John Peters Bio

John Peters came to the world’s attention in January 1991, when as a prisoner of war, his disfigured image became a potent symbol of Saddam Hussein’s ruthless aggression. He has written two best-selling books and the documentary, ‘Tornado Down’ was Independent Documentary of the Year and a BAFTA Award Nominee. He has an international reputation as a conference speaker and has followed Nelson Mandela and Heads of State on stage.

On leaving the RAF, he founded an international consultancy, providing business critical development, consulting and coaching through a leadership lens.  Using his Gulf War, POW experience, international media exposure, an award-winning Human Factors strategy in highperformance aviation and 20 years’ consultancy business, John has coached business leaders and teams across 5 continents in public, private and government sectors.  Human Factors examines the relationship between ergonomics, systems and human performance.  The initiative introduced organisational peer learning by open sharing of failures to improve performance and reduce accident rate.  He is an experienced Chair, NED and Trustee and runs numerous Executive MBA programmes globally for business schools as a Visiting Professor and has been Chair of the Association of MBAs, the international MBA goldstandard accreditation.  His interest is in leaders’ approach to uncertainty, organisational learning, trust and failure.

Through his military and business career, coaching, philanthropy and extreme psychological and physical challenges that took him to the limits of his being, John has realised a deep sense of knowing that, with courage, each leader can become a better version of themselves whatever the pressures.

As a passionate life-long learner, his clients advocate that he has helped them develop as business leaders and equipped them to maximise future opportunities.  There’s no template for leadership and different contexts need different approaches.  He ardently believes in the power of collective intelligence of excellent growth-minded CEOs, MDs and business owners with ambition to share experience and a desire to thrive in this ever-changing world.  Clients believe that he has made a significant difference to their businesses and by an even greater margin in tougher economic times.  He is rigorous in ensuring that solutions are practical, useful and immediately applicable in the workplace.

Business Schools

  • Henley Business School. Advanced Leadership and Advanced Management Programmes.
  • Kingston Business School. MBA programme, Leadership Module
  • Aston Business School – 2010-2012. Designed innovative new Executive MBA.
  • Exec MBA Leadership Programme. ANE, Moscow
  • Blue MBA, Leadership Programme. Copenhagen Business School
  • Australian Business School of Kuwait. MBA Leadership Module

Executive Coaching examples:

  • MD, Countrywide Insurance, formally General Manager Axa Insurance Director of Transformation, Lloyds Bank Commercial Banking;
  • Finance Director, Costain and various Directors.
  • Board, Capital One,
  • Directors, Speedy Services,
  • Operations Director, Capital One
  • Director, Metropolitan Thames Valley Housing