help your clients define it for themselves?

Success is showing up as your authentic self and creating meaningful impact. I help clients define success not by external markers alone, but by alignment with values, purpose, and personal fulfillment. It’s about achieving professional results while staying true to who they are – a balance I’ve learned firsthand through my own experiences of loss, recovery, and reinvention.

Can you share a memorable client story that reflects the impact of your work?

One leader came to me feeling lost after a major career setback, unsure how to reconnect with her team or purpose. Through profiling, exercises, and honest conversation – often sharing my own stories of vulnerability and resilience – she regained clarity, reestablished trust with her team, and stepped confidently into a new role aligned with his strengths. Moments like these remind me that human connection, understanding, and courage are the real drivers of transformation.

What advice would you give to someone who feels stuck or unsure about making a change in their life?

Begin by looking inward with openness and kindness. Take time to explore your fears, recognize your strengths, and identify what genuinely matters to you. Transformation isn’t about being flawless – it’s about having the courage to take that first step into uncertainty. From my own journey through illness and rebuilding my career, I’ve learned that even the smallest move toward change can spark meaningful and lasting growth.

What exciting projects, events, or offerings do you have coming up that readers should know about?

Being an Executive Contributor for Brainz Magazine gives me the chance to share what I’ve learned from my own journey. It’s not just about strategies or metrics; it’s about how understanding emotions and cognitive patterns can transform both people and organizations. Writing for Brainz allows me to bring these insights to a global audience, inspiring leaders and teams to see the human side of performance.

At the same time, I’m excited for the launch of my new book, coming out in Italy at the end of November 2025 and globally in English at the beginning of 2026. This book is a manifesto of everything we’ve chosen not to say – out of fear, love, convenience, or simply because… it never seemed like the right moment (spoiler: it never is). It’s a journey that’s both light and profound, playful and introspective, into the magical world of unspoken thoughts. A mix of confessions never made, half-formed desires, and small daily epiphanies that, surprisingly, might be your own too.

Alongside writing, I continue my work as a consultant and trainer, helping luxury and premium brands elevate the client experience and create moments that truly connect with people.

Finally, my personal life – my partner and family – is a vital part of this journey. Maintaining a balance between personal fulfillment and professional passion allows me to show up fully, stay inspired, and bring clarity, energy, and authenticity to everything I do.

Follow me on Instagram, LinkedIn, and visit my website for more info!

Read more from Cristina Guida La Licata