Peter Sorgenfrei

Live a happier and healthier life. I'll get you there in 3 months or less.

I work privately with founders when something has started to repeat or quietly erode, even though nothing has visibly broken yet.

By the time people reach out, conversations escalate more easily, conflicts don't fully resolve, authority thins, or work begins to spill into personal life in ways that are hard to contain. What used to feel manageable starts depending on effort.

I know how that feels from the inside. I ran my own company with 70 people across 5 countries and hit the wall myself in 2019. Not the dramatic kind. The slow kind, where you keep performing but stop recognizing yourself. Six companies, fifteen years of building, and the thing that finally broke wasn't the business. It was everything around it. I rebuilt from there.

That experience is what shapes how I work now. 
This is not coaching for growth, optimization, or personal development. It's not therapy. The work focuses on stabilizing these patterns before continuing as-is costs more than it should, professionally, personally, or both. Engagements are private, time-bounded, and deliberately contained. We reassess once things begin to resolve cleanly again.

If you're looking for ongoing support, performance work, or stress relief, this is probably not a fit. If continuing as you are no longer feels neutral, this is usually the right moment to reach out.

The starting point is a single 90-minute diagnostic session. You walk in with what's been building. You leave with a scored snapshot of how you're operating across work, body, mind, and relationships, plus a 30-day action plan. No commitment beyond that. DM me "baseline" if you want the details.

I also write occasional notes on pressure, responsibility, and decision-making in my newsletter Intentional Leadership (see featured section).

Executive and Board Advisory

I work with Investors, Boards, and Leadership teams to develop people and grow companies

Being a startup founder explained in 12 seconds.

You start at the top.

You've got a plan. 

A strategy. 

A direction.

Then you spin around completely, and suddenly you're going downhill, facing the wrong way.

You can't see where you're going. 
You definitely can't see the finish line. 

Your investors are watching from the sidelines, trying to make sense of what just happened.

But you're still moving.

Still somehow staying on your feet.

And against all logic, you cross the finish line. 

Backwards. 
Confused. 
But you crossed it.

Six companies. 
Fifteen years. 
I've finished backwards more times than I'd like to admit.

The founders I coach? Same thing. 

The ones who make it aren't the ones who never spin out.

They're the ones who keep skiing when they can't see where they're going.

What's your "finished backwards" moment?

You may not like me after reading this.

But someone needs to say it.

I've spent hours advising people who aren't clients.

They ask a question. I answer.
They ask another. I answer again.
They ask a third. I answer once more.

Then they come back next week with more questions.

At some point, I see they're not building anything.

They're just collecting answers.

The people who win?

They follow a different path:

• They ask one or two good questions
• They say thank you and leave
• They go do what they learned
• They come back weeks later with real results
• They ask new questions based on what happened

Not theory.
Not what-ifs.
Not trying to plan every step ahead.

They return with: "I tried what you said. Here's what happened."

That's the difference.

Winners collect just enough info to take action.

Then they let doing it teach them what they really need to know.

They know talking isn't one-way taking.
It's not about owing someone something.

It's about knowing when you've gotten value and need to create some yourself.

Stop asking questions you already know the answer to.

Start doing the work that scares you.

The answers you want are in the doing, not in one more talk.

And if you still have questions?
Try this: https://bit.ly/askpetergpt

I coach founder-CEOs who built the company but lost themselves along the way | 6x founder/CEO | Burned out managing 70 people across 5 countries. Rebuilt from there.

Jolyon Varley

I’m Jolyon, Co-Founder at OK COOL— (very) creative strategy and production partners to brands. I genuinely believe that we are the most energised, culturally astute agency in the world right now.

We turn subcultures into content and humanise some of the world’s most renowned, tier-1 brands such as Nike, Gucci and Disney. We are official strategic and creative partners to TikTok and Meta.

I'm interested in what happens at the margins: counter culture + youth energy and the fault lines where high and low collide.

Whether you’re someone who wants to learn more about the marketing space and what it takes to run a business within it, you’re a brand looking to take your strategy and content to the next level, or you’re a creative looking to join an agency that delivers best in class work — stick around. My content may just be of interest.

And if it is, feel free to drop me a line ✌️

Co-Founder

Ok COOL is a (very) creative  content studio. Official partners to TikTok,Twitch, Instagram and tier-1 brands, globally.

Find us @OKCOOL.IO & www.OKCOOL.io

Be reckless in the first draft.

Be ruthless in the second.

Dream so big it feels ridiculous.

Stop optimising the thing while you’re still imagining it.

Magic doesn’t survive premature logic.

Hope this helps 💚

#1 Culture Marketing Voice on LinkedIn | Co-founder @ OK COOL

I encourage EVERYONE to watch this today!

