As the resident nerd at Tribal, Pete can be counted on to derail just about any brainstorming session with a discourse on findings from the latest Harvard Business Review. Fortunately he is also able to put his swarm of theoretical odds and ends to productive use as Tribal’s creative lead, leading the charge on messaging and positioning projects and the creation of sales readiness tools and sales collateral.

Before starting Tribal with Pat, Pete spent six years in the software industry, five of them with cryptography leader Certicom. Leading the documentation and QA departments, Pete and his team had to learn highly technical cryptographic algorithms and data security schema from PhDs in mathematics and then explain them to the merely gifted programmers and business executives that comprise Certicom’s clients. At Tribal, Pete has focused on integrating ideas from fields as diverse as narrative theory and behavioural economics into a practical framework for sales communication.

Pete has a BA in English, Rhetoric and Professional Writing and an MA in Language and Professional Writing from the University of Waterloo.