Pete

Director

Focusing on strategic direction, Pete digs deep into systemic challenges to build empathetic solutions that generate lasting commercial value.

At a glance

As Owner and Director at Serenity, which he co-founded alongside Stu in 2012, Pete focuses on the strategic direction of the business, leadership and driving true business growth. A designer by trade, he now operates as an organisational, communications and marketing consultant. His ultimate goal is to build a great organisation to pass on, ensuring both the team and Serenity's partners are more than satisfied with the environment and the work produced.

Day to day, his operations involve a combination of face-to-face consultancy with clients and collaborating with Serenity's senior leaders. Alongside overseeing operational and financial performance, Pete liaises closely with HR and line managers to ensure the team is happy and supported. He also dedicates time to writing detailed proposals and specifications designed to inspire prospects to take action.

Empathy and active listening underpin Pete's entire approach to both consultancy and leadership. He challenges clients to think far beyond the immediate project in front of them, bypassing superficial quick fixes to delve deeply into systemic, organisational challenges. By connecting the dots between staff satisfaction, customer experience and how system efficiencies increase EBITDA multiples, he develops long-term plans that remove operational headaches and generate lasting value. At the same time, he knows none of this is possible without a motivated team, making their happiness paramount to his leadership style.

“My biggest joy is seeing our team work directly together, face to face, laughing and giggling along the way - seeing them thrive and knowing that I can direct (without question) our partner clients, to our people; they work with pride and ambition to learn, and they actually care about the outcomes of their craft.”

When you need Pete

Pete is the person to call when organisations are tired of purely digital interactions and want to build real, strategic rapport with a real person. He is vital when a business experiences stagnation or frustration, whether that stems from operational bottlenecks, past suppliers who have let them down or disjointed systems disrupting the flow of information.

If you’re experiencing:

Poor staff satisfaction and low motivation

Stemming from internal communication breakdowns or cultural disconnects.

Unhappy customers and clients

Resulting from external communication gaps and poorly mapped journeys.

Poor sales performance

A need to unblock pipelines and architect sustainable business growth.

Below-average productivity

Tied to failing systems, legacy software and operational inefficiencies.

Strategic hurdles

Struggles in identifying and positioning new opportunities or forging beneficial partnerships.

“I take delight in spotting opportunities via direct consultation with our clients, that no one else did; not through a need for validation, but because in those situations, huge value most often follows.”

Areas of specialism

Branding

Identifying a legitimate story that customers can buy into by uncovering the emotional factors that truly influence and motivate people to act.

Systems design

Consolidating data redundancy, repetitive tasks, archaic applications, and disjointed systems into modern, highly efficient single platforms.

Building partnerships

Forging mutually beneficial agreements to share talent, expertise, risk, and financial reward so businesses can ultimately grow together.

Accessibility and usability

Championing user experience design across contexts, cognitive abilities, and physical capabilities to ensure systems are fair and balanced for everyone who uses them.

Outside the 9 to 5

Outside of work, building Serenity has afforded Pete with the invaluable opportunity to be fully present for his wife and children during their most important years. Whether he is teaching his kids how to swim, how to read, how to make good decisions, or simply how to experience joy, he fully embraces being an absolute clown at home.

He spends the vast majority of his spare time playing Lego and inventing games with his kids, or getting outdoors on the South Downs. He balances family time with an incredibly active lifestyle: planning and executing wicked MTB downhill lines, finding quiet running routes, climbing local bouldering problems, and tackling heavy lifting in the garden. He is also perpetually trying to persuade his better half to book their next skiing trip over a sunny beach holiday.

“The real value in life is through graft. All the things we get the most joy from, that we truly value, are all things we’ve likely suffered through and shared, to get. Through the ups and downs of family struggles thrown at us, the years of home DIY and development, annual “insane capers” with my mates and the hours of exercise required to adapt to them and not to mention the trials and tribulations of running a business with one of your closest confidants through global pandemics and conflicts, recessions and more... they’ve all instilled fortitude to ensure I don’t shy away from the tough challenges, but rather meet them face on.”