The Music of Business : MBA concepts + Music !
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The Music of Business : MBA concepts + Music !

MBA level learning on Creativity, Innovation, Business, Leadership and Change taught through the medium of music
4.6 (7 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
32 students enrolled
Created by Mr Peter Cook
Published 2/2013
English
Price: $50
30-Day Money-Back Guarantee
Includes:
  • 2.5 hours on-demand video
  • 37 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • By the end of this course you will be able to think creatively and practically about your leadership role and your career as a leader
  • By the end of this course you will be able to understand and use ideas about business and personal excellence in your daily life
  • By the end of this course you will have identified an action plan to take the ideas in the course and adapted them to fit your personal circumstances as a leader
  • By the end of this course you will be equipped with a number of ideas about strategic thinking and strategic management. You will have applied these ideas to your own situation
  • By the end of this course you will be equipped with a number of practical strategies for creativity at work and the conversion of bright ideas into viable innovations. You will have applied these ideas to your own situation
  • By the end of this course you will be equipped with a number of ideas about the leadership of change in terms of others that you interact with. You will have applied these ideas to your own situation
  • By the end of this course you will have applied your learning to a number of practical leadership situations and developed finesse in your approach to handing such clallenges
View Curriculum
Requirements
  • A passion for being your best
  • A curiosity to examine leadership from diverse perspectives
  • A willingness to try out some of the exercises and suggestions
  • A decision to experiment with your personal style
Description

This programme offers you a unique opportunity to learn MBA level business and personal development lessons quickly, easily and more completely than would be possible using conventional MBA teaching methods. The secret ingredient is our use of music as the subtext of learning, which is a universal language, touching our minds, bodies and souls. The ideas in this course are based on Peter Cook's books "The Music of Business", "Best Practice Creativity", "Sex, Leadership and Rock'n'Roll" and "Punk Rock People Management", acclaimed by world class business speakers and authors Tom Peters, Professor Charles Handy and Harvey Goldsmith CBE, who was responsible for Live Aid and most of the greatest rock concerts on the planet. These ideas and approaches have been tested on some of the world's greatest companies and organisations, from Pfizer, IBM, Johnson and Johnson, Electronic Arts, The United Nations, Intel and many more. Peter himself has taught MBA students for 18 years, many of whom have gone on to become significant leaders in business, public services and government.

You will find a wealth of high quality bite size films, fully supported by PowerPoint graphics and written materials in more than 50 lectures. At the same time, we are here to answer your questions online and we will run a number of live sessions to deal with your questions on a 1:1 level. As an additional bonus you get specially selected extracts from our books at appropriate points along the way.

This Music of Business course will take you between 7 - 10 hours to complete depending on how long you spend on the various exercises within the programme.

The Music of Business course is structured with an introductory video, followed by some exercises to do and reading materials to reflect on. At the end of each unit, you get to consolidate your learning through planning to act on your learning. At that point if you have questions relating to getting the most from the programme, please mail a question.

This programme is simply the best combination of leading edge business thinking with ideas from music. Music reaches us in ways that spreadsheets do not and people find that our approach converts thinking into profitable action that will make you wealthier, healthier and happier.

Take The Music of Business course now and learn how run a business at the speed of sound.

Who is the target audience?
  • Leaders and Managers interested in applications of creativity and innovation in business and personal life
  • Entrepreneurs with an interest in carving out a niche for themselves and their businesses
  • Professionals such as accountants, HR people, who have to work with others in order to get the best out of situations
  • Subject specialists and experts who have to lead and work in teams to achieve their personal goals
  • Individuals who are interested in personal excellence and using their creativity to be the best they can be
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Curriculum For This Course
61 Lectures
05:36:33
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Parallels between Business Excellence and Music
5 Lectures 16:53
In this opening lecture, we explore the parallels between music and business, setting out an agenda for learning about leadership which is BOTH practical AND enjoyable.  The slide deck is attached so you may use the materials for longer lasting inspiration and practical value.
  • We explore the need for structure and discipline in leadership
  • We explore the need to provide some room for creativity when leading others
  • Without a focus on a goal / customer / audience, leadership cannot be seen to be purposeful in the context of business
  • The wise leader sets these elements in balance - structure, creativity and customer
  • In musical terms, these are the equivalent of a music score, improvisation and an audience
  • Too much of any one thing in a given situation and you do not achieve harmony.  Too much structure and you may not start anything new.  Too much creativity and you may never finish anything.  Too little focus on the end user / customer and you may not have a productive or profitable business
The Music-Business model explored
06:04

