Peter Corijn

Speaker
Dutch
English
Photo of Peter Corijn

Who is Peter Corijn?

Peter Corijn has more than 35 years of international experience as a business leader. Today, he is the founder and CEO of VUCASTAR Consulting and a Senior Fellow at The Conference Board. Previously, he served as CEO of Van de Velde and held several C-suite positions at Imperial Brands, a FTSE 100 company, including Global CMO and President of multiple divisions. Earlier in his career, he was Vice President at Procter & Gamble, where he was responsible for Gillette’s Shave Care business across Central and Eastern Europe, the Middle East, and Africa, representing revenues of more than €1 billion.

Peter holds two master’s degrees in law and has completed executive programmes at institutions including INSEAD, IMD, Harvard/Monitor, and West Point. As a speaker, he combines his international leadership experience with insights from psychology, culture, and music. His keynotes cover topics such as disruption and transformation, leadership and change, strategy, and brand development. He has taught and spoken at INSEAD, IMD, and Solvay Business School, and delivered keynotes and seminars for organisations including Microsoft, AXA, AB InBev, Adecco, and Hershey’s.

What makes Peter unique as a speaker is that his world extends far beyond business. He is also a musician. In his early years, he performed as a support act for U2, Echo & The Bunnymen, The Scabs, and TC Matic. Since 2020, he has released music under the name Paul Numi. His three albums have received international airplay and have generated more than one million streams.

Peter is also the author of the successful leadership book True Leaders Deliver. His second book, Stardust, in which he explores what pop and rock stars can teach us about success, creativity, and staying at the top, is scheduled for publication in spring 2027.

Beyond business and music, Peter is constantly exploring new worlds. He holds a black belt in Shotokan karate and has completed training programmes with former Navy SEALs, counter-terrorism units, and SWAT teams to better understand how they approach leadership, execution, and accountability under extreme pressure.

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  • Lessons from the Music Industry and Rock Stars on How to Deal with Disruption and Game Changing Innovation.

    The music industry is a prime example of innovation and game-changing strategies. There are valuable lessons to be learned from it that can be applied to your business. A gamechanger refers to a strategic initiative, product or idea that changes the way business is done. We’ve witnessed significant shifts in the music business, from vinyl to cassettes, to CD’s, to iTunes, and now streaming. Analyzing case studies will enable us to gain essential insights into how to effectively manage these critical turning points. These cases can be translated into critical strategies that will benefit your own company. Let’s add some rock & roll to your business!

  • F.A.Y.U.R. It Up! How to Lead in a Crazy, Volatile World.

    In recent years, we have experienced the upheaval caused by Covid-19, a refugee crisis, and mounting anxieties over climate change. Furthermore, AI and digital technologies are making significant impacts across various industries. This keynote presentation will introduce you to the F.A.Y.U.R ™ methodology, which will help you navigate the current volatile landscape effectively, and even thrive in it. The presentation will not only focus on WHAT to do but also HOW to take action. For example, it will not simply assert that Agility and Resilience are crucial, but also provide practical tools and insights based on real-world experience and case studies.

  • Growth = Change. How to Be A Positive Change Agent.

    Change is inevitable and crucial for growth. Different results require different actions and choices. Therefore, irrespective of your business’s current state, successful change management is essential. However, many change initiatives fail, with a failure rate of 70% in digital transformations alone. Additionally, there is often significant opposition to change. This keynote will equip you with a number of tools, not only on WHAT actions to take but also HOW to execute them. For example, we will explore the root of habits, how to modify them, and how keynote habits can drive cultural change within an organization. Moreover, we will analyze effective advertising case studies and translate their strategies into successful change programs.

  • How to Create a Winning Company Culture.

    The renowned management expert Peter Drucker once said: “Culture eats strategy for breakfast.” But what does it take to build a company culture that truly drives success? Inspired by the principles from his acclaimed book True Leaders Deliver, Peter shows how leaders can strengthen their impact and shape a culture that delivers results. You will discover practical strategies to build a positive, performance-driven workplace, motivate employees, and achieve exceptional outcomes. Learn how a strong culture can transform your organisation into a team that consistently delivers sustainable results.

In our Hersheys' distributor and leadership conference, Peter provided a highly inspirational speech on how to win in the volatile disruptive world of the Middle East. The team was totally engaged and received several useful tips on how to develop our business approach. Highly recommended.

Habib Azar

Category Lead Impulse Americana Foods

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At our Boots conference, Peter delivered a highly inspiring keynote to the entire Boots Finance function on how we could become better change agents. What was particularly appreciated is that the insights were highly actionable. The simple yet powerful examples to demonstrate how the advice and tools could be used were very strong. It left the teams motivated to support our change programs. Furthermore, it was highly engaging because of the case content.

Shane McCardle

Director of Finance at Boots and Brexit Lead for Ireland & UK

Peter gave us an outstanding keynote on how to successfully lead in a VUCA world. He shared his actionable F.A.Y.U.R. methodology, which contained several ideas that we could apply in our business. A lot of convincing – and entertaining - cases were shared that provided compelling insight. A highly recommended experience!

Souheil Badaa

Global CMO Novatis Group