"When it's a big gig. When it really matters, you call for Peter."
CFO, FTSE 100 firm
"You're brilliant because, you're annoying because, you instantly bore in on the ONE THING..."
CEO
"...unafraid to challenge... thinks in broader terms... more ambitious and less constrained..."
Senior Military Officer
"Peter, I can honestly say that I learn from you, which I can only say about two or three people in our field. Good luck with your upcoming work. Your clients are lucky to have you.”
John Shosky, speechwriter in three U.S. presidential administrations
"Peter’s ability to help me communicate more effectively and with greater clarity has had a real impact. What sets Peter apart is his honest, robust feedback - something leaders know is extremely rare and incredibly valuable. I absolutely recommend him to anyone looking for a top level executive coach."
Nadhim Zahawi, Founder and CEO YouGov PLC
Executive Coaching, Storytelling and Speaker Coaching for Leaders

Is storytelling and speaker coaching right for you? Which ones apply to you?
People hire me in the following situations:
Defining Moments
Examples: C-suite transitions, Senior career changes and promotions, IPOs, board presentations, or national conference keynotes. You need strategic clarity and emotional precision, not generic confidence training.
Complex Strategically Important and Politically Sensitive Messaging
Examples: Layoffs, restructurings, crisis communications, or controversial initiatives. I help shape strategic communications messages that acknowledge complexity without losing control of the narrative.
Signature Thought Leadership Initiatives
Examples: Launching a new corporate strategy, a high-profile TED-style talk, book, or platform initiative that defines your intellectual footprint. I specialise in bringing out your unique point of view and translating it into high-leverage narrative assets.
Reframing a Personal or Corporate Brand
Examples: Shifting from founder to CEO or a move to another more senior role, pivoting your firm’s strategy, or repositioning your value proposition. I help you sharpen how you articulate the next chapter.
When You’re Too Close to Your Own Story
I strip away noise, self-indulgence, and emotional clutter to get to the story within you that actually moves people. You hire me to help you see the forest, not just the trees. Then tell the story. Powerfully.
If you're looking for high-stakes storytelling with message rigour, you're not just trying to be charismatic - you're trying to move decision-makers, enhance and define your leadership narrative, or shape perceptions.
Storytelling and Speaker Coaching Scenarios
Here are examples of when that matters:
1. Defining a Leadership Narrative During an Executive Transition
Use case: You’ve been appointed CEO, President, or Managing Partner and need to establish credibility with investors, clients, and employees FAST.
Why do you need message rigour? A rambling vision dilutes authority. You need a coherent, clear core narrative that signals strategic clarity, emotional intelligence, and direction.
Example: “In my first 100 days, I want the board, the team, and the street to hear the same cohesive story: what I stand for, what will change, and what stays sacred.”
2. Delivering a Flagship Keynote or TED-style Talk
Use case: You're speaking at your industry’s top event, a TEDx stage, or an internal company-wide all-hands watched by thousands.
Why you need message rigour: These are not presentations — they’re “stage” moments that define your reputation. You need a story that teaches, inspires, and sticks.
Example: A CMO giving a keynote titled “Why Data is Nothing Without Meaning” needs a tight throughline, memorable language, and a persuasive arc, not just slides with KPIs.
3. Preparing for a High-Stakes Investor Pitch or Capital Raise
Use case: You’re raising a Series C, prepping for IPO, or facing a hostile proxy battle.
Why do you need message rigour? Investors don’t buy numbers alone. They buy confidence, clarity, and belief in your command of the future.
Example: A founder pitching during market uncertainty needs a narrative that frames headwinds as opportunities and demonstrates mastery without appearing defensive.
4. Communicating in Crisis or Transformation
Use case: You're leading a restructuring, a merger, layoffs, or facing regulatory scrutiny.
Why do you need message rigour? One wrong sentence can destroy trust. You need a message that balances empathy, transparency, and control.
Example: A CEO announcing structural changes, such as a pivot to AI, a shift in strategy and focus, or layoffs to a global workforce, must anchor the message in long-term purpose and future strategy while acknowledging the present pain.
5. Repositioning Your Brand (Personal or Corporate)
Use case: You or your firm is evolving..
Why do you need message rigour? Identity shifts require precise story architecture so audiences understand not just what’s new, but why it matters.
Example: A founder stepping into a board chair role must narrate the handoff in a way that signals continuity of values but elevation of scale.
6. Competing for Major Awards, Boards, or Influencer Platforms
Use case: You're vying for a "Most Powerful XYZ" list, seeking a board seat, or applying for a global fellowship.
Why do you need message rigour: Gatekeepers want proof that your story isn’t just impressive - it’s coherent, teachable, and replicable.
Example: You're applying for the Oscars of your industry, and it requires a narrative that weaves a personal journey, impact metrics, and systems-level insights into a single, persuasive thread.
7. Launching a Signature Initiative or Thought Leadership Campaign
Use case: You’re launching a firm-wide DEI initiative, a platform on mental health in leadership, or a CEO-authored white paper on AI ethics.
Why do you need message rigour? Thought leadership is not about hot takes. It’s about building intellectual and emotional authority over time.
Example: The Head of Strategy writing “The Ethics of Predictive Capitalism” must be both visionary and concrete.
In all these situations, storytelling isn’t decoration. It’s the vehicle for influence. And rigour isn’t the number of words you use, it's the words you deploy and the stories you tell. It’s about tight logic, layered meaning, and intentional structure, often with just a few minutes or paragraphs to get it right.
"Everyone needs a coach" - Eric Schmidt, CEO of Google
Over 3 Decades of Executive Coaching Experience ~ More than 32,107 Coaching hours
10 200+ speakers ~ 300+ TEDMED Speakers ~ 16 PLCs ~ 175+ Members of Parliament
Coached business leaders in multiple and diverse industries in 9 countries
Storytelling Coach and Speaker Coach in one person
TEDMED Speaker Coach ~ SXSW Storytelling and Speaker Coach
Real P&L experience (not just teaching theory): Turned around and ran a group of three manufacturing companies with 135 staff
Delivered results under extreme pressure (ask me why I own a bulletproof vest)
Worked on business and coaching projects in 21 countries
One more thing: Your work is probably not limited to weekdays 9-5. Neither is mine. I fit in with YOU.