Read this material which supports and extends the first lecture, developing the Music - Business model in greater detail.  It will take you 15 - 20 minutes to do a good job of this.  Then reflect on the material and these questions:
  • Are you working for a business which is tightly structured like an orchestra?  
  • Are you a great improviser?  And your colleagues?  How can you create comfort with the unknown and unknowable?
  • Do you need balance between structure and creativity like a music group? 
  • What do your audiences / customers want and need? 
Why not send a comment or question up on the site to discuss this in greater detail?
Business, Orchestras, Jazz and Rock Music explored
6 pages

Now that you have looked at the Music - Business model, let's see this in action via a music demonstration using one of the simplest forms of music known to man or woman - The Blues.  

The 12 bar blues genre has a simple format (often 3 chords in musical terms), allowing people to make a contribution without necessarily having rehearsed the specifics.  The parallel lesson is that we need to find simple structures at work to help people give of their best.

You will find some additional resources to work through in the supplementary materials.  Please take a look at these as they will help you make the connections between the musical ideas and the lessons for you as a leader in business.  No music knowledge is needed.

In particular you will find a satirical look at the artform that is the Blues in the additional materials.

I Guess That's Why They Call It The Blues
01:28

A live example that proves how structure and creativity work together.  Using a bunch of amateurs from a housing association, some of whom did not consider themselves musical, we fused them together in a rock band, wrote a song about the credit crunch using the 12 bar blues format and got them to perform it in front of 200 people, raising a large amount of money for a Hospice charity.  A real live metaphor for high performance working and teamwork!  
Read the background on how we managed to build a high performance team to achieve this feat in the article which follows.
The Credit Crunch Blues - LIVE
09:21

Read how we managed to build a high performance team to form a band, write songs, record them and perform them live in this article. We built a bunch of amateurs and non musicians from a housing association into a rock band.  They wrote three songs together, recorded them in a studio, and them performed it in front of 200 people, raising a considerable sum of money for a Hospice charity.  A real metaphor for high performance!   Listen to the tracks they produced in the studio in the supplementary audio materials.

How we did The Credit Crunch Blues - Lessons for Leaders
4 pages
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Creativity in Business and Personal life
3 Lectures 17:43
Parallel lessons on creativity in business and personal life, as seen through the lens of musical composition. We learn that: 
  • Convergence is just as valuable as Divergence in terms of creative ideas.
  • Combination strategies can be very effective in producing new products and services.
  • Constraints can be valuable as a spur to creativity.
  • Creative adaptation can be just as valuable as radical leaps of faith in terms of new product / service innovation.
Riffs and Myths of Creativity
04:52

A live event delivered as a keynote speech to a conference on leadership and learning, with additional material on creativity and audience reaction / participation to consolidate your learning so far.  
Now would be a good time to reflect on the ideas we have explored.
Why not post a question or reflection on the forum?
Creative Leadership LIVE
ImportContent

BBC Radio 4's flagship "In Business" programme runs their analytical fingers over our work at an open seminar run at London's Imperial College to a mixed group of senior business people, academics and self employed business experts.  
BBC Radio 4's Flagship In Business Programme - Business Lessons from Rock'n'Roll
12:51
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High Performance working
4 Lectures 31:18
In this lecture, we compare companies and music groups that have made a success out of essentially repeating themselves, with those that have succeeded through continuous adaptation and change.
In the current business climate, we cannot afford to stand still and a more creative and adaptive way to engage with customers is nearly always necessary unless you have an unbeatable brand.  
You will find a case studies from the Public Sector, Heavy Industry and The Eden Project in the next lecture and you should watch that in conjunction with this material.
Building a high performance business
08:13

After a preface around three business metaphors for relationships, motivation / leadership and high performance, you will find some case examples of Rock'n'Roll Business Leadership here from three diverse fields:
  • Public Services
  • Heavy industry
  • The Eden Project
Enjoy the film.  Please post a comment or a question in the forum to discuss the lessons learned from this.
Case Studies - Rock'n'Roll Business Leadership
17:30

