Peter Cook, Thought Leaders Business School – InnovaBuzz 192

Peter Cook

Peter Cook, Thought Leaders Business School

In this episode, I’m really excited to have on the InnovaBuzz podcast as my guest, Peter Cook, CEO of Thought Leaders & Dean of Thought Leaders Business School.

Peter shows business owners how to generate a highly leveraged income as a subject matter expert.  He has a passion for progress and an obsession with implementation. Peter is a best selling author with 8 books to his name, including The New Rules of Management, The Thought Leaders Practice, and the E-Myth Bookkeeper, which he co-authored with Michael E. Gerber.

In our discussion, Peter talked to me about

  • The difference between a Practice business model and the Entrepreneur business model and the importance of Thought Leadership
  • Peter defined Thought Leadership as extending the thinking in a particular area
  • How to value your product or service by starting with the journey you take clients on and the transformation you help them make.

Jamie Greenberg on episode 117  suggested we interview Peter.

Listen to the podcast to find out more.

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A business is based around systems. A practice is based on the brand of an expert or thought leader. @PeterGCook on #InnovaBuzz podcast Share on X

Show Notes from this episode with Peter Cook, Dean of Thought Leaders Business School

Key points and take-aways from this episode include:

  • A thought leader is somebody who extends the thinking in a particular domain in a certain direction.
  • Most successful innovations have one element that was innovated and lots of other stuff that is more conventional or proven.
  • A successful entrepreneur is someone who can start something, systematize it, get out of it themselves, exit and sell it. 
  • Entrepreneurs generally look at where the market they can serve is and what they can do to serve that market. Thought leaders start with their expertise and who does that help.
  • A business is based around systems. A practice is based on the brand of an expert or thought leader.
  • Running a practice means you are not going to sell it.
  • Rockstar your income and not your lifestyle.
  • A practice often has multiple domains of expertise. 
  • Thought leaders should base the price on the value of the journey and not on the elements of the program.
  • It is really important to have a community of people who are on the same journey.
  • Reputation is the single most important thing in a practice. Even more important than that is your brand. 
  • Be generous. Your information should be free and your experience expensive.
  • Let your thinking go. Put it out into the world. Have it be available. Give away your ideas. Be very generous in what you are putting on your blogs and newsletters. Give away books and make it all accessible. Being very generous is good for your reputation and positions you more as the expert. It is morally the right thing to do and commercially the right thing to do.
  • Systems make life easier. They reduce having to think of the same things multiple times. 
  • You get what you focus on. A thought leader’s job is to think and deliver. You need to measure how much thinking you are doing, how many ideas you are creating, how your sales are going, your approaches, your meetings, and how you deliver.
  • In any business, it is really important to know the key metrics. 
Rockstar your income and not your lifestyle. @PeterGCook on #InnovaBuzz podcast Share on X

The Buzz – Our Innovation Round

Here are Peter’s answers to the questions of our Innovation round. Listen to the interview to get the full scoop.

  1. #1 thing to be more innovative – Create space. Have the space to go deep on something. Think hard.
  2. Best thing for new ideas – Meditation practice and a three-day retreat on my own every quarter.
  3. Favourite tool for innovation –  Pen and paper, journaling
  4. Keep project / client on track – Not relying on discipline. Create an environment that calls the project forward and be really clear on what the goal is.
  5. Differentiate – Persist! If you’ve been through something and you’ve kept through the ups and downs, you end up being differentiated.

Reach Out

You can reach out and thank Peter through his website and on Twitter.

Suggested Guest

Peter suggested I interview Elon Musk, CEO of Tesla. So Elon, keep an eye on your inbox for an invitation from us to the InnovaBuzz podcast, courtesy of Peter Cook.



Get in touch with Peter and receive a complimentary copy The Thought Leaders Practice

Cool things about Peter

  • He has a third dan black belt in Aikido
  • He is a meditation coach/teacher, an Ishaya Monk and the proud father of Scarlett and Amelie.
  • He wrote the children’s book “Catsville” with his daughter, Scarlett.
Persist! If you've been through something and you've kept through the ups and downs, you end up being differentiated. @PeterGCook on #InnovaBuzz podcast Share on X

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Jürgen Strauss

Dr. Jürgen Strauss is The World's Best Human-Centred Podcasting Coach and the only Podcast Innovator with the signature bright yellow headphones, who masterfully crafts human connection for high-impact achievers in a vibrant community. You can find Jürgen on LinkedIn, The InnovaBuzz Podcast, The Flywheel Nation Community as well as on Innovabiz' InstagramTwitter, Facebook pages and his personal Photography website.  

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