Luisa Hogan is the founder and CEO of Vermelho and a Leadership Resilience Strategist. She works with executive teams and business owners on the difference between looking strong and being steady.
She stepped into a CEO role and inherited an organisation that was already failing. She spent months on a turnaround, held her team together through all of it, and then sat in the board meeting where the decision was made to close it. In the change work that followed, she kept meeting the same pattern: capable leaders burning out under an unspoken instruction to simply endure, and calling that endurance strength. Steady Is the New Strong came out of that.
You only ever call yourself resilient once you are out the other side, which makes it a word about the past. Steadiness is what is available to you while the pressure is still on, and it is a set of skills rather than a temperament you were either born with or missed out on.
She is the author of The Mindset Fitness Workout: Be Fit for Success Without Burning Out and a co-author of Trust and Transformation: Personal Stories and Powerful Lessons from Women Redefining Leadership. She brings psychology and twenty years in executive seats to help audiences:
- Shift from reacting and over-performing to pausing and choosing deliberate action
- Tell the difference between steadiness in the moment and resilience after the fact
- Build teams that stay honest, connected and effective through uncertainty.
She uses her own leadership story rather than borrowed case studies, and short stories and humour rather than motivation. Her audiences are executives, emerging leaders and business owners who need to make good decisions while the pressure is still live.