An introduction to a piece of music on structured improvisation.  I wrote and recorded this piece for Bill Nelson, who led 1970’s Art School band Be-Bop Deluxe and Red Noise.
In spite of his huge success, Nelson left considerable wealth and fame to pursue his own artistic and musical direction.  However, like so many great influencers, his footprint on modern music is immense and pervasive.  
Bill Nelson is admired by a catalogue of rock’s monarchy, including Mc Cartney, Brian May, Kate Bush, Brian Eno, David Sylvian, Prince, The Foo Fighters, Lady Starlight, The Darkness and so on. 
Preface to structured improvisation demonstration
01:28

Demonstration of the art of improvisation to a pre defined score - in this case a backing track.  We recorded three versions of this song for different video shots - on occasion the notes played on video do not 'line up' with the audio.  Apologies to the guitar players in advance!  It thus also proves that this was truly improvised around some basic markers and motifs ! :-) I wrote this piece of music in honour of Bill Nelson on the occasion of his 60th birthday www.billnelson.com 
An MP3 of the piece is available in supplementary material for download.  Further examples of these 'ambient guitar soundscapes' are available at http://rockthepoll.bandcamp.com/
Bill's Next Waltz - A demonstration of structure improvisation
04:07
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Programme review
3 Lectures 03:57
Five summary points from the first half of this course.  Follow on by completing the reflections and action planning sections.
Five summary points from Sections 1 - 3
01:47

Learning to lead involves adapting ideas to fit your own circumstances and practice.  Reflect on the ideas we have presented here using the downloadable checklist I've provided here.  Record your thoughts and share them with friends and colleagues.  Plan to make at least one change as a result of your thinking.  You may went to send a message to the forum re your plans to compare with others.
Reflections
01:07

What are your plans for making the most of the ideas in the programme?  Perhaps you would like to share them with others here or ask me a question on the forum?  In any case, check back in once you have conducted the first steps, remembering that the longest journey starts with a single step.  Make sure you take that step.
Download a copy of the supplementary materials and make a point of committing your thoughts to the document.  That significantly increases the chances that action follows thoughts.
Action Planning
01:03
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Business Strategy Lessons from Music
10 Lectures 16:42

Business strategy lessons from AC / DC - a case study in consistency and strong branding in business. We learn that whilst a strong brand is a great asset, it can also prevent you from adapting in a changing environment as Kodak and many others discovered. You will find an exclusive interview with Chris Slade - AC / DC's Drummer in teh supplementary materials

AC / DC on Strategy
02:48

Read this material which supports and extends the lecture on AC DC and strategy.  It will take you 15-20 minutes to do a good job of this.  Then reflect on the material and these questions:

  • Do you have a strong brand and a stable market?
  • How do you remain flexible and nimble?  
Why not send a comment or question up on the site to discuss this in greater detail?
Sticking to the Knitting
4 pages

In this lecture, we look at strategic thinking through some lessons inspired by the title of the U2 song "I still haven't found what I'm looking for".  The idea of emergent strategy is explored amongst others.

Please read the extract from the book "The Music of Business" in the following lecture alongside the video and slide deck.

Strategy Lessons from U2
03:09

Read this material which supports and extends the lecture on strategy.  It will take you 15-20 minutes to do a good job of this.  Then reflect on the material and these questions:

  • How do you develop your business strategy?
  • How do your plans cope with the unexpected and unknowable?
  • Do you use techniques to help you stay one step ahead of competitors?  
Why not send a comment or question up on the site to discuss this in greater detail?

Strategy unplugged
2 pages

In this lecture we look at new business models via the medium of the example of The Kaiser Chiefs, who are experimenting to find out if they can re-engage music buyers by involving them in the process.
Please read the extract from the book "The Music of Business" alongside the video and slide deck in the next lecture.
New Business Models - The Kaiser Chiefs
03:53

Read this material which supports and extends the lecture on strategy.  It will take you 15-20 minutes to do a good job of this.  Then reflect on the material and these questions:

  • How do you makeover your business model?
  • Do your plans involve your customers or end users?
  • How can you incentivise your customers to assist with business development? 
Why not send a comment or question up on the site to discuss this in greater detail?

