Adrian Cook
Chief Executive Officer @React Acting For Business
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WORK HISTORY
Chief Executive Officer @React Acting For Business
St Albans, GB
I am privileged to support a rare tribe called React: a leading international provider of practical business learning experiences. We help people master skills and change behaviour to succeed in the real world.My role? Essentially, I have P&L ownership and manage the business - operations, budgets, business development, growing revenue etc. React has grown into a global business during my tenure and continuously innovated products, services and delivery onsite and online.• Develop and implement strategic plans to drive growth and achieve React’s vision and objectives.• Track industry trends and market dynamics, identifying new opportunities and potential risks.• Continually assess and review the existing organisational and team structure, making the required changes to up skill capability and drive strategic vision across the team.• Lead business development, grow revenue, sales, and profits for React• Build and maintain strong relationships with clients, associates, partners and vendors• Entrepreneurial mindset• Provide inclusive leadership wherever I can, helping to shape, implement, and lead the whole team to deliver short, medium, and long-term objectives.• Described by colleagues and clients as a credible, commercial CEO who brings inspirational leadership.• Experienced in having P&L responsibility and driving growth organically through different channels.• Pragmatic, resilient and growth focused with strong influencing skills and a can-do attitude.React now has local hubs of talent on every continent.We have developed a core team with a skill mix unique to our industry, with more than hours experience.We partner, design and deliver with an inclusive approach aligned with our values of positive mindset, creative excellence, and generosity of spirit.
EDUCATION
University of Plymouth
Naval Architecture and Marine Engineering
Institute of Directors (IoD)
Business Administration, Management and Operations
SKILLS
ABOUT ADRIAN COOK
I create and facilitate environments for people to be highly successful. I support a talented tribe of experiential learning experts that has spent over 30 years blending the power of theatre with commercial insight and lived experience to create immersive, engaging and transformative experiential learning events that don’t just “tick a box” but shift behaviour, build confidence and trust. The outcome? A positive and lasting impact on people’s performance and wellbeing. Our clients range from global giants to fast-scaling organisations who understand that how you show up and interact matters as much as what you know and who you know. I’m collaborating on the creation of new projects too:• Project Presence: helping professionals maximise their presence and impact, even in their absence. Project Courage: helping professionals perform at their best under pressure.• Project Trust: Based on \'The Trust Pyramid\': my soon-to-be book and executive training programme, built on my own research and lived experience and expertise BrainReset.co.uk – tactical mental reboots for professionals (think a reset button for your brain before that big pitch or dreaded interview).I’m also exploring how digital innovation (e.g. AI agents, assistants and avatars) can amplify our human-to-human craft.Beyond React, I have written a sci-fi novella about AI called Agent_4 https://amzn.eu/d/0byBpEJP and built an e-commerce business with a group of entrepreneurs that includes my son, creating Memer and soon to follow, Digidetox an online resource to ‘help people unplug to reconnect’ in real life by quitting daily doomscrolling or overdosing on screen time for that dopamine hit.The equally fulfilling unpaid stuff? I’m a Dad, Husband, sci-fi and chess geek, fluff chucker and, without doubt, a butler for our dog. If you want to build skill, trust and a lasting impact, let’s talk.and maybe share a laugh or two along the way!
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