Joy Maitland MBE
Joy is an accomplished Business Psychologist, Executive Coach, and author of From Alpha to Zen: Leadership for a Brave New World. She believes deeply in continuous learning and improvement, guided by her principle: “Be the Difference. Make the Difference.”
She works with senior leaders at the point where clarity, judgement, and leadership effectiveness matter most.
With extensive experience in corporate leadership, Joy brings both strategic insight and practical expertise. She remains actively engaged at Board level and holds fellowships with the Institute of Directors (IoD), the Institute of Leadership (IoL), and the Chartered Management Institute (CMI). She is also a member of the Association of Corporate Governance Practitioners and the Association for Business Psychology (ABP).
In June 2024, Joy was appointed a Member of the Order of the British Empire (MBE) in the King’s Birthday Honours by His Majesty King Charles III, in recognition of her services to business and to charity. In the same year, she was awarded Honorary Life Membership of the Association for Business Psychology (ABP), recognising her contribution to the profession.
Throughout her career, Joy has worked with global organisations including Vodafone, 3M, Sony, RBS, and Crédit Lyonnais. In 2005, she founded Inemmo Leadership Development Solutions, an award-winning consultancy, following her role as Group Director, Operations at Taylor Nelson Sofres, a FTSE 250 company.
Joy currently serves as Chair of Plane Saver Credit Union and Chair of CodeYourFuture. She has also served as a Trustee Board Member of the Institute of Leadership, a Board Director at The Amos Bursary, and Vice Chair of Ekaya Housing Association.
As an author, Joy challenges conventional approaches to leadership, advocating more thoughtful, adaptive, and human-centred ways of thinking and working. From Alpha to Zen continues to resonate with a growing international readership.
As an executive coach, she works with current and emerging leaders, supporting them to think more clearly, lead with greater intent, and operate effectively in complex and demanding environments.
Joy Maitland
Joy is co-creator of the award-winning Progression Programme for Schools – Students learn new behavioural strategies for greater self-leadership; self-awareness, building resilience, self-confidence, self-esteem, valuing others, leading others.
A firm believer in continual improvement, Joy is also a CTA & ABNLP Certified Master Executive Coach & Master NLP Practitioner as well as a Certified Facilitator of the Sedona Method and Practitioner of Lumina Learning Psychometrics. She is a Certified Lead Auditor for ISO 9001 Quality Management Systems (IRCA Registered), ISO 14001 Environmental Management Systems, BS OHSAS 18001 Occupational Health & Safety and Social Systems (SMETA).
Meet Our Partners
JOY MAITLAND MBE
Managing Director
Joy Maitland MBE is a distinguished leadership authority, business psychologist, exceutive coach, educator, author and founder of inemmo...
ATIYA SHEIKH
Director
Atiya is an exceptional business psychologist, executive coach and leadership development consultant who works with managers on a wide range of solutions to help them achieve critical....
FRANK PALAMARA
Business Development Director
Frank Palamara has for years played a lead role in shaping the proposition and driving the growth of a number of high performing organisations....
Contact Info
(Registered Office) 207 Regent Street, London England (UK), W1B 3HH
0800 689 9110
Leadership is not defined by intent. It is defined by impact.
Most leaders believe they are effective.
Far fewer understand how their leadership is actually experienced.
The gap between the two is where performance is won or lost.
Under pressure:
- Clarity can become control
- Confidence can become dominance
- Inclusion can become indecision
These shifts are rarely visible to the leader.
But they are always visible to others.
And over time, they shape:
- Culture
- Trust
- Execution
What is Lumina Leader?
Lumina Leader is an advanced leadership assessment that reveals how your personality translates into leadership behaviour—and how that behaviour is experienced by others.
It provides a deep understanding of:
- Your natural leadership style
- How you lead across different contexts
- Where your strengths create impact—and where they may limit you
Unlike traditional leadership models, Lumina Leader does not prescribe a single way to lead.