New Business Models Part 2
2 pages

10 Business tips derived from rock and pop music songs.  Short, sharp learning that will benefit from greater reflection on these bite size tips. 
Perhaps you will come up with a top 20 yourself and post it on the forum?
10 Business Tips from Rock Music
04:59

10 Business tips derived from rock and pop music songs developed a little from our film.  Add your own to the list and share your thoughts on the forum.
Top 10 Business and Music Tips
2 pages

A video clip originally made for Bloomberg TV where we explore parallel lessons between business and rock music, assisted by Bernie Torme, guitarist for Ozzy Osbourne and Deep Purple's Ian Gillan.  Truly a Monster of Rock'n'Roll Business! :-)  
You will find a light hearted piece on Iron Maiden from the Financial Times in the supplementary resources.
Preview 01:53

Strategy summary points - Please read and add your own points before moving on.
Summary of Section 5
1 page
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Creativity Lessons from Music
8 Lectures 14:17
What can we learn from The Beatles about managed creativity?  Find out here.  Read the materials in the lectures that follow for further detail on the principles behind creativity and the 3D's of creativity.
Preview 05:19

Read this material which supports and extends the lecture on The Beatles.  It will take you 15-20 minutes to do a good job of this.  Then reflect on the material and these questions:

  • How do you develop curiosity?
  • How do you develop forgiveness?
  • How do you develop love?
  • How do you manage creative people?
Why not send a comment or question up on the site to discuss this in greater detail?

12 Principles of Creativity
1 page

Read this material which supports and extends the lecture on The Beatles.  It will take you 15-20 minutes to do a good job of this.  Then reflect on the material and these questions:

  • How do you use differences?
  • How can you use the idea of dissonance at work?
  • How do you use discipline to ensure that execution follows ideas?
Why not send a comment or question up on the site to discuss this in greater detail?

The 3 D's of Creativity
2 pages

What can we learn about personal mastery and genius from the field of jazz?  This lecture explores the concept of flow and the idea of 'prepared spontaneity'.  
Please read the extract from the book "The Music of Business" alongside the video and slide deck.
Creativity, Jazz and Flow
05:53

Read this material which supports and extends the lecture on flow and personal mastery.  It will take you 15-20 minutes to do a good job of this.  Then reflect on the material and these questions:

  • How do you get into a state of excellence?
  • What would you like to do in a state of effortless mastery?
Why not send a comment or question up on the site to discuss this in greater detail?

Using effortless mastery to achieve your goals
2 pages

A video clip originally made for BBC TV, where we explore parallel lessons between business and punk rock, assisted by The Clash, Lou Reed, Dolly Parton, Ian Dury and Bernie Torme, guitarist for Ozzy Osbourne and Deep Purple's Ian Gillan.  
Truly Punk Rock Business Gurus! :-)
Punk Rock Business
03:05

Mini article originally written for a business magazine on how to engage people.  Despite it's brevity, the article contains a distillation of classic theories on motivation and job design from detailed research by Hackman, Oldham and others.  
Try some of the strategies out in your work / life.
Preview 1 page

Creativity summary points - Please read and add your own points before moving on.
Summary of Section 6
1 page
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Innovation Lessons from Music
8 Lectures 20:37
Lady Gaga has innovated within the style and substance of music, performance and her art.  Let's look behind the stage to see what transferable lessons we can learn from this in terms of:
  • Innovation
  • Social responsibility
  • Social media 
Please read the extract from the book "The Music of Business" alongside the video and slide deck.
Innovation Lessons from Lady Gaga
04:03

Lady Gaga has innovated within the style and substance of music, performance and her art.  In this extract from "The Music of Business" we take a more detailed look at the transferable lessons with respect to innovation.  Please take 10 - 20 minutes to read, digest and take away some lessons for your own innovation practice.  Now might be a good time to post a comment or ask a question on the forum.
Preview 3 pages

Prince is a master of improvisation, testing his audience's patience with switching genres to destruction. Compared with many other artists who are creature's of habit, he takes the risk of varying his performances night after night.  This requires extensive preparation rather than just 'making things up'.  
In this mini film we examine transferable lessons on innovation from Prince.  
Check out the next lecture alongside this film to get the most from this piece.
Innovation, Improvisation and Prince
03:25

Prince is a master of improvisation in the context of high performance.  Find out why here.  Please read the extract from the book "The Music of Business" alongside the video and slide deck.