𝗘𝗶𝗹𝗲𝗲𝗻 𝗚𝘂, 𝘁𝗵𝗲 𝗢𝗹𝘆𝗺𝗽𝗶𝗰 𝗚𝗼𝗹𝗱 𝘁𝗲𝗮𝗺 𝗖𝗵𝗶𝗻𝗮 𝗳𝗿𝗲𝗲 𝘀𝗸𝗶𝗲𝗿 𝘁𝗼𝗼𝗸 𝘂𝘀 𝗼𝗻 𝗮 𝘁𝗿𝗶𝗽 𝗶𝗻𝘀𝗶𝗱𝗲 𝗵𝗲𝗿 𝗯𝗿𝗮𝗶𝗻.

I don’t care if you’re a 22 yr old gold medal Olympian, or in your 60s still thinking about starting that business.

If the voice says, you’re not ready. You hesitate.
If it says, this is mine. You move.

When you’re building something that doesn’t exist yet or stepping into something that feels way out of your depth, the story in your head can make or break you.

𝗘𝗻𝘁𝗿𝗲𝗽𝗿𝗲𝗻𝗲𝘂𝗿𝘀𝗵𝗶𝗽, 𝗷𝘂𝘀𝘁 𝗹𝗶𝗸𝗲 𝘀𝗽𝗼𝗿𝘁, 𝗶𝘀 𝗮 𝗽𝘀𝘆𝗰𝗵𝗼𝗹𝗼𝗴𝗶𝗰𝗮𝗹 𝗴𝗮𝗺𝗲 𝗯𝗲𝗳𝗼𝗿𝗲 𝗶𝘁’𝘀 𝗮 𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗶𝗮𝗹 𝗼𝗻𝗲.

The quality of your life is deeply tied to the quality of the narrative running in your head.

Your life moves in the direction of your dominant thoughts.
Make sure they’re working for you, not against you.

𝗪𝗵𝗮𝘁 𝗮𝗻 𝗮𝗺𝗮𝘇𝗶𝗻𝗴 𝗿𝗼𝗹𝗲 𝗺𝗼𝗱𝗲𝗹 💚✌️

Skate brand Zoo York let thousands of branded cockroaches loose in NYC 🪳🪳

In the late 2000s, it was THE most talked-about guerrilla marketing stunt in street culture.

Zoo York, founded in 1993 by a group of pro skaters, was the first major East Coast skate brand. 

Properly rooted in NYC graffiti and hip-hop culture. 

The cockroaches were stamped with the Zoo York logo, using the insect as a metaphor for New York itself.

Gritty, resilient, and impossible to get rid of.

They slipped them into backpacks, worked them into skate content, then released them on Wall Street.

It spread fast online. Mixed reactions. Total chaos.

And it did exactly what it was designed to do.

Get attention. Shock people.

𝗧𝗵𝗲 𝘄𝗵𝗼𝗹𝗲 𝗽𝗼𝗶𝗻𝘁 𝗼𝗳 𝗴𝘂𝗲𝗿𝗿𝗶𝗹𝗹𝗮 𝗶𝘀 𝗳𝗿𝗶𝗰𝘁𝗶𝗼𝗻.
𝗜𝘁 𝘄𝗼𝗿𝗸𝘀 𝘄𝗵𝗲𝗻 𝗶𝘁 𝗳𝗲𝗲𝗹𝘀 𝘂𝗻𝗰𝗼𝗺𝗳𝗼𝗿𝘁𝗮𝗯𝗹𝗲.
𝗧𝗵𝗮𝘁’𝘀 𝘁𝗵𝗲 𝗲𝗱𝗴𝗲.

Now here’s the thing.

Would you use live animals in marketing like this today? No.

But it does show something about that era.

Skate culture had teeth. 
It didn’t ask permission. 
It didn’t run a risk assessment.
It just did the thing and dealt with the fallout.

There was attitude. It felt genuinely rebellious.

𝗘𝗮𝗿𝗹𝘆 𝟮𝟬𝟬𝟬𝘀 𝘀𝗸𝗮𝘁𝗲 𝘀𝗰𝗲𝗻𝗲 𝘄𝗮𝘀 𝘂𝗻𝗯𝗲𝗮𝘁𝗲𝗻 𝗜𝗠𝗢.

🛹 💚 ✌️

Coinbase made a video game ad using real humans instead of CGI. And it's one of the best spots I’ve seen in months 🔥

For the Oscars, they launched "Your Way Out."

You're watching a background character in a video game. An NPC.
Walking the same path. Repeating the same lines.
Until he doesn't.

Halfway through, he breaks the script. 
Tries to escape the system he's stuck in. 
The world opens up. Real people appear.

