Peter Murphy Lewis: 100 Jobs on Camera, 200 CEOs Coached, One Playbook for Trades Storytelling

Episode Description This week on Trades Talk, Justin White sits down with Peter Murphy Lewis, founder of Strategic Pete and one of the most creative storytellers working in marketing today. Peter went from Kansas to Boston, then to Chile on a diplomatic scholarship, built a travel company that hosted Beyonce and Paul McCartney, and eventually landed his own Chilean version of Dirty Jobs where he worked 100 different jobs on camera (including boxing a 120 pound national champion who beat him in three rounds). He now runs Strategic Pete, coaches 200-plus CEOs on storytelling, and does documentaries for private equity turnarounds, misunderstood industries, and companies preparing for exit. Justin brings him inside the K&D story to build a real content playbook live on air. In this episode: You do not have a content problem, you have a proof problem: why authenticity beats polish, and why the documentary format outperforms every other content type at changing minds The Elephant in the Room framework: find the biggest gap between what people think about your industry and what is actually true, then confront it head on Who should tell your story, and why it usually is not the CEO: raving fans, frontline crew, and kids/elderly as unexpected content vehicles The Landscape Ninjas concept: how K&D's all electric fleet became a story about noise, peace, and quiet homes, and Peter's exact experiment design for turning that into a viral series Storytelling as a PE tool: how the right video asset added a third bidder in a healthcare SaaS exit and materially increased the multiple Peter's trade secret is one you can start using today. Everyone is good at telling stories, but they struggle to tell their own. Start with a person who impacted your life. Tell their story. You will learn how to tell yours in the process. If you are a trades operator sitting on a K&D-sized content opportunity you have never unlocked, a founder preparing for an exit and wondering what actually moves the multiple, or a CEO who has been publishing content without a clear goal, this one is the wake up call and the playbook in the same hour. JW Group Website: https://www.jwhitegroup.com/ Justin LinkedIn: https://www.linkedin.com/in/justin-white-%E2%98%85-35b7a210b/ Justin Instagram: https://www.instagram.com/justinwhiteceo/ Justins Youtube: https://www.youtube.com/@justinwhiteceo Peter LinkedIn: https://www.linkedin.com/in/petermurphylewis/ Strategic Pete: https://strategicpete.com/ K&D Website: https://kndlandscaping.com/ K&D Instagram: https://www.instagram.com/kanddlandscaping/ Disruptors Community: https://www.skool.com/disruptors Disruptors Advantage Newsletter: https://disruptors-advantage.beehiiv.com/