Innovation Lessons from Prince
2 pages

In this lecture, we learn about the impact of the built and psychological environment on innovation in conversation with Bernie Torme - Ozzy Osbourne's guitarist.
Please read the extract from the book "The Music of Business" alongside the video and slide deck.
Creating a climate for innovation
04:47

Please read the extract from the book "The Music of Business" and consider the following questions:

  • How do you create a climate where people give of their best?
  • What you do counts more than the physical environment, so how can you make that count?
Please take 10 - 20 minutes to read, digest and take away some lessons for your own innovation practice. Now might be a good time to post a comment or ask a question on the forum.


A climate for high performance
2 pages

A live session from the Northern Ireland Innovation Factory, where we discussed Innovation climate from a variety of perspectives, indulging the audience with an unplanned live jamming session.  Hence the title Live and Dangerous!
Innovation Factory - Live and Dangerous
08:22

Innovation summary points - Please read and add your own points before moving on.
Summary of Section 7
1 page
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Leadership and Reinvention Lessons from Music
16 Lectures 32:28

Mini video that explores how to be a leader.

Preview 02:45

Leadership means a lot of things to different people. Be clear on your role as a leader.

Leadership Style
02:08

This video explores the types of leadership required to succeed.

Leadership types
03:08

Leaders constantly develop themselves. In this video we explore just how you might go about that. You will also find the videos on listening and body language of use here.

Developing your leadership skills
02:14

To be a true leader, you need to develop other people. In this video we explore how to go about that.

Teaching Leadership
03:00

Leaders listen in direct proportion with the number of ears they have in relation to their mouths. Listening actively is a skill that can be learned. Find out how.

Leadership skills - Listening actively
02:43

The ability to 'read' people is a vital part of a leader's toolkit. Learn how to do this in this video

Leadership skills - reading body language
03:18

Authenticity is vital to be a great leader. This video explores this quality so that you can lead from a position of natural authority. See also our exclusive interview with legendary artist Roberta Flack in the supplementary materials, on authenticity

Natural Born Leadership
02:23

To survive and thrive in business, you need to learn continuously.  In this lecture we examine strategies for continuous learning.  
Please read the extract from the book "The Music of Business" alongside the video and slide deck.
Becoming an adaptive / learning company / individual
02:53

To survive and thrive in business, you need to learn continuously.  In this lecture we examine strategies for continuous learning.  Please review the extract from the book "The Music of Business" alongside the video and slide deck.  Reflect upon your own circumstances and plan to make one change that will assist you in becoming more flexible in the future.  You may want to share this with others on the forum.


Reinvention and continuous learning
2 pages

David Bowie's 40 year career is characterised by perpetual change.  Unlike most artists, Bowie changed, kept existing audiences and gained new ones for much of this time.  Given that businesses have an average life of less than one year, clearly there is something to be learned from someone who has acted as a chameleon across four decades. Let's look behind the stage to see what transferable lessons we can learn from this.
Please read the extract from the book "The Music of Business" alongside the video and slide deck.
Reinvention lessons from David Bowie
05:35

David Bowie's 40 year career is characterised by perpetual change.  Unlike most artists, Bowie changed, kept existing audiences and gained new ones for much of this time.  Given that businesses have an average life of less than one year, clearly there is something to be learned from someone who has acted as a chameleon across four decades.
Read the article which will take between 10 and 20 minutes to do a thorough job. Reflect on the ideas presented in the article and plan to make at least one change as a result of your thinking.
Mastering change and reinvention
3 pages

In this film, we compare artists such as Prince, Madonna and David Bowie with Bill Nelson, Leader of pop art groups Be-Bop Deluxe and Red Noise, in terms of their ability to reinvent themselves AND keep their audiences.  Bill Nelson made a principled decision to reinvent himself without being overconcerned with fame and fortune.  An important decision for anyone seeking to change direction.  Read the materials comparing the "two Nelsons" (Prince Rogers Nelson and Bill Nelson) in the upcoming lectures and reflect upon your own circumstances with respect to change and personal reinvention.
Reinvention lessons from Prince and Bill Nelson
02:21

How does Prince remain so adaptable and flexible?  Find out here and apply the lessons to yourself.  You will need about 10 minutes and a cup of coffee to get the best out of this.  Take longer as you wish and check out some of the supplementary music material.
Preview 1 page

