Peter Murphy Lewis is an accomplished entrepreneur, storyteller, and marketer whose two-decade-long career spans more than 10 countries across Latin America. His journey has taken him from launching four diverse companies to hosting TV shows and working as a CNN Foreign Affairs correspondent. He has built a career that merges business strategy with a genuine desire to make a difference, whether through his marketing consultancy or his work on People Worth Caring About, a docuseries highlighting the often-overlooked caregivers within long-term care.
Peter’s career also includes stints as a college professor and media host in Chile. Today, he focuses on helping businesses grow while staying grounded in purpose, working across industries like healthcare, fintech, and media. He holds firm to the belief that success is measured by the difference one makes, not just by profits alone.
Company: Strategic Pete
We are thrilled to have you join us today, welcome to ValiantCEO Magazine’s exclusive interview! Let’s start off with a little introduction. Tell our readers a bit about yourself and your company
Peter Murphy Lewis: Thanks for the warm welcome! I’m Peter Murphy Lewis, and while I call Kansas home, I also spend several months each year in Chile, where I lived for 15 years. It’s important for me to ensure my son connects with his roots there and experiences the world from different angles. I firmly believe the world is my office; an approach that shapes how I live, work, and engage with new cultures and opportunities.
At Strategic Pete, we help businesses make sense of their data and craft marketing strategies that are custom-fit for their niche, target audience, and goals. Our team of 15 is a mix of talent, and almost everyone (except for one) started as an intern. That’s something I’m proud of—giving people an opportunity to grow and shine. And I’m in the middle of writing a book about this whole journey, aimed at CEOs—”From Intern to A-Player: A CEO’s Playbook for Scaling Top Talent Remotely”.
Over the years, I’ve had the privilege of working as an entrepreneur and consultant across a variety of industries—ranging from zoos and painting companies to finance, SaaS, e-commerce, and healthcare.
Right now, I’m focused on People Worth Caring About, a docuseries I co-created with the Nebraska Health Care Association. It highlights nursing home caregivers—unsung heroes who deserve more recognition. We’re expanding the series to more states to raise awareness and inspire young people to consider caregiving as a meaningful career. It’s something I’m personally connected to, having worked as a CNA myself. You can watch the series here: https://nehca.org/NEHCA/Support/PWCA.aspx
How does your company integrate purpose and impact into its overall business strategy?
Peter Murphy Lewis: We help businesses grow—but not in the usual “hit-the-numbers, sell-your-soul” kind of way. We focus on growth that actually means something. It starts with understanding the “why” behind what you do and then building a strategy that stays true to that—no shortcuts, no compromises.
First, we get crystal clear on where you want to go. And I’m not talking about surface-level goals. We dig deep. What really matters? Customer love, brand loyalty, social impact—those are the things that tell us if we’re actually doing it right.
Every project kicks off with a creative brief that feels more like a therapy session than a business meeting. We get into your vision, your values, your market. Then, we turn all that into an action plan with real steps and real metrics—none of that vague “we’ll figure it out as we go” nonsense.
The Traction Scorecard? It’s a framework for making sure your quarterly goals actually lead to long-term success. We measure what matters—not just what’s easy. If it’s worth doing, it’s worth tracking.
We’re big on feedback. We test, we tweak, we test again. No one hits a home run every time, but we keep the strategy moving until it’s a grand slam. And we’re honest about it. If something’s not working, we say so. We also keep it affordable, because good strategy shouldn’t cost you a fortune.
In the end, it’s all about the real results. Sales? Sure. Retention? Definitely. Brand awareness? You bet. But more importantly, we’re here to help you create lasting value that lasts—whether it’s for your customers, your team, or your community.
It’s purpose-driven marketing, plain and simple. Growth that doesn’t just look good on paper but feels good in real life.
Can you share an example of how your business has successfully balanced profitability with social responsibility or sustainability?