"𝗬𝗼𝘂𝗿 𝘄𝗮𝘆 𝗼𝘂𝘁 𝗼𝗳 𝘁𝗵𝗲 𝘀𝘆𝘀𝘁𝗲𝗺." 𝗔𝗞𝗔 𝘁𝗵𝗲 𝗡𝗣𝗖 𝗳𝗶𝗻𝗮𝗹𝗹𝘆 𝗳𝗼𝘂𝗻𝗱 𝗰𝗿𝘆𝗽𝘁𝗼.

NPCs are a gaming reference AND a fully formed piece of internet culture.

The meme has been running for years. 
The idea that most people are stuck in the “matrix”.

They’re tapping into one of the biggest fandoms on the planet.
200 million Americans play video games. 
The average player is mid-30s.
The culture around gaming runs deep.

Most brands would've rendered this in CGI.

Director Oscar Hudson built the whole thing in-camera. 
Real sets, real actors and choreography to mimic the game world.

𝗣𝗿𝗼𝘃𝗶𝗻𝗴 𝘁𝗵𝗲 𝗵𝘂𝗺𝗮𝗻𝗶𝘁𝘆 𝗮𝗻𝗱 𝗰𝗿𝗮𝗳𝘁 𝗯𝗲𝗵𝗶𝗻𝗱 𝘁𝗵𝗲 𝘄𝗼𝗿𝗸 𝗶𝘀 𝗵𝗮𝗹𝗳 𝘁𝗵𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴.

People want to see that something was made. 
That someone cared enough to build it properly.
This blew mine (and my team’s) minds. So damn good 👏 👏

Big love for this one from L’Oréal x Gillian Anderson 💚

“F**k off, they’re still worth it.”

It’s part of L’Oréal Paris’ Lessons of Worth series, where ambassadors talk about the moments that shaped their sense of worth.

“The greatest misconception is that a woman over fifty just shouldn't bother… People often ignore the wisdom and energy we've gained. In reality, this is the time when many women truly find their power and shine.” 🙌

As we know, a lot of International Women’s Day brand content can feel pretty formulaic.

This leans into a platform L’Oréal has owned for decades and pushes it culturally forward.

Gillian Anderson is also a certified legend.

From 𝘛𝘩𝘦 𝘟-𝘍𝘪𝘭𝘦𝘴 to 𝘛𝘩𝘦 𝘊𝘳𝘰𝘸𝘯, 𝘚𝘦𝘹 𝘌𝘥𝘶𝘤𝘢𝘵𝘪𝘰𝘯, and 𝘚𝘤𝘰𝘰𝘱, her characters have inspired generations through portrayals of complex, empowered women.

Brava 👏👏

When a house like Loewe resets creatively, everyone watches 👀

𝗧𝗵𝗲𝘆’𝘃𝗲 𝗷𝘂𝘀𝘁 𝗱𝗿𝗼𝗽𝗽𝗲𝗱 𝘁𝗵𝗲𝗶𝗿 𝗳𝗶𝗿𝘀𝘁 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝘂𝗻𝗱𝗲𝗿 𝘁𝗵𝗲 𝗻𝗲𝘄 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗱𝘂𝗼. 𝗔𝗻𝗱 𝗶𝘁’𝘀 𝗳𝗶𝗿𝗲 🔥

This is the first campaign from Jack McCollough and Lázaro Hernández since taking the helm in March 2025.

Before Loewe, they co-founded Proenza Schouler, the New York luxury label known for refined tailoring with that downtown edge.

Shot by US artist Talia Chetrit, the visuals move from bright, sun-drenched daylight into shadowed, nocturnal scenes.

It’s recognisably Loewe, but it’s also theirs.

And they’ve clearly thought about how this lives in motion and in feed.

The campaign stars a host of young cult actors: Beau Gadsdon, Talia Ryder, True Whitaker, Chen Duling and new ambassador Isla Johnston.

The house described them as people whose “energy and auteurship” mirror Loewe’s ethos and the collection’s joyous spirit.

It echoes what Jonathan Anderson did at Loewe from 2013 to 2025, backing emerging creative figures over obvious celebrity.

There’s been a clear shift across luxury over the past 3–5 years.

Away from only using traditional, mass-recognition celebrity toward cultural figures with credibility inside specific communities.

McCollough and Hernández talk about creating a “completely personal visual language” for Loewe.

Loving the vibe 💚

When OK COOL joins Residence, the obvious next step is a personalised ring.

I designed it on ChatGPT, sent it to a jeweller, and five days later it existed.

One for me. One for the founder of Residence, Ryan Honey

A romantic Valentine’s dinner in LA felt like the right moment to hand it over. 

He said yes immediately (and cracked up laughing)
No prenup. Just trust.