Read this article on Bill Nelson, Leader of pop art groups Be-Bop Deluxe and Red Noise.  Bill Nelson made a principled decision to reinvent himself without being overconcerned with fame and fortune.  An important decision for anyone seeking to change direction.  In particular, he offers 12 reinvention lessons for people concerned to adapt whilst holding on to their sense of self.  Take about 20 minutes to apply the lessons to yourself for maximum value and check out some of the supplementary music material.
Principled reinvention - The example of Bill Nelson
4 pages

Leadership summary points - Please read and add your own points before moving on.
Summary of Section 8
2 pages
+
Programme review
4 Lectures 08:38
Learning to lead involves adapting ideas to fit your own circumstances and practice.  Reflect on the ideas we have presented here using the downloadable checklist I've provided here.  Record your thoughts and share them with friends and colleagues.  Plan to make at least one change as a result of your thinking.  You may went to send a message to the forum re your plans.
Reflections
01:07

What are your plans for making the most of the ideas in the programme?  Perhaps you would like to share them with others here or ask me a question on the forum?  In any case, check back in once you have conducted the first steps, remembering that the longest journey starts with a single step.  Make sure you take that step. 
Download a copy of the supplementary materials and make a point of committing your thoughts to the document.  That significantly increases the chances that action follows thoughts.
Action Planning
01:03

Our concluding lecture is from BBC Radio 4's You and Yours investigative journalism programme who put "The Music of Business" under the microscope and find it very good indeed!
Concluding lecture - BBC Radio 4's You and Yours examines The Music of Business
06:28

"Fiscal Cliff" is a rock anthem about economics, banking, fake suicide, false Gods, false hopes, repentance, renewal, environmentalism, sustainability sex, drugs and rock'n'roll ...  It is the first song ever to feature the words Quantitative Easing, John Maynard Keynes, Northern Rock etc. in the lyrics ...  Read the back story in the accompanying pdf document.
Preview ImportContent
About the Instructor
Mr Peter Cook
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Author, Speaker and Business Consultant at Udemy

Peter Cook leads The Academy of Rock and Human Dynamics, a creativity and innovation management consultancy, blending leading edge ideas from the world's business schools with the power of music, be it rock, jazz or classical. He delivers conference keynotes and longer master classes to some of the world's top businesses and organisations. Author of Best Practice Creativity, Sex, Leadership and Rock'n'Roll, The Music of Business and Punk Rock People Management acclaimed by Professor Charles Handy, Harvey Goldsmith and Tom Peters. Peter appears on BBC TV and Radio, Bloomberg TV, The Financial Times and the Institute of Directors with his ideas. His clients include Johnson and Johnson, Electronic Arts, Pfizer, BT, GSK, BP Amoco, Laing O'Rourke, The United Nations and Imperial College London Peter has over 30 years experience, comprising:

1. Leading innovative new Pharmaceutical Product Research and Development teams to bring multi-million dollar life-saving drugs safely to the market.

2. Trouble-shooting businesses and starting up factories around the world.

3. Internal business, organisation development and change consultancy.

4. Writing and tutoring for Business Schools at MBA level for blue chips.

5. Writing and performing rock, pop, jazz music and film soundtracks.

Peter is an accomplished rock, pop and jazz musician, having performed with Bernie Torme, John Otway, Wilko Johnson, The Fall, Altered Images and Lorraine Crosby who sang on Meatloaf's No 1 hit "I'd Do Anything For Love" amongst others. Peter famously sponsored an entrepreneurial adventure to go on a record breaking round the world Rock'n'Roll tour with cult punk rocker John Otway. On this occasion, he was called in just too late and the world tour was an unmitigated disaster in the quintessentially British "Monty Python" tradition, but was a life-changing experience for which there is no training programme of equivalent value. Like many entrepreneurs, Peter put his heart, soul and bank balance into the venture and lost all. Peter talks on the "Spinal Tap-esque"; lessons from this tour as part of his keynote speaking offer.

Peter has been a Governor for a Primary School and a College. He was Council Board member of the Chartered Institute of Personnel and Development where he acted to shake up the HR profession to give it a commercial edge and a focus on customers, without which there would be no business.