Passion to Lead, the new book from global CEO Julio Bruno

A recent study by Money Penny revealed that only 7% of Americans are in their dream childhood job, and according to the Telegraph, Britons are not far behind, with a survey indicating that fewer than one in ten adults now work in their dream role.

As people grow up, it’s easy for their childhood aspirations to become buried and pushed under the supposed inevitabilities of adult life. Often, even when the drive and energy are there, the distance from A to B, between reality and dreams, can seem just too far.

In his new book, Passion to Lead, Julio Bruno challenges and encourages readers to set their sights once again on their dream careers, casting aside doubts and focusing on forging their own path in life.

A self-professed ‘global citizen’, Julio Bruno is a CEO, board director, investor and author. His varied career includes leading multinational companies such as Time Out Group, of which he steered through an IPO on the London stock exchange in 2016 and later, the operational complexities of lockdown, before departing at the end of 2021.


Julio previously worked for companies such as TripAdvisor, Travelport and Diageo amongst others. Currently, Julio is involved in various new ventures in areas such as startup investment and board directorships with Mercato Metropolitano and Pacha Group.

Written specifically with the modern day leader in mind, Passion to Lead is an incisive look into Julio’s journey from outsider to becoming a global CEO. Balancing practical tips and advice with autobiographical elements from Julio’s own story, it is the perfect mix of informative and inspirational, equipping readers with a range of insights to take their own careers in the direction they want.

Readers will gain an understanding of the true role of a CEO, the responsibility the position entails and qualities a capable business leader must possess. The chapters range from how to visualise goals and a career strategy to championing workplace inclusivity and diversity and developing transferable skills.

Passion to Lead recognises that there will never be a one-size fits all approach to career success, nor making it as an effective and remarkable leader. Instead, in his book Julio inspires the reader’s own passion and energy, imparting invaluable tips without dictating what they should mean for each individual.

From start to finish, Passion to Lead is a masterclass in discovering and pushing yourself to your greatest potential. Characterised by Julio’s singular motivation to one day become a CEO and legitimised by his achievement of that goal many times over, Passion to Lead is an essential and challenging read for current and future leaders, or any professional with a clear vision of who and where they want to be.

Passion to Lead is published by Panoma Press and available on Amazon.