Peter Murphy Lewis: A prime example of balancing profitability with social responsibility comes from the People Worth Caring About docuseries—a powerful project I recently teamed up on with the Nebraska Health Care Association, funded by the Nebraska Health Care Foundation. The goal was to address a major challenge in long-term care: workforce shortages, while also changing how the industry is perceived.
This series brings into the spotlight seven nursing homes and assisted living communities across Nebraska that capture the heart of what makes these places truly great. We’re talking caregivers who go over and beyond the call of duty, actually building real relationships instead of ‘just’ providing care, making their work a fulfilling, meaningful profession.
Through real stories and behind-the-scenes access, we’re showing the world that working in long-term care is a real mission. It’s rewarding. It’s fulfilling. And it’s vital. The series secondary aim is to help recruiting new talent, changing perceptions, and bringing much-needed attention to the senior care industry. It’s driving conversations, raising awareness, and helping to build a pipeline of workers who understand the profound value of this field.
From the business point of view? The definitive win-win: bottom line and social conscience intersect to move the industry along. We’re not filling beds; we’re generating a movement that will help long-term care be more vital, varied, and growing for decades ahead.
What role does philanthropy or community involvement play in your company’s mission, and why is it important to you as a leader?
Peter Murphy Lewis: I get where you’re coming from. When I talk about philanthropy and community involvement, I’m not interested in just throwing out the usual lines. In my case, it’s important that our company’s success feeds directly into creating value in the community.
Take, for example, the docuseries of People Worth Caring About. This is a direct response to the workforce shortage in long-term care. We leveraged our platform, our networks, and our know-how to tell the stories of caregivers and senior care workers all over Nebraska.
On the practical side, philanthropy gives us the chance to make those kinds of high-impact, real-world changes. It helped to recruit future workers who might not have considered long-term care as a career path. Investing in community-centered projects like this strengthens relationships with both our employees and customers. It gives our team something they can rally behind and connects us to a broader purpose. As a leader, I am practical about it. I know that if we do things the right way, with genuine care and a long-term mindset, it can generate returns-whether in stronger relationships with stakeholders, better employee retention, or an enhanced reputation.
At the end of the day, philanthropy is strong lever that, when pulled correctly, aligns your personal values with your business goals.
How do you ensure that purpose-driven initiatives resonate with both your employees and your customers?
Peter Murphy Lewis: For employees, it’s simple: if they cannot feel the purpose in what they are doing every day, they will not care. Giving out mission statements or sending motivational emails from time to time does not work. You must embed that purpose into your processes and decisions. Workers want to know why their work counts – not just the bottom line -but how it fits into the larger story. A worker who can see his daily tasks as part of a meaningful narrative is more likely to bring passion to the table.
For customers, it’s the same principle, but it’s more about trust. Consumers are tired of being sold to; what they want is to buy into something real. If your purpose-driven initiatives aren’t supported by real action, they can smell it from a mile away. So go for extreme transparency. If your business says it cares about sustainability but your packaging doesn’t support that, or if you say you’re for diversity but your hiring practices don’t show it, that’s a problem. Today’s customers demand accountability. They want to know that your actions match your values.
What advice would you give to other leaders looking to embed purpose and impact into their organizations?
Peter Murphy Lewis: If you want purpose to actually mean something in your business, it starts with absolute clarity. Not the watered-down version we all toss around in meetings, but the kind of clarity that impresses. Your purpose has to be deeply rooted in what your company is about – and just as importantly, what it’s willing to stand against. If you can’t define it in a way that cuts to the core, it’s just a slogan.
Once you have that solid foundation, it’s time for alignment. Don’t just talk purpose-live it. Every decision you make-whether it’s how you treat employees, how you serve customers, or what you do in your community – should be a reflection of that purpose. If your actions aren’t aligned with your words, people will see it. And they’ll lose trust fast.
Next? Engage your people on a deeper level. They need to believe in what they’re doing. They need to see the bigger picture, and know they’re making an impact.