It enables you to lead:
- Authentically
- Adaptively
- Effectively in context
As Lumina Learning describes, it helps leaders understand their unique style while learning to adapt it to the needs of their people and organisation.
Why Lumina Leader is different
Most leadership frameworks focus on capability.
Lumina Leader focuses on behaviour in context.
It is built on a more precise understanding of leadership:
Leadership effectiveness is not about having strengths.
It is about knowing when—and how—to use them.
At its core are four interconnected leadership domains:
- Leading with Drive – setting direction and taking ownership
- Leading to Deliver – executing with focus and discipline
- Leading through People – building trust, engagement, and alignment
- Leading with Vision – thinking strategically and shaping the future
Most leaders lean naturally towards one or two domains.
The risk is not weakness.
The risk is imbalance.
Lumina Leader makes this visible—and actionable.
From leadership style to leadership impact
Understanding your leadership style is useful.
Understanding its impact is transformative.
Lumina Leader enables leaders to:
- See how their behaviour is experienced by others
- Identify blind spots and unintended consequences
- Recognise when strengths are overplayed
- Adjust their approach to suit the situation
This is the shift:
From leadership identity
To leadership effectiveness
From consistency
To range
From intention
To measurable impact
What you gain
Lumina Leader equips leaders and organisations with the ability to:
1. Increase leadership effectiveness at scale
Align leadership behaviour with organisational goals and strategic priorities.
2. Strengthen decision-making
Understand how personality influences judgement, particularly in complex environments.
3. Build trust and engagement
Adapt leadership approach to meet the needs of different individuals and teams.
4. Improve organisational alignment
Ensure leaders are not working at cross purposes due to unseen behavioural differences.
5. Develop leaders who deliver results
Move beyond insight to sustained behavioural change and performance.
Seeing leadership through others’ eyes
One of the most powerful aspects of Lumina Leader is the optional 360 feedback.
This enables leaders to:
- Compare self-perception with external perception
- Identify gaps between intention and experience
- Gain insight that is difficult to access through self-reflection alone
Research and practice consistently show that leaders benefit most when they understand not just how they lead—but how they are experienced.
Lumina Leader brings this into sharp focus.
Built on a whole-person foundation
Lumina Leader builds on the Lumina methodology, integrating:
- Personality science (Big Five and Jungian principles)
- Behaviour across different contexts
- Leadership competencies linked to real-world performance
It extends the Lumina Spark model into leadership, retaining the depth of personality insight while applying it directly to leadership behaviour.
The result is a leadership model that is:
- Psychologically robust
- Practically relevant
- Directly applicable to organisational challenges
How it works
Participants complete a Lumina Leader questionnaire and receive a personalised leadership portrait.
This provides:
- A clear view of leadership strengths across the four domains
- Insight into behaviour under pressure
- Identification of blockers and overextensions
- Practical development guidance
When combined with 360 feedback, it adds:
- External perspectives from colleagues, peers, and stakeholders
- A richer, more objective understanding of leadership impact
Who it is for
Lumina Leader is designed for:
- Senior leaders operating in complex, high-stakes environments
- Executive teams seeking alignment and clarity
- Organisations investing in leadership capability at scale
- High-potential leaders transitioning into broader roles
It is particularly valuable where:
- Leadership behaviour directly shapes organisational performance
- Stakeholder expectations are high and diverse
- The cost of misalignment is significant
Applied in real organisational contexts
Lumina Leader is used globally in:
- Executive leadership development programmes
- Senior team alignment and effectiveness work
- Leadership transition and succession planning
- Organisation-wide leadership capability initiatives
The focus is always the same:
Turning leadership insight into organisational impact.
Part of a connected leadership system
Lumina Leader sits alongside Lumina Spark and Lumina Emotion as part of an integrated suite.
- Lumina Spark reveals how you think and behave
- Lumina Emotion reveals how you respond emotionally
- Lumina Leader reveals how you lead and create impact
Together, they provide a complete picture of leadership:
- Personality
- Behaviour
- Emotion
- Impact
This enables a far more precise and effective approach to leadership development.