😂 💚

Barilla made Spotify playlists timed to your pasta’s cooking time. 𝗠𝗼𝗿𝗲 𝗯𝗿𝗮𝗻𝗱𝘀 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝗰𝗹𝗼𝗰𝗸𝗶𝗻𝗴 𝗼𝗻𝘁𝗼 𝘁𝗵𝗶𝘀 👇

Brands have been playing on Spotify for a while now. 

Curated playlists. Artist tie-ins. Campaign extensions.

But I still think there’s more in it.

𝗘𝘃𝗲𝗿𝘆 𝗯𝗿𝗮𝗻𝗱 𝗵𝗮𝘀 𝗺𝗶𝗰𝗿𝗼-𝘁𝗿𝗶𝗯𝗲𝘀 𝗶𝗻𝘀𝗶𝗱𝗲 𝗶𝘁.

The 6am grafters.
The late-night creatives.
The runners.
The overthinkers.
The ones who romanticise their commute.

𝗠𝘂𝘀𝗶𝗰 𝗹𝗲𝘁𝘀 𝗮 𝗯𝗿𝗮𝗻𝗱 𝘀𝗵𝗼𝘄 𝘁𝗮𝘀𝘁𝗲.

→ 𝗡𝗶𝗸𝗲 𝗮𝗻𝗱 𝗚𝘆𝗺𝘀𝗵𝗮𝗿𝗸 curate workout mixes for leg day, HIIT, long runs.

→ 𝗔𝗱𝗶𝗱𝗮𝘀 builds run-club soundtracks around community events.

→ 𝗦𝘁𝗮𝗿𝗯𝘂𝗰𝗸𝘀 publishes the music you hear in store. Baristas help shape the playlists.

→ 𝗞𝗙𝗖’𝘀 “Bucket Bangers” leaned into late-night energy.

→ 𝗖𝗼𝗰𝗮-𝗖𝗼𝗹𝗮’𝘀 Coke Studio produces original tracks with emerging and established artists.

→ 𝗡𝗲𝘁𝗳𝗹𝗶𝘅 creates playlists inspired by its shows to keep fandom alive between episodes.

→ 𝗜𝗞𝗘𝗔 curates mood-based mixes tied to rooms and routines.

→ 𝗠𝗰𝗗𝗼𝗻𝗮𝗹𝗱’𝘀 has partnered with artists like Travis Scott and BTS, extending meal drops into Spotify with artist-curated listening moments.

They’re all extending the feeling beyond the physical space the brand owns.

For your brand this might be:

A grime mix that only makes sense in London.
A hyperpop drop for your Discord crowd.
A monthly run-club soundtrack people actually wait for.

💚 ✌️

The most interesting camera at the Acne Studios show was a Nintendo DS.

The footage looks like it came straight out of 2007.

It started doing the rounds online and has now been viewed tens of thousands of times.

𝗧𝗵𝗲 𝗗𝗦 𝗳𝗼𝗼𝘁𝗮𝗴𝗲 𝘀𝗶𝘁𝘀 𝗮𝘁 𝘁𝗵𝗲 𝗶𝗻𝘁𝗲𝗿𝘀𝗲𝗰𝘁𝗶𝗼𝗻 𝗼𝗳:

→ Lo-fi nostalgia
→ Unpolished 2000s aesthetic

This is the pulse in culture right now.
The retro revival trend is everywhere.

And the Nintendo DS has become a central icon in the Y2K-style revival among Gen Z.

𝗚𝗲𝗻 𝗭 𝗰𝗮𝗿𝗲 𝗮𝗯𝗼𝘂𝘁 𝘁𝗵𝗲 𝗹𝗼𝗼𝗸 𝗼𝗳 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗱𝗲𝘃𝗶𝗰𝗲𝘀 𝗮𝗴𝗮𝗶𝗻.

→ Early digital cameras have a certain colour profile.
→ Camcorders have that DV softness.
→ The Game Boy Camera has pixelated black and white.

There are entire Game Boy Camera photography communities.

𝗟𝗼-𝗳𝗶 𝘁𝗲𝗰𝗵 𝗮𝗲𝘀𝘁𝗵𝗲𝘁𝗶𝗰 𝗶𝘀 𝗲𝘃𝗲𝗿𝘆𝘄𝗵𝗲𝗿𝗲.

Across all categories, but notably luxury fashion. 

Laurent just went low-fi with Bella Hadid for their Spring ’26 campaign “MOMBASA”.

The “amateurism” vibe is now a marker of authenticity.

The guy who shot this is an Acne Studios employee called Jacques.

Awesome example of entrepreneurship, opportunism and initiative within a company.

If you have a great idea, a good leadership team will recognise it and run with it.

Jacques 👏👏

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