The aim of this article is to elucidate how a new system of school and teacher assessment in Catalonia is transforming the conceptions, practices and identity of head teachers, especially younger ones. It begins by considering the impact of global neoliberal policies on educational practices, highlighting their Foucauldian productive nature. It then examines the educational context of Catalonia during the last 30 years, emphasising the changing role of head teachers and the impact of neoliberal governance. This is followed by an account and analysis of in-depth interviews with four head teachers, focusing especially on how the head teacher's objectives, practices and identities are being transformed, or produced, as a result of the new neoliberal "assessment regime". It ends with a discussion on the importance of refusal and resistance to this process and the need to reconsider basic educational and social questions.