The Stories Behind EVERY Business Success
Imagine you could improve just ONE of your key P&L numbers by 2%, 7% or even 11%...
What if you could change more than one?
What if you could improve your bid/win ratio by 5%
What if you could recruit and retain more "A players"?
Whatever vehicle you believe you are, I believe we are all stuck in gears that limit our potential.
Some are stuck in second gear, while others are stuck in fourth. I help people move up the gears.
Stop losing deals because "they didn't get it."
My clients improve their bid/win ratios and attract and retain top talent.
One client doubled their turnover in 5 years and slashed their unwanted employee churn rate.
Successful Leaders are Continual Learners
Everybody wants to be a leader. Everybody wants to be a success.
But not everybody wants to do the work to become, be or remain a successful leader.
They think, "I want to be the leader, I want the rewards - the money, the office, the car, the lifestyle."
They do not think, "I wish I had the early starts, the 10-hour days, the risk of failure."
They are jealous of where you are. They are not jealous of how you got there.
They are jealous of what you have got. They are not jealous of how you got it.
Work in private, effortless in public.
Success = persistent hard work + talent + learning.
An Executive Coach helps you learn, focus and succeed faster
Executive Coaching and Storytelling Coaching help you become a better storyteller, persuader, communicator, and:
- Cut the time to get to the top - accelerate your learning and growth.
- Navigate and avoid leadership potholes.
- Become a better communicator and leader, faster.
- Achieve more as a leader.
- Stay a leader for longer.
Executive Coaching accelerates, boosts and protects your career
You can: 1. stay as you are, 2. get kind validation from friends and family, or... 3. create noticeable change with my feedback and coaching.
N.B. People do not hire me to be nice to them. They hire me because they want to be better. Fast.
Contact me:
• If you want high-stakes storytelling with message rigour ✅
• If you want more powerful delivery and to polish your on-stage presence, theatre to podcast to All Hands ✅
What Others Say About Me

Rainer Hettinger
Siemens Nixdorf
"Thanks a million Peter – or should I say $400 million?"
Marcus Webb
Chief Storytelling Officer

"Peter is one of the best practitioners of “tough love” I’ve ever seen. He’s direct and uncompromising. He “gives it to you with the bark off,” as they say – but you’ll love every minute of working with him."

Tim Montgomerie
Founder of ConservativeHome
“The genius political consultant Peter Botting.”
As Featured In



Storytelling for Politics
Tired of political leaders who make promises but don't deliver? Me too! If you care about politics, get involved?
During over 20 years in politics, I have played key roles in:
- the Anti-Slavery Day and Human Trafficking legislation;
- conceiving and setting up the U.K. Anti-Slavery Day Media Awards;
- the landslide-winning (69%/31%) No2AV campaign in the 2011 United Kingdom National Referendum;
- Sri Lankan Prime Minister Ranil Wickremesinghe's "historic" peace speech to the U.N. General Assembly;
- James Cleverly's leadership speech at Conservative Conference 2024;
- the founding of Policy Exchange - the ideas factory that fuelled David Cameron;
- helping people prepare for hustings, debates, selections and elections. 175+ were selected, elected and became Members of Parliament.
Storytelling for Startups
Founders. Do you want to raise money, recruit and retain "A" talent, build teams and secure new clients?
How do you attract and retain winning teams of "A" talent who choose your unknown startup over BigTech?
Are potential investors saying "keep in touch" instead of talking term sheets? You could organise 5 more pitches a week... Or you could fundraise faster and more efficiently.
Investors love winners, but hate losing. Your pitch and story need to trigger their imagination - what "could be".
You, your idea, team and business case; your market, scalability, and burn rate, your elevator pitch, pitch deck and, above all, your delivery and your story of "what could be" - these all count. These are all stories.
Raising capital, pitch deck narratives, investor presentation coaching, and team alignment workshops - all of these are based on storytelling.
Do you want to tell your story better?
The Stories Behind SAP
SAP is an unusual German corporate beast. A modern German startup that became a unicorn.
As part of a team of ten, I worked for this - then cheeky - upstart almost every week for four years.
I was there when it only had one building, and was there before, and when it made it onto the DAX.
Behind SAP's success are numerous revolutionary ideas, as well as innovative employment and management practices.
Practices that have since been copied by Silicon Valley startups - free food, relaxed working conditions, no clocking in or out and a very flat management structure. Why?
The reason and lots of fun stories...